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 Resources2024 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
Video Case Studies: Four CEOs On How Category Design Drove Real Outcomes
We often get asked about measurable outcomes of category design. When we work on a project with a client, together we identify a category-creation opportunity, develop a category point of...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
Andreessen Proposed Product/Market Fit, But It Really Is Market/Product Fit
Sixteen years ago, in June 2007, Marc Andreessen wrote a blog post titled “The only thing that matters.” It was the first use of the term “product/market fit” –...Read More
Category-Led Growth: The “-Led Growth” Strategy That Ensures the Others Succeed
Enduring, impactful, high-growth companies give us something new — something that didn’t exist before. But if it didn’t exist before, the challenge is to create powerful demand.
That’s the ultimate...Read More
Perception vs. Perspective: The Value of Seeing Your Business From the Outside In
When you’re inside a company, especially if you’re a founder, one of the hardest things to do is to clearly see your company and product from the outside-in...Read More
Strategic Category Design and Vision Entropy: Insights from Teledesic’s Demise
As a journalist in the late-1990s, I wrote a number of articles about the exciting promise of a company called Teledesic. And then, in the early-2000s, Teledesic spun out of...Read More
Consider the Elephant: Why Your Company’s POV Should Touch Emotions
Emotions open the door. Facts seal the deal. That works far better than the other way around.
We’ve worked on category design with hundreds of startup...Read More
The 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
How To Turn A Category Point Of View 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
What Backcasting and the Adjacent Possible Can Tell You About an Innovation (Like ChatGPT)
Put two category design concepts together – adjacent possible and backcasting – and you can get an interesting way to look at the meaning of and prospects for ChatGPT.
And,...Read More