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.