The Category Design Process

Category Design is a term coined in the bestselling business strategy book Play Bigger, and is the discipline of creating, developing and then dominating a new market category. 

Define the Category so that you can dominate it and reap the rewards.



Develop your unique and compelling point-of-view (POV).


Align category design with product design, brand design, and company design.

Execute a Lightning Strike to launch the story and build momentum.




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