The Category Design Scorecard

Category Pirates

But how do you know when you’re looking at a category creator versus just another high-growth company fighting tooth and nail for market share in an existing category?

Using The Category Creation Scorecard, companies on the Fortune 100 Fastest Growing list fell into three (3) groups.

What was striking to discover, however, was the three-year stock price growth for each of these three types of companies.

NET-NET, COMPANIES TEND TO CLUSTER INTO 3 BUCKETS

Category Pirates

“Be The Winner”: Scores 0–2

“Be The Best”: Scores 3–5

So, what happened?

And yet, Silicon Valley dogma says, “The best product always wins.”

“Be Different”: Scores 6–10

“Be Different” companies care deeply about the category POV/problem and are committed to creating a different future.

NEW CATEGORIES CREATE NEW SUBCATEGORIES

It wasn’t until a “Be Different” company came along that the new category was created: Electronic Bikes.

This is what makes The Category Design Scorecard so powerful.

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