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Category Design News

Play Bigger Advisors, Category Design, Category Creation, Marketing, Positioning, Category King, Technology, Startup, Silicon Valley, Growth Strategy, and Go to Market Strategy

The difference between FitBit and GoPro

Today, the technology industry is caught in a landslide of hype about “unicorns” — the term adopted by many to describe the rare class of startup that soars in value to $1 billion..

How Hallmark exemplifies the Category Design Journey

Few people realize that Hallmark also owns diverse brands including Crayola crayons. The privately-held company now has over 27,000 employees and has been one of the largest..

What are savvy tech investors looking for?

Savvy technology investors seek potential, not performance. They identify companies leveraging technology to build and dominate new market sectors that show promise for..

Google's Alphabet: It's all about getting new ideas into orbit

Asking why Google created Alphabet is the wrong question. The right questions to ask are: Why did Google miss social networking? How is it that limo company Carey didn’t see the..

The software spending pulse

On the cusp of a new year, we asked several industry observers three questions about where the software spending will occur in 2013. Overall, and not surprising, they predict the..

Bianca Valenti and the new category of Women’s Big Wave Surfing

Bianca Valenti is defying all prior human endeavors to crack the glass ceiling on big wave surfing for women, and is creating a new category in the process.

7 Secrets of Success from SUCCESSFACTORS

SAP’s announcement this Saturday that they are buying SuccessFactors for $3.4 billion has left many in Silicon Valley asking, “How did that happen?” The simple answer of course is..

Enterprise software is Back in Black

A generation of startups is harnessing momentum in cloud services, social networks and mobile computing to introduce fundamentally new ways for companies to do just about..

When your CEO turns into the awful Chief Ego Officer

You may remember The Emperors' New Clothes, a fable about a ruler who is fond of snazzy outfits. One day the emperor gets bamboozled by visiting tailors. They sell him the idea..

Why customers forgave Netflix

Just three years ago, customers were miffed when the company raised prices and split DVD rentals from its streaming service.

Building Asia Pacific and Australia Category Kings

A CMO's Guide to Sticking the Category Design Landing Jennifer Johnson, the newly appointed CMO of Tenable (congrats again JJ!) shares her insights, strategy, and reality of how..

Corning: A 150-Year Old Category Creation Machine

When authors Al Ramadan, Christopher Lochhead, Dave Peterson and Kevin Maney wanted to understand how businesses innovate new categories of business, they looked beyond the..