The founders of Silicon Valley advisory firm Play Bigger studied legendary category-creating companies and revealed a groundbreaking discipline called category design. By practicing category design, companies and movements can create new demand where none existed—conditioning customers’ brains so they change their expectations and buying habits. While this discipline defines the technology industry, it applies equally well to every category of consumer product, including Direct Care.
Crossing the Chasm revolutionized how we think about new products in an existing market. The Innovator’s Dilemma taught us about disrupting an aging market. Play Bigger co-founder Dave Peterson is going to talk about how to create a new market from the ground up.