The Category Creation Formula: New Thinking From a Decade in the Trenches of Category Design

The $2.5M Lightning Strike: How Pablo Gonzalez Took Over a Conference in 36 Hours

You've been told the only way to win at conferences is to buy a booth, hand out swag, and hope the right person stops by. Meanwhile, $48,000 later, you've got a stack of business cards you'll never follow up on and zero pipeline to show for it. What if instead of renting a booth, you built a world — one that people lined up to walk through? Pablo Gonzalez did exactly that. As Chief Evangelist at Oo (an AI maintenance solution for property management) and founder of Be the Stage, Pablo designed a category, built distribution through content co-creation, and executed a "lightning strike" takeover of the Broker/Owner conference — generating $2.5M in closed-won revenue in 36 hours on a $48K budget. In this Strike Marketing Summit session, Pablo walks through every detail of how he did it — and the principles any founder can apply. What you'll learn: • The "AI Pavilion" playbook — how Pablo secured a free 2,400 sq ft room, branded it as an industry-wide AI hub, and filled it with demos, research stations, and content co-creation activations  • The POV-first content strategy — how a category-design point of view about maintenance-driven reputation risk became the narrative engine for every piece of content, partnership, and activation  • Borrowed credibility and socially validated distribution — why getting butts in seats is easy when the audience already trusts the partners who brought them to you  • The "From-To" story arc — how Pablo engineered a specific transformation (AI as tool → AI as teammate) and orchestrated every element of the experience to drive it  • The content co-creation engine — the podcast-as-trade-show-booth model that creates distribution, validates pain, builds alliances, and produces content simultaneously  • Wow moments on a budget — Meta Ray-Ban glasses for top clients, a roaming AI photo booth, anthropomorphized AI agent demos, and live market research gamification — all within a $48K budget About Pablo Gonzalez: Pablo is Chief Evangelist at Oo and founder of Be the Stage, a marketing agency specializing in content co-creation and trade show activations. He's built a $40M channel for a real estate development company, created the largest community event in the property management industry, and co-hosts Category Thinkers alongside Kevin Maney and Mike Damphousse. About the Strike Marketing Summit: The Strike Marketing Summit brings together practitioners of category design, virtual summits, and content-driven growth to share real playbooks — not theory — for bootstrapped B2B founders breaking through the invisibility ceiling. ⏱️ CHAPTERS  0:00 2.5M Revenue Teaser  0:26 Two Truths and a Lie  1:22 Audience Guesses the Lie  2:51 Shark Tournament Reveal  4:28 Session Format and Goals  5:34 Pablo Origin Story  6:39 Joining Oo as Evangelist  8:27 POV Workshop and Narrative  11:02 Podcast Booth Strategy  12:00 Breaking Into the Clique  15:56 AI Summit and Alliance  16:59 Securing the AI Pavilion  19:03 AI Pavilion Activation  23:23 Results and ROI Breakdown  25:47 POV as Content Engine  27:15 Lightning Strike Principles  27:43 Distribution Channels  29:28 Borrowed Credibility  32:08 From To Story Arc  34:59 Wow Moments Budget  37:26 Content Co Creation Engine  40:27 Podcast Booth Setup  43:27 Serve With Superpower  49:28 Q&A Staying Focused  51:53 Adapting For Communities  55:47 Wrap Up And Thanks 🎯 Ready to stop being invisible? Book your free 30-minute strategy call: [STRATEGY_CALL_LINK] 📬 Subscribe to the Startup Strike Newsletter: https://strikemarketing.news [https://strikemarketing.news] Get full access to B2B Events at b2bevents.live/subscribe [https://b2bevents.live/subscribe?utm_medium=podcast&utm_campaign=CTA_4]

Why Some Summits Convert at 2% and Others Convert at 20% - With the Exact Same Topic

Most summits don’t fail because the content is bad. They fail because they’re built around information — not connection. In this session from the Strike Marketing Summit, Rachel Starr (Founder of Co-Creator Society and Circle Certified Partner) reveals how to design a summit that: • Increases live attendance • Boosts engagement • Converts at higher rates • Turns attendees into long-term community members She breaks down the 5-part Connection-First Summit Framework: 1. Attract aligned speakers 2. Design for interaction (not consumption) 3. Build one simple home base 4. Create built-in connection moments 5. Use your summit as a launchpad If you’re running summits to generate leads, launch memberships, or build category authority — this is required viewing. Because a summit isn’t content. It’s a catalyst. 🕒 Chapter Markers (Keep These) 00:00 From Content to Experience: The Mindset Shift That Changes Everything 00:20 Smooth Jazz Banter + Welcoming Rachel Starr 01:24 Meet Rachel Starr: Community Strategist Intro 02:15 Two Truths and a Lie 05:21 Prize Reveal: Free Month of Co-Creator Society 07:44 Build a Summit That Grows Your Business Through Connection 09:40 Why Most Summits Fall Flat: The 4 Big Experience Problems 13:28 Community Is the Conversion Engine 16:35 Pop Quiz: What’s the Real Engine Behind a Successful Summit? 20:17 Case Study: Inside the Co-Creator Growth Summit 25:57 The Connection-First Framework 31:26 Behind the Scenes Tour: Summit Hub & App 35:49 What Attendees Actually Want 38:45 Turning Summit Momentum Into Ecosystem Growth 41:34 5 Practical Next Steps 52:08 Marketing Timeline & Monetization Strategy 55:49 Community Building Secrets + Wrap-Up Get full access to B2B Events at b2bevents.live/subscribe [https://b2bevents.live/subscribe?utm_medium=podcast&utm_campaign=CTA_4]

