![]() You need to balance category design with company design with product design. ![]() In a well honed category design strategy, the company designs the category, evangelizes the problem, offers the solution, and is crowned king Once the category is defined and the problem is understood.If you do that they’ll change their buying behavior and think of you as king Your job as founder of a category king is to change how people think.First mover advantage is not what you should be seeking.Disruption is a byproduct, not a goal.It impacts every function within a company and increases your odds of surviving and thriving Category design is the process and mindset of aiming to build a category king.Uber showed us a better way to get from A to B. ![]() They make what we did before feel dumb, outdated, klunky. ![]() Category kings help illuminate a big problem we often didn’t know we had. ![]()
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