Today we're bringing you my conversation with Kevin Maney, advisor of Category Design and co-author of Play Bigger. In this episode, we're going to dive into the learnings that came out of writing Play Bigger, a book that I recommend to all of our startups. Kevin talks about how to define and own a category, as well as the timeline of successful companies that ultimately go public. So what is category design? While most companies start out with a product idea, Kevin tells us successful companies start out by designing the need and the category. So this involves asking a really simple question. What problems do you really want to solve? Spend the time defining the problem, finding that category and defining it, and aligning your team to help drive the process. If you set that North Star early, you have a better chance of attracting customers and convincing others that your journey is worth it. Ultimately you can become a category king.