Category Design
Without doubt my grasp of category creation was central to achieving the success we did with Coffee Nation.
Category design is for those entrepreneurs who rather than trying to fit in and be incrementally better than what already exists, instead want to stand out and make an exponential difference.
It is about creating different futures by creating new and different business categories; category design is not about competing, it’s about creating.
The first lesson to learn is that everything is the way it is because someone changed the way it was.
Before I founded Coffee Nation there was no premium quality self-serve takeaway coffee in the UK.
Creating the category of self-serve gourmet coffee I was able to change that and solve a problem no one knew existed, creating entirely new demand.
By owning our category we were able to scale fast, owning the majority of the profits in the sector and dominate the space for decades as Coffee Nation subsequently transitioned to Costa Express.
Distinct from my passion as a mentor, I will work with you through an immersive and intense process to develop your category. This transcends product, features and benefits and – if it can be achieved and it is if – can position your business as leader in a group of one – rendering competition irrelevant and bringing new to the world.
This is not for the faint hearted and takes real courage – being prepared to tear up your playbook – and move the world from where it is to somewhere different.
Get in contact with me for an initial exploratory discussion if this stirs you.
