In a crowded and noisy marketplace, the story you tell determines whether you’re seen as indispensable or easily replaceable. John Rougeux, founder of Flag and Frontier and leading voice in the field of category design, explores how your narrative shapes your market perception. Talking with host Tom Schwab, John outlines six powerful strategies to help you define your space, evangelize your point of view, and position yourself as the clear category leader, not just another option.

The conversation dives into why so many businesses struggle to stand out, how the right narrative can transform your positioning, and why podcast interviews are one of the most effective tools for educating the market and owning your category. Together, Tom and John explain the vital distinction between simply having a message and actually being meaningfully different, and how failing to take control of your story often leaves the market to define it for you, usually not in your favor.

If your narrative doesn’t position you as a “must-have,” it’s likely you’re already being seen as a commodity. This episode will show you how to fix that and lead with a voice that changes the conversation.

Timestamps From This Episode:

[02:15] Defining unique vs. commodity.

[08:34] Evangelizing the problem.

[18:31] Reinventing a stagnant category.

[25:28] Narrative as a strategic exercise.

Resources From This Episode:

NnarrativeFieldGuide.substack.com

Linkedin.com/in/JohnBRougeux

InterviewValet.com