Play Bigger Advisors Co-Founder Al Ramadan describes the evolution of the category for software that manages business customer relations, and how Salesforce founder Marc Benioff came to dominate it by inventing a category for incumbents that made their software seem antiquated compared to the cloud service he was offering.

Video clips from: How to Be a Category King [Entire Talk]

4 minutes

Developing a Point of View

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4 minutes

What Problem are You Solving?

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2 minutes

The Journey of Category Design

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6 minutes

Categories Reduce Cognitive Load

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4 minutes

Create Categories for Competitors

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8 minutes

Data on Category and Company Value

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3 minutes

The Frozen Food Epiphany

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