Want to talk about designing your category?
Perhaps you've read the book Play Bigger, co-authored by CDA partner Kevin Maney, and have questions about category design. Book a slot on our calendar to bounce ideas off a Category Design Advisors partner – pro bono.Book your OFFICE HOURS
Ragy Thomas, CEO, Sprinklr
Alyssa Merwin-Henderson, VP Global Sales Solutions, LinkedIn®
Yossi Meshulam, CEO, Ripples
Crowds are good if you want to hide.
Category design puts your company in a unique position – apart from the crowd.
What’s the problem to solve?
What solution must exist?
Why are you that solution?
Learn from the expertsCategory Design Resources
How To Turn Category Design Into a Video: 3 Case Studies
At the heart of category design is a story – a story we call a Point of View (POV). Stories have been an effective selling technique for ages. Don’t just...Read More
Kevin Maney joins Larry Olsen on the MindSet Playbook Podcast40 MIN
How Category Design Drives Decisions and AlignmentCase Study
How Category Creation Can Win New Attention for an Old CompanyCase Study
How category design mobilizes employees and helps the boardCase Study
IKEA’s Category Formula: How to See New Categories During Great Change
To spot an opportunity to create a new market category, look for the intersection of context, missing and innovation.
In category design, we think of it as a formula: f (category) = context + missing +...Read More