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Most people believe that demand for products, services, and information is like the weather.
“It’s out of our control.” But this couldn’t be further from the truth. Category Designers create demand—seemingly out of thin air. And there are clear strategies for doing so.
How do you want your industry to talk about you? How do you want to be introduced?
What do you want the headlines to read? When you create a new category, and pair it with new languaging, you set the media’s agenda.
Companies waste millions of advertising dollars trying to be everywhere, all the time. We call this “Peanut Butter marketing,” and it’s a giant waste of money. Instead, you want your Superconsumers to pay attention to your 2-4x per year. How? By executing a Lightning Strike strategy.
By signing up you agree to our Privacy Policy, you consent to receive marketing communications. You may unsubscribe at any time.
The Category Is The Business Strategy
Using Category Science To Discover Breakthrough Opportunities
Framing, Naming, and Claiming A New Problem In The World
The Magic Triangle Of Product, Company, And Category
How To Avoid The “Better” Trap
The 8 Category Levers Of Radical Differentiation
Executing A Lightning Strike Marketing Event To Launch Your New Category