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Category Design is a Journey

Not everyone makes it to the top, but for our portfolio companies that do, we commemorate the achievement with a custom category benchmark. 
If you click on any of the benchmarks you’ll find some of the Category Design artifacts from their journey.

Modeled after survey benchmarks found on taller peaks and mountains around the world, they often show up as metal disks embedded in rock. They provide latitude and longitude, and orthometric height and give surveyors a point of reference for validating geographic data. 


In addition to looking very cool, we like the parallels between category design and mountain climbing. The idea that there is a name, date and each benchmark becomes a reference for all other categories. It becomes part of the topography of the broader category landscape. We hope these inspire you to go climb some mountains or even better, begin the ascent to creating a legendary category.