What problem is Category Design solving?

Here's an excerpt pulled from Play Bigger, page 51, the section that answers the question: “What the Hell is Category Design?

Too many good companies with good products fail to make a dent in the universe — because they can’t find their place in the universe. Too many companies essentially stick a pole in the air during a thunderstorm and hope they get struck by lightning..

Read more about Category Design in our book, Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets.

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