What is Category of 1...Really?

Lately I have been hearing people throw around the term Category of 1…ALOT.

As the online space is increasingly saturated (yes I know you are a magical unicorn that no one can replace)… people are catering to people’s desires to:

1. Feel fully expressed

2. Showcase their gifts

3. Stand out

And there is nothing wrong with that.

As a 5/1 with Uranus on her ascendent, I have been given the lovely task of being a visionary, practical problem solver creating solutions that humanity needs (but may not want right now) AND being an innovator that literally has a gift for seeing the future (just not lottery numbers…unfortunately🤣).

One or the other is useful. Together - they feel like a nightmare.

A feel good article might tell you that Category of 1 is how you win - because no one is in your lane - but the reality is that business does not automatically work that way.

Henry Ford “If you had asked people what they wanted - they would have said faster horses”.

As I start to bring my entrepreneur identity meets “psychic surgery” meets business advisory work to more people I am examining this.

So I am sharing with you:

Here is what Category of 1 is when it’s positive:

• Instantly Understood Positioning and UVP
  
  You’re the only obvious choice for a clear, already-recognized problem. It’s differentiated, but people still immediately “get” what you do and why it matters.

• Builds on Existing Demand, Not Inventing Demand
  
  You’re not educating people from scratch—you’re reframing or specializing something they already know they need.

• Reduces Decision Friction
  
  The buyer can quickly say, “oh, this is the one for me.” Not necessarily by label itself - but by a “unarticulated needs or identity” match.

• Puts You into a Specialized Lane
  
  You are not a commodity. You can’t be easily replaced. You can charge higher prices. People refer people to you. You have to market less for greater returns.

Here is what Category of 1 when it’s negative:

• Too innovative = requires explanation before desire
  
  If you have to teach people why they should care before they even want it, you’ve gone past Category of 1 into “no category.”

  • If someone can’t easily compare you to something familiar (even loosely), you’re probably too early—not uniquely positioned. This creates hesitation, confusion or misinterpretation.

• Too early = you only set up people behind you to win
  
  All you have done is primed the market for those to come up behind you to capitalize. This is not only frustrating - it is a high speed train to broke and bitter.

  ---

This is an area I am dancing in now.

Because unlike how you “should” start a business…

This was birthed through me.

Human (i.e me) is figuring it out.

• It’s messy

• I am aware of it.

• I am sharing.

I am in the juicy middle because this is where the best inner cake layer is formed.

And forming it from “what makes sense” often reduces what is possible.

Essence before form.

And then …..

Apply litmus test.

And then refine.