How Drift Uses Category Design to Drive Growth w/David Cancel

Reading Time: < 1 minutes

If you’ve paid any attention to the B2B SaaS space, you’ve probably heard how Drift is one of the fastest-growing companies of all time.

But how does Drift do it?

There’s no silver bullet, but a big part of their success comes from adopting a business and marketing strategy called category design.

Drift isn’t the only company that’s tried to design a new category, but they are one of the best examples of a team that pulled it off well.

In my conversation with Drift’s CEO, David Cancel, he and I took a dive into the deep end and covered all sorts of ground on category design.

Listen in to hear David lay down some mean wisdom, like:

  • Why we are in the third phase of SaaS (hint: it has to do with shampoo)
  • How to build a team around a category design strategy
  • Why branding is still undervalued in the B2B tech space
Listen below, or find the episode on Apple Podcasts, Google Play, Stitcher, or Spotify.

Share this:

Subscribe to Flag & Frontier

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

Book a Category Design & Coffee ☕️

Book a free 30-minute consultation to explore where you need to head next on your category design journey.

Get the Category Design Guide

The Newcomer's Guide to Category Design

Want to get started with category design? Get 44 pages of advice from 30+ practitioners.

About the Author

John Rougeux

John Rougeux has helped multiple companies through the category design process. Connect with him on LinkedIn.

Recent Posts


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

About the Author


John Rougeux is VP Marketing Strategy at BombBomb. Connect with John on LinkedIn.

Recent Posts