The biggest Category Design lies
Everything is the way it is because someone changed the way it was.
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Dear Friend, Subscriber, and Category Pirate,
This week’s Buried Treasure is all about Category Design Lies.
In case you missed these mini-books, here are 3 especially worth the time that debunk common lies around branding, product, and creating differentiated categories.
And to uncover more gems (our archives are deep!), hop aboard The Pirate Ship and subscribe below:
The Big Category Lie: 8 Reasons Category Creation Is A Bad Idea
Most people believe Category Design is who-ha, malarkey, and/or B.S.
Which is why, in The Big Category Lie, we wrote about the 8 reasons why people believe Category Design doesn’t work (and explained that these excuses aren’t true).
For example:
#1: “You can’t create demand out of thin air.”
Except everything is the way it is because someone changed the way it was.
In 1997, there was zero demand for “the Cloud.”
In 1998, there was zero demand for “Athleisure.”
In 2004, there was zero demand for “Energy Shots.”
In 2009, there was zero demand for “Cryptocurrencies.”
The entrepreneur, the creator, and the business owner had to create demand—and move the world FROM the way it was TO a new and different way.
#2: “It’s too expensive.”
The easiest way to sell a $3,000 watch is to put it beside a $30,000 watch.