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...
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...
The Gartner Magic Quadrant is the brand name for a series of market research reports published by Gartner Inc. According to Gartner, the Magic Quadrant aims to provide a qualitative analysis into a market and its direction, maturity and participants. In many cases, once the Magic Quadrant is...
I wrote the Newsweek article below last year around the time we launched the book. Pay note to the graphic below, how it resonates to people's feelings -- their emotions. That's what category kings do. (Newsweek Excerpt) FORGET DISRUPTION—CREATORS DOMINATE MARKETS NOW. Disruption is so last decade....
When category design is done properly, the discipline creates and develops a new category and conditions the market so it is compelled to demand your solution. If executed flawlessly, the result is that the company or person that did the category design reigns as the category king - capturing the...
We are Category Designers.
We work with leadership teams to help them define, develop and ultimately
dominate a new category of business.