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.

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"When you’re clear about the problem, it’s amazing how the category manifests itself.”
Ragy Thomas, CEO, Sprinklr
"It’s been an epic feat to get to this point, and the CDA team gave us the push we need to get uncomfortable, be bold, and to think differently.”
Alyssa Merwin-Henderson, VP Global Sales Solutions, LinkedIn®
"Category Design Advisors quickly became part of the Ripples team – if we need category advice, we just tap them in."
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.

1

What’s the problem to solve?

2

What solution must exist?

3

Why are you that solution?

Learn about the CDA methodology

"We realized very quickly we were able to define the company that way."

Raj Narayanswamy, CEO Replicon

Read more CASE STUDY

Learn from the experts

Category Design Resources

Category Design Resources for the New Year

As Category Design Advisors enters its seventh year, we’ve launched a new website and organized a Resources page that makes it easier to find category-creation stories and new...Read More

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

3 MIN

How Category Design Helps Discover Your Why

More than a decade ago, Simon Sinek   published his influential bestseller Start With Why. While Sinek didn’t anticipate the emergence of category design, with a little modification...Read More

Kevin Maney joins Larry Olsen on the MindSet Playbook Podcast

Kevin Maney joins Larry Olsen on the MindSet Playbook Podcast 40 MIN

Play Bigger

Play Bigger

How Category Design Drives Decisions and Alignment

How Category Design Drives Decisions and Alignment Case Study
4 MIN

How White Claw Won and Shaped Its Category

The story of hard seltzer is a rare opportunity to witness how a “dominant design” got chosen in a category.

As I wrote before, economist Paul Geroski’s...Read More

3 MIN

Category Designers See Opportunity In a Recession

If you think that today’s down economy means that no company should be spending resources on creating and building a new market category, consider the situation facing one of the great...Read More

How Category Creation Can Win New Attention for an Old Company

How Category Creation Can Win New Attention for an Old Company Case Study

How category design mobilizes employees and helps the board

How category design mobilizes employees and helps the board Case Study
4 MIN

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 contextmissing and innovation.

In category design, we think of it as a formula: (category) = context + missing +...Read More

Intended Consequences

Intended Consequences