Sensity Saw the Light with Category Design

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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

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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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Gartner Magic Quadrants - Create Your Own

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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...

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Category Creation Dominates

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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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Who Did Category Design Better-Trump or Hillary?

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When category design is done properly, the discipline creates and develops a new category and conditions the market so it is compelled to demand your solution. If executed flawlessly, the result is that the company or person that did the category design reigns as the category king - capturing the...

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