How Peloton Created a New Category of Fitness

August 20, 2018 Social Feed
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

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

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

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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Sensity Saw the Light with Category Design

April 20, 2017 Kevin Maney

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

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

February 21, 2017 Mike Damphousse

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

February 8, 2017 Kevin Maney

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?

January 20, 2017 Mike Damphousse

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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