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.