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
What’s worse than a weak point-of-view (POV) for your category? A great POV that no one hears about. For category design to work, your category POV has to be out in the world, evangelizing a position on behalf of your brand. It needs to elicit a response from customers – not collect dust in some forgotten Dropbox folder. That’s why
Every week or so I come across someone who loves the idea of category design but feels stuck because their current employer isn’t pursuing that strategy. It’s a bummer because as exciting and challenging as the work of category design can be, this way of thinking about business isn’t on the radar of most execs. And it’s not a strategy that every company should