ENTREPRENEUR'S TOOLKIT

Topic 4. Create New Markets With Category Design

Learn the tactics to execute on your Category Design Strategy. Featured thought leaders from Category Design Advisors Mike Damphousse and Kevin Maney, also co-author of Play Bigger, will teach you how to use strategic Category Design to rise above your industry crowd, find new spaces and opportunities, and drive up the value in your company and attract investors.

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What's Included in this Guide:

Introduction: Category Design Strategy

Focus on the Problem

Create a Category Name

Manage Your Suit Size

Start New Conversations

Set Your Process and Timeline

Build Your Category Blueprint

Develop Your Point of View

Case Study: Replicon

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Part 1.

Introduction: Category Design Strategy

Category Design is not marketing or branding, it’s a company strategy that helps you create a new space in the market. In this section, you’ll be introduced to Category Design best practices and strategies that can launch your company ahead of the competition.

Part 2.

Focus on the Problem

Focusing on the solution and not the problem could lead entrepreneurs to build something the market doesn’t want or need. In this section, you’ll learn how focusing on the problem will help you communicate your solution differently to the market and attract customers.

Part 3.

Create a Category Name

If a category name is too complex, no one is going to use it and it’ll be hard to educate the market on what you do. In this section, you’ll learn how to develop a category name that is utilitarian, simple, and easy to understand.

Part 4.

Manage Your Suit Size

When you’re developing your category name, don’t restrict your vision to now, look to grow into your suit size. This section will introduce the concept of Suit Size as it relates to Category Design strategies and how it functions to service your market today and in the future.

Part 5.

Start New Conversations

Once you’ve developed a category name it’s time to mobilize your company. In this section, you’ll learn how to develop Lightning Strikes to shift people away from their current thought process and start thinking about your solution.

Part 6.

Set Your Process and Timeline

Developing a Category Design strategy doesn’t happen overnight, it takes ample time to set a process and timeline in place. In this section, you’ll learn how to use the category name framework and take the steps needed to accomplish your goals.

Part 7.

Build Your Category Blueprint

Showing, not just telling, your customers how you're solving their problem can be an effective way to communicate your vision. In this section, you’ll learn how to develop your category blueprint, the flow of your business and visual roadmap to success.

Part 8.

Develop Your Point of View

Communicating your point of view to customers and investors is more effective when you have an emotional story that appeals to their instinct. In this section, you’ll learn how to think different, not just better, about how to articulate your category strategy.

Part 9.

Case Study: Replicon

Learn how Category Design strategies helped this company redesign its marketing communication and create a new category instead of competing in a highly crowded space.