Category Design

The Greatest Debate In Positioning, Abridged.

Should you really create a new category? Or just win an existing one? (Hint: it’s a false choice)

Sep 4 •

Introducing Lean Category Design

Rapid Resolution For Category Design Dilemmas

Aug 20 •

Why Are LLMs Already On A Race To The Bottom?

And What Can This Teach You About Positioning Your Product?

May 28 •

Category Proof In Engineering

How the Difference Between Audi and BMW Can Help Your Product Avoid Price Comparisons

May 22 •

Positioning For Traction

Category Design or Positioning? Which Is Best For You?

Mar 5 •

The Invisible Intersection of Category Design and Lean Startup

How to Fail Small And Win Big With These Two Legendary Techniques

Feb 20 •

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