Insight Venture Partners: The Science of Category Design w/Play Bigger

This category design webinar will walk through the science of category design, the foundational building blocks of how to define and develop a category, and provide many case studies of category kings from the technology and consumer markets. 

Here's an excerpt from the book, Play Bigger:

"Winning today isn't about beating the competition at the old game. It's about inventing a whole new game -- defining a new market category, developing it, and dominating it over time. You can't build a legendary company without building a legendary category. If you think that having the best product is all it takes to win, you're going to lose. It's not about disruption anymore -- it's about creation. Category kings are the explosive and enduring companies that create value over time by opening up a category with vast potential and setting themselves up to control the majority of it. Category kings take up seventy to eighty percent of the category's economics. Category kings become famous brands because they become the symbol of the whole category -- think Xerox, Google, Uber. A category king is almost impossible to challenge. They play bigger than other companies."

A Special shout-out to Insight Venture Partners for hosting our talk.

 

Read Insight's blog post summarizing the webinar. 

Haven't read the book yet? Learn more HERE.

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