You Don't Have a Funnel Problem. You Have a Belief Problem.

You've built the sales page. You've tweaked the headline. Maybe you've followed Russell Brunson's playbook to the letter. And it worked — a little. Not nearly enough. So you built another one. Chris Stanley has a name for this: the tornado trap. And in this session from the Strike Marketing Summit, he explains exactly why it keeps happening — and the one shift that broke the cycle for him. Chris is the founder of IA Path and Mini Book Publishing, the author of 21 Amazon bestsellers, and the architect of a $700K-per-year online business he runs from a sailboat in Florida. He built it — not through a breakthrough launch or a viral moment — but through a 10,000-word book he wrote about insurance adjusting. He started with haters on LinkedIn questioning his credentials. Nine years later: $700K a year, three years running. Here's the insight that changed everything for him: funnels cash in on belief that already exists. If someone is already searching for what you sell, a funnel converts that existing conviction into a sale. But if you're a bootstrapped founder in a new category — building something the market doesn't have language for yet — there's no existing belief to cash in on. And no funnel, no matter how well-built, can manufacture it. You need a flywheel. What you'll learn in this session: • The 3 problems every founder faces in sequence — the credibility crisis, the tornado trap, and category confusion — and why they compound on each other • Why funnels are tornadoes (fast to spin up, fast to die) and flywheels are hurricanes (slow to build, massive and sustained impact) — and the Flywheel Law: a belief flywheel lasts 1,000 times longer than a funnel • The 5 elements of a hurricane-strength flywheel: market need, powerful POV, consistent messaging, belief echo, and category clarity • The 3-stage build system — Idea → Identity → Impact — and why a mini book is the fastest path through all three stages • The content engine that flows from a flywheel: Book → Content → Conversations → Customers • How to find your unique POV (hint: it's simpler than you think) and test your framework before you write a word About Chris Stanley: Chris Stanley is the founder of IA Path and Mini Book Publishing. Starting as an insurance adjuster, he built a $700K/year online education business through a series of mini books — 21 of which have hit the Amazon bestseller list. He runs his business remotely from a sailboat and a school bus. His book Mini Book Flywheel releases in January 2026. Get his free mini books: https://minibookpublishing.com/free [https://minibookpublishing.com/free] About the Strike Marketing Summit: The Strike Marketing Summit is a two-day virtual event for bootstrapped B2B founders who are invisible despite doing great work. Hosted by Fernando Labastida, Founder of Strike Marketing Institute, the summit teaches the Strike Marketing Model: category design, a startup book, a summit strike, content cascade, and AI amplification — the third path between blitzscaling and the content hamster wheel. ⏱️ CHAPTERS 00:00 Funnels vs Flywheels  00:35 Meet Chris Stanley  02:35 Seven Days to 700K 04:30 Tornado or Hurricane  05:52 Origin Story and Proof  08:07 Mini Book Breakthrough  09:10 Life Currency Giveaway  12:19 Three Business Problems  12:51 Credibility Crisis 15:00 Tornado Trap Funnels  16:38 Borrowed Demand Explained  18:38 Hurricane Flywheel Mindset  21:40 Flywheel Creates Belief  22:15 Flywheel Law Giveaway  25:17 Category Confusion Fix  27:05 Mini Book Flywheel System  29:07 Mini Book Flywheel  29:28 Book Becomes Business  31:02 Hurricane Flywheel Elements  31:42 Warm Water Market Need  32:59 Point of View Gravity  34:11 Messaging and Belief Echo  35:15 Category Clarity Eye  36:18 Build Your Flywheel Stages  37:03 Idea Identity Impact  39:24 Mini Book Authority Boost  42:28 Content to Customers Loop  44:01 Funnels Versus Flywheels  45:07 Giveaway and Free Books  49:08 Writing a Book Fast  51:17 Series Bundle Walkthrough  53:08 Finding Your Unique POV  54:24 Testing Frameworks  57:43 Book Revenue and Wrap Up 🎯 Ready to stop being invisible? Book a free 30-minute strategy call with Fernando: https://calendly.com/fernando-aimarketingcasestudies/call-with-fernando [https://calendly.com/fernando-aimarketingcasestudies/call-with-fernando] 📬 Subscribe to the Startup Strike newsletter — category design, summit strategy, and founder visibility, every Tuesday: https://strikemarketing.news [https://strikemarketing.news] #StrikeMarketing #CategoryDesign #BootstrappedFounder #MiniBook #VirtualSummit #B2BMarketing #InvisibleExpert #ContentMarketing #SalesFunnel #Flywheel Get full access to B2B Events at b2bevents.live/subscribe [https://b2bevents.live/subscribe?utm_medium=podcast&utm_campaign=CTA_4]

