Episode Details

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/