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...
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...
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...
We are Category Designers.
We work with leadership teams to help them define, develop and ultimately
dominate a new category of business.