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 the size of the company and where it is in its lifecycle.
We facilitate a series of meetings and workshops to identify the problem your company is solving, the category that solves the problem and makes your company stand out as different, and the size of the category. We work with you to write a point of view (POV) about the category to help you condition the market. We then define your go-to-market via “lightning strikes” to move the market to your new way of thinking. The entire process takes approximately 12 weeks, and even longer in some cases.
