Understanding Category Design

In this week's episode of Tank Talks, host Matt Cohen welcomes Peter Goldie and Deborah Kattler Kupetz the two principals of Category Design Co.

Category Design is a powerful business strategy that involves identifying a gap in the market and creating an entirely new category to fill it. Together, they share their journeys, personal experiences, and insights into how category design can transform companies and shape industries.

Peter and Deborah talk about how they first met through TED conferences and discovered a shared passion for category design. Peter, with his extensive experience in software and B2B industries, and Deborah, a serial entrepreneur with a background in trends, music, and events, explain how category design can redefine business strategies, create new market opportunities, and help companies achieve dominance in their fields.

We also have John Ruffolo from Maverix Private Equity back to discuss the latest news.

Deborah Kattler Kupetz

Deborah Kattler Kupetz is a partner at Category Design Co., where she helps businesses define new market categories and execute strategies to dominate them. She also serves as an advisor at Physio AI, focusing on computational analytics for digital health, and at Aligne Capital Partners, where she works on creating sustainable ecosystems in the food and waste industries. Since 2006, Deborah has led dkkevents, a green event production company that produces eco-conscious experiences, and she continues to produce hybrid and virtual events.

She has extensive experience in community-focused ventures, including her roles as Executive Producer of TEDxGreenStreet and Founder of Recenterpiece, a project that repurposes event centerpieces to reduce waste and feed those in need. Earlier in her career, she co-founded several initiatives focused on philanthropy and literacy, including Koreh L.A., Virtual Philanthropy, and the L.A. Literacy Corps.

Deborah holds a BA in American Studies from Scripps College and earned both her MSW and MSG from the University of Southern California.

Peter Goldie

Peter Goldie is a partner at Category Design Co., where he works with companies to define and dominate their business categories. He is also an advisor to Physio AI and Aligne Capital Partners, helping both organizations scale their impact in digital health and sustainability. Prior to these roles, Peter was an advisor at Karerra and Gold Front, assisting startups in scaling and category development.

Before focusing on category design, Peter co-founded sewnow! fashion studio and FashionKit, a retail and online business. He also held executive roles at companies like Leanplum, Exploratory Software, and Fluid, where he led product marketing and business strategy efforts. At Macromedia, Peter played a key role in the growth of Flash as the world's most installed software, and he began his career at Procter & Gamble in brand management.

Peter holds a Bachelor of Commerce degree in Marketing from Queen’s University and completed his high school education at Upper Canada College.

In this episode, we discuss:

* News Rundown with John Ruffolo:

(00:26) – Amazon's Return to Office MandateAmazon CEO Andy Jassy’s return-to-office announcement and its implications.

(02:00) – Corporate Downsizing Through PolicySpeculation on whether the return-to-office policy is a strategy to reduce headcount without layoffs.

(03:00) – Return-to-Office Trends Across IndustriesThe broader trend of companies shifting away from fully remote work.

(05:00) – Space & Telecommunications: Elon Musk vs. TelesatDiscussion on Canada's investment in Telesat and the ethics of government handouts.

(09:00) – Canadian Government Ventures and InnovationConcerns about government-backed corporations and their ability to foster innovation.

(12:00) – Business Development Bank of Canada (BDC) Leadership ChangesLeadership changes at BDC and their impact on Canadian venture capital.

(16:00) – Secondary Sales and Continuation Funds in VCHow VC firms are turning to secondary sales and continuation funds in response to a stagnant IPO market.

(20:00) – Investor Strategies Amidst a Stagnant IPO MarketThe effects of innovative liquidity strategies on startups remaining private longer.

Main Interview with Peter and Deborah:

(21:00) – Introduction to Peter and DeborahOverview of Peter and Deborah’s backgrounds in category design.

(21:35) – Deborah’s BackgroundDeborah’s entrepreneurial journey from fashion to tech and innovation.

(23:00) – Peter’s Early CareerPeter’s early experiences in consumer goods and his transition into tech.

(24:00) – Cultural Influence on DesignHow Peter’s travels influenced his perspective on design and marketing.

(25:45) – Peter’s Early TED InvolvementPeter’s role in creating a social network for TED and demonstrating rich internet applications.

(28:00) – What is Category Design?Deborah explains the basics of category design and how it redefines markets.

(30:00) – Examples of Category KingsDiscussion of category-defining products like the iPhone and iPad.

(31:15) – The First Steps in Pursuing Category DesignKey steps companies should take when pursuing category design.

(33:00) – Challenges in Defining a CategoryThe challenges startups face in differentiating themselves with category design.

(35:00) – Real-World Examples of Category DesignExamples of companies that redefined their categories, and the risks involved.

(38:30) – Timing and Consumer Behavior in Category DesignThe importance of timing and understanding consumer behavior.

(40:45) – Case Study: Radical ScienceHow Radical Science created the "Proof as a Service" category using consumer participation.

(45:00) – Storytelling in Category DesignThe role of storytelling in effectively communicating a category’s value.

(47:30) – Balancing Current Products with New VisionsHow companies balance existing products with bold new category visions.

(50:00) – Role of Investors in Category DesignHow visionary pitches framed around new categories can win over investors.

(53:00) – Overcoming Internal Resistance to Category ShiftsHow leadership and sales teams can embrace new category strategies despite initial resistance.

(55:00) – Case Study: Airbnb’s Category JourneyAirbnb’s evolution from offering short-term rentals to defining "community-led hospitality."

(57:00) – Using Category Design to Persuade InvestorsHow bold, category-driven strategies can secure investor buy-in.

(59:00) – The Future of Category Design and Emerging TrendsHow AI and the Internet of Things (IoT) will shape future category creation.

(01:02:00) – Favorite Category KingsPeter and Deborah share their favorite category-defining companies, such as Sonos and Patagonia.

Fast Favorites:

* Favorite Podcast:

* Peter: 99% Invisible – a podcast about design in all its forms.

* Deborah: Darknet Diaries – a podcast that explores the dark side of the internet, hacking, and cybercrime.

* Favorite Newsletter or Blog:

* Peter: Never Enough by Andrew Wilkinson of Tiny Capital.

* Deborah: Human Times, focusing on developments in AI, robotics, and human-centered technologies.

* Favorite Tech Gadget:

* Peter: Beacon 40 – a light designed to ward off dementia and Alzheimer’s by syncing gamma waves in the brain.

* Deborah: Neuralink (future potential).

* Favorite Book:

* Peter: Play Bigger – the bible of category design.

* Deborah: Outlive by Peter Attia, and the classic Invisible Cities by Italo Calvino.

* Favorite Life Lesson:

* Peter: "Things just don’t go as expected."

* Deborah: "You have universal permission – go for it."

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