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Tank Talks By Ripple Ventures

Mastering Category Design with Peter Goldie and Deborah Kattler Kupetz from Category Design Co.

Sep 26, 2024
Peter Goldie and Deborah Kattler Kupetz, both principals at Category Design Co., delve into the transformative power of category design, a strategy that creates new market categories. They share insights from their diverse backgrounds—Peter's expertise in software and B2B, and Deborah's entrepreneurial ventures in trends and events. The conversation covers how to identify market gaps, the importance of compelling narratives, and the distinct entrepreneurial mentalities in Canada versus the U.S. Their engaging dialogue also touches on navigating changes in organizational culture post-pandemic.
01:08:25

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Quick takeaways

  • Category design involves creating a new market category by addressing previously unaddressed problems with a compelling narrative.
  • Successful implementation of category design requires companies to assess their risk appetite and readiness to commit to innovative strategies.

Deep dives

Understanding Category Design

Category design is about identifying a previously unaddressed problem and creating a solution that redefines the market space through a compelling narrative. This narrative should position the solution as the only viable option, establishing a framework for ongoing innovation and marketing. Clear examples of category kings include the iPhone, which set a gold standard for smartphones by reframing how consumers viewed mobile devices, and Airbnb, which ultimately defined the peer-to-peer lodging space. Both instances illustrate how a well-crafted narrative can successfully create and dominate a new category.

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