When Your Category Becomes a Cage

“The same strategy that helps you rise can make you irrelevant if you hold on too tightly.”

You built the name.
You created the space.
You gave people something to rally around.

But what happens when that name… starts to feel like a trap?

Naming Creates Categories.

Categories Create Identity.

Identity Creates Separation.

It sounds elegant. Even empowering.

Until it isn’t.

In the world of category design and movement building, we celebrate naming because it brings clarity. It defines problems. It gives people a place to belong.

But if you’re not careful, the very thing you built to liberate your market… can start to limit your evolution.

The Power — and the Price — of Naming

Naming gives people something to rally around.
Categories make new markets visible.
Identity creates emotional gravity.

But here’s the shadow side:

• Rigidity kills evolution.

• Separation breeds tribalism.

• Labels flatten complexity.

The very strategy that lifts you up can be the thing that drags you down if you cling to it too tightly.

When the Category Becomes a Cage

Let’s look at a few examples:

BlackBerry
They owned the “mobile email” category. But when the world moved to touchscreens and apps, they clung to the keyboard—and fell behind.

Kodak
They invented digital photography. But they rejected it, afraid it would cannibalize their film business.

Clubhouse
They pioneered “audio-first social.” But as the world shifted toward hybrid formats and long-term community retention, they stayed stuck in exclusivity and audio purity.

Peloton
They defined at-home fitness through spin bikes. But when the category evolved into holistic wellness ecosystems, they struggled to expand their identity beyond hardware.

Each of these companies treated their category as a definition… not a starting point.

More Brands That Got Trapped in Their Own Category

Victoria’s Secret
Category: Sexy, ultra-thin, unattainable beauty
They dominated lingerie by creating the "Angels" archetype. But when culture shifted toward body positivity, they clung to outdated ideals and lost relevance. Now playing catch-up.

MySpace
Category: The original social network
They stayed focused on music and customization while Facebook focused on real identity and clean UX. MySpace got outpaced fast.

Ivory, Dial, & Other Bar Soaps
Category: “Pure” and “clean” soap
Legacy brands couldn’t keep up with the wellness and ingredient-conscious evolution. Dove pivoted; they didn’t.

The Taxi Industry
Category: Regulated, meter-based ride services
Rather than adapting to Uber's convenience-first experience, they fought it—and lost public favor.

Blockbuster
Category: In-store movie rental
They mocked Netflix's mail/streaming pivot. Now they’re a meme, not a market leader.

Juicero
Category: Premium cold-pressed juice appliance
Focused on a sleek hardware-for-health narrative that wasn’t grounded in real customer need. The juice packs could be squeezed by hand.

The Trap: Over-Identifying with Your Category

Identity is powerful—but dangerous.

When your brand becomes too entangled with the thing it made famous, you lose flexibility. You go from:

• “We stand for this” → “We can’t stand for anything else.”

• “We’re the first” → “We can’t be anything new.”

The category becomes a cage.
And eventually… a coffin.

Why We Cling to Categories: The Psychology Behind the Cage

We don’t just hold onto names for strategy.
We hold onto them for safety.

Cognitive Closure

Our brains crave certainty. Once we define something, we stop questioning it.

“We’re a DTC brand.”
“We’re a social audio company.”
“We’re the X for Y.”

Feels clear. Feels clean. But clarity can calcify.
And calcification kills evolution.

Identity Fusion

When a founder fuses their sense of self with the category they created, the stakes feel personal.

Shifting the story starts to feel like abandoning your origin story—or worse, abandoning yourself.

Sunk Cost Bias

When you’ve poured years, money, and soul into a narrative, it’s hard to admit it needs to evolve.

“We can’t change now. We’ve invested too much.”

But if the market has already moved on, holding on too long is how movements stagnate.

The Ego of the Creator

You built this thing. You named it. Scaled it. Loved it.

But the ego whispers:

“They just don’t get it yet.”
“We were here first.”
“We just need better messaging.”

The truth might be:

The market has evolved.
Your story needs to grow.
And your brand is ready for a bigger identity.

The Antidote: Hold the Narrative Loosely

The most powerful brands don’t abandon identity—they evolve it.

• Apple began as “the computer for the rest of us.” Today, it's about creativity, privacy, and human empowerment across everything.

• Amazon started with books. Then it became everything. Then infrastructure. Then AI.
  What stayed constant? Relentless reinvention.

• Patagonia could’ve stayed “the brand for climbers.” Instead, it became a global force for climate action.

These brands didn’t cling to categories.
They moved with courage, not ego.

Final Thought: Create, Don’t Cling

Naming is a gift.
Categories are a strategy.
Identity is an accelerant.

But they are not the product.
Not the company.
Not the movement.

The founders who thrive?
They don’t get stuck in the first version of the story.
They keep rewriting it. Again and again.

So yes—build your category. Claim your name. Own your origin.

Just don’t forget…

You can always change clothes.