Category design is a strategic way of thinking about Hortatsos, James Carbary, Jeff Benanto, Kevin Maney, Conclusion & building your business. It requires you to think for Kipp Bodnar, Lindsay Tjepkema, Mike Damphousse, yourself. While I hope you found value from the Mike Volpe, Ryan Bonnici, Kara Kennedy, Sangram Acknowledgements examples and processes I’ve shared in this series, Vajre, Sarah Elkins, Stu Heinecke, Udi Ledergor, and I also recommend that you don’t follow them too Wayne Arthur. closely. Successful category designers chart their own Thanks to Conor McCluskey, Darin Dawson, Steve path. My expectation isn’t that you follow this guide Pacinelli, and Ethan Beute at BombBomb for not only to the letter, but that you use it as a source of ideas being champions of category design but for being and inspiration for your own journey. Good luck! some of the most thoughtful and passionate people For more resources on category design, subscribe I’ve worked with. to my category design newsletter, Flag & Frontier. Additional thanks to Gianni Quintana, Giuseppe You can also send me an email at john.rougeux@ Marzio, Haem Roy, Ishita Priyadarshini, JK Sparks, bombbomb.com, or follow me on LinkedIn. Marc Fuentes, Mitch Soloway, Rob Abhey, and Steve I wish I had room to include everyone I’ve shared Watt for providing crucial feedback on a (very) rough ideas with about category design. Everyday I come draft of this. across someone who’s thinking about the discipline Thanks to David Jones for the kick-ass ebook design. and is able to show me something new. Thanks to the following business leaders whose Special thanks to Christopher Lochhead for providing knowledge and experience provided much of the countless hours of advice and coaching on category source material for this series: Andy Cunningham, design, encouraging me to pursue this discipline long Andy Raskin, Anna Schena, Bill Macaitis, Bruce before anyone else, and for introducing me to his Scheer, Cassidy Shield, Chris Orlob, Daniel Palay, beloved chickens. Dave Gerhardt, David Cancel, Derrick Thomas, Gina The Newcomer’s Guide to Category Design 42