We partner and Catalyze you to Design your Category
To truly dominate your market, you need to create it. That’s what category designers do. It gives your customers and market a new way to think, to do business, and often solving a problem that people didn’t even know existed.
The strategy to cut through this volume of noise and choices, is category design: The Category is the New Strategy.
Read more about category design at our Perspective.
It’s not about “better”, it’s about a new way to look at a problem; it’s about differentiation. It’s about you introducing a new category or service, with an entirely new point of view. Category creation and evolution happens and evolves every day, all around us.
For every problem however, there may be hundreds of different approaches or permutations, enabled by cloud infrastructure and delivery options, lean start-ups, and ever-present networks and connectivity.
It’s not about disruption for disruption’s sake. The most exciting companies create their new realities to cut through the volume of noise and choices. The strategy is category design: The Category is the Strategy.
We work with you to explore the problem you are solving today, and critically what you will be solving into the future. Using a proven process and methodology we drive an aligned, clear understanding by the management team around the problem definition today, and into the future. We define and design this new category, what it stands for, what problem it solves and what it feels for a consumer or a company to have the problem solved.
We work alongside you for the entire process, and from the problem clarity and category defined and named, we help you build the foundational components to make the category truly credible and “real”. You need to be able to show your “Blueprint” for your technology, innovation, and market leadership into the future. It is not only what your solution does today, but what will it solve into the future? This also means a clear category ecosystem map which shows the other technologies, API’s, service providers, government agencies, certifications, analysts…. and demonstrates the category extends beyond your own technology or service.
A Category cannot exist with only your company and solution. You also need a powerful and clear “map” that shows where your service, technology, platform fits into an overall market and ecosystem of adjacent, relevant players. It validates your Category and places you ready to build and articulate your point of view. Not the “elevator pitch” which is a condensed highlight, but the deeper story and narrative that really makes it “pop” when audiences hear it.
Go To Market Plan
At this point we are ready to roll! To execute effectively and cut through all the market noise, we help you to leverage your powerful, new Point of View, and build a Lightning Strike strategy and detailed plan. This will ensure that your Point of View and you are “heard’ in the marketplace when you launch or update the category you are designing and dominating. It’s a proven approach, and the Out-Position team has driven legendary Lightning Strikes in-house as well as working with clients.
And the overwhelming historical data shows that the company that defines the category is best positioned to dominate it. When then happens, on average, the Category King takes 76% of the overall market valuation.
The Out-Position team has experience and a track-record that you can leverage and catalyse for your category strategy and design. Out-Position currently has direct staff in Sydney, Melbourne and Singapore, and we are also part of a unique, global network of category designers. We are the exclusive Asia Pacific affiliate of Play Bigger Advisors (who are California based). Out-Position founding members have worked with the Play Bigger team since 1999.
The network also includes Category Design Advisors Co. based on east coast USA, and Categorical for Europe and the Middle East. The global team and network ensures we have global coverage, perspective, and resources to cover your market needs.
If you want to see more about our latest thinking on category design and different perspectives from across our network, then visit our out-position/perspective.com section.