Most businesses fight for demand. There is no finer example than the $80 billion-dollar industry dedicated to Search Engine Optimization. Here, companies and solopreneurs compete for the same handful of keywords and search terms, hoping to convince customers to click and purchase from them instead of one of their competitors…

Most businesses fight for demand. They walk into existing markets saying, “We do the thing the already established Category Queen does, just better/faster/smarter/stronger/cheaper.” These people will never become legendary entrepreneurs, creators, leaders, or category designers. Don’t Fight Over Existing Demand, Create Net-New Demand In business, the unquestioned rationale is: demand exists. And if our business can tap into…

Radical generosity is a core characteristic of mission-driven category creators. They understand that in order to grow, they must have a strategy to win consumers, employees, and investors. Here’s why radical generosity is a legendary place to start. What Is Radical Generosity In Category Design? Radical generosity is abundance. It’s Netflix dropping episodes of an entire season…

As an entrepreneur, a marketer, or a creator, there comes a time when you need to look in the mirror and reflect on very important questions. Do you fight over old things or create new things? Do you capture value or create it? Are you a mercenary or a missionary? …

Everyone wants to be seen as the leader, expert, and All-Knowing One in their industry. Unfortunately, the vast majority of people who want to be a “thought leader” or best-selling author in today’s digital, gamified world don’t have any leading thoughts. …

Christmas is the greatest category marketing event ever. Which begs the question… How can you take advantage of the holiday season and Christmas “gifting” as a marketing strategy to make your product or service highly giftable? Let me explain. 3 Ways To Use Gifting And Turn The Holidays Into A Lightning Strike Event In the mini-book The Christmas Gift Growth Strategy, I share the…

I get a lot of questions about how to apply The Magic Triangle to product, company, and category design. All three sides are important. But when you don’t have clarity on the category, no amount of product-tweaking or business-model-banging is going to make a difference. So I’ll share a few…

To become a Category King, you can’t just design a breakthrough product. You also have to innovate the business model to separate yourself from any direct competition. That means “how you make your money” is different than how other people make their money. …

Many entrepreneurs, executives, and investors think “the best product wins.” And the path to creating a “winning” product is: Step 1: Launch a Minimum Viable Product Step 2: Chase demand and prove Product-Market Fit Step 3: Give users the ability to invite their friends and, wabam, Product-Led Growth But this…