Kevin Maney is a journalist who has been covering tech and society for 30 years, and the author of Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets.
Kevin is a partner at Category Design Advisors where Kevin and his team guides leadership teams to help them define, develop and ultimately dominate a new category of business.
During the show we discuss:
What Category Creation is
Why Category Creation is Important in Marketing
List of Companies that Have Successfully Created a New Category in Their Market
The Things to Consider Before You Start Creating a New Category
The Steps Involved in Creating a New Category in the Market
The Usual Challenges in Launching a New Category in the Market, and How to Overcome Them
Why Defy “Gravity” and Not Get Sucked Back into the Old Way of Doing Things
The Best Practices in Successfully Launching a New Category in the Market
How to Measure the Success of Your Category Creation Efforts
How Your Business Can Protect Your New Category and Defend Against Competitors Entering Your Market
Resources:
https://www.categorydesignadvisors.com/