Category designers, start here.
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Category design is warfare. You’re claiming new territory, and you need the means and the willpower to defend it. Indefinitely. With that in mind, have you considered if your team is ready for battle? In this post, I’m going to tell you why an internal category design launch is so important – and why skipping it might set you up
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
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