Why Your Company Needs A Strategic Story w/Andy Raskin

What’s the most effective way to stand out in a crowded market? Having the “best” technology? Access to the biggest ad budget? Pulling off some amazing “growth hack?” Nope. It’s something deeper than that. It’s the foundation that underpins classics like Toy Story, The Terminator, and Hamlet. It’s how people like Elon Musk, Steve Jobs, and

Continue reading »

Why Terminus Embraces Their Competitors w/Sangram Vajre

Startups are supposed to crush competitors, right? Well, maybe… But that’s not how Sangram Vajre, Co-Founder and Chief Evangelist at Terminus, built one of the top SaaS companies out there. Actually, they took the opposite approach. Sangram embraced his competitors (well, metaphorically, anyway), knowing that healthy competition was needed to build out a new market

Continue reading »

The Physical Therapist Who Built a $100M SaaS Company

What if your doctor told you that she was going to build a $100MM SaaS company? Sounds crazy. But that’s exactly what Heidi Jannenga did. Heidi is the co-founder and president of WebPT, a category-defining SaaS company in the physical therapy space. She’s not a programmer, had no startup experience, and never came near business

Continue reading »

The CEO’s Important Role in Category Creation

Marketers love to talk about category design. And even though that type of positioning is a powerful marketing play, it’s not the type of strategic decision that marketing should pull off alone. In this episode of the B2B Growth Show, I interviewed Chris Orlob, Sr. Director of Product Marketing at Gong has been hard

Continue reading »

Why Category Design Is A Marketing Superpower w/Christopher Lochhead

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

Continue reading »

The #1 Cause Of My Failures In Marketing

Like most marketers, I’ve had plenty of successes, but I’ve my fair share of failures, too. So I was thinking today about what led to those failures. And when I look back at the ideas that didn’t do so well, it usually comes down to one thing: trying to flying solo. In other words, when

Continue reading »

Want more category design tips?

Get the newsletter that will help you become a better category designer.