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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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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