[PDF] Category Creation eBook

Author : Anthony Kennada
Publisher : John Wiley & Sons
Page : 170 pages
File Size : 49,91 MB
Release : 2019-10-08
Category : Business & Economics
ISBN : 111961161X

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Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands "The Uber of this" "The Salesforce of that" "It's like Instagram, but for..." There is no such thing as an original idea anymore – right? Actually, it turns out that the world’s most innovative companies have created so much more than just brand new products and technology. They've created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing. Or does it? Category Creation is the first and only book on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing, and more importantly, how it can be planned and orchestrated. It's not about luck. You can use the same tactics that other category-defining companies have used to delight customers, employees, and investors. There’s no better strategy that results in faster growth and higher valuations for the company on top. Author Anthony Kennada, former Chief Marketing Officer at Gainsight, explains how he led Gainsight in creating the “customer success” category, and shares success stories from fellow category-creators like Salesforce, HubSpot and others. It requires much more than just having the best product. You have to start and grow a conversation that doesn’t yet exist, positioning a newly discovered problem in addition to your company and product offerings. The book explains the 7 key principles of category creation, including the importance of creating a community of early adopters who will rally around the problem they all share—especially if someone will lead them. · Identify the “go” and “no go” signals for category creation in your business · Activate customers and influencers as brand ambassadors · Grow a community by investing in live events and experiences · Prove the impact of category creation investments on growth, customer success, and company culture Written for entrepreneurs, marketers, and executives from startups to large enterprises, Category Creation is the exclusive playbook for building a category defining brand in the modern economy.

Author : Anthony Kennada
Publisher : John Wiley & Sons
Page : 240 pages
File Size : 12,65 MB
Release : 2019-10-15
Category : Business & Economics
ISBN : 1119611563

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Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands "The Uber of this" "The Salesforce of that" "It's like Instagram, but for…" There is no such thing as an original idea anymore – right? Actually, it turns out that the world’s most innovative companies have created so much more than just brand new products and technology. They've created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing. Or does it? Category Creation is the first and only book on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing, and more importantly, how it can be planned and orchestrated. It's not about luck. You can use the same tactics that other category-defining companies have used to delight customers, employees, and investors. There’s no better strategy that results in faster growth and higher valuations for the company on top. Author Anthony Kennada, former Chief Marketing Officer at Gainsight, explains how he led Gainsight in creating the “customer success” category, and shares success stories from fellow category-creators like Salesforce, HubSpot and others. It requires much more than just having the best product. You have to start and grow a conversation that doesn’t yet exist, positioning a newly discovered problem in addition to your company and product offerings. The book explains the 7 key principles of category creation, including the importance of creating a community of early adopters who will rally around the problem they all share—especially if someone will lead them. · Identify the “go” and “no go” signals for category creation in your business · Activate customers and influencers as brand ambassadors · Grow a community by investing in live events and experiences · Prove the impact of category creation investments on growth, customer success, and company culture Written for entrepreneurs, marketers, and executives from startups to large enterprises, Category Creation is the exclusive playbook for building a category defining brand in the modern economy.

Author : Al Ramadan
Publisher : HarperCollins
Page : 202 pages
File Size : 10,8 MB
Release : 2016-06-14
Category : Business & Economics
ISBN : 0062407627

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The founders of a respected Silicon Valley advisory firm study legendary category-creating companies and reveal a groundbreaking discipline called category design. Winning today isn’t about beating the competition at the old game. It’s about inventing a whole new game—defining a new market category, developing it, and dominating it over time. You can’t build a legendary company without building a legendary category. If you think that having the best product is all it takes to win, you’re going to lose. In this farsighted, pioneering guide, the founders of Silicon Valley advisory firm Play Bigger rely on data analysis and interviews to understand the inner workings of “category kings”— companies such as Amazon, Salesforce, Uber, and IKEA—that give us new ways of living, thinking or doing business, often solving problems we didn’t know we had. In Play Bigger, the authors assemble their findings to introduce the new discipline of category design. By applying category design, companies can create new demand where none existed, conditioning customers’ brains so they change their expectations and buying habits. While this discipline defines the tech industry, it applies to every kind of industry and even to personal careers. 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. Now, Play Bigger is transforming business once again, showing us how to create the market itself.

Author : Eddie Yoon
Publisher : Harvard Business Review Press
Page : 240 pages
File Size : 41,98 MB
Release : 2016-11-29
Category : Business & Economics
ISBN : 1633692086

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Pork dorks. Craftsters. American Girl fans. Despite their different tastes, these eclectic diehards have a lot in common: they’re obsessed about a specific brand, product, or category. They pursue their passions with fervor, and they’re extremely knowledgeable about the things they love. They aren’t average consumers—they’re superconsumers. Although small in number, superconsumers can have an outsized impact on a company’s bottom line. Representing 10% of total consumers, they can drive between 30% to 70% of sales, and they’re usually willing to spend considerably more than the average consumer. And because they’re so engaged and passionate, they can offer invaluable advice to managers looking to improve their products, change their business models, energize their cultures, and attract new customers. In Superconsumers, growth strategy expert Eddie Yoon lays out a simple but extremely effective framework that has helped companies of all types and sizes achieve more sustainable growth: he’ll show you how to find, listen to, and engage with your most passionate and profitable consumers, and then tailor your decisions to meet their wants and needs. Along the way, he’ll let you into the minds and homes of superconsumers of all kinds, revealing what makes them tick and why they’re willing to spend so much more than other consumers. Rich with data and case studies of companies that have implemented superconsumer strategies with great success, Superconsumers is a fun, practical, and inspiring guide for anyone interested in making their best customers even better.

