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The Enduring Power of Winning a Market Category

New Ways to Solve Category Design Problems for Early Stage Companies and Investors

How To Turn Category Design Into a Video: 3 Case Studies

What Backcasting and the Adjacent Possible Can Tell You About an Innovation (Like ChatGPT)

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
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

Celebrating Female Category Designers on #InternationalWomensDay

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

Kevin Maney & The Power of Being Unscaled

Kevin Maney & The Power of Being Unscaled 1:19 MIN
1 MIN

Kevin Maney joins the Human Centric Podcast, Being Different Matters

Intended Consequences

Intended Consequences

Positioning

Positioning

Being Different Matters: Talking the Future of AI with Author Kevin Maney

Being Different Matters: Talking the Future of AI with Author Kevin Maney 27 MIN
3 MIN

LinkedIn Sales Solutions and the “Deep” Category Design Lightning Strike of 2022
3 MIN

How Covey’s “The Seven Habits” Applies to Category Design

I had never read Stephen Covey’s The Seven Habits of Highly Effective People. The book came out in 1989, shot onto bestseller lists and has since sold...Read More

How Category Designers Create The Future 

How Category Designers Create The Future  1:09 MIN

Where Good Ideas Come From

Where Good Ideas Come From

B2B Category Creators

B2B Category Creators 53 MIN
1 MIN

How Category Designers Create The Future on the Follow Your Different Podcast featuring Kevin Maney

The Everything Store: Jeff Bezos and the Age of Amazon

The Everything Store: Jeff Bezos and the Age of Amazon

Category Creation: Why Category Design Thinking Is Necessary In Times of Crisis w/ Kevin Maney & Mike Damphouss‪e‬

Category Creation: Why Category Design Thinking Is Necessary In Times of Crisis w/ Kevin Maney & Mike Damphouss‪e‬ 40 MIN
1 MIN

Category creator Ephesoft gets acquired by Kofax

Congratulations to category design client Ephesoft on its acquisition by Kofax.

In the category design work we did with the Ephesoft leadership team in 2019, we all identified...Read More

1 MIN

Tech drove the world into turmoil; it’s a huge category opportunity
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

1 MIN

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

eBook: 9 Key Lessons for ALL Category Designers

Category Creation

Category Creation

How To Create Different Futures with Kevin Maney

How To Create Different Futures with Kevin Maney 1:13 MIN
2 MIN

London Category Design Dinner
4 MIN

Responsible Category Designers Will Change Business Innovation As We Know It
5 MIN

4 Drivers That Impact Category Creation

Five years ago, when the book Play Bigger was published,  my co-authors and I were certain that the best strategy for building a valuable, enduring business was to identify...Read More

4 MIN

Category Naming as a Brand – Sriracha

Behind the Cloud

Behind the Cloud

A Conversational Guide to Category Building

A Conversational Guide to Category Building 1:27 MIN

Kevin Maney on designing your own category

Kevin Maney on designing your own category 28 MIN

Fast Frontiers-Category Design

Fast Frontiers-Category Design 32 MIN
4 MIN

Category Names & Proprietary Eponyms–The Category Design Gold Standard
4 MIN

Category Point of View (POV) – The Superheroes Guide

Trade-Off

Trade-Off
1 MIN

Category Opportunities: The future of sports fandom
5 MIN

Celebrating Category Design This Holiday Season – Manischewitz

Unhealthcare-Why the Future is “Health Assurance”

Unhealthcare-Why the Future is “Health Assurance” 1:12 MIN
1 MIN

Announcing the Category Design 101 Video Series Designed in Partnership with Techstars
1 MIN

Thanksgiving Category Design Award: Ocean Spray

1: Become A Category King

Category Design 101
Video Series 4 MIN

2: Manage Your Category Lifecycle

Category Design 101
Video Series 5 MIN

3: Create Category Shortcuts

Category Design 101
Video Series 5 MIN

4: Strategize Your Category Design

Category Design 101
Video Series 4 MIN

5: Look for What’s Missing

Category Design 101
Video Series 2 MIN

6: Think Different, not Just Better

Category Design 101
Video Series 6 MIN

7: Find Your Adjacent Possible

Category Design 101
Video Series 4 MIN

8: Create a Conversation

Category Design 101
Video Series 3 MIN

9: Start Your Category Design Anytime

Category Design 101
Video Series 5 MIN
5 MIN

CEO Storytelling – Make It A Narrative

Niche Down

Niche Down

Kevin Maney on How to Create and Own a Category in Tech

Kevin Maney on How to Create and Own a Category in Tech 32 MIN
3 MIN

Category Creation: How a New Book Defines “Health Assurance”
1 MIN

Join Us: Category Design Office Hours
1 MIN

Adjacent Possible: Why cryptocurrency’s not quite ready for takeoff
1 MIN

Category Opportunities: Technology for a no-touch world
1 MIN

How Firing During An Economic Crisis Is A Mistake
1 MIN

How COVID-19 Is Reversing The Economies of Scale

Unscaled to show how some huge sectors are getting reinvented. Excerpt below.

How COVID-19 is reversing economies of scale

By Kevin Maney

Strategy+Business

For more than a decade, new...Read More

Marketing Over Coffee-Unscaled

Marketing Over Coffee-Unscaled 28 MIN

Unscaled

Unscaled

Category Design Thinking in the Covid-19 Economy
4 MIN

Coronavirus, Zoom and Purell: Why Category Design Pays Off When A Crisis Hits

Category Design Is a Key to Understanding Jack Welch’s Legacy

Jack Welch built his strategy for General Electric on category thinking.

Welch, who died this week at 84, was CEO of GE from 1981 to 2001. The company’s market...Read More

Economist Paul Geroski’s Thesis Explains Why Category Design Works
5 MIN

Super Bowl Category Designer of The Year Awards

How A Song & A Book Deliver Category Design Messaging

Play Bigger Book Makes Inc.com’s Book List

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...Read More

2 MIN

Macy’s Thanksgiving Day Parade – Category Design Momentum

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,...Read More

1 MIN

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

 

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...Read More

3 MIN

The Maney Books-Summer Reading List For Business Leaders

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...Read More

Abu Dhabi, You Need to Think About Category Design ASAP
2 MIN

The New Discipline of Category Design – Sydney, Tues, Feb 26th
3 MIN

Expected IPOs This Year Led by Category Kings

Kevin Maney Business Wars | Legends & Losers Podcast

Kevin Maney Business Wars | Legends & Losers Podcast 1:06 MIN

Investment Opportunities Are Everywhere with Kevin Maney of Category Design Advisors

Investment Opportunities Are Everywhere with Kevin Maney of Category Design Advisors 26 MIN
2 MIN

How Peloton Created a New Category of Fitness
1 MIN

How Metromile is Defining a New Category of Car Insurance

Marketing over Coffee with Mike Damphousse

Marketing over Coffee with Mike Damphousse 35 MIN

Amazon’s Flywheel Momentum Continues to Dominate Categories

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...Read More

Category Designers and Fidget Spinners – Both Have Momentum

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...Read More

Start With Why

Start With Why
1 MIN

Buyer Persona in Category Design – with David Ogilvy
1 MIN

Pricing power of a Category King
1 MIN

Gartner Magic Quadrants – Create Your Own

Category Creation Dominates

Category Designer Post-Mortem – Trump or Hillary?

Super Consumers

Super Consumers

Crossing the Chasm

Crossing the Chasm

The Two-Second Advantage

The Two-Second Advantage

The Evolution of New Markets

The Evolution of New Markets

The Maverick and His Machine

The Maverick and His Machine