What Is Category Design? Why Defining the Market Creates Category Kings (with Jason Wellcome)

Category design shows up in a lot of founder conversations, but few teams understand how to actually use it. In this episode, Chelsey Reynolds sits down with Jason Wellcome to define what category design is, why it matters, and how it helps companies shape markets instead of competing inside them.Jason brings nearly two decades of experience working with global brands, high-growth startups, and category-defining teams behind Play Bigger. Together, we break down why competing on “better” leads to incremental progress, while designing for “different” creates leverage, belief, and long-term market leadership.This conversation explores the traps of existing markets, the role of leadership conviction in category creation, and what it actually takes to align a company around a new point of view. If you’re building something that doesn’t fit neatly into today’s boxes, this episode will help you rethink how you frame the problem, the market, and your position within it.In this episode, you’ll learn:What category design is and the specific problem it solvesWhy positioning alone keeps companies anchored to existing marketsHow founders unintentionally fall into the existing market trapWhy leadership belief and commitment matter more than tacticsWhen creating a new category makes sense, and when it doesn’tSubscribe to the Growth Department podcast for conversations with founders and operators shaping what comes next. If this episode sharpened your thinking, share it with someone navigating growth and market positioning right now.Connecting with Jason:https://www.linkedin.com/in/wellcome/https://www.playbigger.com/ (lots of resources and their newsletter ^ here)Also mentioned: What Jason's listening to and reading these dayshttps://libraryofminds.com/https://www.bg2pod.com/Monetizing Innovation bookGrowth Department slows the conversation down so founders and business leaders can go further, faster.If this episode helped you think differently, follow the show and share it with someone building alongside you.