Amazon’s Flywheel Momentum Continues to Dominate Categories

July 25, 2017 Mike Damphousse

Amazon has had quite the history as it pertains to Category Design. First they announce the acquisition of Whole Foods, then the news that they filed a patent on Prepared Food Kits (which clearly targets Blue Apron), and then they announce that Prepared Food Kits are available! Combine the three...

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Category Designers and Fidget Spinners - Both Have Momentum

June 29, 2017 Mike Damphousse
As the Fidget Spinner craze keeps growing, so does the category design movement. We a re seeing entrepreneurs everywhere hear about the book Play Bigger  from an investor or a colleague, picking it up and reading about category design, and then jo ining the ranks to be category designers. Great...

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Buyer Persona in Category Design - with David Ogilvy

May 10, 2017 Mike Damphousse


Do not … address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.” – David Ogilvy

Buyer Persona should be fully understood as we do category design....

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Sensity Saw the Light with Category Design

April 20, 2017 Kevin Maney


Category design helped upstart Sensity Systems redefine itself from an also-ran smart lighting company into a category leader that was acquired in 2016 by Verizon.

Sensity started on a category-creation path after serial entrepreneur Hugh Martin took over what was then a tiny company...

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Pricing power of a Category King

March 14, 2017 Kevin Maney

While researching the book Play Bigger, my co-authors and I found that category kings are an enormous force. These kings – companies that define a new business category and then develop it and dominate it over time – tend to take three-fourths or more of the profits and market value of the...

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Gartner Magic Quadrants - Create Your Own

February 21, 2017 Mike Damphousse


The Gartner Magic Quadrant is the brand name for a series of market research reports published by Gartner Inc. According to Gartner, the Magic Quadrant aims to provide a qualitative analysis into a market and its direction, maturity and participants.  In many cases, once the Magic Quadrant is...

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Category Creation Dominates

February 8, 2017 Kevin Maney


I wrote the Newsweek article below last year around the time we launched the book.  Pay note to the graphic below, how it resonates to people's feelings -- their emotions. That's what category kings do.  

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Who Did Category Design Better-Trump or Hillary?

January 20, 2017 Mike Damphousse


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