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

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