Brands, products, or companies that define a new category -- and become the design standard for that category -- derive most of the profit from that category. It’s a simple idea, but a challenge to execute. Peter Goldie, category designer and advisor, joins me today to talk about his real-life experience helping companies create categories that drive real business value.

We also talk about his time at Macromedia, the meteoric rise and fall of Flash, and Al Gore’s chicken hypnotizing stories.

You can find Peter at: https://www.linkedin.com/in/pgoldie/