Category Design 101

What you'll learn

• Decide honestly whether category design is the right move for your company
• Frame a new category that buyers can recognise and pattern-match against
• Execute the launch moment that distinguishes a new category from a feature
• Defend a category once you've crowned it, before competitors copy the language
• Avoid the common traps that turn a category-design attempt into a marketing pivot

1. 01

   The category-design thesis

   What category design actually is, when it's the right strategy, and the founder-level commitment it requires.
   3 lessons50m
   • 01What category design actually is20m
   • 02When category design is the right move16m
   • 03The cost of category design (in capital and years)14m
2. 02

   Naming the new game

   The category name is one of the highest-leverage product decisions in a category-design play. This module covers the discipline that produces names that stick.
   3 lessons46m
3. 03

   Crowning the moment

   Category design has a launch moment — the specific public act that crowns the new category. This module covers the moves that work.
   3 lessons52m
4. 04

   Defending the category

   Once you've crowned the category, competitors will try to redefine it on their terms. This module covers the discipline of defending the language.
   3 lessons52m