Podcasts about category design advisors

On this episode of Christopher Lochhead: Follow Your Different, we are joined again by a dear friend, Kevin Maney, as he shares stories about the missed opportunities for innovation after Soviet Union's fall. Kevin Maney has a new book out called Red Bottom Line, wherehe tells his firsthand experience as a young USA Today reporter in Russia during the time. From the optimism of Gorbachev's era to the disillusionment under Putin, Christohper and Kevin also explore Russia's technological transformation, societal issues and geopolitical impact. You're listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let's go. Kevin Maney on the Journalism in Russia during the late 80s and early 90s Kevin starts off the conversation with a description of the conditions in Russia before, during, and after the fall of the Soviet Union. He describes when Mikhail Gorbachev started loosening restrictions and allowing more foreign correspondents into Russia, which allowed journalists like Kevin to make it to Russian soil as early as 88-88. Though some restrictions were lifted, Kevin recalls that they still had to jump through so many hoops just to get there, as there aren't exactly direct routes or flights going from America to Russia at the time. At this point in time, a lot of Americans and other Westerners were flocking to Russia, as demand for common consumer products skyrocket. Things like toothpaste and deodorant were being sold left and right, things that weren't originally available locally. Kevin observed this trend and proposed to his editor to let him cover this economic and financial phenomenon that is happening in the Soviet Union. Kevin Maney on Life in Russia during Economic Hardship As Kevin recalls the situation then, he saw a country that was on its last legs, and its people trying desperately to live as normal as they could. He observed certain stores that only allowed foreigners or people with non-local currencies to shop, as they know it had more buying power in the long run. Local residents were crowding other stores, either to purchase clothing items or to replenish their essential supplies. In department stores, shelves were nearly bare, with only toys and luxury items remaining unsold. Everyone was scooping up anything they could find. Seeing all that in contrast to people's lives in America was disheartening, to say the least. The Opening of the First McDonalds in Russia during the 90s Given all that, Kevin still saw some hope for the country as they start rebuilding themselves from within. That, and all the companies that are now flooding into Russia to help supplies their needs and ideally, boost their economy. One such company was McDonalds, who Kevin has a fond story to tell. He shares that on one of his trips back to Russia, he just happened to be on the same flight as George Kohan, the biggest McDonalds franchisee in Canada. George was on his way to Moscow to check his plans to build a branch there, which eventually became the first of many McDonalds built in Russia. Kevin got to talk with George Kohan on how things were going with building a business on foreign soil, and the procedures and machinations he had to go through to finally get approved to open his business there. To hear more from Kevin Maney and his stories from the redeveloping Russia in the 90s, download and listen to this episode. Bio Kevin Maney is cofounder of Category Design Advisors, where he works with CEOs and executive teams to develop and execute strategies to design and dominate markets. He is also a multi-time bestselling author and journalist who writes about technology and society. His most recent book, UnHealthare: A Manifesto for Health Assurance, was co-authored with venture capitalist Hemant Taneja and Jefferson Health CEO Steve Klasko. It came out in 2020, and tees up how healthcare will evolve in the ...

In this podcast episode, Hywel Carver, CEO of Skiller Whale, shares his company's category design journey after attending a workshop by Category Design Advisors, sponsored by Concept Ventures. He discusses the challenges they faced in defining their offering and how the workshop, along with the book "Play Bigger," helped them create a new category called "Live Team Coaching." The process involved the entire senior leadership team and emphasized the importance of alignment and internal collaboration. Carver also touches on the significance of humor in their brand identity, the role of storytelling in building a category, and their long-term vision of reskilling knowledge workers. The episode highlights the iterative nature of category strategy development and the value of external feedback in refining a company's approach. Hosts Mike “Damp” Damphousse and Kevin Maney.This episode is sponsored by:Category Design AdvisorsBeTheStage.liveFlag & Frontier

Episode #83 featuring Kevin Maney, Co-Author of "Play Bigger" and Founding Partner at Category Design Advisors. "Play Bigger" introduces businesses to the concept of category design and has garnered worldwide sales of over 250,000 copies. Category design encompasses the strategy and tactics that delineate, shape, and condition a market to establish the dominant position of a category leader, thereby maximizing market capitalization and value.Listen to James Ontra and Kevin Maney discuss how Kevin guides legendary companies through the emerging discipline of category design, and discover how his book, "Play Bigger," can serve as a guide for your business to achieve similar success.

