Category design isn’t just a business strategy reserved for startups.

Take a SaaS company called Narrative Science.

They’ve spent nearly ten years playing in the “Natural Language Generation” space.

While they’ve seen some solid success, some major plans on their product roadmap recently forced them to rethink how they were positioned.

Now, Anna Schena, Director of Growth Marketing, and Cassidy Shield, CMO, find themselves smack in the middle of a category design initiative.

To find out what Anna and Cassidy are going through right now, I had them on the B2B Growth Show last week.

These two know their stuff, and they’re worth listening to if you are even thinking about looking into category design yourself.

My favorite part?

Hearing why your vision for a category creation has to be communicated on a logical and an emotional level.

To hear more about what that means, listen below, or find this episode on Apple Podcasts, Stitcher, or Spotify.