The Difference Engine | B2B Category Design | Private Equity | Venture Capital

Let’s play a game of spot the Difference. In episode 10 we sang the category praises of Microsoft after learning about their £2.5 billion data centre building project in West London. Now, we’re turning our attention to Google. They have announced a similarly large data centre project on a 33 acre site just north of London. However, our praise for Google is much less forthcoming. Instead, the move has left us asking: Does Google actually get category?So, what’s the difference? Why is Microsoft’s UK data centre a great category play? While Google’s represents a big missed opportunity.In today's episode, we review Google’s latest category misstep and teach you how to land the perfect first lightning strike. We’ll also shine a light on LinkedIn’s descent into drivel and take a trip to an orchard to learn about the difference between branding and category design.What to look forward to:00:55    Google misses another opportunity to make a category play06:57    LinkedIn’s descent into drivel12:08    The 7 components of a successful first strike22:58    Never confuse category with bloody brandingThere is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

‘The UK’s biggest miscarridge of justice’. This is what the The Criminal Cases Review Commission called the Post Office Horizon scandal. But who is to blame? Is it Fujitsu’s fault? Or do the rotten roots of run deeper? In this episode we look into the distribution of UK tech contracts and the consequences sector stragulation. We also look into our crystal ball to predict Google’s massive category pivot. Are they moving away from the voice assistant market and instead incorporating it into Bard. We’ll also be teaching you how to successfully steer your own pivot by implementing a FroTo. What to look forward to:00:53: The lessons from Fujistu and the Post Office06:46: Are Google undertaking a massive category pivot?11:04: What is a FroTo?17:12: The UK tech exodus21:17: Keeping your team with you on a category journeyThere is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

‘If you haven’t got an AI component in your offer, we ain’t gonna fund you’. This is what we heard at the most recent Saastr conference. AI is undoubtedly the new hot ticket with 83% of company executives claiming that AI is a strategic priority for their business. So is it; go AI or go home? In today’s episode, we’re going to take a look at how you should (and shouldn’t) use AI. We’ll also be breaking down remote working and its influence on category, what people really mean when they talk about the year of efficiency and how you can build a strong ecosystem to maximise your company's growth.What to look forward to:00:51 How to incorporate AI into your category06:07 How do you build an ecosystem? 12:00 Remote working. Is it your friend or foe?16:43 What does the year of efficiency really mean?20:45 iPhone 15 and Apple’s dying categoryThere is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

Pat Morrissey has been at the epicentre of category creation throughout his career. His impressive curriculum includes industry heavyweights Salesforce, Simpplr and Business Objects. Currently, he is the Chief Customer Office at Hirevue, a game changing AI hiring platform that owns the category of Human Potential Intelligence. Over 1,150 companies are currently using Hirevue’s game-changing platform to get the best people into their perfect job roles. In this episode, we talk about why AI is revolutionising how companies hire, the secrets behind Salesforce’s double-digit growth, and top tips for people embarking on their category journey. What to look forward to:00:28 Introduction to the legend that is Pat Morrissey01:39 How did Salesforce become a category leader?12:53 How can AI help you hire/ get hired?19:59 Learn and Earn! Pat Morrissey’s top category design tips26:12 Tech VCs. Category friend or Category foe?There is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

Why did Starling Bank decide to switch its concentration from consumer banking to B2B? We talk about the bold choices that led to this change and the comparable action taken by industry titans Ocado.If you want to play with the big boys you need to be able to adapt. Just look at Starling bank. CEO Anne Boden is overseeing their pivot from from B2C to B2B. So what are the bold choices that led to this change and what can we learn from the comparable action taken by industry titans Ocado.Could your category lead be just a pivot away?In today's episode, we address the significance of changing the language used when talking about AI and the need for businesses to stand apart from the competition, especially in light of the possible saturation of the AI market. We also look at the value of creating strong ecosystems and the methods and tactics used by Mark Benioff's Salesforce to create successful businesses.What to look forward to:00:00    Starling's Evolution06:57    Microsoft's Investment in Data Centres11:33    Why are ecosystems so important?20:15    AI Explosion and Categorisation26:15    Analysing category leaders like Mark BenioffThere is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

