Category creation is about selling the market on the problem first, rather than on your solution. If the category doesn’t already exist, it means customers aren’t currently aware that they have a problem. They don’t understand the cost of not solving that problem, nor do they understand the potential value they can unlock by solving that problem. Customers need to be aware of those things before you can successfully convince them to purchase any solution (including yours). This style is very, very difficult to execute, but if you manage to pull it off, the rewards are massive.
