Category designers, start here.
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Category design is a business strategy that helps companies define the terms of competition in their favor. Here’s an easy way to think about it. Conventional business strategy focuses on capturing market share from competitors. Think about an army fighting its enemy over a piece of land. It’s a zero sum game where capturing more land means taking it away
Category design is often led by the CMO, with much of the work executed by the marketing team. That’s why category design often looks like a marketing discipline. But it’s actually a business discipline that the entire company needs to support. Why? If category design was a marketing play, it would only be about narrative and promotion. But category design
I often hear people talk about category design as a “marketing strategy.” It’s easy to see why. Marketing often spearheads category design. And it affects that department as much as any other. But category design is actually a whole-company exercise. As such, it’s a strategy that only your CEO can decide to pursue. If you’re interested in category design and