The Difference Engine | B2B Category Design | Private Equity | Venture Capital

Electric vehicles are expected to make up 25% of all new passenger car registrations this year, with projections indicating that by 2030, EVs will capture two thirds of the market share. As consumer choices change, so does the whole transport ecosystem. This technological shift demands new fueling stations, tyres, job roles and even road design. 

So, are electric vehicles just an automotive upgrade or a whole new category?

Also in today’s episode, We’ll analyse the aftermath of when categories collide, peer down our microscope to discover the unintended consequences of thinking small and learn how AI changing the design of every category blueprint?

What to look forward to:

00:30    How is AI changing the design of every category blueprint?

12:03    What does the rollout of EVs tell us about building Categories?

21:21    The unintended consequences of thinking small

27:04    When categories collide - Microsoft & Nokia

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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“I wish upon you ample doses of pain and suffering”

These are the encouraging words of Nvidia founder Jensen Huang. For Jensen, suffering is the whetstone on which one sharpens their character. It is the shaper of greatness. But, what about the lucky ones? The painless people whose lives have avoided such sore turns. Can they achieve such heights? One of the UK’s greatest entrepreneurs, James Dyson, shows us how we can invite agony into our lives.

Also in today’s episode, we’ll have an intimate look at Tory flasher William Wragg and the political Luddites, before turning away from tech and looking to art for a lesson in category design.

What to look forward to:

00:42    Pain and Suffering Part 1 - Huang-ing in there

07:49    Pain and Suffering Part 2 - Rolling the Dyson

15:38    William Wragg and the political Luddites

19:31    The rise of impressionism is a masterclass in category

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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Throughout this series, we have been surveying the battlefield of the AI war. From an elevated outpost, we have analysed and reported on the tactical moves of both Microsoft and Google. Data centres, acquisitions, and an arms race of innovation have all weaponised in their attempts to wrestle control of tech’s future. 

But who just won the latest battle? 

As Winston Churchill said "Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning." 

Stick with the Difference Engine to find out exactly how the AI war is unfolding, as it happens.

Also in today’s episode, we look at the attention economy and the rise of the SuperApp. And, EU lawyers fire their first shots in the AI war.

What to look forward to:

00:49    Who won the second battle of the AI war?

08:05    The attention economy and the rise of the Super-app.

16:15    EU lawyers enter the AI battlefield.

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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In this episode of The Difference Engine we talk to a captain at the helm of the category ship. 

Vincent Peters brings a wealth of experience to the table, having held prominent leadership positions at renowned companies such as TIBCO, Qlik, Siebel Systems, and Oracle. Not only has he navigated the global landscape of tech leadership, but he's also delved into entrepreneurship, co-founding Curo Technologies, which was later acquired by Adobe.

At Productsup, Vincent spearheads a category-leading Product to Consumer (P2C) commerce platform that revolutionizes product content management and fosters crucial connections between brands, retailers, marketplaces, and consumers. 

In our conversation today, we'll delve into Vincent's motivations for category design, his experiences leading a category-defining company, and the invaluable lessons he's learned along the way.

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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Throughout history, certain inventions have reorganised the world. From the printing press to the steam engine, these technologies have triggered paradigm shifts that alter the fundamental structure of societies. Anuj Nayar believes that we are right at the beginning of another global transformation. One that will recategorise every industry in the world.

Anuj Nayar has over twenty-five years of global expertise in media, payments, and consumer technology. He has cultivated a distinguished career at industry-leading companies such as Apple, PayPal, and LendingClub—innovators that reshaped entire industries. 

In this episode we discuss the shifting sands of digital transformation and how AI will impact democracy. We’ll ask if San Francisco still has what it takes to be the globe’s innovation powerhouse and find out why Anuj has a burner phone.

What to look forward to:

00:28 Introduction to Anuj Nayar

01:40 Digital transformation. A golden opportunity for category creation?

09:31 Has Silicon Valley still got it?

13:02 Grind my gears! The rise of spam texts

16:30 Crystal ball. AI’s next step and political predictions

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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Let’s play a game of spot the Difference. 

