21- How category design can help you create a dominant product (Dave Peterson @Play Bigger)

Dave is a co-founder and Partner at Play Bigger Advisors, a consulting firm that coined the term category design and is advising companies on how to create and own new categories of products. They recently also published a book also called Play Bigger where they explain the category design process in detail. In this episode we spoke about: what is a category and category design, why do category kings capture more than 70% of economic benefits in an industry, and how did companies such as Salesforce, Tesla, and Qualtrics become category kings?