The Category Creation Formula: New Thinking From a Decade in the Trenches of Category Design

Most companies compete harder. Very few change the game. In this Strike Marketing Summit fireside chat, Kevin Maney and Mike Damphousse unveil the thinking behind their upcoming book, The Category Creation Formula — a decade of real-world category design distilled into a clear, repeatable framework. This is not positioning theory. It’s market-making strategy. Drawing from 10+ years of hands-on work with startups, scale-ups, and enterprises (including LinkedIn, Guidewheel, and more), Kevin and Mike break down how new market categories actually emerge — and why most companies miss the moment. The core insight: Every new category follows the same logic: Context + Missing + Innovation = New Market Category In this conversation, you’ll learn: Why category design is strategy, not marketing How new contexts (AI, geopolitics, supply chains, social shifts) create entirely new problems How to identify what’s missing before competitors see it Why the Adjacent Possible determines whether innovation succeeds or dies How iconic leaders (Steve Jobs, Jeff Bezos, Uber) instinctively followed this formula Why category design must be CEO-led, not delegated Why categories are a long game, built through sustained “strikes,” not one launch Kevin and Mike also share never-before-public material from their new book, including: How to set category rules so competitors are forced to follow you Why great category names combine old language + new meaning How to write a Category Point of View (POV) that aligns product, sales, and marketing Real stories of founders who finally “saw” their category — and unlocked growth If you’re building something new - or struggling to stand out in a crowded market - this session offers a mental model that clarifies everything downstream: product, messaging, GTM, and growth. This is category design, evolved. ⏱️ Key Moments 00:00 Why new contexts create new markets 02:05 The origins of the Category Creation Formula 05:54 Real category design case studies 09:31 Context + Missing + Innovation explained 12:06 Steve Jobs as the ultimate category designer 14:04 The “Adjacent Possible” framework 18:46 How category rules get set (Uber example) 22:54 How to build a true Category POV 36:56 Common myths about category design 44:28 Why category creation is a long game 49:38 Guidewheel: a modern category success story Get full access to B2B Events at b2bevents.live/subscribe [https://b2bevents.live/subscribe?utm_medium=podcast&utm_campaign=CTA_4]

From 150 Webinars to $100M Growth: Darrell Vesterfelt’s Summit & Community Playbook

How do you grow a business when content is everywhere, AI is flooding the market, and trust is harder than ever to earn? In this Strike Marketing Summit session, Darrell Vesterfelt breaks down the growth system he’s used to: Drive $100M+ in revenue Generate 100,000+ summit registrations Turn live events into compounding community engines Help creators and companies build million-dollar communities Darrell’s journey spans early webinars in 2012, 150 webinars in 12 months at ConvertKit, launching massive summits like the School of Traditional Skills (101,000 signups in year one), and now leading growth at Mighty Networks. But this isn’t a tactics talk. It’s a systems talk. What you’ll learn: Why summits aren’t campaigns — they’re engines The real reason webinars worked at ConvertKit (hint: product-market fit comes first) How one summit took a company from zero to 5,000 paying members in a week Why AI is killing courses — and elevating community How just 30 people can be the foundation of a real business Why results matter more than features (and always will) Darrell also introduces a powerful shift happening right now:the move from education → participation, and from content → community. If you’re a founder, marketer, creator, or operator trying to stand out in an AI-crowded market, this session lays out a clearer path forward than most “growth hacks” ever will. ⏱️ Key Moments: 00:00 Why ambitious goals matter03:38 From webinars to 100K-person summits07:13 Turning a summit into instant traction15:31 Product-market fit vs. pushing the boulder uphill23:44 Growth lessons from ConvertKit29:42 Why challenges outperform courses33:09 How AI is changing learning forever35:48 Why small communities can be big businesses41:22 Community as the new growth advantage46:43 Results > features (the real differentiator) Get full access to B2B Events at b2bevents.live/subscribe [https://b2bevents.live/subscribe?utm_medium=podcast&utm_campaign=CTA_4]