Not at all. The category POV is a way to capture the category-creating decisions in a simple, straightforward narrative that anyone can understand. Which is to say: these POVs should be very different from the usual set of business-school bullet points or some mangled-language mission statement. Humans latch onto stories. A story can generate emotion and excitement in a way no jargon-filled traditional marketing copy ever will. A POV is an emotional appeal to the people you most need to convince. The POV then becomes a North Star, guiding everything the company does, from product design to marketing, sales, financial strategy, hiring and so on.