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.