In episode 10 we sang the category praises of Microsoft after learning about their £2.5 billion data centre building project in West London. Now, we’re turning our attention to Google. They have announced a similarly large data centre project on a 33 acre site just north of London. However, our praise for Google is much less forthcoming. Instead, the move has left us asking: Does Google actually get category?

So, what’s the difference? Why is Microsoft’s UK data centre a great category play? While Google’s represents a big missed opportunity.

In today's episode, we review Google’s latest category misstep and teach you how to land the perfect first lightning strike. We’ll also shine a light on LinkedIn’s descent into drivel and take a trip to an orchard to learn about the difference between branding and category design.

What to look forward to:

00:55    Google misses another opportunity to make a category play

06:57    LinkedIn’s descent into drivel

12:08    The 7 components of a successful first strike

22:58    Never confuse category with bloody branding

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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‘The UK’s biggest miscarridge of justice’. This is what the The Criminal Cases Review Commission called the Post Office Horizon scandal. But who is to blame? Is it Fujitsu’s fault? Or do the rotten roots of run deeper? In this episode we look into the distribution of UK tech contracts and the consequences sector stragulation. 

We also look into our crystal ball to predict Google’s massive category pivot. Are they moving away from the voice assistant market and instead incorporating it into Bard. We’ll also be teaching you how to successfully steer your own pivot by implementing a FroTo. 

What to look forward to:

00:53: The lessons from Fujistu and the Post Office

06:46: Are Google undertaking a massive category pivot?

11:04: What is a FroTo?

17:12: The UK tech exodus

21:17: Keeping your team with you on a category journey

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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‘If you haven’t got an AI component in your offer, we ain’t gonna fund you’. 

This is what we heard at the most recent Saastr conference. AI is undoubtedly the new hot ticket with 83% of company executives claiming that AI is a strategic priority for their business. So is it; go AI or go home? 

In today’s episode, we’re going to take a look at how you should (and shouldn’t) use AI. We’ll also be breaking down remote working and its influence on category, what people really mean when they talk about the year of efficiency and how you can build a strong ecosystem to maximise your company's growth.

What to look forward to:

00:51 How to incorporate AI into your category

06:07 How do you build an ecosystem? 

12:00 Remote working. Is it your friend or foe?

16:43 What does the year of efficiency really mean?

20:45 iPhone 15 and Apple’s dying category

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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Pat Morrissey has been at the epicentre of category creation throughout his career. His impressive curriculum includes industry heavyweights Salesforce, Simpplr and Business Objects. Currently, he is the Chief Customer Office at Hirevue, a game changing AI hiring platform that owns the category of Human Potential Intelligence. Over 1,150 companies are currently using Hirevue’s game-changing platform to get the best people into their perfect job roles. 

In this episode, we talk about why AI is revolutionising how companies hire, the secrets behind Salesforce’s double-digit growth, and top tips for people embarking on their category journey. 

What to look forward to:

00:28 Introduction to the legend that is Pat Morrissey

01:39 How did Salesforce become a category leader?

12:53 How can AI help you hire/ get hired?

19:59 Learn and Earn! Pat Morrissey’s top category design tips

26:12 Tech VCs. Category friend or Category foe?

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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Why did Starling Bank decide to switch its concentration from consumer banking to B2B? We talk about the bold choices that led to this change and the comparable action taken by industry titans Ocado.

If you want to play with the big boys you need to be able to adapt. Just look at Starling bank. CEO Anne Boden is overseeing their pivot from from B2C to B2B. So what are the bold choices that led to this change and what can we learn from the comparable action taken by industry titans Ocado.

Could your category lead be just a pivot away?

In today's episode, we address the significance of changing the language used when talking about AI and the need for businesses to stand apart from the competition, especially in light of the possible saturation of the AI market. We also look at the value of creating strong ecosystems and the methods and tactics used by Mark Benioff's Salesforce to create successful businesses.

What to look forward to:

00:00    Starling's Evolution

06:57    Microsoft's Investment in Data Centres

11:33    Why are ecosystems so important?

20:15    AI Explosion and Categorisation

26:15    Analysing category leaders like Mark Benioff

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

Follow us on LinkedIn:

Paul Maher

Jonathan Simnett

Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.