Category designers, start here.

John Rougeux

Hi, I’m John Rougeux. I’m the VP Marketing Strategy at BombBomb, where I lead our category design efforts.

Flag and Frontier is a consultancy and resource hub I created to help executives in B2B tech pursue category design. To get the latest publications, subscribe below or follow me on LinkedIn.

New here? Start with these resources.

11 Books Every Category Designer Needs to Read

Category design might be a difficult to pull off, but learning about it doesn’t have to be such a challenge. While there are only a few books written about category design directly, there are plenty of resources that will help you develop the right mindset. Here are a few of my favorite resources that I leaned on as a category

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Contrasting shows

What is Category Design? A 5-Minute Overview

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

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Talking to a CEO

How to Talk to Your CEO About 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

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