Play Bigger co-author and Category Design Advisor's partner, Kevin Maney along with CDA's team of category designers, guide you through the strategy and a methodology built around the goal of creating a new category of business.

Category Design Process

We guide your leadership team through a proven methodology that leads to defining and describing a new category. That methodology is outlined in the book Play Bigger, co-authored by CDA Partner Kevin Maney.

Our work involves brainstorming, interviews, research, creative development and no small amount of psychoanalysis. It is deep and meaningful, and will change the way your leaders think. Category design is best for companies with later-stage financing; companies preparing for an IPO or major funding round; large companies seeking to establish themselves in a new sector.

We can tailor the process to the size of the company and where it is in its lifecycle.