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How Peloton Created a New Category of Fitness

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How Peloton Created a New Category of Fitness
When we did data-analysis research for the book Play Bigger, we concluded that establishing a new category in the public's minds takes six to 10 years. That can seem like a long slog to a two-year-old startup, but we see that timing play out over and over again.
 

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category kings, play bigger, category design

How Metromile is Defining a New Category of Car Insurance

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How Metromile is Defining a New Category of Car Insurance

Companies can define fresh, promising new categories in the unlikeliest industries – like, for instance, car insurance. Metromile, based in San Francisco, is defining the category of “car insurance based on how much you drive,” as the company says on its web site. It’s simple and addresses the problem of city dwellers who use a car sparingly and ride-share drivers who drive in spurts.

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category design