When you build a brand that’s synonymous for an entire product group, you become what’s known as a category king. For long-term success in the 21st century economy, you need to develop and dominate new product and service categories. The emerging field of category design can help you do it.
The Second-Place Advantage
Category design tells us that being first isn’t everything. Inventing a product is not as important as developing the category. Apple didn’t invent any of the product categories it dominates, and Facebook wasn’t the first social network. Instead, these companies defined and developed the categories they were working in.