Disrupting The Status Quo: Mastering Category Design For Business Success

The Digital Slice Podcast is brought to you by The Friedman Group, LLC

Join Brad Friedman and Kevin Maney as they chat about Category Design and helping companies discover, define and get on track to dominate new markets.

Kevin Maney is a founding partner of Category Design Advisors (CDA), a bestselling author, an award-winning columnist and a TV commentator.

Kevin is co-author of the book Play Bigger, which has sold more than 100,000 copies globally and created a category design movement among entrepreneurs, venture capitalists and CEOs.

Using the category design process Kevin co-created, CDA has helped more than 50 companies discover, define and get on track to dominate new markets.

Kevin has been writing about technology for 30 years and has interviewed most of the tech pioneers you can name.

He wrote a column for Newsweek and has been a contributor to Fortune, The Atlantic, Wired and ABC News. He was a contributing editor at Conde Nast Portfolio and a columnist and editor at USA Today.

His book The Maverick and His Machine is considered the de facto history of IBM. He’s appeared frequently on television and radio, including CNN, CBS Sunday Morning and NPR. He also writes music for and plays in a New York band, Total Blam Blam.

In this Episode:

• Kevin talks about the book he wrote that created a movement.
• Kevin talks about determining if your new business idea is going to dominate the category it is in.
• Kevin talks about the importance of being in that dominant design position .
• Kevin talks about how context + missing + innovation = a new market category .
• Kevin also talks about importance of technology in driving your business idea.

Quotes from this Episode:
“If you can really zero in on an open problem, a missing thing in the world. That's where you find a new possibility for a category.” – Kevin Maney
“One of the reasons that digital markets tend to have one category winner is because in a digital market, anybody in the world can get it.” – Kevin Maney
“The important thing is to win some years down the road, that dominant design position. That's the key!.” – Kevin Maney
“Category Design is a way of looking at strategy and product from the outside in.” – Kevin Maney
“I would argue that we're going through a period of time when things are going on with AI and blockchain and genomics and and all this different tech, that we're in one of the greatest bursts of technology change we've probably seen in a century.” – Kevin Maney

Resources:

Kevin Maney:
LinkedIn: Kevin Maney
Facebook: Category Design Advisors
Twitter: Kevin Maney
Instagram: Category Design Advisors
Website: Category Design Advisors
Book: Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets

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Brad Friedman

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Books
“Brad Friedman on Digital Marketing,” by Brad Friedman
“The Small Business Owner's Guide To Inbound Marketing,” by Brad Friedman
“100 Livestreaming & Digital Media Predictions,” by Ross Brand with a chapter by Brad Friedman

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