Category Creation Steps

From Play Bigger book

Part 2: Section 4

Who are the customers?

identify the kinds of people you are addressing

who are they? what do they do? why they. might want what we have.

What’s the problem they don’t yet know they have or can’t yet solve?

What are the from - tos?

what the solution?

the before - after situation

what situation are they coming from?

what is the new way of doing things? where are the going to?

What’s the new thing?

what is the new thing customer will do to make that journey?

describe the category

what is the impact on the customers?

keep it simple - two to 3 words

Address the following topics:

category landscape

category ecosystem

from to to journeys

category name and description

case for the new category

why the category should exist

what the world will look like if company creates and dominates the category

early draft game plan

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