Strategic category design

Most businesses spend their energy competing for a slice of an existing market. This session is about the alternative, creating a category that doesn't exist yet, so competition becomes irrelevant rather than something to fight through.

For founders and CEOs who want to build something with no direct comparison, rather than compete on price or features.

You'll leave with:

• What category design actually means, and how it differs from branding or positioning
• Real examples of businesses that created and led their own category
• A way to judge whether your business could lead a category rather than compete within one
• First steps for starting that process