After Kevin Maney co-authored the book Play Bigger in 2016, he and Mike Damphousse founded Category Design Advisors to guide CEOs in implementing category design. That was seven years ago. Now, after over 40 client engagements and joined by John Rougeux, the team decided it was time to rework its own category Point of View. In this recording of a live AMA, the CDA team shares why they decided to apply category design to themselves, the process they used to redefine their Point of View, and the lessons they learned along the way.This episode was moderated by Pablo Gonzalez.This episode is sponsored by:Category Design AdvisorsBeTheStage.live

If you want to specialize your business, this space will provide you with that path. Today's guest is John Rougeux, an executive member at Pavilion and a partner at Category Design Advisors. From the failures to their success story, John brings us into the domain of category design and what they do in the market to help others become a dominant player. He also explains why CD matters and why its go-to market relies on word of mouth and referrals. Get to see how category design evolves in their space when you tune in to this episode. Don't miss it!

In this Category Short, John Rougeux explains why a concept called “category jail” needs to be on the radar of every startup. Category jail occurs when your novel solution is mentally miscategorized by buyers, causing your company to get unfairly written off as another “me-too” product.Listen now to learn:Why category jail can keep radically different ideas from gaining attention from customers and investors.How the wiring of buyers' brains can work against you (and what to do about it).A powerful method for escaping category jail and helping your startup get a fair evaluation.Join our category design community for free at CategoryThinkers.comThis episode is sponsored by Category Design Advisors and BeTheStage.live

Our guest today is a luminary in the world of technology and business. A thought leader who has consistently been at the forefront of innovation, he has shaped conversations and influenced trends throughout his career. He is a distinguished author whose book "Play Bigger" has become a beacon for entrepreneurs and innovators worldwide. A co-founder of Category Design Advisors, his insights have helped businesses carve out their unique spaces in the market. His writings, as a contributing editor at Newsweek and a columnist for USA Today, have consistently provided valuable perspectives on the intersection of technology and business.

Bill Macaitis is the former CMO then CRO of Slack, CMO of Zen Desk, and SVP of Marketing at SalesForce and in this conversation we dive deep into what made Slack the category king of team collaboration tools it has become.You'll notice that most of this story took place before Play Bigger was even written so this was intuitive category design by Bill and his team, and you'll have a chance to see:How Bill thinks about the way category design and product led growth work together within a go to market strategyWhy  Slack never focused on their competitors and chose to focus on their consumers insteadWhat Sketchers, Crocs, and Slack all have in commonAnd more!This is a conversation between Bill, and the co-founders of the Category Thinkers:Mike DamphousseJohn RougeuxPablo GonzalezStop just listening in and join the daily category design dialogue inside our free community at CategoryThinkers.com

In this episode of the Million Dollar Mastermind podcast, Host Larry Weidel is joined by Kevin Maney, a Partner at Category Design Advisors. Discover how Kevin's achievements have opened doors to countless opportunities, experiences, and relationships, empowering him to prioritize activities aligned with his values. They also explore the transformative potential of AI, showcasing how it addresses societal challenges, such as the nursing shortage, through innovative solutions.

In this episode of the Million Dollar Mastermind podcast, Host Larry Weidel is joined by Kevin Maney, a Partner at Category Design Advisors. They explore winning strategies for building dominance in a market category and the power of innovation within existing categories. Kevin also shares how entering established markets can be advantageous and talks about the playbook for creating a company that dominates its industry. He also dives into "The Two-Second Advantage," his collaboration with Vivek Randi, delving into the fusion of computer science and brain science for creating talented computers.

In this episode of the Million Dollar Mastermind podcast, Host Larry Weidel is joined by Kevin Maney, a Partner at Category Design Advisors. They discuss the concept of writing as a discipline of thought and the importance of creating a Proof of Value (POV) for your business. Kevin also unveils how he turned serendipity into the intentional pursuit of his goals, which got him the job of Tech Writer and Columnist at USA Today.

In this episode of the Million Dollar Mastermind podcast, Host Larry Weidel is joined by Kevin Maney, a Partner at Category Design Advisors. Together, they delve into Kevin's love for music and songwriting, emphasizing the significance of networking and curiosity in his journey as a technology writer. Kevin also sheds light on his expertise in assisting startup companies in crafting their narratives and the key themes he explores in his books.

