We Are Category Designers

We help you make challenging decisions that will set the strategy that defines and captures your category.

Category design is a methodology built around the goal of creating a new category of business.

A new category is built around a problem no one knew they had, or a problem no one knew they could solve. Category design is a way to identify a unique problem and show the market you have the solution. That’s how you stand out as different.

Category design is whole-company strategy. It plants a flag on a hill. Setting a goal to capture the new category aligns employees, the product and partners behind the cause. 

Design means taking charge. Design is about doing something purposefully, thoughtfully, elegantly. Category design takes a design approach to creating markets.

And if you design the category, you can design it to your advantage. You can make others play by your rules.

We guide a leadership team through a proven methodology that leads to defining and describing a new business category. That methodology is outlined in the book Play Bigger, co-authored by CDA Partner Kevin Maney.




Once the category is defined, we help the leadership team build a category-creation strategy and drive it through product design, marketing, sales, HR and other functions, and ultimately spread the category message to the market.

Category design is an important part of a company’s overall strategy. It is a C-level process that can make an enormous difference in a company’s valuation, its position against competitors, the perception of analysts, and the mindset of customers.

Our work involves brainstorming, interviews, research, creative development and no small amount of psychoanalysis. It is deep and meaningful, and will change the way your leaders think.

Category design can give a boost to startups shaping the company for a first financing round; companies with later-stage financing that are searching for a next stage of growth; companies preparing for an IPO; and large companies seeking to establish themselves in a new sector. We can tailor the process the size of the company and where it is in its lifecycle.

Our partners are hands-on. You won’t hire us and find yourself talking to junior employees. We work alongside you, and want to be there for you for the long haul. We provide perspective and experience. We have all been in leadership positions in the tech industry, and at least one of us has seen your problem before.



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