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 here or follow me on LinkedIn.

New here? Start with these resources.

early mountain bike

Category Design Thinking Is for Everyone. Just Ask the Bicycle Industry

Category design thinking isn’t just something that VC-backed companies with unicorn aspirations can use. When applied correctly, the category design lens can expand your addressable market and open up new revenue opportunities with existing customers. Really, we are talking about the development of what Christopher Lochhead calls a “breakthrough product or service.” And there’s no better example of this than

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Collage of printed books

Creating a Category POV from Scratch? Here’s Where to Start.

As a category designer, your Point-of-View (or POV) is a critical document for your category design strategy. If you’ve read Play Bigger (the original book on category design), you already know that will inform nearly every aspect of your category design process. When done right, it shows your customers (and your employees, investors, partners, the press, etc.) the problems you

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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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