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

‘Europeans can’t do category design.’ We hear this a lot, particularly from our friends across the pond. However, the company behind London’s record breaking $11 billion IPO might disagree. Wise (formerly known as TransferWise) has successfully built and dominated a category within the retail banking space. And, they’re from the UK.

So what’s their secret? Why has Wise succeeded where so many other Europeans have failed?

In today’s episode, we take a look at what we can learn from Wise. We’ll also be checking the tech recession’s temperature and asking what options are available to your business. Could it be time for a new category?

What to look forward to:

00:50 Wise words - What can we learn from a European category king

06:20 The techcession rages on… to the techpocalypse 

10:25 SaaS - Time for recategorisation?

14:25 How to pull off the perfect ‘lightning strike’

22:45 Is it the year of increasing efficiency? Or just the year of increasing margin?

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

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Paul Maher

Jonathan Simnett

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

WeWork founder Adam Neumann was never short of ambition. He set his sights on becoming the world’s first trillionaire and expanding his desk rental business to Mars. However, earlier this month Adam came crashing back down to Earth. Nearly $40 billion of value floated away into the stratosphere as WeWork entered chapter 11.

So what was behind WeWork’s spectacular meltdown?

In today’s episode, we take a look at the real reason WeWork didn’t work and why Zoom is telling its staff to return to the office. We’ll also be sharing one of the secrets to Elon Musk’s success. Blueprints. Listen to find out exactly how you can write one.

What to look forward to:

00:58 The real reason WeWork didn’t work

04:14 Is Elon Musk is bothered by Tesla’s latest quarterly results?

07:40 What is a Blueprint?

13:19 Is the drought in IPOs a good thing?

18:20 Do Microsoft and Oracle have a shared destiny?

22:50 Zoom demands its staff return to the office.

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

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Paul Maher

Jonathan Simnett

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

I reckon you’re using some of ARM’s technology right now. Their designs are found in 95% of the world's smartphones including Apple, Android and Samsung. But it doesn’t stop there. If you’re in an electric car, using your passport, or even walking under a streetlight you’re likely benefitting from ARM’s product - a best in class semiconductor chip. To put it frankly, ARM is everywhere. And now they’re even on the Nasdaq Global Select Market. 

So what does ARM's listing say about the current IPO landscape?

In today’s episode, we tell you why the US is strong arming European tech, who is unfit for their new quantum office, and how can you profit from the death of SaaS. We also review the latest Sifted Summit and the state of big tech’s people shakeout.

What to look forward to:

00:50 US strong ARMs European tech

05:37 Unfit for office - Who is leading the UK’s quantum strategy?

10:57 SaaS is dead. How do you profit?

17:39 The Sifited Summit - What did we learn?

20:10 Apple takeover embedded finance

25:10 How long will Big Tech’s people shakeout rumble on for?

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

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Paul Maher

Jonathan Simnett

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

Welcome aboard project HS2. Calling at broken promises, lost billions and total political turmoil. Ever since its announcement in 2009 HS2 has been pummeled by a litany of set backs, protests and management disasters. The knockout blow came in July of this year when the government’s infrastructure watchdog labelled HS2 “unachievable” citing “major issues with project definition”.

So was HS2 doomed before it even left the station? And was definition really its downfall?

In today’s episode, we look at why HS2 was a high speed fail and tell Air BnB to keep an eye out for leaches. We review the latest CogX conference, Microsofts deal with OpenAI and the birth (and death) of Meta’s Twitter competitor, Threads.

What to look forward to:

00:54 Why was HS2 a high speed fail?

03:58 How to write a POV

08:01 The Air BnB copycat

10:35 CogX festival - London’s biggest echo chamber

13:41 Will Microsoft blow its chance for category leadership

16:11 The birth (and death) of Threads

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

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Paul Maher

Jonathan Simnett

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

Is Microsoft and OpenAI a marriage made in heaven?

Microsoft has its fair share of category leaders. Xbox, Azure, Teams, the list goes on. But for every win, there's a less successful skeleton lurking in their closet. Do you remember the Zune music player? Probably not. This was Microsoft's challenge to the iPod which had the questionable feature of being able to ‘squirt’ songs to other Zune devices… 

It didn't take off. 

