Category Thinkers
Where the category design curious go to become category design capable… Category Thinkers is a podcast dedicated to exploring and demystifying the world of category design. Our mission is to help you identify, understand, and apply category design principles to your own ventures, no matter the industry or stage of your business journey. We believe that embracing category design strategies can unlock the potential of any business or individual, and we aim to debunk the notion that its application is limited to specific situations.
Category Thinkers
How to Condition The Market w/ David West, CEO of Proscia
Innovative companies must convince buyers and analysts why their solutions differ from the status quo, and why that difference matters. But sometimes, developing the right narrative can be a challenge. This is where a well-crafted point of view (POV) can help. In this episode, we’re joined by David West, co-founder and CEO of Proscia. After attending a category design workshop, David was finally able to get the market to understand why his company’s solution in pathology was such an important breakthrough.
Listen now to learn:
- Why category design helped David’s company set itself apart from commoditized products in his industry
- How Proscia gained analyst support by telling their customers the story they hoped to hear
- Why having conviction in your point of view is so crucial in conditioning the market to think differently
This episode was hosted by John Rougeux and Mike “Damp” Damphousse.
This episode is sponsored by: