If investing in a new data tool is an emotional rollercoaster, investing in an entirely new approach to data is a monumental task that requires careful consideration of emotions, vision, and discipline. Creating a category is messy and difficult, but it can be achieved by having a unique perspective that aligns with existing customer behavior, defining the vocabulary of your category with marketing, being disciplined about what you fix and when, just starting, and differentiating your product through data management. By following these principles, founders can increase their chances of success in creating a new category and making a lasting impact on the industry.