In this engaging episode of The Transaction, hosts Matt Amundson and Craig Rosenberg welcome Kevin Maney, renowned author of “Play Bigger” and expert in category design. Kevin shares his insights on the importance of creating a unique market category, how to effectively communicate a company’s value, and why businesses need to focus on solving specific problems rather than just showcasing their products. The conversation delves into the evolution of tech categories, the role of innovative messaging, and practical strategies for standing out in a crowded market. Whether you’re an entrepreneur, marketer, or business leader, this episode is packed with actionable advice to help you master the art of category design.

Takeaways:

• The dominant design in a category sets the standard and expectations for all subsequent competitors.
• Effective messaging should focus on the problem your product solves, not just the product itself.
• The evolution of tech categories often follows the adoption of new technologies or significant shifts in context.
• Creating a new market category can place a company in a powerful position, setting industry standards.
• Regularly revisiting and updating your category design is crucial as market contexts continuously change.

Chapters:

00:00 Introduction

02:00 Welcoming Kevin Maney

04:00 Importance of Effective Messaging in Tech

10:00 The Role of Category Design in Business Success

15:00 Understanding Market Context and Missing Elements

20:00 Creating and Communicating a Unique Value Proposition

30:00 Examples of Successful Category Design

40:00 Practical Steps for Implementing Category Design

50:00 The Power of Storytelling in Business Strategy

55:00 Outro and Final Thoughts

Quote of the Show:

• “Effective category design is about creating a space in people’s minds and setting the expectations for what your industry should be.” - Kevin Maney

Connect with Kevin Maney:

• LinkedIn: Kevin Maney (https://www.linkedin.com/in/kevinmaney/)
• Website: Category Design Advisors (https://www.categorydesignadvisors.com/)

Shoutouts:

• “Play Bigger” by Kevin Maney
• Paul Garosky, author of “The Evolution of New Markets”

Sponsor:

• The Transaction is sponsored and produced by Ringmaster, the go-to branded podcast team. To discover how your company can leverage B2B podcasts to deliver outsized ROI, visit ringmaster.com.

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• Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ 
• Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ 
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