6min chapter

Lochhead on Marketing cover image

161 Adobe is Smart & Wall Street is Dumb: Why the $60B Figma Acquisition is Legendary Category Design

Lochhead on Marketing

CHAPTER

Is Adobe a Category Leader?

Most tech companies are run by people who have a product lens and a sales lens. Adobe understood that if they bought the category leader, they would have the leading position in an exponentially different category. The premium that is paid for a category king in a massive new category potential is determined by the potential in the future.

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