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 Maney Books-Summer Reading List For Business Leaders

July 26, 2019 Peter Goldie
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For more than two decades now, my Category Design Advisors partner Kevin Maney has been writing books that have won fans in the technology industry and influenced the way tech companies work and think. 

The latest acknowledgment of that comes from Sequoia Capital, one of the most powerful venture...

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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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Abu Dhabi, You Need to Think About Category Design ASAP

April 1, 2019 Darryl Dickens
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It wasn’t that long ago in business years, that the epicenter of start-ups, venture funding, and incubation was California. Now as we visit and work with start-ups and VC’s outside the states, from Beijing to Sydney to Tel Aviv and London, it feels like we are in a parallel universe (in a good...

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

February 20, 2019 Social Feed
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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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Expected IPOs This Year Led by Category Kings

January 8, 2019 Peter Goldie
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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...

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How Peloton Created a New Category of Fitness

August 20, 2018 Social Feed
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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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How Metromile is Defining a New Category of Car Insurance

August 3, 2018 Social Feed
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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...

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Amazon’s Flywheel Momentum Continues to Dominate Categories

July 25, 2017 Mike Damphousse
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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...

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Category Designers and Fidget Spinners - Both Have Momentum

June 29, 2017 Mike Damphousse
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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...

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