For conferences, board meetings, off-sites and more

Understanding category design thinking and methodology can help anyone in business see opportunities in a new way and discover new market categories that need to be created.

A good way to start is to get a download from Kevin Maney, a Category Design Advisors founding partner and co-author of the book Play Bigger, which introduced and defined the discipline of category design.


Kevin is available to speak about category design, Play Bigger, and new thinking that CDA has developed since the book was published in 2016. His talk can be valuable to listeners in many different settings. It can help a company’s board think about strategy in a different way. The content can help marketers and sales professionals find better ways to connect with their customers. Category design is especially suited to an audience of entrepreneurs looking to approach investors or find product-market fit.

Kevin is an experienced and dynamic speaker. He’s appeared at major technology conferences, off-sites for Fortune 500 companies and investment groups, and top-tier business schools such as MIT, NYU, UCLA and UNC.

He also brings to his talks three decades of observations about technology from his nine books and his work as a contributor to media outlets including USA Today, Newsweek, Fortune, Wired, NPR and CNN.

His past three books were collaborations with Hemant Taneja, CEO of General Catalyst: Unscaled (about AI’s impact on major industry sectors), UnHealthcare (how technology can transform healthcare) and Intended Consequences (a playbook for responsible innovation.) His biography of Thomas Watson Sr., who built IBM, was a critical favorite and, in retrospect, the story of creating the data processing category in the early 20th century. Kevin has interviewed many of the icons of technology, including Jeff Bezos, Bill Gates, Steve Jobs, Andy Grove, Marc Andreessen and Eric Schmidt, plus founders of many of the founders of the next generation of tech superstar companies.