The Art & Science of writing a powerful point of view
When we do category design work with companies, the key is to use the process to get the leadership team to make hard strategic decisions, and then get the company – and, eventually, the market – aligned behind that new direction.
In order to get that kind of buy-in, we find it’s important to express the strategy clearly and concisely in a motivating story.category design, POV
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 making LED lights. Martin was an outsider to the lighting industry. He’d previously run a biotech company, a telecommunications company, and a video game company --...category design
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 entire category. Apple is so valuable because it is one of the most powerful category kings of the past decade. It has invented a number of new categories –...marketing, category design, play bigger