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
This is where it all begins. Learn why the success of the business comes down to the company’s or creator’s ability to educate, evangelize, market, and ultimately monetize the category.
Your next billion-dollar growth opportunity is hiding in plain sight. But to see it, you need to put on your Superconsumer Goggles. These are your most loyal (and most valuable) customers.
The one who frames the problem owns the solution. How you get customers to learn and internalize the niche you own is by framing the problem you solve, naming it, and then claiming the solution as your own.
Category Design is not just about marketing. It’s also about how your product, business model, and internal company culture work together to build your new category.
Category Kings never compare themselves to “the competition.” There’s a reason why you’ve never seen Apple run an ad that says: “We are better than Samsung.”
The more “different” you are, the harder it will be for anyone to enter your category. And if you can differentiate on all 8 category levers, you will be untouchable.
The greatest marketing campaigns of all time are not year-round. They are singular events that only last for a few days (sometimes a few hours), and they happen 2-3 times per year.