Meet the Team

We Are Category Designers.

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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.
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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.
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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.
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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.
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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.
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ELIE KANAAN

Elie, brings an engineering mind coupled with a passion for human psychology. His life, career and interests have been a direct consequence of these two qualities. After graduating from Stanford University with a Master in Computer Sciences, he started his career as a developer at Oracle, when Oracle was a small company.
Scott Broady

SCOTT BROADY

Scott brings a fresh perspective to every client he works with. As a marketer turned category designer, his mission is to help entrepreneurs and CEOs create legendary companies.
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PAUL MAHER

Paul’s background as a music and IT writer, marketing executive then an entrepreneur, is different. He brings insight into growing technical and creative businesses under the full spotlight of publicity.
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DARRYL DICKENS

Darryl is based in Singapore and brings a deep experience base of Category Design both in-house as well as working with external clients on their category design. His early days experience includes at Scient, the e-Business Systems Innovator, where he worked with co-author of Play Bigger...
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MICHAEL ZIADA

Michael is a Category Designer in Residence for CDA and heads up its Melbourne operations. He has been a core part of the Category Design team in Australia, starting with the launch of the Play Bigger book and the introduction of Category Design to Australia...
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JOSEPHINE TOO

Josephine is a Company Growth and Category Designer and heads up CDA’s Sydney Australia operations. She brings 20 + years of experience in Strategy Consulting, Executive Management and Scaling technology businesses across APAC and Europe...

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