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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 the railroads to design specific cars that would keep it fresh in transit; he had to persuade supermarkets to obtain freezers and appeal to customers to buy it.
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Category design is how you condition the minds of people to move with you to a different future.
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.
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