The trap
Most teams pitch a category before they've earned the right to. They write a manifesto, change their homepage, and wait for buyers to nod. The buyer doesn't nod. The buyer searches for something familiar and clicks the competitor who showed up.
Three patterns that work
First: anchor to a known frustration, not a new noun. Second: prove the category exists by naming the alternative your buyer is already cobbling together. Third: invest in the words your customers actually say in their internal slack channels, not the ones your strategist invented in a workshop.
How to pressure-test
Show your positioning to ten target buyers without your logo on it. If three of them can repeat it back without prompting, you're close. If none can, start over.