Category Thinkers

Sangram Vajre is one of the best-known category designers in B2B SaaS, with community and events being critical parts of his playbook. Not only did Sangram bring the account-based marketing category t...

16 Jan 20241h 3min

In this episode, Brad Luttrell joins us to talk through how he discovered category design a year and a half ago, why it was the strategy Holler Commerce needed to adopt, and what he has done to design...

9 Jan 202454min

In this episode, Ken Rutsky joins us to explore a concept he calls ‘category memetics.’ It’s the idea that new categories can act like memes – they can enter the mind, replicate, and rapidly spread to...

2 Jan 202453min

It takes a lot of time and commitment to write a great strategic narrative, but if you can use battle tested frameworks, they will save you time, money and even heartbreak. Strategy and brand des...

26 Dec 20231h 4min

Scott Albro, co-founder and CEO of Goldie shares his insights on why analyst buy-in is crucial for category success, strategies for effectively communicating your category vision, and real-world examp...

19 Dec 202353min

Innovative companies must convince buyers and analysts why their solutions differ from the status quo, and why that difference matters. But sometimes, developing the right narrative can be a challenge...

12 Dec 202351min

Category design principles can be applied in different ways, for different outcomes. And while sometimes it’s clear that your business needs to act like a category designer, other times the answer is ...

5 Dec 202344min

In this episode, Jared Robin, founder of RevGenius, shares his take on how category design and community can mutually reinforce each other. In 2020, Jared took a small LinkedIn group and turned it int...

28 Nov 202355min