Unlock breakthrough ideas with these 2 tools
How to recognize opportunities and create a “different” future.
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Dear Friend, Subscriber, and Category Pirate,
Category designers move the world from the way it is, to the way they want it to be.
The question is—how do you set out to create a “different” future? We recommend playing a quick game and using a specialized scorecard to recognize what works.
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The Breakthrough Game
In The Breakthrough Game, we told the story of The Campbell Soup Company’s breakthrough.
100 years ago, Campbell’s halved the water in each can so the business could produce and ship exponentially more soup. Simultaneously, the company dropped the price of a can of soup from 30 cents to 10 cents, expanding both their distribution and lowering the barrier to entry for new customers in a way no other food production company had been able to.
As a result, Campbell’s invented the “condensed soup” category.
If you are an entrepreneur with an idea, an executive running a company, or an investor betting on the future, how can you do what Campbell’s did, today?
We like to play a game.
Imagine for a moment you’ve just been fired from your company—whether it be a global enterprise or a garage startup. No one is hiring. You have a kid on the way. And your only option is to create a new and different future for yourself. Your mission is to create a new category or redesign the existing category such that you put your old employer out of business and you win.
To facilitate a powerful brainstorming session, work through these 8 questions in order: