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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

13 Examples of Successful Category Design

Category design is a discipline that many of the world’s most successful companies in history have used to differentiate themselves, break through the noise, and transform their industry. It’s a framework and philosophy that encourages companies to be incredibly intentional about the market category their product falls into. Instead of allowing analysts, customers, investors, and… Continue reading 13 Examples of Successful Category Design

How to Define the Problem Your New Market Category Solves

Our Category Design Process follows five key steps. This post will explore Step 1: Define the Category Problem  Category design begins with identifying and defining a problem your target customers are experiencing that other market categories aren’t adequately solving or potentially even addressing. This could be a new problem that hasn’t existed for very long.… Continue reading How to Define the Problem Your New Market Category Solves

9 Most Common Misconceptions About Category Design

Category design is a new discipline and many misconceptions existing what it is and how it works. Here’s a list of the top misconceptions we see from founders when it comes to category design. Misconception #1: Category design is a strategy for every innovative founder.  Reality: Just because you have an innovative product doesn’t mean… Continue reading 9 Most Common Misconceptions About Category Design

How Do Market Categories Shape B2B Purchasing Decisions?

Imagine you’re a CMO of a large enterprise. You are generously paid. You get along well with your co-workers. And you’ve got the trust of your CEO. Your annual marketing budget has line items for categories like email marketing software and marketing automation software. Your current vendors for each software are the well-established market category… Continue reading How Do Market Categories Shape B2B Purchasing Decisions?