A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
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A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
What is your new category and why is it different? The idea here is to educate readers on how this new category is nothing like other nearby categories.
Nicolas Cole • The Art and Business of Online Writing: How to Beat the Game of Capturing and Keeping Attention
Ogilvy on Advertising and Geoffrey Moore’s Crossing the Chasm.
Al Ramadan, Dave Peterson, Christopher Lochhead, • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
So, what’s a Languager to do? Find a Superconsumer to educate you on a valuable, Non-Obvious problem you didn’t know existed. And find a Category Designer to help frame the importance of solving that problem (to get you fired up about Naming & Claiming it something people can’t help but remember!).
Eddie Yoon • Snow Leopard
The magic combination of Category Design is both Naming & Claiming the future (where you are going), as well as the past (“you don’t want that old thing, do you?”).