The Category Design Scorecard

Category design is the strategy for dealing with the  “winner take all” reality that has taken hold in business.

Only 19 percent of Fortune’s 100 fast-growing companies are category designers. And yet, they captured 51 percent (of the prior three years cumulative) of the revenue growth, and 80 percent (of the prior three years cumulative) of the market capitalization.

But how do you know when you’re looking at a category creator versus just another high-growth company fighting tooth and nail for market share in an existing category?

The Category Design Scorecard will tell you.

We created this scorecard after reviewing companies from the Fortune 100 Fastest-Growing Companies list and analyzing their 10Ks, Annual Reports, Investor Presentations, and Investor Relations websites.

In this “mini-book” you will learn:

  • How to tell if a company can frame a powerful problem, articulate a compelling vision, and most importantly, communicate the core compromises, trade-offs, and problems inherent to the way the category is today.
  • Whether or not a company has a compelling future—free of these fundamental problems, compromises, and trade-offs inherent to the category.
  • How to score a company based on its ability to generate data about customer/consumer demand/preferences that creates a unique opportunity and advantage to anticipate the future of consumer demand and any category shifts.
  • The 3 category buckets that all companies, entrepreneurs, and creators fall into, with examples from Tesla, Ford, Delta, Verizon, Spotify, and more.
  • How to use the Category Design Scorecard to objectively tell you what type of company you are.

Short, sweet, and jam-packed with incredibly valuable insights, this “mini-book” will give you a good sense of how relevant your business will be 10 years from now.

The Category Design Scorecard



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