Can you make a boat load of money by giving away your IP, for free?

Imagine you’ve spent years, decades even, developing a product. No competitor can touch you. You’d guard that advantage with your life, wouldn’t you? Anybody encouraging you to share your hard won secrets would be swiftly booted out the door.

Yet, they might just be on to something.

Releasing Tesla’s IP to the world was a stroke of genius, enabling the Electric Vehicle category to grow at an astonishing rate. Elon creates, then dominates new categories. He helps the category to explode, and his companies become unicorns.

Elon Musk is a category designer. Are you?

In today’s episode, you’ll learn that Apple’s dominance in the smartphone category is no fluke. Why Zoom made such bold moves. And you'll start to understand how category design can make your business soar. 

What to look forward to:

00:20 Who are Paul Maher and Jonathan Simnett? And why you should care.

03:35 The difference between branding and category creation

10:10 Why timing is everything in category design

18:30 Captain hindsight tells us why Europe has an organic growth problem

There is more information on how to design your category on our blog

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Paul Maher

Jonathan Simnett

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