We have a standard process based on category design principles, which is tailored to meet the needs of various stages of company from seed to post IPO.

Our partnership with our portfolio companies is true collaboration in every sense of the word. Not just with the CEO, but with the entire exec team and the core execution teams.

With every engagement we deliver clear, actionable set of decisions and assets that can be put to use in your business immediately.

We keep it simple. We make fast decisions. And we love to roll up our sleeves and get in the foxhole with you. Here is an overview of how it’s done.


Play Bigger Category Design is a true partnership with your company. We have a proven process and methodology to integrate with your executive and execution teams to apply category design principles to every move your company makes. They are...

Key deliverables:

Team Interviews: We will conduct a series of very quick and direct interviews with your team leaders to understand the company, product, and category. We spend a lot of time talking about the category problem you are solving.

Category Workshop: We then conduct a one-day workshop to kick off the process. This is part educational, part open discussion, and often triggers healthy debates about the true category problem potential and value for your company.

Category Blueprint: We will produce a category blueprint that illustrates the full scope of the problem you are solving and why our products and offers are differentiated to solve that problem.

Category Ecosystem: We will map out where you live in the broader category ecosystem and define control points for data, dollars, and decisions.

Frotos: We define the key From/Tos (Frotos) for the priority audiences for your category.

Point of View: We will craft a highly differentiated, provocative point of view for your company. Your point of view will make it clear what you stand for, what you stand against, and why people should care.

Mobilization: We will help you conduct a series of moves in your company to mobilize all the key stakeholders into adopting your category design strategy into their operating plans.

Lightning Strike: We coach you to execute your Lightning Strikes that deliver your category to the world. This execution method is purpose built to condition the priority audiences for your category to understand the category problem, your blueprint and POV.

Executive and Execution Support: We like being in the foxhole and we will be involved in helping provide a fresh perspective to any planning, decision or action you are considering in the long term

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