But, which way will Microsoft’s relationship with OpenAI go? Destined for success or another damp squib?

In today’s episode, we ask if Microsoft has made the right bet. We tell you why size matters in your category team. And, our crystal ball predicts big changes for the BBC. 

What to look forward to:

00:27 Has Microsoft made the right bet?

04:45 How big should category leadership teams be? And who do you need to kick out? 

10:18 Why marketing is still not category

15:20 Our prediction: Free-to-air BBC will disappear. But why?

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

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Paul Maher

Jonathan Simnett

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

Are Apple going to change the world? Again?

Three months ago an iPhone 1 in its original packaging sold at auction for $145,416. A whopping 300 times its original price! That’s how much a moment of tech history (in its original packaging) is worth. This legendary device and its many iterations have changed the world. So, will Apple Vision Pro do the same? Should you keep one in its original packaging?

In today’s episode, we look at Apple’s next big step. We tell you how to unearth new talent in your organization. And, Captain Hindsight has a thing to say about flipping flip phones. 

What to look forward to:

00:27 The impact of Apple Vision Pro. 

05:40 Flip phones are back! But for how long?

10:18 How category can help you unearth new talent! 

16:10 Generative AI: Will it be creative arts’ worst nightmare?

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

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Paul Maher

Jonathan Simnett

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

The unstoppable rise of Elon Musk.

Whether you love him or loathe him there is definitely something you can learn from him. From electric cars to telecommunications and even space exploration. The serial category creator knows exactly how to create, define and dominate entire industries.

So what is Elon’s secret sauce? 

In today’s episode, we look at how Musk crushes the competition. We pinpoint the location of Europe’s Silicon Valley. And, we reveal what you can do to be a category leader too. 

What to look forward to:

00:50 Elon Musk’s telecommunication takeover.

03:50 Is category creation hard?

10:15 What are the redundant roles in your team?

18:30 Our crystal ball finds a Silicon Valley in Europe. But where?

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

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Paul Maher

Jonathan Simnett

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

AI has transformed every industry. Fact.

From Open AI's Chat GPT disrupting Google Search, to increased productivity in agriculture, AI is already impacting us on a global scale. But how can you take advantage of this mind bending technology? Should you be looking to do so? And How should you think about it as you build and grow your category?

To look forward to in this episode:

• AI: Is it the ultimate category modifier?
• Activision, Microsoft and regulators
• Can you create a tech Category in a downturn?
• The double-edged sword of category success

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.

Can you make a boat load of money by giving away your IP, for free?

Imagine you’ve spent years, decades even, developing a product. No competitor can touch you. You’d guard that advantage with your life, wouldn’t you? Anybody encouraging you to share your hard won secrets would be swiftly booted out the door.

Yet, they might just be on to something.

Releasing Tesla’s IP to the world was a stroke of genius, enabling the Electric Vehicle category to grow at an astonishing rate. Elon creates, then dominates new categories. He helps the category to explode, and his companies become unicorns.

Elon Musk is a category designer. Are you?

In today’s episode, you’ll learn that Apple’s dominance in the smartphone category is no fluke. Why Zoom made such bold moves. And you'll start to understand how category design can make your business soar. 

What to look forward to:

00:20 Who are Paul Maher and Jonathan Simnett? And why you should care.

03:35 The difference between branding and category creation

10:10 Why timing is everything in category design

18:30 Captain hindsight tells us why Europe has an organic growth problem

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.

A show for founders, funders and the category curious.

In the world of business and tech, people are always telling you to be original, different, think outside the box.

Not bad advice, but what about making your own box? You choose the wallpaper, the feng shui, and get the lighting spot on.

It's somewhere that everybody else wants to come and play.

Well, this is YOUR category.

But you can't just build it. You've got to nail every detail.

I'm Jonathan Simnett, and I'm Paul Maher. Together, we have decades of experience in launching, managing, and marketing disruptive tech companies.

And now, we're here to help you to become the king of your category.

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.