For veteran-led brands—MisFits who don’t fit the mold—the biggest mistake is playing by the old rules. Competing in someone else’s category, on their terms, guarantees one thing: you’ll lose before you even start.

Category-first thinking is about changing the game. Instead of fighting for space in a crowded market, you create your own. A well-defined category puts you in the driver’s seat, making your business the only choice. Your brand? It amplifies your position, turning your bold vision into something unforgettable.

Veteran-led brands thrive on grit, discipline, and a refusal to quit. But the marketplace wasn’t built for MisFits. That’s why defining your category is essential—it creates a playing field you own, where your customers see you as the leader by default.

Without a category, even the best brand is just noise. With one, it becomes a movement that redefines industries and leaves competitors scrambling to catch up.

For MisFits, the path is clear: Category first. Brand second. Always.

Welcome to The MisFits.

"IRON" Mike Steadman
Founder, The MisFits