The discipline of category design was formally launched seven years ago with the book, Play Bigger. If you were paying attention, it predicted what was coming – that in the next six to ten years, category design would tip into the mainstream.

That’s why on category design’s seventh birthday, we decided to reunite three co-authors of Play Bigger (Christopher Lochhead, Al Ramadan, Kevin Maney). In this episode, they look back at the birth of the discipline, map out the current lay of the land, and paint a vision of a rich future for category designers. We conclude with an AMA session with the Category Thinkers Community.
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We hit on:

• How they set out to establish a discipline instead of sharing an idea (and why it worked)
• What each of their approaches to establishing a POV looks like and how they’ve evolved
• Failures in category design and how to avoid them
• And much more, all wrapped up in legendary behind the scene stories of bringing the book to life