Company Experiences
Our mission is to help companies define, develop and dominate new market categories. We partner with visionary leaders to unlock unrealized potential and redefine industries. But don’t just take our word for it—our companies' stories speak for themselves.
From startups disrupting traditional markets to established companies reinventing themselves for the future, we’ve empowered businesses to stand out, scale up, and achieve outsized growth. Their breakthroughs are our greatest accomplishments, and we're proud to be part of their journey.
"Once you go through the process of category design with Play Bigger, how you see the world changes. The bridge between vision and its realization becomes clearer. It sets the foundation and everything else you do is built on it."
Kylan Lundeen
Qualtrics CMO
"Category Design is the new how-to guide for entrepreneurs and executive who want to build legendary, enduring companies."
Jim Goetz, Partner
Partner, Sequoia Capital
"The Ignite program was instrumental in developing a clear and cohesive way to communicate and execute our vision. The category work has been foundational to how we operate as an organization."
Thomas Fuller
CEO & Co-founder, Adoreal
"Every entrepreneur looking to alter the landscape and every CEO looking to reimagine a business can learn from Category Design. [It] provides inspiration and a framework for building companies that transcend gravity."
Marc Benioff
Chairman and CEO, Salesforce
"Embracing Category Design with Play Bigger was easy, it was a game changer for us in that we had so much more clarity. It just produced this very clear role for Save The Waves because we never could get the category right. And that’s the hardest thing about category design, once you have it, it makes everything so clear."
Nik Strong-Cvetich
Founder of Save The Waves Coalition
"Mural’s category launch gave the entire company a positioning to rally behind, allowing product marketing to reinforce and highlight its role in delivering value for Mural and for our members."
Sean Lauer
Senior Director of Product Marketing, Mural.co
"There is no company that is going to go public that doesn't have a category defined."
Richard Wells
Managing Director, Insight Partners
"Business leaders of the future need to create movements with passionate employees and fans that change the world’s point of view, not just companies with employees that sell products. Play Bigger shows how category design is the road map for making this happen."
Mike Maples
Founding partner, Floodgate
"Don’t fight physics! The category needs continuous care and nurturing. A Lightning Strike is a powerful force that raises category momentum, pivoting a company away from the gravity-pulling events that aim to revert your efforts back to the status quo."
Jennifer Johnson
Chief Marketing Officer, CrowdStrike
"Thank you for being part of the ReGen Founders Retreat and schooling us all in category design. It was a highlight of our time together to see how everyone was leaning in to support each other as they design, define and dominate their respective categories. Many of the founders were deep in it for hours after your session and the next morning. We've got lots of work to do together!"
Dan Fitzgerald
Managing Partner, Regen Ventures
"Yesterday, the day before our 13th birthday, we announced to the world finally what werealized we are: a Connectivity Cloud."
Matthew Prince
CEO, Cloudflare
"Thanks for the discipline to create something amazing.Yes, people have been developing categories for centuries. Your team sorted through the data to provide a design toolkit for execution, along with the rationale to support an investment in learning something new. We have used the Play Bigger tools to design brands and companies."
Eric Spitz
Rootz.ai
"(We) think about category design a lot at Tractor Ventures: how the companies we fund approach it, and how we ourselves apply that to what we are executing in market as well. We gift a copy of Play Bigger to all the founders we fund (and a 'lil Lego Tractor) and that category design approach is very simply a priority at the top of our Tractor minds. Our huge thanks to Al and the Play Bigger team for the invaluable insights, and to Paul Naphtali and the Rampersand team for the collab."
Tractor Ventures
"It’s not about just being a player in the market, it’s about being the market itself.
This experience with Play Bigger has been more than educational—it's been an alignment of vision and purpose. It's given us clarity, yes, but more importantly, it's given us a renewed sense of mission. The path to becoming category kings has presented itself.
To Al , Jason & Play Bigger, thank you. Your insights have not just contributed to our strategy; they have inspired our spirit. The journey ahead is not just about leading; it's about pioneering. And in this journey, we see not just a goal to be achieved but a destiny to be shaped."
Kimal Singh
CEO, NDE Solutions
"Play bigger is a compelling strategy for defining a new market category, developing it, and dominating it over time. By applying category design, companies can create new demand where none existed, rising to a leading position."
The Montgomery Summit
"XM has never been more important than it is right now. To be able to go into this next chapter at our size and scale as the leader in experience management — and do it alongside some of the best investors in the world — is a part of the Qualtrics story that no one could have imagined."
Ryan Smith
Qualtrics Founder and Executive Chairman
