Category Strategy

Create and own your new market category.

If you're lost in a crowded market,

then it's time to create your own category.

Then own it.

Product strategy defines how your product works. Company strategy defines how your organization works.

Category strategy focuses on the problem that you are trying to solve in the market, and can be considered as a "container" for the problem, that only your company can solve.

Markets today are noisy, and the market leaders take all.

Category leaders can often take 80% of the market share and market valuation, leaving everyone else fighting for the remaining 20%.

Achieving success up in a well-defined market is hard — as market leaders often take all.

Category leaders are everywhere. They stand out.

They lead in market share, usage and/or revenue.

(And the followers—less so.)

Ride sharing: Uber

(vs Lyft)

Online search: Google

(vs Bing)

Microblogging: Twitter

(vs Tumblr)

Social media: Facebook

(vs Instagram, SnapChat)

Productivity software: Office 365

(vs Google G Suite)

File storage: Dropbox

(vs Box, OneDrive)

Cloud services: AWS

(vs Azure, Google Cloud Platform)

Customer relationship management: SalesForce

(vs Dynamics 365)

Tablets: iPad

(vs Android tablets)

The category strategy workshop process will define a new category that solves your unique problem.

Contact us to learn more about category strategy.

Learn about product & AI strategy.

Learn about Product & AI strategy

Category Strategy

Create and own your new market category.

If you're lost in a crowded market,

then it's time to create your own category.

Then own it.

Product strategy defines how your product works. Company strategy defines how your organization works.

​​

Category strategy focuses on the problem that you are trying to solve in the market, and can be considered as a "container" for the problem, that only your company can solve.

​

Markets today are noisy, and the market leaders take all.

​Category leaders can often take 80% of the market share and market valuation, leaving everyone else fighting for the remaining 20%.

Achieving success up in a well-defined market is hard — as market leaders often take all.

Category leaders are everywhere. They stand out.

They lead in market share, usage and/or revenue.

(And the followers—less so.)

​

​

Ride sharing: Uber

(vs Lyft)

​

Online search: Google

(vs Bing)

Microblogging: Twitter

(vs Tumblr)

​

Social media: Facebook

(vs Instagram, SnapChat)

​

Productivity software: Office 365

(vs Google G Suite)

​

File storage: Dropbox

(vs Box, OneDrive)

Cloud services: AWS

(vs Azure, Google Cloud Platform)

​

Customer relationship management: SalesForce

(vs Dynamics 365)

​

Tablets: iPad

(vs Android tablets)

​

​

The category strategy workshop process will define a new category that solves your unique problem.

​

Contact us to learn more about category strategy.

Learn about product & AI strategy.

Category leaders can often take 80% of the market share and market valuation, leaving everyone else fighting for the remaining 20%.