Most founders think they have a marketing problem.

Or a sales problem. Or a product-market fit problem. They don’t.

The real problem is category.

If the world doesn’t know what you are, why you matter, or why they should care — no amount of ads, funnels, or hustle will fix it. You’ll keep sounding like everyone else, competing on features, price, or noise.

That’s a game you can’t win.

At The MisFits, we don’t build brands. We turn misfit founders into category kings.

We work with underdogs and misfits — military veteran founders and one-of-one entrepreneurs who’ve never quite fit the mold. In two weeks, through what we call a Category Sprint, we help you:

• Define the category you can actually win.

• Nail the point of view that makes customers, investors, and the market finally get it.

• Go to market with confidence and clarity, instead of guesswork.

We’ve seen it again and again: once the category is clear, everything else starts working. Marketing sticks. Sales conversations click. Traction builds.

Because you’re not competing anymore. You’re leading.

If you’re an underdog, a misfit, or a veteran building something the world doesn’t understand yet — this is the work that changes the game.

Let’s build a category you can own.

— “IRON” Mike

Welcome to The MisFits.

"IRON" Mike Steadman
The Category Whisperer