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What is Category Design? (And Why Does it Matter?)

Originally introduced in the book Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets, 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… Continue reading What is Category Design? (And Why Does it Matter?)

What Turkeys Can Teach You About Category Design

In 1953, Swanson Foods had a 520,000-pound problem. After over-ordering turkeys for Thanksgiving, the company was now stuck with a massive supply of turkeys they couldn’t sell. They loaded the excess meat onto frozen train cars and moved it back and forth across the country, burning cash as they tried to find a solution. Management… Continue reading What Turkeys Can Teach You About Category Design