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

When category design is done properly, the discipline creates and develops a new category and conditions the market so it is compelled to demand your solution. If executed flawlessly, the result is that the company or person that did the category design reigns as the category king - capturing the...

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