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Ep 4: Danny Lopez CEO of Glasswall: $60+ Million Raised to Make the CDR Category Mainstream

 In today’s episode, we speak with Danny Lopez, CEO and founder of Glasswall — a Content Disarm and Reconstruction (CDR) platform that’s raised more than $60 million in funding.  Topics discussed: Danny’s journey — from diplomat to CEO of Glasswall.  What Glasswall does and the problem they solve for customers.  The State of CDR today,… Continue reading Ep 4: Danny Lopez CEO of Glasswall: $60+ Million Raised to Make the CDR Category Mainstream

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Ep 3: Kirill Klokov, CEO of Truv: $28 Million Raised to Build the Payroll API Category

 In today’s episode, we speak with Kirill Klokov, CEO and founder of Truv — an income and employment verification platform that’s raised over $28 million in funding since launching in 2020.  Topics discussed: Kirill’s journey before founding Truv.  How Truv works and the problem they solve for customers. How much traction Truv has gained… Continue reading Ep 3: Kirill Klokov, CEO of Truv: $28 Million Raised to Build the Payroll API Category

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Ep 2: Brad LaPorte: How Gartner Works & the Role Analysts Play in Shaping New Market Categories

 In today’s episode, we’re doing something a little different from our usual founder interviews and we’re speaking with Brad LaPorte — a former Gartner and current go-to-market advisor for cybersecurity startups. In the interview, Brad gives us a behind-the-scenes look into how Gartner works and helps us understand the role analysts place in shaping… Continue reading Ep 2: Brad LaPorte: How Gartner Works & the Role Analysts Play in Shaping New Market Categories

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Ep 1: Zaedo Musa, CEO of Superb: $14 Million Raised to Build the Guest Experience Management Category For Restaurants

In today’s episode, we speak with Zaedo Musa, CEO and founder of Superb — a guest experience management platform that’s raised over €13 million in funding. Topics we cover:  Understanding the restaurant technology landscape which is mostly dominated by marketplaces or discovery platforms that drive traffic but have forgotten about the back office of the… Continue reading Ep 1: Zaedo Musa, CEO of Superb: $14 Million Raised to Build the Guest Experience Management Category For Restaurants

Category Design and Analysts: Everything You Need to Know

Analyst firms like Gartner and Forrester have tremendous influence today. Enterprise buyers use them to sort through the noise and make informed decisions. Journalists use their market research in their stories and to discover new companies. Investors use them to understand the market landscape and learn what customers care about. Yet we speak with many… Continue reading Category Design and Analysts: Everything You Need to Know

How to Evangelize Your Category

Our Category Design Process follows five key steps. This post will explore Step 5: How to Evangelize Your Category Now it’s time to evangelize your category and the best way to do that is with high-quality content. Here you must remember that your job is to market the problem your category solves, not to market… Continue reading How to Evangelize Your Category

How to Create Your Category Story

Our Category Design Process follows five key steps. This post will explore Step 3: Create Your Category Story Now it’s time to write the story of your category. The final deliverable here will be a piece of content you publish on your website, written under the CEO’s name, that serves as the foundation of your… Continue reading How to Create Your Category Story

How to Create Your Category Playbook

Our Category Design Process follows five key steps. This post will explore Step 4: How to Create Your Category Playbook Now it’s time to build the definitive playbook that can help your customers understand everything there is to know about your category and most importantly — how it can help them. Your end deliverables here… Continue reading How to Create Your Category Playbook

How to Name Your New Market Category

Our Category Design Process follows five key steps. This post will explore Step 2: How to Name Your Category  With your problem clearly defined, now it’s time to give your category a name. When your customers hear the category name, they should instantly understand exactly what it does and what it means to them. If… Continue reading How to Name Your New Market Category

8 Powerful Benefits of Category Design

As we covered in our previous article on the basics of what category design is and why it matters, category design is a strategy that many of the most successful companies in history have used to differentiate themselves, break through the noise, and transform their industry. If you choose to pursue a category design-led strategy… Continue reading 8 Powerful Benefits of Category Design