Case Studies
I have helped CEOs and leaders in SaaS, EdTech, consumer gaming, blockchain, health and fitness, and pharmaceuticals create and implement effective category design strategies. Every one of my clients walks away with teams who have confidence and clarity on how to apply category design thinking themselves. Here are a few examples of how I’ve done that.
BombBomb Case Study: Reimagining the Category to Fend Off Well-Funded Competitors
In 2006, BombBomb was founded as a tool to help real estate agents communicate effectively with clients using “video email.” The company became well-known within the real estate industry, generating significant revenue. However, in 2020, BombBomb reached its maximum potential for revenue within its niche and growth began to plateau. Additionally, other companies entered the “video email” market, providing more
Skyfii Case Study: Accelerating Growth with Category Design
When I joined Skyfii in 2018, the company was facing a significant challenge: businesses in its target market saw the company as a commodity offering and it was forced to compete largely on price. Skyfii was looking to expand its revenue with existing customers in the APAC and EMEA regions, and develop new customers in the North American market. A
BlockSpaces Case Study: Using Category Design to Align Team Direction
As a growing technology company, BlockSpaces was facing a critical challenge: how to communicate the value of their software integration platform to investors, partners, and potential customers. The platform was designed to solve the problem of using blockchain technology at scale, which had previously been prohibitively expensive and time-consuming for enterprise companies. But without a clear and compelling narrative, the
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