Innovative concepts, tools, and playbooks for discovering, defining, and taking charge of new market categories, by two of the leaders of the category design movement.
The most exciting-and often most valuable-companies create, develop and win new categories of products or services. Examples range from the Zamboni company a century ago to OpenAI today. It also includes startups that you may not have heard of yet, but will as their categories take off.
Category creation and development should be the goal of any company that wants to make a difference. And the way to achieve that is through the discipline of strategic category design.
Kevin Maney helped introduce category design in the bestseller Play Bigger. Now, he and Mike Damphousse-an experienced CEO, investor, and marketing executive-share the secrets that they've learned over the past decade, plus new concepts and tools that help companies see and frame new categories. Their advisory firm has worked on strategic category design projects with more than fifty companies and guided workshops for hundreds more at incubators and VC portfolio gatherings.
The Category Creation Formula reveals the processes they rely on and the truths about categories that they've uncovered, clearly laid out so any entrepreneur or leadership team can benefit from them, too.
| ISBN: | 9780063483774 |
| Publication date: | 12th March 2026 |
| Author: | Kevin Maney, Mike Damphousse |
| Publisher: | Harper Business an imprint of HarperCollins |
| Format: | Hardback |
| Pagination: | 224 pages |
| Genres: |
Research and development management Knowledge management Organizational theory and behaviour |
Innovative concepts, tools, and playbooks for discovering, defining, and taking charge of new market categories, by two of the leaders of the category design movement.
The most exciting-and often most valuable-companies create, develop and win new categories of products or services. Examples range from the Zamboni company a century ago to OpenAI today. It also includes startups that you may not have heard of yet, but will as their categories take off.
Category creation and development should be the goal of any company that wants to make a difference. And the way to achieve that is through the discipline of strategic category design.
Kevin Maney helped introduce category design in the bestseller Play Bigger. Now, he and Mike Damphousse-an experienced CEO, investor, and marketing executive-share the secrets that they've learned over the past decade, plus new concepts and tools that help companies see and frame new categories. Their advisory firm has worked on strategic category design projects with more than fifty companies and guided workshops for hundreds more at incubators and VC portfolio gatherings.
The Category Creation Formula reveals the processes they rely on and the truths about categories that they've uncovered, clearly laid out so any entrepreneur or leadership team can benefit from them, too.
The Category Creation Formula features in the following genres: Research and development management, Knowledge management, Organizational theory and behaviour
The Category Creation Formula is available in Hardback
The Category Creation Formula was written by Kevin Maney, Mike Damphousse and published by Harper Business an imprint of HarperCollins
The Category Creation Formula has 224 pages
£22.50