The Category Creation Formula is officially released today by HarperBusiness.
The book, by a co-author of the seminal category design book Play Bigger, is built on ten years of research and field work with clients. It is packed with new thinking about how to see opportunities to create new market categories, how categories behave, and strategies for designing a category so you have the best chance of winning it.
Some of the key concepts in the book:
– The category creation formula, and how it helps companies see and frame opportunities.
– The adjacent possible, and how it helps company leaders understand how to land an innovation so it resonates today, while providing a pathway to the future.
– The Geroski Curve, and how it informs a strategic path for eventually winning a category’s dominant design.
– New frameworks for writing category-defining POVs and setting the all-important rules for a category.
– A playbook for mobilizing the POV inside and outside the company – for investors, customers, and other stakeholders.
To keep things lively, the book also draws on surprising lessons from the Zamboni, monster trucks and the knuckleball – as well as actual client stories.
The book Play Bigger, which was co-authored by Kevin, came out ten years ago and popularized the concept of category design. That book has sold steadily for a decade. Top-tier VCs have embraced category design and the book’s concepts have percolated throughout the tech ecosystem.
LinkedIn, Strategy, Dropbox, Qualtrics and hundreds of startups have used the principles of category design to develop their strategies and identities.
A host of people we’ve never met call themselves category designers, as a new profession.
The Category Creation Formula builds on what Play Bigger started, and gives companies powerful new tools for identifying, defining and ultimately winning new market categories.
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To order the book: https://www.thecategorycreationformula.com/
To talk with us about your category strategy: https://www.categorydesignadvisors.com/book-office-hours/