Carving Out Your Category of One

Carving Out Your Category of One

From Soulful CEO Podcast by Kristin Constable

June 10, 2026 · 20 min · Season 3 · Episode 43

About this episode

Kristin Constable reframes the process of building a personal brand as an excavation rather than a creation, focusing on authenticity and specialization.

Most positioning advice tells you to get creative. Invent something new. Stand out. Be memorable. But that's not actually how a Category of One gets built, and chasing that approach is why so many experts end up with a brand that feels like a production vs an authentic expression of who they are at what they stand for. In this episode, Kristin reframes the entire process. Carving out your Category of One isn't a creation exercise. It’s a four-part excavation process that allows experts to stop competing and play an entirely different game altogether. WHAT YOU'LL HEAR Why the fastest-growing coaches and consultants are going narrow and what the data behind that shift actually signals The four excavation points that reveal where your category already lives Why trying to be the best in your space is a race to the bottom How to bring the breadth of what you do to your Category of One TIMESTAMPS 0:00 — Why fastest-growing coaches are going narrow 1:00 — This is an excavation, not a creation 1:45 — The Michelangelo/David analogy 2:45 — What you're looking for: the 4 excavation points 4:00 — "Is this too much?" the multi-passionate client story 5:00 — What your Category of One actually…

People in this episode

Host: Kristin Constable

Topics covered

  • positioning
  • branding
  • entrepreneurship
  • coaching
  • specialization

Keywords

  • Category of One
  • excavation process
  • narrow positioning
  • coaches
  • consultants
  • branding strategy
  • authentic expression

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