In an AI era where product advantages vanish overnight, the companies that define the market — not just the product — are the ones that last. The Gist Products alone rarely win. Market engineering argues category creation, positioning and messaging shape whether buyers understand and adopt innovation. Narrative becomes strategic advantage. As AI compresses product differentiation, market definition and storytelling become harder to replicate. Category leaders shape buyer thinking. Companies that define markets often gain outsized influence, stronger margins and lasting competitive advantage. Before becoming a marketing analyst, I spent much of my career launching new businesses and rescuing startups and large organizations that struggled with their messaging and audience reach. It was often heroic work—and sometimes it paid off. When I read and reviewed Denise Persson’s and Chris Degnan’s "Make It Snow," I honestly felt a twinge of envy.…