‘Europeans can’t do category design.’ We hear this a lot, particularly from our friends across the pond. However, the company behind London’s record breaking $11 billion IPO might disagree. Wise (formerly known as TransferWise) has successfully built and dominated a category within the retail banking space. And, they’re from the UK.So what’s their secret? Why has Wise succeeded where so many other Europeans have failed?In today’s episode, we take a look at what we can learn from Wise. We’ll also be checking the tech recession’s temperature and asking what options are available to your business. Could it be time for a new category?What to look forward to:00:50 Wise words - What can we learn from a European category king06:20 The techcession rages on… to the techpocalypse 10:25 SaaS - Time for recategorisation?14:25 How to pull off the perfect ‘lightning strike’22:45 Is it the year of increasing efficiency? Or just the year of increasing margin?There is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

WeWork founder Adam Neumann was never short of ambition. He set his sights on becoming the world’s first trillionaire and expanding his desk rental business to Mars. However, earlier this month Adam came crashing back down to Earth. Nearly $40 billion of value floated away into the stratosphere as WeWork entered chapter 11.So what was behind WeWork’s spectacular meltdown?In today’s episode, we take a look at the real reason WeWork didn’t work and why Zoom is telling its staff to return to the office. We’ll also be sharing one of the secrets to Elon Musk’s success. Blueprints. Listen to find out exactly how you can write one.What to look forward to:00:58 The real reason WeWork didn’t work04:14 Is Elon Musk is bothered by Tesla’s latest quarterly results?07:40 What is a Blueprint?13:19 Is the drought in IPOs a good thing?18:20 Do Microsoft and Oracle have a shared destiny?22:50 Zoom demands its staff return to the office.There is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

I reckon you’re using some of ARM’s technology right now. Their designs are found in 95% of the world's smartphones including Apple, Android and Samsung. But it doesn’t stop there. If you’re in an electric car, using your passport, or even walking under a streetlight you’re likely benefitting from ARM’s product - a best in class semiconductor chip. To put it frankly, ARM is everywhere. And now they’re even on the Nasdaq Global Select Market. So what does ARM's listing say about the current IPO landscape?In today’s episode, we tell you why the US is strong arming European tech, who is unfit for their new quantum office, and how can you profit from the death of SaaS. We also review the latest Sifted Summit and the state of big tech’s people shakeout.What to look forward to:00:50 US strong ARMs European tech05:37 Unfit for office - Who is leading the UK’s quantum strategy?10:57 SaaS is dead. How do you profit?17:39 The Sifited Summit - What did we learn?20:10 Apple takeover embedded finance25:10 How long will Big Tech’s people shakeout rumble on for?There is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

Welcome aboard project HS2. Calling at broken promises, lost billions and total political turmoil. Ever since its announcement in 2009 HS2 has been pummeled by a litany of set backs, protests and management disasters. The knockout blow came in July of this year when the government’s infrastructure watchdog labelled HS2 “unachievable” citing “major issues with project definition”.So was HS2 doomed before it even left the station? And was definition really its downfall?In today’s episode, we look at why HS2 was a high speed fail and tell Air BnB to keep an eye out for leaches. We review the latest CogX conference, Microsofts deal with OpenAI and the birth (and death) of Meta’s Twitter competitor, Threads.What to look forward to:00:54 Why was HS2 a high speed fail?03:58 How to write a POV08:01 The Air BnB copycat10:35 CogX festival - London’s biggest echo chamber13:41 Will Microsoft blow its chance for category leadership16:11 The birth (and death) of ThreadsThere is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

Is Microsoft and OpenAI a marriage made in heaven?Microsoft has its fair share of category leaders. Xbox, Azure, Teams, the list goes on. But for every win, there's a less successful skeleton lurking in their closet. Do you remember the Zune music player? Probably not. This was Microsoft's challenge to the iPod which had the questionable feature of being able to ‘squirt’ songs to other Zune devices… It didn't take off. But, which way will Microsoft’s relationship with OpenAI go? Destined for success or another damp squib?In today’s episode, we ask if Microsoft has made the right bet. We tell you why size matters in your category team. And, our crystal ball predicts big changes for the BBC. What to look forward to:00:27 Has Microsoft made the right bet?04:45 How big should category leadership teams be? And who do you need to kick out? 10:18 Why marketing is still not category15:20 Our prediction: Free-to-air BBC will disappear. But why?There is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.