The category creation formula : discover, design, and win new market categories /

"Innovative concepts, tools, and playbooks for discovering, defining, and taking charge of new market categories, by two of the leaders of the category design movement. The most exciting -- and often most valuable -- companies create, develop, and win new categories of products or services. Exa...

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Bibliographic Details
Main Authors:	Maney, Kevin, 1960- (Author), Damphousse, Mike (Author)
Format:	Book
Language:	English
Published:	New York : Harper Business, [2026]
Edition:	First edition.
Subjects:	Consumer goods > Forecasting. Entrepreneurship. Marketing. Markets. New business enterprises > Planning > Methodology. New business enterprises > Management. Strategic planning. Biens de consommation > Přvision. Entrepreneuriat. Nouvelles entreprises > Gestion. Planification straťgique. entrepreneurs. marketing. Consumer goods > Forecasting Entrepreneurship Marketing Markets New business enterprises > Planning New business enterprises > Management Strategic planning

Table of Contents:

The power of strategic category design
Conditions for strategic category design
Market/product fit
The category creation formula
The adjacent possible
The secret life of categories
Superhero POVs
Ready, set, go
The dominant design is everything
DIY category design.