Category Design with Kevin Maney

This week, Kevin Maney, Founding Partner at Category Design Advisors and co-author of Play Bigger, visited Embarc Collective to share his renowned Category Design frameworks exclusively with our member community. By embracing these frameworks, startup builders can position themselves to become category kings, enabling them to create the most value, capture the most market share, and lure the best talent.

Kevin emphasized winning strategies for founders to dominate their category through these key points:

• The formula for category creation is f(category) = context + missing + innovation. Founders setting the vision for their category must understand the current market context, identify what is missing or not adequately addressed, and introduce innovative elements to redefine the market.
• Define the category, invite competition rather than eliminate it, and ultimately beat rivals to establish yourself as a category creator. More insights are highlighted in Perception vs. Perspective and Category Design Is Your Rx by the Category Design Advisors team.

Following the workshop, members of Embarc Collective had the opportunity to get their Play Bigger books signed by Kevin Maney.

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