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

Posted by Social Feed


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

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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category design, play bigger

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

Pricing power of a Category King

Posted by Kevin Maney


Pricing power of a Category King

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 category. Apple is so valuable because it is one of the most powerful category kings of the past decade. It has invented a number of new categories –...

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marketing, category design, play bigger