A good lightning strike is a core part of any good category design strategy. Its main job is to create a mental shift in the minds of your prospects. You want them to think differently about the problem you address and the solution you’ve created to solve it. Since we just executed our second lightning
Sometimes you’ll hear people describe category design as an “all or nothing” strategy. In this view, there are only two possibilities. One, your business has created an entirely new and separate category – one with clean lines of demarcation from existing categories. Or two, you’re simply competing for market share in an established space –
Every week or so I come across someone who loves the idea of category design but feels stuck because their current employer isn’t pursuing that strategy. It’s a bummer because as exciting and challenging as the work of category design can be, this way of thinking about business isn’t on the radar of most execs. And it’s
If you’re a growth-oriented leader who wants to help your business break free of crowded markets and avoid commoditization, then I want to share this presentation with you. A few weeks ago, I gave a talk at the Empower B2B conference about a business strategy called category design. What is category design exactly? It’s an
Category design thinking isn’t just something that VC-backed companies with unicorn aspirations can use. When applied correctly, the category design lens can expand your addressable market and open up new revenue opportunities with existing customers. Really, we are talking about the development of what Christopher Lochhead calls a “breakthrough product or service.” And there’s no
Since category design is such a foundational business strategy, it will impact most areas of your company (if not every nook and cranny). So it’s natural to wonder if category design means you need to go through a rebrand. The answer is… it depends. In this post, I’ll share my approach to figuring out the
Category design might be a difficult to pull off, but learning about it doesn’t have to be such a challenge. While there are only a few books written about category design directly, there are plenty of resources that will help you develop the right mindset. Here are a few of my favorite resources that I
Category design is a business strategy that helps companies define the terms of competition in their favor. Here’s an easy way to think about it. Conventional business strategy focuses on capturing market share from competitors. Think about an army fighting its enemy over a piece of land. It’s a zero sum game where capturing more
Category design is often led by the CMO, with much of the work executed by the marketing team. That’s why category design often looks like a marketing discipline. But it’s actually a business discipline that the entire company needs to support. Why? If category design was a marketing play, it would only be about narrative
I often hear people talk about category design as a “marketing strategy.” It’s easy to see why. Marketing often spearheads category design. And it affects that department as much as any other. But category design is actually a whole-company exercise. As such, it’s a strategy that only your CEO can decide to pursue. If you’re
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