The Jason Stapleton Program The Future of Marketing is Category Design
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Sep 25, 2023 
Christopher Lochhead and Eddie Yoon, master marketers, discuss their new process called 'Category Design' which has changed the way people think about online marketing. They emphasize the importance of understanding how customers categorize products, the value of learned behaviors and pricing leverage, and the need to analyze unusual data to create new categories and distribution models. They also highlight the power of category design in marketing, the strategy of branding the problem instead of the brand itself, and the impact of category design on startups.
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Category Design as Foundational Strategy
- Category design is the foundational strategy that shapes how customers categorize and value a business.
- People naturally categorize before engaging, so defining the right category is crucial to perceived value and attention.
Category Creators Dominate Markets
- Market leaders dominate because they create and define entirely new categories rather than competing on existing ones.
- These category creators grow faster and have higher market caps than competitors fighting for share in existing markets.
Inauthentic Detroit Pizza Example
- A pizza place in Santa Cruz branded itself as "Inauthentic Detroit pizza," creating a unique category to stand out.
- By declaring a new category, they differentiated dramatically in a highly commoditized market.