The strategy of category design involves creating a new category instead of competing in an existing one.
By marketing the problem rather than the solution, companies have succeeded in capturing 76% market share in their category.
This is because she who states the problem best, is known to have the solution.
But most people believe this only works for companies with giant coffers seeking massive scale.
That's why this example of category design thinking to resolve a conflict between two civic groups in Santa Cruz really stood out to me.
So we discussed it on the Relationship Driven Growth Open Mic Session we host after every live show. It generally starts at 5:30pm EST on Mondays right after the B2B Community Builder Show wraps up.
Come for the show, stay for the Open Mic... or just come for the Open Mic one of these Mondays, and bring an interesting take. I'll make content from it for you.
Would love to see you there! Register at tinyurl.com/B2BCB2023