Category Design Advisors

We work with companies to help identify, frame and design new market categories. Detailed in our book The Category Creation Formula, by @kmaney and @damphoux.

[Category Design Advisors @cd_advisors]

Have you solved your category formula?

One of the most powerful concepts that we use with our clients is the category creation formula itself —a formula for looking at new spaces and thinking about how to shape them.

Context + Missing + Innovation = A new market category

Context is where every strategic category design discussion should start. It's a deep understanding of the changes happening around your potential customers — because the greater the changes, the more opportunities open up.

Missing is what becomes evident from that context discussion. Once you thoroughly understand the context, you start to see what doesn't exist yet but could solve a problem the context has created — something the world will need whether you build it or not.

Innovation is the product or service that must be invented to address what's missing. This is where your team's unique expertise comes into play.

Put those elements together and you'll see a category waiting and needing to be created.

Read more and purchase here: https://t.co/W3SYpqzKmS

#VentureCapital #CategoryDesign #CEO #Startup

@damphoux @kmaney

[Category Design Advisors @cd_advisors]

What are the benefits of category design?

To ultimately win the category and the benefit of setting the rules for the category.

The power belongs to the leader that emerges as the dominant design chosen by the market. Once competitors adopt your approach, you’re no longer just participating in the category — you’re defining it.

Ready to define your category? Read more and purchase here: https://t.co/W3SYpqzKmS

#VentureCapital #CategoryDesign #CEO #startup

[Category Design Advisors @cd_advisors]

https://t.co/gA7twlAoo1

[Category Design Advisors @cd_advisors]

We had a wonderful turn out last night for our book launch in London. Thank you so much to Greg Smith and IP Group plc for hosting us, Category Design Advisors client and friend, Dan Honeywell for moderating and Martyn Dawes for sharing his category journey.

Kevin Maney and Mike Damphousse discussed their new book and an interesting conversation took place around opportunity and momentum of European vs US startup communities and how The Category Creation Formula components Context and Innovation are moving so fast that the “crossing the ocean” challenge of the past is so much more achievable for European category designers now than ever before.

#categorydesign #startup #ceo #venturecapital

[Category Design Advisors @cd_advisors]

Stop competing. Start creating.

Kevin Maney, co-author of The Category Creation Formula, sits down with host Henry Lopez on The How of Business Podcast to break down the formula that's reshaping how the smartest companies think about strategy.

Listen here: https://t.co/5HXDqhcHLc

Get the book: https://t.co/W3SYpqzKmS

#CategoryDesign #Startups #CEOs #VentureCapital

[Category Design Advisors @cd_advisors]

@lochhead @kmaney @damphoux Intro and First chapter download as well as purchasing links here:
https://t.co/xjheCcJJol

[Category Design Advisors @cd_advisors]

Podcast episode on our dear friend Christopher Lochhead’s Follow Your Different.

@lochhead fellow Play Bigger co-author, @kmaney and his business partner, @damphoux join Chris to discuss Kevin and Damp’s new book The Category Creation Formula.

Play Bigger brought the world the mountain (Category Design), their new book brings the climbing gear – new theories, tactics, stories and a hands-on framework/playbook for aspiring category designers.

Friends for years, these Category Pirates 🏴☠️ lay it all out in a fun and informative episode.

Link to podcast: https://t.co/sdekcMZViF

#CategoryDesign #VentureCapital #startup #CEO

[Category Design Advisors @cd_advisors]

https://t.co/0pmLvQAgOj

[Category Design Advisors @cd_advisors]

@kmaney @damphoux

[Category Design Advisors @cd_advisors]

Category Design is a way of looking at company strategy from the outside in.

How do you design that new (market) space in order to win?

Link to purchase: https://t.co/xjheCcJJol

#CategoryDesign #VentureCapital #startup #CEO

[Category Design Advisors @cd_advisors]

https://t.co/gA7twlAoo1

[Category Design Advisors @cd_advisors]

The Intro and First chapter download as well as purchasing links here:
https://t.co/xjheCcJJol

[Category Design Advisors @cd_advisors]

This week, Kevin Maney @kmaney and Mike Damphousse @damphoux officially launched their new book The Category Creation Formula at Nasdaq @Nasdaq in New York.

As part of the event, Nasdaq put our book logo up on its Times Square tower while we took photos. Then we went inside for cocktails, a fireside chat and a book signing. David Kirkpatrick @DavidKirkpatric, former Fortune editor, author of The Facebook Effect, and founder of Techonomy, moderated a discussion about how market categories behave, how to see new opportunities, and how companies and investors can frame and design a market to their advantage.

The audience included Steven Levy @StevenLevy (Wired), Joanne Lipman @joannelipman (author and CNBC commentator), Jeff Stewart (co-founder, GPO Fund), Tony Spiridakis (screenwriter of Ezra), James Ingram (a former client when he was CEO of Splashlight) and many others from a wide range of fields.

Next up: a book launch event in London at IP Group @IPGroupplc on March 25. If you're going to be in the area and want to attend, let us know.

#categorydesign #venturecapital #ceo #startup

[Category Design Advisors @cd_advisors]

https://t.co/gA7twlAoo1

[Category Design Advisors @cd_advisors]

VCs, Angels and other Investors rely on category design.

The Category Creation Formula was written with investors in mind, not just for CEOs and their executive teams.

The smartest investors don't just invest in a better company in an existing market, they back a company that discovers, designs and dominates a new market category.

Link to purchase: https://t.co/2kXfs7F4eM

#CategoryDesign #CEOs #startups
#venturecapital

[Category Design Advisors @cd_advisors]

https://t.co/xjheCcJJol

[Category Design Advisors @cd_advisors]

Praise for our new book, The Category Creation Formula co-authored by Kevin Maney and Mike Damphousse.

“This latest work by Kevin and Mike brings uncommon clarity to what it means to create not just a product, but a place in the world for it.”

Zach Reitano, CEO and co-founder, Ro

Link to order below

https://t.co/W3SYpqzKmS

#CategoryDesign #venturecapital #CEO #Startup

[Category Design Advisors @cd_advisors]

https://t.co/gA7twlAoo1

[Category Design Advisors @cd_advisors]

The Category Creation Formula debuts at the top of Amazon New Release list.

Link to purchase:
https://t.co/gA7twlAoo1

#CategoryDesign #CEOs #Startups #VentureCapital

[Category Design Advisors @cd_advisors]

@damphoux

[Category Design Advisors @cd_advisors]

What can you expect from The Category Creation Formula?

It’s all of the theory and ideas regarding strategic category design.

The tools that we use – it’s a playbook, a framework, so people can do category design on their own.

It’s a gift to the world.

Link to purchase:
https://t.co/W3SYpqzKmS

#VentureCapital #Startups #CEOS #CategoryDesign