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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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Expected IPOs This Year Led by Category Kings

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It’s January and time for an endless series of last year’s results and next year’s predictions. On the IPO side, CNBC and TechCrunch between them are predicting a total of eleven unicorn scale IPO’s this year. What did these companies do to drive this massive success, and is there anything we can...

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How Peloton Created a New Category of Fitness

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When we did data-analysis research for the book Play Bigger, we concluded that establishing a new category in the public's minds takes six to 10 years. That can seem like a long slog to a two-year-old startup, but we see that timing play out over and over again.
 

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How Metromile is Defining a New Category of Car Insurance

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Companies can define fresh, promising new categories in the unlikeliest industries – like, for instance, car insurance. Metromile, based in San Francisco, is defining the category of “car insurance based on how much you drive,” as the company says on its web site. It’s simple and addresses the...

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Amazon’s Flywheel Momentum Continues to Dominate Categories

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Amazon has had quite the history as it pertains to Category Design. First they announce the acquisition of Whole Foods, then the news that they filed a patent on Prepared Food Kits (which clearly targets Blue Apron), and then they announce that Prepared Food Kits are available! Combine the three...

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Category Designers and Fidget Spinners - Both Have Momentum

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As the Fidget Spinner craze keeps growing, so does the category design movement. We are seeing entrepreneurs everywhere hear about the book Play Bigger from an investor or a colleague, picking it up and reading about category design, and then joining the ranks to be category designers. Great...

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Sensity Saw the Light with Category Design

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Category design helped upstart Sensity Systems redefine itself from an also-ran smart lighting company into a category leader that was acquired in 2016 by Verizon.Sensity started on a category-creation path after serial entrepreneur Hugh Martin took over what was then a tiny company making LED...

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Pricing power of a Category King

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While researching the book Play Bigger, my co-authors and I found that category kings are an enormous force. These kings – companies that define a new business category and then develop it and dominate it over time – tend to take three-fourths or more of the profits and market value of the entire...

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