Ep. 133: What Is Category Design? How to Stand Out in a Crowded Market

Most companies think they have a messaging problem. In reality, they haven't defined who they are and their place in the market. In this episode of #shifthappens, Mike Damphousse, co-founder of Category Design Advisors and co-author of The Category Creation Formula, breaks down why standing out goes beyond being better than the competition. When you own the category, the market doesn't compare you…