Kevin Maney is a journalist who has been covering tech and society for 30 years, and the author of Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets. Kevin is a partner at Category Design Advisors where Kevin and his team guides leadership teams to help them define, develop and ultimately dominate a new category of business.   During the show we discuss: What Category Creation is Why Category Creation is Important in Marketing List of Companies that Have Successfully Created a New Category in Their Market The Things to Consider Before You Start Creating a New Category The Steps Involved in Creating a New Category in the Market The Usual Challenges in Launching a New Category in the Market, and How to Overcome Them Why Defy “Gravity” and Not Get Sucked Back into the Old Way of Doing Things The Best Practices in Successfully Launching a New Category in the Market How to Measure the Success of Your Category Creation Efforts How Your Business Can Protect Your New Category and Defend Against Competitors Entering Your Market   Resources:https://www.categorydesignadvisors.com/  

In this episode, I talk to John Rougeux, Partner at Category Design Advisors. We talked about what category design ACTUALLY means in B2B, the eight levers to pull to build a business that is radically different, and how to think about category design against company positioning. You can learn more about John at www.categorydesignadvisors.com And the Christopher Lochhead article we referenced can be found here: https://categorypirates.substack.com/p/8-category-levers-how-to-build-a *** Have you thought about launching a podcast for your brand but aren't sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about. Totally free. Drop me an email at jason@b2b-better.com or book a time to chat with me using this link: https://www.b2b-better.com/podcast-assessment You can also follow me on LinkedIn. Head over here: linkedin.com/in/jasonbradwell

Tired of blending in? My guest is John Rougeux with Category Design Advisors In this episode, John breaks down the key concept of being radically different and addresses the question, ‘But is Category Design just another marketing strategy or a holistic business approach?' We also talk about overcoming the perceived risk of specializing your business, the symptoms in your business of needing a more intentional category strategy, and much more. The resources mentioned in this episode are: - 8 Category Levers: How To Build A Massive, Pacific Ocean-Sized Differentiation Moat: https://categorypirates.substack.com/p/8-category-levers-how-to-build-a - Office Hours for Category Design Advisors: https://www.categorydesignadvisors.com/book-office-hours/ - Category Pirates: https://www.categorypirates.com/ - “Play Bigger”: https://www.amazon.com/Play-Bigger-Dreamers-Innovators-Dominate/dp/0062407619 Connect with John: - Email: John@CategoryDesignAdvisors.com - LinkedIn: https://www.linkedin.com/in/johnbrougeux/ Join us as we discuss healthcare marketing and verticalized agencies as a whole.

This week on the Digital Velocity Podcast, Kevin Maney of Category Design Advisors joins Erik and Tim to discuss how the category design process can help businesses win new markets and gain economic advantages. https://www.digitalvelocitypodcast.com/episodes/36-winning-markets-with-category-design-kevin-maney

This is part two of a very special Christopher Lochhead: Follow Your Different series that we are doing on how to design a legendary career, company and category. This two-part series is a masterclass on how to have a legendary career in technology from 2 different perspectives. On this episode, we have a dialogue with the amazing Gail Moody-Byrd. Gail Moody-Byrd is the head of Marketing for LinkedIn Sales Solution Group. And the job that she's done there on category design is truly a stunner. I myself have known and done some work with Gail in the past, and she's also worked with my friends and adopted brothers from Category Design Advisors. If you've ever wanted to know how to drive massive big change inside a massive big organization to make a massive big difference, you're in the right place. You're also going to learn what it took for a Harvard MBA to become a successful category designer, and get executive management bought in and participating in a massive new strategic initiative like category design. There are many people who would easily pay $25,000 to have lunch with Gail, and today you got him for free and on repeat. We hope you'll enjoy this conversation as much as we did. Creating a New Category in LinkedIn The conversation starts off with acknowledging that Gail Moody-Byrd has done something extraordinarily rare in the business – which is to have implemented a category design approach within a monster corporation, which is within an even bigger monster corporation. This is because normally when you think of implementing category design in a business, it is usually done by startups and entrepreneurship, which may develop later on to a category business leader. Though it is not unheard of, it's highly unusual for a megacorporation to attempt such a thing. But according to Gail, it all stems from the culture within LinkedIn itself, where they are encouraged to pursue and grow their business the way they see fit, almost like the same energy as a startup would, but with the backing of a monster corporation behind it. So when Gail joined the LinkedIn Sales Solutions Group, they already had the idea of finding something to elevate their status and “get their mojo back”. And Gail was just the spark they were looking for. Gail Moody-Byrd on the Curiosity of LinkedIn Christopher shares his experience with introducing Category Design to big corporations, and the less than successful results he would get a times. This is because major corporations tend to stay rigid and not dive into new ideas that easily, especially if their current product or service still has a huge share of the market at the moment. Gail agrees with this and adds that while LinkedIn may seem like the same on the outside, it has this inherent curiosity within that lets their people explore new ideas, as long as it stays within company guidelines and has the data to back it up. “The beauty of LinkedIn is that they gave me the liberty to explore some of those ideas. There's a curiosity within LinkedIn that I appreciate. We're so market driven, and interactive, always looking for new ideas. And so the amount of support and the extreme receptivity to the conversation was, frankly, shocking to me.” – Gail Moody-Byrd Evolving the Platform through Category Design Gail Mood-Byrd then talks about LinkedIn Sales Solutions, and its growth and changes over the years. It was created 10-11 years ago to enable salespeople in the b2b space to connect on the LinkedIn platform with people who might need their services. Over the years, it has grown from being a way to connect with potential buyers and fielding available talents, to something backed by support and data science to help you find the information and the system actively looking non-stop for related data to your inquiries and target audience. It has also gone from one-way communication, to something akin to an active conversation between potential buyers and sellers; all in a trusted network like ...

