By Mark Donnigan Vice President, Marketing: Thoughts on how to become a Category King

 

 




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By Mark Donnigan CMO: Thoughts on Category Design





Here's one approach for how to drive a market in a winner takes all environment. This post builds on a discussion I assembled to frame my thoughts around category design and why it's important that all startups regardless of their stage, perform the category design playbook to Mark Donnigan become the Category King.

But, turning the crank on the traditional marketing playbook won't cut it. I'm guessing it's why Head of Marketing jobs are churning the fastest of the C-suite.

So here's what is working, and the very best market structure model I've found for a winner takes all Glengarry Glen Ross market environment. It's called category design.

Category design is a procedure where a business determines a problem and positions their product and services as the only obvious option to address it. By naming the category, the enterprise ends up being closely related to the solution, which in time as the ecosystem starts to discuss the problem due to the business's solution, positions them as the leader and default vendor. The spoils for a business that becomes the Category King are high.


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