Author : Thomas Dixon
Publisher : Cambridge University Press
Page : 299 pages
File Size : 38,48 MB
Release : 2003-06-05
Category : Political Science
ISBN : 113943697X

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Today there is a thriving 'emotions industry' to which philosophers, psychologists and neuroscientists are contributing. Yet until two centuries ago 'the emotions' did not exist. In this path-breaking study Thomas Dixon shows how, during the nineteenth century, the emotions came into being as a distinct psychological category, replacing existing categories such as appetites, passions, sentiments and affections. By examining medieval and eighteenth-century theological psychologies and placing Charles Darwin and William James within a broader and more complex nineteenth-century setting, Thomas Dixon argues that this domination by one single descriptive category is not healthy. Overinclusivity of 'the emotions' hampers attempts to argue with any subtlety about the enormous range of mental states and stances of which humans are capable. This book is an important contribution to the debate about emotion and rationality which has preoccupied western thinkers throughout the eighteenth and nineteenth centuries and has implications for contemporary debates.

Author : Nick Zangwill
Publisher : Oxford University Press
Page : 203 pages
File Size : 37,33 MB
Release : 2007-08-23
Category : Art
ISBN : 0199261873

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What is the purpose of art? What drives us to make it? Why do we value it? Nick Zangwill argues that the function of art is to have certain aesthetic properties in virtue of its non-aesthetic properties, and this function arises because of the artist's insight into the nature of these dependence relations and her intention to bring them about.

Author : Tom Leinster
Publisher : Cambridge University Press
Page : 193 pages
File Size : 31,53 MB
Release : 2014-07-24
Category : Mathematics
ISBN : 1107044243

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A short introduction ideal for students learning category theory for the first time.

Author : George Edgar Slusser
Publisher : University of Georgia Press
Page : 284 pages
File Size : 39,91 MB
Release : 1992
Category : Literary Criticism
ISBN : 9780820314556

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The impetus behind this collection of original essays is the tension between the aesthetic emphasis on stylistics in science fiction and fantasy writing and the critical limitations imposed by prevailing literary theory. From a variety of perspectives, the contributors show how a new, or expanded, set of methods and models can enrich critical exchange within the genre and between it and other types of fiction. The focus of the book is not entirely on critical restraints but also on the genre's robustly subversive, creative drive--its unwillingness or inability to pause for critical validation. The essays examine the proliferation of stylistic acts and experiments in science fiction and fantasy writing as assess the genre's revolutionary qualities: its reordering of narrative priorities, inversion of consecrated categories, and elevation of "minor" devices.

Author : Mary A. Hake
Publisher : New Leaf Publishing Group
Page : 146 pages
File Size : 14,37 MB
Release : 2009
Category : Religion
ISBN : 9780890515662

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"Bible study, science, math, language arts, spelling and art with 12 'Character, connections': wisdom, faith, responsibility, diligence, honesty, cooperation, peaceableness, kindness, respect, obedience, thankfulness"--Page [1].

Author : Francoise-Claire Prodhon
Publisher : Rizzoli Publications
Page : 0 pages
File Size : 32,46 MB
Release : 2020-04-23
Category : House & Home
ISBN : 0847868303

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Liaigre invites readers on a world tour of its newest generation of interiors exemplifying the renowned French brand's masterful savoir-faire, pared-back elegance, and renewed vigor. In an exquisite volume, the illustrious French interiors house Liaigre takes us inside its latest cosmopolitan residences. For over thirty years Liaigre has solidified its signature excellent craftsmanship, precise aesthetic, and luxurious simplicity with a subtle eye for details; the house embodies elegant understatement, reminiscent of the most refined art de vivre. Following the departure of its visionary founder in 2016, Liaigre has been infused with new energy. Throughout the book's pages, readers will delve into character-filled interiors that speak to its vision for the future. A Japanese house overlooking hot thermal springs; a modernist palace in New Delhi (Liaigre's first project in India); a delicate renovation of a traditional local villa in St. Moritz; an update to a glamorous Parisian villa from the early twentieth century; and a modern reinterpretation of a Bavarian-style mansion in Munich--all of these projects and more represent manifestos of the "Liaigre style." Furthermore, a visual immersion into Liaigre's Paris studio offers a behindthe-scenes glimpse into the house's creative know-how. Featuring exceptional images from specially commissioned photoshoots and an engaging essay by French art historian Françoise-Claire Prodhon, this tome will delight new and old fans of Liaigre's designs as well as interiors aficionados everywhere.