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Economist Paul Geroski's Thesis Explains Why Category Design Works

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There are many influences behind why category design works. Economist Paul Geroski's theses behind the category lifecycle demonstrates how a company behind a dominant category becomes the chosen vendor – and wins the category. He goes back to the 1800's when the automobile industry emerged to prove...

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Super Bowl Category Designer of The Year Awards

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Welcome to the first annual Super Bowl Category Designer of the Year Award.

Super Bowl ads are a unique opportunity for a company to tell a mass audience that it’s offering something different and powerful – something we all discover in that moment that we must have.

Too bad almost every advertiser...

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How A Song & A Book Deliver Category Design Messaging

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There are endless ways to drive home a category-defining message. This is the story of how one company did it with a book and a song.

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Play Bigger Book Makes Inc.com's Book List

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Inc.com names the book Play Bigger, co-authored by Category Design Advisors' partner Kevin Maney, as one of "24 Books for Anyone Who Wants to Get Ahead in Life.

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Macy's Thanksgiving Day Parade – Category Design Momentum

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When I was a kid, the Macy’s Thanksgiving Day Parade was the highlight of every Thanksgiving morning. It was the same for my kids and now my grandchildren. Unfortunately, the latest news is that the famous giant balloons may not fly this year due to winds. Yet even if that signature element goes...

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Predictive Index Funding: The Category Design Pitch that lead to $50M in funding

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Earlier this year, we had the privilege of working with The Predictive Index on category design. It’s an awesome example of how an older company can reinvent itself and establish a new market category – in this case, the category “talent optimization.”

The Predictive Index is sixty years old, with...

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The Maney Books-Summer Reading List For Business Leaders

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For more than two decades now, my Category Design Advisors partner Kevin Maney has been writing books that have won fans in the technology industry and influenced the way tech companies work and think. 

The latest acknowledgment of that comes from Sequoia Capital, one of the most powerful venture...

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The Superhero's Guide to Writing Point of Views (POV)

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The Art & Science of writing a powerful point of view

When we do category design work with companies, the key is to use the process to get the leadership team to make hard strategic decisions, and then get the company – and, eventually, the market – aligned behind that new direction. 

In order to...

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Abu Dhabi, You Need to Think About Category Design ASAP

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It wasn’t that long ago in business years, that the epicenter of start-ups, venture funding, and incubation was California. Now as we visit and work with start-ups and VC’s outside the states, from Beijing to Sydney to Tel Aviv and London, it feels like we are in a parallel universe (in a good...

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Register Now to Learn About the New Discipline of Category Design - Special Event, Sydney, Tues, Feb 26th

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Category Design Advisors is excited to be hosted by Stone & Chalk, one of Australia’s leading start-up hubs, for an event that will provide an overview and discussion of the powerful new discipline of Category Design.  

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