How Category Design and Product Led Growth Shaped Slack's Go To Market Strategy w/ Bill Macaitis
Bill Macaitis is the former CMO then CRO of Slack, CMO of Zen Desk, and SVP of Marketing at SalesForce and in this conversation we dive deep into what made Slack the category king of team collaboratio...
1 Aug 202352min
What the WWE and Sports Entertainment Can Teach Us About Category Design w/ Raj "Rajnation" Nathan
Category Thinking is everywhere, and your ability to identify it in the wild will sharpen your skillset as a category designer. And in this episode of #CategoriesInTheWild, we'll examine WWE's develo...
25 Juli 202356min
"Do We Have A Category?" w/ Josh Roenitz and Kim Bach from DailyHuman
When founders first start considering a category strategy, they spend a lot of time bouncing ideas back and forth to develop a point of view. That can feel great or it can feel like a battle, but it'...
18 Juli 202340min
How to Influence Buyers to Care About a New Category w/ Mark Kilens (CMO of Airmeet)
Mark Kilens has built a career as a marketing leader and category designer with HubSpot and Drift. Now, he's the CMO at Airmeet, the company behind Event-Led Growth. In this conversation, we break dow...
11 Juli 202346min
What Apple Got Wrong With the Launch of the Vision Pro w/ Jordy Van de Locht
When Apple launched the Vision Pro, it wasn't just a product launch, it was the launch of a new category called "spatial computing." But did Apple get everything right? They did a lot of things we...
4 Juli 202351min
The State Of Category Design And Who It's For In 2023 w/ Christopher Lochhead
One of the biggest reasons we knew the world needed the Category Thinkers Community (apart from our own desire to talk category strategy all day) is that there are many misconceptions about the discip...
27 Juni 20231h 7min
A Call To Action For Category Designers w/ Play Bigger Co-Authors Christopher Lochhead, Al Ramadan, and Kevin Maney
The discipline of category design was formally launched seven years ago with the book, Play Bigger. If you were paying attention, it predicted what was coming – that in the next six to ten years, cate...
20 Juni 202359min
The Category Thinkers Community Point Of View
This isn't just a podcast. It's the launch of a community. A different community dedicated to the understanding and application of category design.Naturally, we're kicking it off with our POV.If you...
26 Maj 20235min
