A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy

You Dam The Demand.

Specificity is the secret.

“Oh, as Category Design experts we specialize in helping companies like yours come up with the strategy and language that educates customers on why you are new and different. When you do this successfully, you have no competitors. You stand alone. But again, it sounds like you have your mind made up about wanting to hire a conventional branding and

marketing solutions. And so on. But what the participating agencies fail to realize is that they are all, simultaneously, having a comparison discussion. “Who we are, compared to other branding and marketing agencies, is better/faster/smarter/stronger/cheaper.” However, when you Dam The Demand, you take the RFP of the category, rewrite it, and then

Product-First Mindset vs Category-First Mindset

So, how do you get out of The “Better” Trap and come up with a unique, new, and different POV?

The Lightning Strike Strategy

rewrite the RFP, suddenly you are the one determining the rules of the game. And guess who wins when the rules get re-designed?

“Well hang on, before I let you go,” the decision-maker on the other end of the line says, “I’m curious. Then what is a Category Design Consultant?”