What happens when you take management principles and run them through the category design lens?

What happens when you think about every function in your company and ask, “How is this function helping us design and dominate our category?”

Well...The way you think about each function changes.

One of the big mistakes people make is that they think of category design as some kind of marketing exercise.

When really, category creation, and category design have to do with the entire company. When you can view each of these different levers within your business through a category lens, you can achieve radical differentiation by implementing category design thinking on a 360-degree level.

In this audiobook, you will learn:

• The eight levers of category differentiation, and how each one of them works.
• Why price, branding, and manufacturing are overrated differentiation levers, and which ones you should be focused on improving instead.
• How Royal Canin has grown the pet food category and stolen market share from Hill’s by pushing and pulling multiple category levers.
• How Amazon has turned expenses into revenue streams and achieved an unparalleled level of category differentiation.

And much more!

Short, sweet, and jam-packed with incredibly valuable insights, this audiobook is an actionable guide to creating massive differentiation in your business.