Why our brains need categories
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 include:
- The anchoring effect: New information affects how we think about all information in that category.
- Groupthink: We tend to believe things other people believe.
- Conformity bias: We often believe similarly to others in our group.
- Choice supportive: When we choose something, we tend to believe it will always be better.
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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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