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The Category Creation Formula: Discover, Design, and Win New Market Categories
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Innovative concepts, tools, and playbooks for discovering, defining, and taking charge of new market categories, by two of the leaders of the category design movement.
The most exciting-and often most valuable-companies create, develop and win new categories of products or services. Examples range from the Zamboni company a century ago to OpenAI today. It also includes startups that you may not have heard of yet, but will as their categories take off.
Category creation and development should ...
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