This course is based on the book Play Bigger by Al Ramadan, Dave Peterson, Christopher Lochhead, and Kevin Maney, which introduces the revolutionary concept of category design—the strategy behind creating and dominating a market category. Most companies compete in existing markets, but the biggest successes—like Salesforce, Uber, and Airbnb—come from creating entirely new categories.
In this course, you'll learn the three pillars of category design:
- Category Creation – Instead of competing in a crowded market, you'll discover how to define a new problem and position your product as the solution.
- Category Strategy – You'll develop a playbook for shaping customer perception, setting market rules, and positioning your brand as the leader.
- Category Domination – Once your category is defined, you'll learn how to scale rapidly, build customer demand, and maintain long-term dominance through strategic positioning and branding.
Through real-world examples and actionable frameworks, you'll gain the skills to apply category design principles to your own business or career. Whether you’re launching a startup or scaling an existing company, this course will help you think like a category king and build a business that defines the future.