Teaching a new aisle. Expensive. Optional. Not the default.
Category design (Play Bigger) is creating a market category and making your product the example of it. It needs budget, time, and a problem buyers do not already have words for. Most B2B teams should pick an existing frame of reference instead.
If buyers already compare you to a known tool, you are in an existing category. Inventing a name they will not search is a branding exercise, not category design.
Dunford usually picks an existing category. Category design creates one. Do not run both as the first play.