Category Design Advisors
For Category Design Advisors
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Overview
2 - 9
Employees
2016
Year Founded
ABOUT CATEGORY DESIGN ADVISORS
What's your category?
We are a global team of category designers eager to assist you in defining, developing, and ultimately dominating a new business category. Category design involves formulating a strategy to create and take control of a new market segment over time. It's termed "category design" because the goal is to proactively shape the new market according to your specifications, ensuring that you maintain a significant edge over any competitors that enter the space. Typically, in various markets, one company captures most of the market share and profits, followed by a distant second and numerous lesser competitors. This trend is even more evident in digital markets, which often operate under a winner-take-all principle. The aim of category design is to position your company as that winning entity.
Languages Spoken
English
HIGHLIGHTS
2 - 9
Employees
2016
Year Founded
Services
Focus
Industries
Clients
Services Provided
45% Go-to-Market Strategy
35% Business Model Design & Validation
10% Operational Process Consulting
10% Market Research & Competitive Intelligence
About the Team
OUR STORY
Category design is a strategic approach focused on creating and leading novel market categories instead of competing in established ones. Inspired by successful tech startups and popularized by the book Play Bigger, this methodology aligns product, company, and narrative around a bold vision to redefine market perception and establish long-term leadership. It guides teams in product development, go-to-market tactics, investor communication, and talent acquisition, providing a shared vision and unique positioning. By identifying and articulating unmet needs or "missings," companies can shape new categories and emerge as leaders from inception. Through developing a distinctive Point of View, businesses set the rules others must follow, enabling them to evangelize their category effectively across marketing, sales, and organizational strategies.
Locations
Headquarters
Stickney Rd
Atkinson, New Hampshire, United States 03811
