Keeping Your Point Of View Unique In A Wave Of Competition w/ Brian Schiff
February 19, 2024
In this episode, we have a conversation with Brian Schiff on Category Design and A.I. A.I. has created a massive shift in context, and with that comes massive opportunities for category designers, but it also means a flood of competitors into the same space.
Al Ramadan of Play Bigger – Category Design Beyond Tech Startups – Changing the World
February 13, 2024
Al Ramadan is the CEO of Play Bigger, LLC and one of the co-authors of “Play Bigger”. In this replay of our live AMA event, Discover how shifts in context—ranging from environmental changes to global events like pandemics, wars, or financial crises—can spark innovative solutions.
How Category Design Reveals Buyer Problems w/ Rebecca Kirstein Resch
February 6, 2024
In this episode, we interview Rebecca Kirstein Resch, the founder and CEO at inqli. Her company is dedicated to helping workplace teams tap into the power of ‘tacit knowledge.’ Listen in to hear the insights sh has unlocked through her founder’s journey and how she’s t
Why Vertical SaaS is Fertile Ground for Category Design w/ Nick Tippmann
January 30, 2024
In this episode, Nick Tippmann, former CMO of Greenlight Guru, joins us to break down his journey as a marketer turned investor. Nick shares why vertical SaaS companies should think like category designers and how he evaluates the category potential of early-stage startups.
How a Gartner Analyst Looks at Categories
January 23, 2024
In this episode, Dan Gottlieb, a Senior Director Analyst at Gartner, joins us. He shares insights on defining categories, how startups can stand out with their unique capabilities, and the right time for them to educate analysts about their solutions.
Sangram Vajre’s Events and Community Playbook
January 16, 2024
In our AMA with Sangram Vajre, a top B2B SaaS category designer, learn how he used events and community at Terminus, Peak, and GTM Partners to drive category strategy, and how it's still feasible to build your own category and community.
Do You Need Category Design (Or Is It A Choice)? w/ Brad Luttrell
January 9, 2024
In this episode, Brad Luttrell joins us to talk through how he discovered category design a year and a half ago, why it was the strategy Holler Commerce needed to adopt, and what he has done to design social commerce as a service category ever since.
How Category Memetics Can Help A New Category Stick w/ Ken Rutsky
January 2, 2024
In this episode, Ken Rutsky discusses 'category memetics,' explaining how new categories can replicate like memes, spreading rapidly. He shares strategies for creating successful category memes and delves into the research behind his insights.
Getting Analysts To Buy Into Your Category Design w/ Scott Albro
December 19, 2023
Scott Albro, co-founder and CEO of Goldie shares his insights on why analyst buy-in is crucial for category success, strategies for effectively communicating your category vision, and real-world examples from his time at TOPO.
How to Condition The Market w/ David West, CEO of Proscia
December 12, 2023
Innovative firms must show how their solutions differ from the norm and why that matters. Crafting the right narrative is tough, but a good POV helps. We're joined by David West, CEO of Proscia, who shares how a workshop helped him convey why their pathology breakthrough is vital
"When Should You Design a Category?" w/ Jonathan Gandolf
December 5, 2023
Explore category design's diverse applications with Jonathan Gandolf, CEO of The Juice. From software to breweries, he's mastered this discipline. Now, he's contemplating its role in his new venture. Tune in to discover his decision-making process in this insightful episode.
How Community & Category Design Go Hand in Hand w/ Jared Robin, Founder of RevGenius
November 28, 2023
In this episode, Jared of RevGenius discusses intertwining category design with community building. Starting with a small LinkedIn group in 2020, he grew it to 40k members. Highlights: his journey, making unique communities, the need for a shared POV, and category design's role.
After 7 Years, Why Did Category Design Advisors Rewrite Their Own Point of View?
November 14, 2023
After co-authoring "Play Bigger" in 2016, Kevin Maney and Mike Damphousse founded Category Design Advisors. Now, with John Rougeux and 40+ clients later, they've reworked their category POV. In this live AMA, they discussed applying their own strategies and the lessons learned.
Taking Advantage of a Context Shift Through Category Design w/ Doug Camplejohn
October 31, 2023
Doug Camplejohn was working at Salesforce when the world changed in 2020, and quickly realized that there may be an opportunity happening. That’s when he decided to start Airspeed, a family of apps that help employees feel connected and celebrated.
Founder Clarity Through Category Design for Fundraising, Product, and Culture w/ Lauren Dunford, CEO of Guidewheel
October 24, 2023
In this episode, Lauren highlights category design for startups, using Guidewheel’s FactoryOps to attract stakeholders. We discuss sustainability, AI's role in data firms, and valuation impact.
Nearbound and the Early Stages of Category Design w/ Jared Fuller and Isaac Morehouse
October 17, 2023
Jared Fuller and Isaac Morehouse pioneered our talk on nearbound, a game-changing GTM strategy. Advocates of category design, they've shaped one of the fastest-growing B2B media brands ever.
