Are you a category creator or disruptor?

We all know how hard it is. You approach a potential customer, and they immediately compare you to another tool they already know or use. Now, you either differentiate yourself by disrupting the market, or you create a new market. Both approaches have their pros and cons, both are super difficult. Can you share some of your stories? How do you approach it, and pitch it to customers? 🚀 I'll start: We are creating Kypso, a no-code control center for teams' projects. We enable startups to surface and automate risk mitigations in their R&D projects. As you can imagine, we have many competitors. Some in the automations space, some in the R&D analytics space. We are trying to create a new category by somehow connecting these two spaces together.