The company that designs the space,
is best positioned to dominate it.
This simple, powerful idea is changing the way people think about company building. To increase the odds, savvy technology CEOs are proactive about designing their product, their company and their category.
Category design is the discipline of creating and monetizing new markets. It is a strategy for taking control over the development of a new market. The goal of category design is to create a new space and become the Category King.