HowTheyGotUsersHowTheyGotUsers

Make a Boring Category Memorable

Make a Boring Category Memorable is a content & youtube tactic for getting your first users: Win attention in a stale category by deliberately looking and sounding different, gamifying your expertise, and creating branded moments people want to show up for.

It's a strong fit for B2B SaaS teams, and works especially well for SaaS in dry or fear-driven categories (security, compliance). As a content & youtube play, plan for high effort and expect results to build gradually over time, all grounded in 5 linked primary sources.

Content & YouTubeHigh effortSlow

Why does content & youtube work for this?

In a sea of identical, product-obsessed messaging, a distinctive voice and a memorable moment cut through, build brand, and pull in audiences who'd never respond to a normal pitch.

The exact steps (5)

The full step-by-step this founder ran, what they posted, where, and in what order, plus the watch-outs, is part of the library.

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Sources

Works for
B2B SaaS

Frequently asked

What kind of products does the "Make a Boring Category Memorable" tactic work for?
It is a good fit for B2B SaaS — pick it when your product looks like that, since the play is shaped around how those users find new tools.
How is the "Make a Boring Category Memorable" tactic verified?
It is drawn from 5 primary sources — real founder write-ups and interviews, not generic advice. They are linked in the Sources section above so you can read the original accounts yourself.
How much effort is it and how fast are results?
It is high effort, and results tend to be slow.
Where can I see the exact step-by-step?
The full step-by-step a founder ran, documented via Marketing in the Age of AI with Wiz's CMO Raaz Herzberg and Breaking down early-stage SaaS marketing (Storylane), is in the paid library.

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