category design

Category Design Podcasts

Over the years, Kevin Maney and Mike Damphousse have been guests on various podcasts sharing stories for category designers everywhere. Hopefully, they will influence you as well.

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Kevin Maney on designing your own category

As a tech journalist, Kevin has been witnessing the evolution of the tech industry for more than 20 years. According to him, winning is not really about beating the competition – it’s about inventing a whole new game. And that’s why he co-wrote Play Bigger with Al Ramadan, Dave Peterson, and Christopher Lochhead. In this episode, we sit down with Kevin to talk about the inner workings of category design: what it actually means and how companies can leverage it to grow.

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

Guest Kevin Maney, co-founder of strategy consulting firm Category Design Advisors, joins host Bob Geller to discuss how tech companies can achieve market leadership.

It's a noisy and competitive world in technology. How to stand apart? It gets down to creating and owning a category.  Kevin will offer learnings based on his many years working as a consultant, top journalist, and co-author of the book Play Bigger.

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Inside Play Bigger and Category Design with Kevin Maney and Mike Damphousse | Studio CMO

On this edition of Studio CMO, we dive into:

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

In this episode of the Category Creation series, we talk to Kevin Maney and Mike Damphousse of Category Design Advisors. A time of crisis might seem like it's time to hunker down. But category design thinking can open up opportunities that can help you survive or even thrive. Kevin and Mike will explain how.

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Marketing over Coffee with Mike Damphousse

Mike talks Category Design, GreenLeads, and he’s on a boat. As a successful CMO turned CEO he shares the secret sauce to growing brands and expanding globally.

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A Masterclass on Category Creation with Kevin Maney and Mike Damphousse 

What brands come to mind for these product categories: electric vehicle, tissue, ketchup. I’d be willing to bet you said Tesla, Kleenex, and Heinz. That's because those three brands all own the categories in which they compete. And what better way to dominate your category than by creating it yourself! 

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Kevin Maney Business Wars | Legends & Losers Podcast

Kevin Maney is the co-author of Play Bigger and the go-to guy on IBM history. In this episode, they touch base to discuss how IBM won the first material category battle in the technology industry. They unearth lessons from the past and how studying IBM's journey can help in the future.


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Kevin Maney & The Power of Being Unscaled

Innovations in data have brought about the age of personalized products at scale. How does this fit into the greater concept of unscaling? How is it so different from the age of scale? How will blockchain actually protect our privacy? On this episode, Kevin Maney shares some of the key insights from his latest book including living your life as a personal enterprise and personalized education.

This new group of inventions is enabling something very different in this idea of scale. -Kevin Maney

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Marketing Over Coffee-Unscaled

In this Marketing Over Coffee: Learn about Unscaling, Category Design, Unhealthcare and more! Where did Category Design and the book Play Bigger come from? The book led to the creation of Category Design Advisors Unscaled – how world changing technologies are taking apart scaled up industries.

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Fast Frontiers-Category Design

In this episode, we're going to dive into the learnings that came out of writing Play Bigger. Kevin talks about how to define and own a category, as well as the timeline of successful companies that ultimately go public.

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Today, we have a fascinating conversation about how technology is driving a massive shift from traditional approaches to health care — which Kevin sort of frames as “sick care”— to a new category that he and his co-authors called health assurance.

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