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Register Now to Learn About the New Discipline of Category Design - Special Event, Sydney, Tues, Feb 26th

Posted by Social Feed


Register Now to Learn About the New Discipline of Category Design - Special Event, Sydney, Tues, Feb 26th

Category Design Advisors is excited to be hosted by Stone & Chalk, one of Australia’s leading start-up hubs, for an event that will provide an overview and discussion of the powerful new discipline of Category Design.  

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category design, play bigger

Expected IPOs This Year Led by Category Kings

Posted by Peter Goldie


Expected IPOs This Year Led by Category Kings

It’s January and time for an endless series of last year’s results and next year’s predictions. On the IPO side, CNBC and TechCrunch between them are predicting a total of eleven unicorn scale IPO’s this year. What did these companies do to drive this massive success, and is there anything we can learn from them?

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category design, category kings, IPO

How Peloton Created a New Category of Fitness

Posted by Social Feed


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 design, play bigger, category kings

How Metromile is Defining a New Category of Car Insurance

Posted by Social Feed


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

Amazon’s Flywheel Momentum Continues to Dominate Categories

Posted by Mike Damphousse


Amazon’s Flywheel Momentum Continues to Dominate Categories

Amazon has had quite the history as it pertains to Category Design. First they announce the acquisition of Whole Foods, then the news that they filed a patent on Prepared Food Kits (which clearly targets Blue Apron), and then they announce that Prepared Food Kits are available! Combine the three announcements, and the Flywheel concept proposed by the book Play Bigger takes hold and Jeff Bezos holds his position as one of the top category...

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category design, flywheel, category kings

Category Designers and Fidget Spinners - Both Have Momentum

Posted by Mike Damphousse


Category Designers and Fidget Spinners - Both Have Momentum

As the Fidget Spinner craze keeps growing, so does the category design movement. We are seeing entrepreneurs everywhere hear about the book Play Bigger from an investor or a colleague, picking it up and reading about category design, and then joining the ranks to be category designers. Great business leaders such as Steve Jobs and Elon Musk did category design without knowing that some day there would be an emerging business discipline to help...

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category design

Sensity Saw the Light with Category Design

Posted by Kevin Maney


Sensity Saw the Light with Category Design

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 --...

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category design

Pricing power of a Category King

Posted by Kevin Maney


Pricing power of a Category King

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 –...

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marketing, category design, play bigger

Gartner Magic Quadrants - Create Your Own

Posted by Mike Damphousse


Gartner Magic Quadrants - Create Your Own

The Gartner Magic Quadrant is the brand name for a series of market research reports published by Gartner Inc. According to Gartner, the Magic Quadrant aims to provide a qualitative analysis into a market and its direction, maturity and participants. In many cases, once the Magic Quadrant is published, and your company is placed into one of those Quadrants, you've missed your opportunity to define your category. As a category designer, the...

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marketing, category design