In fact, Christopher Lochhead, one of the most prolific The material you’ll find in this guide comes from the category designers of all time and co-author of Play following sources: Bigger told me, “The most important question a • Primarily, my own experience working on category CEO can ask is ‘how do we design and dominate our design within B2B SaaS, most recently as VP category?’” This guide will help you begin that journey. Marketing Strategy at BombBomb Here are three reasons to keep reading: • Interviews I’ve had with numerous category design If you have an idea for a new product that doesn’t mesh thinkers, including two of co-authors of Play with the existing categories your buyers are already Bigger, Christopher Lochhead and Kevin Maney familiar with, this guide will show you a blueprint that • Lessons I’ve gleaned from books that should be in The most important will greatly improve your odds of success. any category designer’s library question a CEO can ask If you’ve been competing in an existing market, but Before you dive in, here’s a note of caution: this isn’t “ have struggled to gain traction against competitors, this a resource that’s going to provide you with a neat is ‘how do we design and guide will present a path for you to break free. little tactic or a few smart tips you can work into dominate our category? If you want to be better prepared in an uncertain your business. If you’re looking for something you ” business world, this guide will arm you with an can implement quickly and see a few quick wins, — Christopher Lochhead approach that’s akin to building an air force while your look elsewhere. But if you’re open to learning about enemies are stuck on the ground. a new way of thinking about growth – one that can dramatically alter the course of your business for the better, keep reading. The Newcomer’s Guide to Category Design 5