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