How do you market a new technology when the category barely exists yet?

I’m building a new infrastructure product. It’s still in development, but the core technical hypothesis has already been validated.

What makes it difficult to position is that it’s not just “another tool” in an existing category. On one hand, it still has to prove its value like any normal product and earn its place in the market. On the other hand, it’s hard to explain the benefits to potential customers when there are barely any direct equivalents and people don’t yet have a familiar mental model for it.

So the challenge is not only building the product itself, but also explaining:

• what problem it solves,

• why existing approaches are not enough,

• and how to communicate the value without sounding too abstract or too early.

For those who have launched something genuinely new:

• How did you explain it to the market?

• Did you anchor it to an existing category, or did you try to define a new one?

• And how did you make the value feel real before the market already understood the problem?