Category: Uncategorized

  • Category Designers Create New Worlds

    Category disruption occurs when a company or brand attempts to reposition an existing category or subcategory in their favor, often by introducing new products or services that are similar to those offered by an established category leader. Here are some examples of how our world is re-created using category design ingenuity: Some of these were…

  • Championing a Cause – “Choose your clients carefully”

    Another aspect to consider is that of championing.  Again, understanding this concept will challenge you to think about how you approach prospective clients.  You are offering a service by which you will be actively promoting the goods and/or services of another.  So you are in fact, championing.  The client, or business owner is doing the…