Let's Design Your Category
Can you be like HubSpot?
Category design is still a mystery for most business owners.
Play Bigger, the first book ever to talk about category design as a deliberate strategy, instead of just an accidental and happy consequence of doing things right, was first published in 2016.
Since then the Category Pirates - a band of thinkers, writers, and pirates that has alternated between Christopher Lochhead, Eddie Yoon, Al Ramadan, Kevin Maney, David Peterson, Mike Damphousse, Nicolas Cole - have written hundreds of books about the topic.
But the general public - or rather the general business public - still are unaware of its power and how to do it.
But for some reason I started seeing it early on.
I saw it when HubSpot created the Inbound Marketing category.
I saw it when I was in college, when Starbucks created the upscale, espresso-based coffeehouse category.
And I saw it when Geocities created the precursor to today’s social media category.
But the question I had: how can a solopreneur create their own category?
I’m not talking about a tech analyst-recognized global category with its own magic quadrant.
I’m talking about a category you can own, with people speaking the vocabulary you invent to describe a methodology you created that becomes a new way of doing things.
A category you don’t own - that you give away without registering a trademark for it - yet you, by the fact that you were the first to talk about it, become the top dog in the category.
Joe Pulizzi did it. He was just one person who started blogging about content marketing in 2007, and created a global category with its own conference, rules, and positions in corporate America.
Peter Drucker did it in the 1950s when he created the official management category. Drucker was just a researcher.
David Allen did it with the Getting Things Done category.
And today at noon CST, I’m going to show you how to do it.
If you’re a startup - whether bootstrapped or VC-funded
If you’re a solopreneur
If you’re an agency owner
If you own a local shop or two
You can design your own category.
Before you join me today, fill out this form as I may pick on you to design your category for you: https://form.jotform.com/260899039112057
And sign up for the webinar at: https://us02web.zoom.us/meeting/register/Tf-CL3z-Qm2oG7Iya7L6Hg#/registration
See you in less than two hours!