Category design is company strategy.
A step-by-step guide to frame (problem), name (solution) and claim (category). Category leaders on average command 75% of the market cap.
The most exciting companies create, they don’t compete. It aligns teams, products, business models and culture.
Unmake helps you make and unmake markets.
From the book Play Bigger.
Business strategy has guided PRODUCT and COMPANY to accept market conditions and competition. A legacy mindset.
CATEGORY design creates an uncontested market rather than fitting in. A strategy of creating the future vs. fighting over the past.
It guides and informs decisions for product, company and customer.
A category is valuable real estate, a place in the customer’s mind.
Creating a new category is a way to exploit brain shortcuts.
It’s a simple, powerful idea. A direct line to your company and product. It forces a customer choice rather than competition.
Building a category ties you, your team, your product, your partners, your customer, analysts and investors together with a shared vision.
Forward-thinking companies don’t leave this to chance.
A category is valuable real estate, a place in the customer’s mind.
Creating a new category is a way to exploit brain shortcuts.
It’s a simple, powerful idea. A direct line to your company and product. It forces a customer choice rather than competition.
Building a category ties you, your team, your product, your partners, your customer, analysts and investors together with a shared vision.
Forward-thinking companies don’t leave this to chance.
From the book Play Bigger.
Business strategy has guided PRODUCT and COMPANY to accept market conditions and competition. A legacy mindset.
CATEGORY design creates an uncontested market rather than fitting in. A strategy of creating the future vs. fighting over the past.
It guides and informs decisions for product, company and customer.
View the 1-pager insight for a different lens on strategy and execution.
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unmakenow_7vvbsy2023-03-09 16:08:252023-03-09 16:23:48Being a better facilitator
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unmakenow_7vvbsy2023-03-09 12:58:062023-03-09 23:01:23Strategy Insight and Category Design
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unmakenow_7vvbsy2022-06-13 17:52:082023-03-09 23:12:53The CEOs top challenge – Rodger MartinOur projects guide teams to quickly align, address challenges and generate solutions.
Energised teams doing their most valuable work on location or remote.
Getaway and Unmake in the creative heart of Ireland.
A step-by-step strategy to help senior teams develop a Maximum Viable Category.
Kevin McCarthy,
CEO, Orange Bear
Mary French,
Head of Marketing, Arachas Corporate Brokers Ltd
Paul Savage
COO, Conjura
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