Create your category design blueprint - Deepstash
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Create your category design blueprint

Map the entire ecosystem that will put your category in motion. 

  • Who are the players that need to help you evangelize the category?
  • Who will be threatened by your proposed future?
  • What will they do to stop you?

337

979 reads

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Define your provocative point of view

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.

336

1.02K reads

Mobilise your movement

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

831 reads

Identify your founding insights

Identify the primary way your product breaks free from the present.

  • How do you want the world to think differently about a problem?
  • How do you want to introduce them to a different future, not a better product?
  • How is the world you...

353

1.05K reads

The legendary founder

The legendary founder

Legendary startup founders create categories, not just products/companies.

Traits of legendary startups:

  • They have remarkable teams
  • They have breakthrough products that change the future
  • Instead of improving a p...

360

2.37K reads

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 incl...

356

1.35K reads

4 Steps to create a category

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.

  1. Identi...

352

1.21K reads

CURATED FROM

CURATED BY

heatburt

International aid/development worker

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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Create your team

Don’t go into this thinking you can do it solo. It might be your idea or your product, but you’re going to need help. In the first instance, you need help with publicity, so you might need to bring on board Brand Ambassadors.

These could be family or friends — pref...

The Story Strategy Blueprint

The Story Strategy Blueprint

It ensures that the needs and wants of your customer remain front and center as you develop products and services and make plans to bring those ideas to life. 

  • Step 1: Story: Think about who the customer is beyond the basic demographic information. Des...

Create Mind Map

Create Mind Map

Whenever you complete a chapter or a book try to create a mind map. A mind map is just doodling in your note pad about what ideas you got from this chapter or the book, what are key ideas need to be remembered. I'll help you in the next step.

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