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Part 1 Category Design Introduction
Most companies fight harder to win in crowded markets, but category design flips that script entirely. Instead of competing to be slightly better, you create a category where you're the only player that matters. Royal Canin didn't try to beat Hills at prescription pet food. Instead, they invented breed-specific nutrition and changed their entire manufacturing setup to win a market they created from scratch.
The Maximum Viable Category framework pushes you beyond incremental improvements toward audacious market-defining moves. And focus on super consumers who were obsessed with specific problems, not price-sensitive general buyers. This same category design thinking transforms individual careers. Instead of being the best accountant, become the only accountant specializing in independent musician finances.
The Marketing Execution Podcast reveals how technical founders can apply these frameworks to break through market noise and scale revenue impact. Subscribe to the Marketing Execution Podcast for strategic GTM insights that turn technical innovation into market dominance.
Visit https://growthstage.marketing to learn how Marketing Pods enable companies to scale their marketing impact without a big team, expensive consultants, or agencies.
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By Mark DonniganMost companies fight harder to win in crowded markets, but category design flips that script entirely. Instead of competing to be slightly better, you create a category where you're the only player that matters. Royal Canin didn't try to beat Hills at prescription pet food. Instead, they invented breed-specific nutrition and changed their entire manufacturing setup to win a market they created from scratch.
The Maximum Viable Category framework pushes you beyond incremental improvements toward audacious market-defining moves. And focus on super consumers who were obsessed with specific problems, not price-sensitive general buyers. This same category design thinking transforms individual careers. Instead of being the best accountant, become the only accountant specializing in independent musician finances.
The Marketing Execution Podcast reveals how technical founders can apply these frameworks to break through market noise and scale revenue impact. Subscribe to the Marketing Execution Podcast for strategic GTM insights that turn technical innovation into market dominance.
Visit https://growthstage.marketing to learn how Marketing Pods enable companies to scale their marketing impact without a big team, expensive consultants, or agencies.