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Category design is the strategy for dealing with the "winner take all" reality that has taken hold in business.
Only 19 percent of Fortune's 100 fast-growing companies are category designers. And yet, they captured 51 percent (of the prior three years cumulative) of the revenue growth, and 80 percent (of the prior three years cumulative) of the market capitalization.
But how do you know when you're looking at a category creator versus just another...
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To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:
categorypirates.substack.com
There isn't a tech executive on planet earth who hasn't seen the chart from the book Crossing The Chasm that separates early adopters from later-stage customer segments.
Author Geoffrey A. Moore describes (languages) the "chasm" innovative startups must cross to move their products out of...
Author
Language
English
Description
To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:
categorypirates.substack.com
Silicon Valley says, "The best product always wins." But does it?
The goal of every entrepreneur, then, is to build the best product. How? Put the incumbent of the industry you want to "disrupt" in your sights, funnel tens (or hundreds) of millions of dollars into your scope, and build a "monster"...
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In the late 2000s, the United States ran one of the largest discounting (via couponing) experiments in entrepreneurial history.
A small startup based in Chicago came up with a radically different idea to help small businesses generate buzz, awareness, and customer acquisition. Instead of encouraging them to run ads on Facebook, or helping these small "e" entrepreneurs launch creative discounting campaigns, this startup turned the age-old marketing...
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English
Description
There are two types of people on planet earth today.
• Native Analogs: These are Baby Boomers and Gen Xers born anywhere from the 1940s all the way up to the early '80s.
• Native Digitals: These are Millennials and Gen Zers born between the early 1980s to as recently as the 2010s.
The difference?
Native Analogs grew up in a time when technology was an addition, or better yet, a distraction from their real lives. Whereas Native Digitals grew...
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