The Fundamentals of Category Design

In this episode…

In this episode, we’ll discuss the fundamentals of category design, including what it is, how it works, and what makes it truly different. Here’s a quote from Josh:

“...If you want to build a company of uncommon value, your product must be categorically, not incrementally, new. That’s the definition of a big idea.” 

What Is Category Design and How Does It Work? 

Category design is the purposeful transformation of the entirety of a company’s activities around a single goal: to define and lead a new market category. The three stages of the journey are: 

1. Define
2. Launch
3. Grow

What Makes Category Design Different? 

Category design was purpose-built for new-to-the-world offerings, to champion big product ideas for which no category exists.

Like other design pursuits, category design is a thoughtful, purposeful endeavor. We put all the pieces on the table and take time to consider each of them before designing a way forward. 

Category design is a whole company strategy. Because we do this work alongside CEOs and department executives, a category design project provides a unique opportunity to achieve alignment between brand, product, and sales. 

Want to Learn More?

Sign up for our newsletter at goldfront.com/categoryfirst, and see our category design and brand work at goldfront.com.