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.
 

Read More

category kings, play bigger, category design

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 –...

Read More

category design, marketing, play bigger