It has been 10 years since Play Bigger hit the bookshelves to great acclaim, and three years since co-author Kevin Maney last appeared on PR, Done & Doner. We thought it was high time to have him back on again, closely following release of The Category Creation Formula, the new book that he and partner Mike Damphousse co-wrote.

It provides an update and playbook for playing bigger, based on 10 years of their experience helping companies mint and dominate new categories, or markets.

We had a wide ranging conversation about what works today, covering these topics and others:

• Is it harder to become category king today?
• AI impact on category creation
• The category creation formula
• Building vs. following categories
• Getting VCs and the team on board
• Stars and flops, spanning Jobs, Bezos, the knuckleball (yes, there's a category for that) and the Segue

Thanks, Kevin for coming back on and sharing your insight. You can find him on LinkedIn https://www.linkedin.com/in/kevinmaney/ and at https://www.categorydesignadvisors.com/