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Legendary startup founders create categories, not just products/companies.
Traits of legendary startups:
361
2.38K reads
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A strong point of view will help people to embrace your idea.
Your point of view should draw a distinction between what the world is and the world you're proposing without mentioning your competitors in any way.
337
1.02K reads
Get the people that are important to your ecosystem to move toward the future of your design.
For example, when Clarence Birdseye found a way to flash freeze fruits, vegetables and meats, he didn't stop there. He had to develop packaging to keep it fresh and convince th...
339
834 reads
Identify the primary way your product breaks free from the present.
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1.06K reads
Our brains deal with information overload by making decisions that feel comfortable. This is not based on facts and logic but on our instincts. That is why conditioning the mind of those you want to persuade is key to category design and to creating greatness.
Common biases incl...
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1.35K reads
Category design is how you condition the minds of people to move with you to a different future.
Just like items in a supermarket, categories take up specific containers in people's minds.
There are four key steps to creating a category.
352
1.22K reads
Map the entire ecosystem that will put your category in motion.
337
983 reads
CURATED FROM
Conventional startup founders think like traditional marketing people. They will map and segment a market, and then try to compete in that market. However, legendary startup founders design categories, not products. By doing this, there is no comparison or competition—only others who will eventually be compared to them.
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Slack, Dropbox or Zoom have applied specific strategies to win customers – tactics that resemble those of consumer companies rather than enterprise firms.
The go-to-market playbook for early-stage B2B founders:
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