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How To Pull Off An Internal Category Design Launch

If you read my last post, hopefully I convinced you why doing an internal category launch (within your own company) is such an important part of category design. But how do you going about doing that? There isn’t much written on the topic, so I thought I’d break down how we did this at BombBomb, where I’m

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Skip An Internal Category Design Launch At Your Own Risk

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

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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

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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

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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

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Why Category Creators Need to Nail Positioning w/Andy Cunningham

What’s one of the most mis-understood terms in marketing right now? The answer: POSITIONING. I hear this word thrown around all the time, but most of the time, it’s off the mark. But the thing is, how you’re positioned has huge ramifications for everything else that happens in your marketing funnel. Not understanding what positioning is (or

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