Category designers, start here.
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Category design has one fundamental rule: you need to solve a new problem, or you need to solve an existing problem in a new way. That means that the problem your company chooses to address will serve as the foundation for all your category design efforts. Much of your product, marketing, and strategy decisions will hinge on this decision. Play
When I co-founded a SaaS startup back in 2013, I wish I had known about category design. But back then, it wasn’t on my radar. The seminal book on the topic, Play Bigger, wouldn’t be written for another three years. But if I understood category design at the time, I think we could have taken the business even further (a
Every marketer needs a superpower. But Christoper Lochhead may have uncovered the greatest superpower of all. It’s something called category design. Category design is the process of building a new space that your company can own and dominate over the long term. It’s about “following your different” instead of trying to be “better.” As the co-author of future classics Play Bigger and Niche Down, Chris