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 strategic category design. Book a slot on our calendar to bounce ideas off a Category Design Advisors partner – pro bono.
Book your OFFICE HOURSAssaf Resnick, CEO, BigPanda
Ragy Thomas, CEO, Sprinklr
Alyssa Merwin-Henderson, VP Global Sales Solutions, LinkedIn®
Yossi Meshulam, CEO, Ripples
Orchestrate a business strategy that vaults your company to the elite level.
Strategic 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?
“A fresh perspective helped. The packaging, structure of the concept – we wouldn’t have gotten so far if not for an external force making us think longer term.”
Brian Leonard and Stacy Brown-Philpot , TaskRabbit
Learn from the experts
Category Design ResourcesThe Enduring Power of Winning a Market Category
Any ambitious company should want to do everything it can to create and win a market category.
Over the years at Category Design Advisors, we’ve often...Read More
2024 Looks Like a Rare Window for the Boldest Companies to Define and Win Their Categories
So 2023 sucked for the startup ecosystem. But there are signs that 2024 will bring opportunities for companies to reset, reload and win their markets.
Sure, it’s not going to...Read More
Cognitive Biases and Category Design: A Salute to Daniel Kahneman
While researching and writing the book Play Bigger, we started to realize that good category design required an understanding of cognitive biases and how they work. So we turned...Read More
Naming Your Category – 7 Guidelines
How do you name an innovation?
When we work with companies to help them identify and define a new market category, part of defining it is giving it a name....Read More
Navigating the Innovation Spectrum: Strategic Insights for Category Designers
When creating a new market category, an interesting question to consider is: Where will your product land on the continuum from emergent to hierarchical – what we call...Read More
A Category Designer’s Pitch Deck: Turning Investors Into Believers
When a company pitches investors for funding, a category design approach makes the story and pitch deck more powerful.
The smartest investors first want to see...Read More
Inspired by Maya Angelou, Strategic Category Design Leverages Emotion
In the busy landscape of startups and innovation, new products and services constantly flood the market. Standing out is a necessity for survival.
One proven way...Read More
How Red-Hot Guidewheel Leveraged Category Design Into a $31M B Round
When we first worked with Lauren Dunford, during Covid, she was running a seed-stage company called Safi that had been started in Kenya. It was a small...Read More
Write the Rules, Win the Game: How to Lead and Dominate in a New Market Category
An important part of category design is what we call setting the rules for a new market category.
The company that successfully...Read More
How the Teachings of Aristotle Apply to Category Design
The concepts that make category design so effective are deeply rooted in human behavior. They are timeless.
Around 350 BC, in ancient Greece, Aristotle introduced the...Read More
Suffering from One of These 7 Business Conditions? Category Design Is Your Rx
As advisors who work with company leadership teams on category design, sometimes we’re like personal trainers – the company is in good shape and knows what it wants to accomplish,...Read More