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