Show notes
SEASON: 3 EPISODE: 10Episode Overview:Most businesses just try to be better than their competitors, constantly fighting for every bit of marketshare. If you are looking to stand out from the competition and authentically define, develop, and ultimately dominate a new category of business, you’ll need to answer the questions, “What’s the problem you solve?”, “What solution must exist?”, and “Why are you that solution?” So if you are looking to dominate your market, then you are going to enjoy my conversation with bestselling author and award-winning columnist, Kevin Maney. Guest Bio: Kevin Maney is co-author of Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets and has been a bestselling author and award-winning columnist writing about technology for three decades which allows Kevin to bring broad and deep context to Category Design conversations. Kevin co-authored his most recent book Intended Consequences. He also authored The Two-Second Advantage (a 2011 New York Times best seller), Trade-Off: Why Some Things Catch On and Others Don't, and The Maverick and His Machine: Thomas Watson Sr. and the Making of IBM. Kevin has written for Newsweek, Fortune, The Atlantic, Fast Company, Conde Nast Portfolio, The New York Times and USA Today. Kevin has also appeared frequently on television and radio, including CNN, CBS Sunday Morning and NPR.Resource Links:Website: https://www.categorydesignadvisors.com/the-experts/Product Link: https://www.categorydesignadvisors.com/resources/Insight Gold Timestamps:02:39 One of the great accidental career moves of all time 04:04 All of those interviews and all that time with these companies06:11 Why would you not want to do everything you could 09:09 Category and category design11:44 It's kind of an inside-out look at strategy12:42 Instead of calling it a sports bar, she calls it The Sports Bra14:43 Businesses operate their businesses for their convenience16:13 They think about the problem to solve first17:53 Now that you understand that that's a problem, I have a solution for you22:12 Deep sales23:54 If you're in a space with a clear category winner….26:48 Can both strategies work at the same time? 28:33 What's the first step in the category design consultation process?34:04 What's the enemy of the innovation?35:36 So many CEOs fail at telling people why they need what they're making37:19 Eat your lunch before the competition does39:42 The book is called Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate MarketsConnect Socially:LinkedIn: https://www.linkedin.com/company/categorydesign/Facebook: https://www.facebook.com/CategoryDesignTwitter: https://twitter.com/cd_advisorsInstagram: https://www.instagram.com/categorydesign/Email: [email protected]: Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/Resources: https://becomingpreferred-podcast.com/resources/Next Episode: Grow your Business Without Burning Out with Grant Muller!
