#shifthappens in the Digital Workplace Podcast
#shifthappens is the podcast for leaders navigating the frontier of AI, security, and digital trust in the modern workplace.
Hosted by Dux Raymond Sy, Chief Transformation Officer at AvePoint, each episode goes beyond the buzzwords to explore the real strategies, hard decisions, and lessons learned at the frontier of business transformation.
Conversations span artificial intelligence, digital transformation, the future of work, information security, leadership, and real-world implementation — with guests who are actively shaping how enterprises adopt AI responsibly, defend against modern threats, and build trust at scale.
Built for CEOs and business leaders, CISOs and security practitioners, technology decision makers, digital transformation leaders, and entrepreneurs.
Ranked in the top 10% of podcasts globally by Listen Score, with 100% year-over-year listener growth and an audience spanning the Americas, EMEA, and Asia & Oceania.
New episodes drop regularly. Subscribe and follow #shifthappens wherever you get your podcasts.
#shifthappens in the Digital Workplace Podcast
Ep. 133: What Is Category Design? How to Stand Out in a Crowded Market
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Most companies think they have a messaging problem. In reality, they haven't defined who they are and their place in the market.
In this episode of #shifthappens, Mike Damphousse, co-founder of Category Design Advisors and co-author of The Category Creation Formula, breaks down why standing out goes beyond being better than the competition. When you own the category, the market doesn't compare you to others — it chooses you on your terms. He explains how category design moves beyond marketing into company-wide strategy, why AI alone won't differentiate your business, and how the most successful companies shape how the market thinks before competitors can.