Kevin Maney joins the He Said She Said: Razor Branding™ Podcast to discuss Category Design, and how he helps companies dominate new market categories.  Kevin is a journalist who has been covering tech and society for 30 years, and is the author of Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets. Kevin is a partner at Category Design Advisors where he and his team guide leadership teams to help them define, develop, and ultimately dominate new categories of business.

Today's episode features Kevin Maney, partner at Category Design Advisors. A journalist who has been covering tech and society for 30 years, and the author of Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets. Kevin and his team guide leadership teams to help them define, develop and ultimately dominate a new category of business.It was a great opportunity to speak with someone who has covered tech and AI as a journalist for so long; we talked about his background, including how he stumbled into the tech beat, wrote the de-facto history of IBM, and how companies can approach the idea of category creation. Listen to learn more. Links of Interest: Kevin Maney LinkedIn bio: https://www.linkedin.com/in/kevinmaney/Kevin's website: https://kevinmaney.com/Kevin Maney's 10 books on Amazon: https://www.amazon.com/Kevin-Maney/e/B001HD1AQ2?ref=sr_ntt_srch_lnk_1&qid=1659113523&sr=8-1Listen to Kevin's music! https://www.facebook.com/totalblamblamband

On this episode of Christopher Lochhead: Follow Your Different, our guests Lauren Dunford and Kevin Maney discuss how Category Designers work to create the future. On this topic, we also talk about how do you create a company that makes a difference and makes money at the same time. Lauren Dunford is the cofounder and CEO of an extraordinarily exciting new company called Guidewheel. They are a mission to empower all the world's factories to reach sustainable peak performance. Kevin Maney is a legendary bestselling author and award-winning columnist. He's also the co-founder of Category Design Advisors, where he helps companies create and dominate new market categories. He is also one of the co-authors of Play Bigger, and one of the Godfathers of Category Design. If you care about building companies that changed the future, I think you're gonna love everything about this episode. Lauren Dunford and Kevin Maney on Category Design The conversation starts off with an explanation on how Lauren Dunford and Kevin Maney met, and the work they have done together on category design. Kevin knows Lauren from the work they have done on the category design project on Lauren's company, Guidewheel. Kevin was really interested with Lauren's work, as he explained: “There are actually two tracks of reasons that I very interested in Lauren, and her company guide wheel and one is the category design aspect, which I feel like was a very exciting project. But then also, there's another track of the book that I wrote that came out earlier this year called Intended Consequences. The idea behind that book was that there's been lots of conversation out there about responsible innovation and how a company's ESG had companies to do good and everything. And hang on. And we were talking about the fact that there wasn't really a real playbook for like, if you wanted to start a company that was like this.” – Kevin Maney As he was writing the book, Kevin realized that a lot of conversations he had with Lauren Dunford line up with the ideas that they were talking about in the book; mainly how to setup a company that from the beginning, will be a company that is profitable and does something really good. Lauren Dunford on Guidewheel We then pivot to a discussion on Lauren's company, Guidewheel, and the work they are doing to make the business a force for good. Lauren and her co-founder were undergrads in Stanford, where they ran competing climate change groups. Afterwards, they consolidated their efforts and aimed to create a profitable business objective that still had a massive impact on climate change. “We work with factories, and the category we're building is Factory Ops. Our goal is let's have all of the world's 10 million factories, having the tools to reach sustainable peak performance, if we can do that at scale huge for their businesses. And then, of course, your massive impact for the planet because of how much emissions results from how we make those guitars and everything else on the planet.” – Lauren Dunford Lauren describes the category of Factory Ops as making the tools of the biggest factories run efficiently, so there are less waste and by-products. This in turn meant that companies will have the same, if not more, output while contributing less to factors that cause climate change. To hear more from Lauren Dunford and Kevin Maney on how to create a company that makes a difference and makes money at the same time, download and listen to this episode. Bio Lauren Dunford Lauren Dunford is the co-founder and CEO of Guidewheel, on a mission to empower all the world's factories to reach sustainable peak performance and recognized by the World Economic Forum as one of the 100 most promising companies globally poised to have a significant impact on business and society.   Kevin Maney Kevin Maney is a bestselling author and award-winning columnist. He's also the co-founder of Category Design Advisors where he helps companies create a...

Just how important is it to have others chasing after you, rather than you chasing your competitors? Is your why so compelling that nothing stands in your way, while driving your team to give their heart and soul to its fulfillment? Kevin Maney is a journalist who has been covering tech and society for 30 years, as well as a best selling author of the game changer, Play Bigger. Kevin is also a partner at Category Design Advisors, where he and his team guides leadership teams to help them define, develop and ultimately dominate a new category of business.

Kevin Maney, Founding Partner of Category Design Advisors, discusses his book "Intended Consequences: How to Build Market-Leading Companies with Responsible Innovation." Hosts: Carol Massar and Tim Stenovec. Producer: Paul Brennan. See omnystudio.com/listener for privacy information.

Kevin Maney, Founding Partner of Category Design Advisors, discusses his book "Intended Consequences: How to Build Market-Leading Companies with Responsible Innovation." Hosts: Carol Massar and Tim Stenovec. Producer: Paul Brennan. Learn more about your ad-choices at https://www.iheartpodcastnetwork.com

In our 30th episode of category creators, Gil talks category creation with Kevin Maney, Author of Play Bigger and Partner at Category Design Advisors. This episode covers key concepts about category creation from one of the people who invented the term. You'll walk away with an understanding of how to build a company that makes an impact. BONUS! Kevin shares his advice on selecting a category name.

CEO Pulse Podcast EP 66 with Kevin Maney Hey, Rafael Cortez here! I have a question for you... how do you become a category leader? It's not an easy question to answer. But it is worth asking, because if you want to be the best in your field, this is what you need to know. With us today is Kevin Maney, a journalist who has been covering tech and society for 30 years, and the author of Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets. Kevin is a partner at Category Design Advisors where Kevin and his team guides leadership teams to help them define, develop and ultimately dominate a new category of business. www.categorydesignadvisors.com CEO Pulse | The Real, The Raw & The Mind of Entrepreneurship. This is your backstage pass into the stories, strategies, and psychology of top-performing entrepreneurs. Follow, Subscribe, Like & Share! Real Estate Coaching Program | www.reiwholesaling.com Full Access links | https://www.rafaelcortez.net/contact Stay Focused, You Got This! Rafael Cortez #ceopulse,#lessbusinessmoreprofits,#business,#startups,#entrepreneurs,#entrepreneurship,#levelup,#lifebydesign#productivity,#personalGrowth,#leadership,#vision,#mindset

