Josh answers questions from Weldon Pless, creative director at Gold Front, about all things category creation.

• Was there anxiety when remaking Gold Front as a category design studio?
• How has going through the category design process yourself helped you connect with clients?
• Are mixed drinks in a can a new category?
• Should category designers consider the power they have to create new categories in the world.
• Have you ever passed on a project because the product could have negative consequences?

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