One of the greatest challenges of entrepreneurship is finding your position in a market. But the innovations with the highest potential are often forerunners of entirely new categories, with no comparables and no buyer who knows they have the problem yet. This session covers how to build demand from zero: naming the problem before the product, choosing who to convince first, and knowing how to approach genuinely new markets versus existing ones. Join five-time startup CMO Adam Weinroth for a session that moves from high level strategy to practical playbooks, covering the whys, whats and hows of building new categories from the ground up.