As we all know, Context is everything. Around here, we believe that thinking about thinking is the most important kind of thinking. So if you want to design a different future, the context of your thinking matters. In this episode of Christopher Lochhead: Follow Your Different, we discuss context and much more with Kevin Maney. Kevin Maney is the co-founder of Category Design Advisors, where he and his partners advise CEOs on how to design and dominate market categories. He is also one of the godfathers of Category Design, and one of the co-authors of Play Bigger, alongside Al Ramadan and myself. We talk about a lot of topics that will help frame your think, and why the barriers to entry for Category Design keep dropping. We also discuss why Category Design is more important now than it was in 2006. To know why that's the case, stay tuned to this episode.   Kevin Maney On Playing Bigger It has been five years since Play Bigger came out, and there have been a lot of changes in Category Design over the years. Kevin suggests that they should get together again and pool together what they have learned over the years. That said, Kevin has noticed a few things that were big drivers of why category creation and design is so important. Some of them they have touched on in Play Bigger, but did not have the bandwidth to delve deeper into. These drivers are what Kevin and the others have been explaining to CEOs over the past years, so they can be aware of how important it is in dominating the market. Though the most obvious catalyst in the recent years has been COVID. COVID has accelerated the amount of category breakthroughs, mostly brought about by necessity.  “One of the things that always happens in these times of crisis or radical change like wars, a pandemic, or other things that truly shake up the world (is that) everybody starts doing things in different ways, or looking for new solutions. And it really opens up the possibility of creating new things and new categories that didn't exist before, solving old problems in new ways or, or addressing problems that have never existed before that arise because of what's going on.” – Kevin Maney Kevin Maney on the End of Friction In any business or market, there will always be friction present. One of the friction Kevin talks about is the friction of geography, and how that can affect the market. Because of such frictions, most people are limited to choose what is available, instead of the category leader for that market. Fast forward to today, and those frictions are slowly being removed. Now that people have access to a wider variety of the market, they will tend to gravitate towards the category leaders of said category. Which makes aiming to be a category leader is a must now, lest you get left behind. “The more that the friction of geography disappears, the more we can all choose the global, or at least national category leader of any particular category. So that makes it all the more important in whatever business you're in to try to be that category leader, or you're really just going to get sucked down the drain.” – Kevin Maney The Prevalence of Disintermediation Today The conversation then shifts to how different things are done today compared to just a few years back. In a way, there's more disintermediation nowadays compared to the .com era. One of the way it's very visible now is how we consume entertainment. With the advent of different social media platforms, normal people can interact directly with their idols, rather than having to go to concerts or shows. On the entertainers themselves, the old formula is getting discovered and debuting on TV or film. Nowadays, people could go viral on their own efforts, or at least without the backing of a major corporation and such. All this because we have reduced the friction required to make things possible. In the early 2000s, you'd need a lot of equipment, money, and know-how to shoot a simple video,

In this open forum conversation, we break down the myth of around category building — where most people get confused and how to better define the experience a company is building. Christopher Lochhead, Co-Creator of Category Pirates, Kevin Maney, Partner at Category Design Advisors, and Al Ramadan, Founder and Category Designer at Play Bigger, join the show to discuss category building it's all its finer details.The three cover:Common category building mistakesWhen to use category design and when to avoid itDriving market cap for growth companiesInviting analysts into the cycleAudience questions & answerThis is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.Listening on a desktop & can't see the links? Just search for Flip My Funnel in your favorite podcast player.

Kevin is a founding partner of Category Design Advisors and co-author of the book the category design practice is based on, Play Bigger. He's been a journalist, author and consultant in the tech space for more than three decades -- author of nine books, contributor to publications ranging from Fortune to Wired to The Atlantic, and commentator on CNN, NPR, ABC and other broadcast outlets. Website: http://www.categorydesignadvisors.com/ www.kevinmaney.com   Twitter: https://twitter.com/kmaney  

On Episode 2, guest Kevin Maney, co-founder of strategy consulting firm Category Design Advisors, joins host Bob Geller to discuss how tech companies can achieve market leadership. It's a noisy and competitive world in technology. How to stand apart? It gets down to creating and owning a category. Kevin will offer learnings based on his many years working as a consultant, top journalist, and co-author of Play Bigger. We also get into PR tactics, explore what tech marketing can learn from infomercials, and how to reinvent the press release. Kevin's book "Play Bigger" is available for purchase on Amazon: https://www.amazon.com/Play-Bigger-Dreamers-Innovators-Dominate/dp/0062407619 You can contact Kevin Maney via his email: kevin@categorydesignadvisors.com To contact Bob Geller about the podcast or features, he can be reached at Bob.Geller@Fusionpr.com Want to be a guest on a future episode? We'd love to hear who you'd like us to feature as a guest. Simply reply to this email and let us know who you think would be a great fit—even (and especially) if that's you!

As a kid, you probably played Capture the Flag. Adults in the business world play it too—albeit a different version that we can call Capture the Category. It's no secret that companies that can best identify a problem, convince people they need to solve it—then create the optimal solution—often become the pre-eminent player, aka the Category King. But the path to category creation and dominance is neither quick nor easy, and it's certainly not for the faint of heart. I had a fascinating conversation with Kevin Maney on the latest Go For Launch podcast. Kevin is the co-author of Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets, which has sold more than 100,000 copies globally. He's a journalist who has been covering technology and society for 30 years. Kevin is a partner at Category Design Advisors, where he and his team have helped more than 50 companies discover, define and chart a course to dominate new markets. The book is a must-read for anyone interested in understanding the art and science of “playing bigger” by defining and dominating their category. In our conversation, Kevin lays out the highlights of what it will take to become a business icon in your own right.