Play Bigger By Becoming a Category Champion
When we do our weekly shopping at the grocery store, finding products is relatively easy because of the way food items are grouped throughout the aisles. That's the starting point for understanding category design in any business setting. The authors of Play Bigger did not invent category design, but these gifted marketers gave this term and its underlying disciplines a name by studying more than five thousand businesses. In this conversation, co-author Al Ramadan explains what category des...