Kevin Maney

Predictive Index Funding: The Category Design Pitch that lead to $50M in funding

August 7, 2019 Kevin Maney
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Earlier this year, we had the privilege of working with The Predictive Index on category design. It’s an awesome example of how an older company can reinvent itself and establish a new market category – in this case, the category “talent optimization.”

The Predictive Index is sixty years old, with...

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The Superhero's Guide to Writing Point of Views (POV)

April 18, 2019 Kevin Maney
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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...

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Sensity Saw the Light with Category Design

April 20, 2017 Kevin Maney
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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...

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Pricing power of a Category King

March 14, 2017 Kevin Maney
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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...

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Category Creation Dominates

February 8, 2017 Kevin Maney
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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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