[email protected]  +1.617.804.6222  
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We Are Category Designers

We work with leadership teams to help them define, develop and ultimately dominate a new category of business.

 

 
 
 
 
 
 

WHAT WE DO

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

Once the category is discovered, we help the leadership team build a category-creation strategy and drive it through product design, marketing, sales, HR and other functions, and ultimately spread the category message to the market. 

In short, we take category creation – a process that usually happens by chance – and apply design thinking so it’s done more purposefully. That’s why we call it category design. 

Category design is an important part of a company’s overall strategy. It is a C-level process that can make an enormous difference in a company’s valuation, its position against competitors, the perception of analysts, and the mindset of customers. 

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. 

Our partners are hands-on. You won’t hire us and find yourself talking to junior employees. We work alongside you, and want to be there for you for the long haul. We provide perspective and experience. We have all been in leadership positions in the tech industry, and at least one of us has seen your problem before. 

BEHIND CDA

play bigger book 2017
BOOK
PLAY BIGGER

Category Design Agency was inspired by the book Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets. The book was written by CDA Partner Kevin Maney along with Dave Peterson, Al Ramadan, and Christopher Lochhead.  more

Kevin Maney
WRITER
KEVIN MANEY
Kevin brings broad knowledge of technology and the economy to category design, and the art of words and creative thinking to the category process. He is co-author of the book “Play Bigger,” and has been an A-list writer and thinker about technology for 25 years. more
mike damphOusse march 2017
CMO
MIKE DAMPHOUSSE

Mike brings a hard-nosed, pragmatic aspect to category design, baked in from two decades as a company founder, CEO, CMO and sales executive. He understands how companies work and how to take a category plan from concept to implementation.  more                       

Peter Goldie
PRODUCT GURU
PETER GOLDIE
Peter has a track record of creating & launching market dominating products and is now a player-turned-coach, helping companies with the emerging discipline of category design. For the last decade he’s been an angel investor and advisor on business, strategy, product, and marketing. more
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OPERATOR
JOHN TAYLOR
John brings the CEO/operator discipline to category design, focused on increasing the company's value and capturing the markets of the companies he works with. John has raised multiple rounds of investment capital from venture firms and strategic investors and has overseen mergers and acquisitions on both sides of the transaction. more
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STRIKE MANAGER
TARA GEARHART
Tara brings the “GSD” skills of category design to deliver lightning strikes for CDA’s clients (“GSD”? read the book).. With over 15 years as a marketing and sales executive she knows how to marry teams together for highest productivity. Tara has experience in both B2B and B2C industries and can take a plan from concept to execution. more

GET IN TOUCH

It's your first step to becoming a CATEGORY KING 

 
Telephone
+1.617.604.6222
 
Locations
Boston
New York
San Francisco
 
JAM WITH US ABOUT CATEGORY DESIGN

before some analyst tattoos a category name on your face 

Why Category Design matters