How to Be a Great Category Designer

John: You have to be out there listening all the time. Great category designers are pretty good like dock connectors. Again, they innovate. They don't event. And they look at things that are undeniable trends going on to humans. John: Can you illuminate a little bit of the team involved in this and the overlapping kind of belief systems that are involved when category design is this nebulous thing? Mark: The board was aware of this because the CEO decided to create a category,. One of our board members from Sequoia, so I mean, he wasn't on the board of HubSpot, but one of Sequoia's best investments ever was HubSpot.