Getting Sales' Buy In For Category Design w/ Dan Tyre
October 10, 2023
This week’s show is with Dan Tyre, a legendary executive at Hubspot. Hired as employee number six, Dan talks about the backstory of the inbound category, how to get sales to support your category design strategy, and the importance of company culture when designing a category.
Category Design for Early-Stage Startups: AMA w/ Rachel Josepho and Waleed Cope
October 3, 2023
Fresh off a category design workshop in NYC, Rachel Josepho, Founder & CEO of Mindfull, and Waleed Cope, CEO of The Soap Box, joined us to share their journey as category designers leading early-stage startups.
Is Your Startup Caught In Category Jail?
September 26, 2023
In this episode, John Rougeux explains why a concept called “category jail” needs to be on the radar of every startup. Category jail occurs when your novel solution is mentally miscategorized by buyers, causing your company to get unfairly written off as another “me-too” product.
How to Validate Your Startup Idea Using Category Design w/ Rio Hodges
September 19, 2023
In this episode, we chat with Rio Hodges, Principal at Antler. Rio encounters hundreds of startups each year through his firm's accelerator programs, so his perspective is invaluable if you’re in the early chapters of this journey.
Done Properly, Category Design Creates Demand w/ Craig Rosenberg
September 12, 2023
Scale Venture Partners’ Craig Rosenberg, Chief Platform Officer at Scale and long-time friend and collaborator of co-host, Damp, chats about category design driving demand, mentoring founders, and stories from the startup and VC trenches.
AI Is Creating 3 Layers Of Category Design Opportunities w/ Manny Bernabe
September 5, 2023
AI will be create of the largest changes in context in recent history. It's the Gutenberg press reborn. On this episode, we're bringing an expert from the trenches to chat about what this means for category designers.
"Superconsumers" Book Club & AMA w/ Eddie Yoon
August 29, 2023
Kicked off the first ever Category Thinkers Book Club with Eddie Yoon's classic, Superconsumers. Discuss insights that led to the book, how to apply Superconsumer strategy in B2B service companies, and why understanding Superconsumers is key to a profitable community strategy.
What's Next For The Inbound Category w/ Kipp Bodnar, CMO of HubSpot
August 22, 2023
On this episode of "Category Thinkers," Kipp Bodnar, HubSpot's CMO, dives into the nuances of category design in modern marketing. He highlights HubSpot's journey with inbound marketing and the transformative role of AI in shaping future categories.
Reinventing a 25-Year-Old Company Through Category Design w/ Carl Daikeler, CEO of Beachbody
August 15, 2023
Founders often use category design to dominate markets. However, many encounter it post-founding. CEO Carl Daikeler of BODi, known for P90x & Insanity, faced challenges in digital transition. Using category design, he's now pioneering a new fitness category: health esteem.
The Life Of A Founder In The Middle of Category Design w/ Hannah Grady Williams
August 8, 2023
Diving deep into Category Design? Books and podcasts help, but firsthand insights are unmatched. Join us as startup founder Hannah Grady Williams of d'Skills gives us a real-time peek into the world of active category creation.
What the WWE and Sports Entertainment Can Teach Us About Category Design w/ Raj "Rajnation" Nathan
July 25, 2023
In this episode of #CategoriesInTheWild, we'll examine WWE's development of the "sports entertainment" category. It's a perfect case study that every category designer should learn from.
"Do We Have A Category?" w/ Josh Roenitz and Kim Bach from DailyHuman
July 18, 2023
When founders first start considering a category strategy, they spend a lot of time bouncing ideas back and forth to develop a point of view. That can feel great or it can feel like a battle, but it's impossible to know if it's productive until they share it with someone else.
What Apple Got Wrong With the Launch of the Vision Pro w/ Jordy Van de Locht
July 4, 2023
When Apple launched the Vision Pro, it wasn't just a product launch, it was the launch of a new category called "spatial computing." But did Apple get everything right? Join us as we deconstruct Apple's newest category launch and discuss what we might have done differently.
The Current State Of Category Design And Who It's For w/Christopher Lochhead
June 27, 2023
One of the biggest reasons we knew the world needed the Category Thinkers Community (apart from our own desire to talk category strategy all day) is that there are many misconceptions about the discipline of category design, and who it's for.
A Call To Action For Category Designers w/Play Bigger Co-authors Christopher Lochhead, Al Ramadan, and Kevin Maney
June 21, 2023
The discipline of category design was formally launched seven years ago with the book, Play Bigger. On category design’s seventh birthday, we decided to reunite three co-authors of Play Bigger (Christopher Lochhead, Al Ramadan, Kevin Maney).
The Category Thinkers Community Point of View (Trailer)
May 26, 2023
Listen to the trailer for Category Thinkers. This isn't just a podcast. It's the launch of a community. A different community dedicated to the understanding and application of category design. Naturally, we're kicking it off with our POV.