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Al Ramadan

Cornerstone OnDemand

Cornerstone OnDemandwas founded more than 25 years ago and was acquired by Clearlake Capital Group (Private Equity) for $5.2 billion in 2021. Last week, they completed their first..

Docusign IAM Intelligent Agreement Management

In 2014 we identified Docusign as the Category King of e-Signature. Docusign grew exponentially during COVID. Their market cap hit almost $60 billion in late 2021, a 10X increase..

The Category Contenders

We released our book, Play Bigger : How Pirates, Dreamers and Innovators Create and Dominate Markets (Harper Business) in 2016, identifying this phenomenon called Category Kings...

Play Bigger, One Year Later...

As much as we believed in our predictions, none of us could have imagined how pivotal and transformational 2021 would become. It was a record breaking year for us and we are..

Rivian: A Classic Category Play, Part II

Two main threads of feedback from our first article are worth mentioning:

XM: A Pitch Perfect Example of Category Design

Qualtrics created a category called experience management or XM and went public on the Nasdaq under the ticker symbol “XM”. Yep, that’s right, a ticker symbol which is their..