Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love 1st Edition

4.9 out of 5 stars 15 ratings
ISBN-13: 978-1119611561
ISBN-10: 1119611563
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Editorial Reviews


"It has been a pleasure to partner with Gainsight since its earliest days in driving the creation of Customer Success as a true function in SaaS. Having been a category creator myself, it is a different journey, especially in the first years. The standard 'disruptor' playbook just doesn't work as well. Anthony's incredible tome does just that, for the first time in enterprise software. It gives you the playbook to creating, rather than reinventing, a category.”

― Jason Lemkin, VC & Founder, SaaStr 

“Customers create categories―not companies. Category Creation gives entrepreneurs and marketers from companies of all sizes and industries a blueprint for how to engage customers to validate, shape and advance the interests of your market.”

― Jill Rowley, Partner, Stage 2 Capital and Former Chief Growth Officer, Marketo

“In the hierarchy of powers that determines the value of a company, category power is the highest, and if you are the company who creates and leads a new category, that is as good as it gets ever. Category Creation is a game plan for doing just that.”

― Geoffrey Moore, Author, Crossing the Chasm and Zone to Win

“The ability to create a new category is not unique to startups. The largest companies in the world can play their advantages to build new markets and develop leadership positions within them. The tactics that Anthony lays out in Category Creation are just as relevant for today’s Fortune 100 companies as they are for earlier stage businesses.”

― Lori Wright, General Manager – Office, Microsoft

“We’ve reached a new era of software where companies are moving from IT stacks to cloud ecosystems―presenting today’s entrepreneurs with a unique opportunity to create net new categories of products that reinvent complex processes of the past with simple solutions for the digital age. Gainsight is a great modern success story for this emerging business strategy―I'm excited to see Anthony share his playbook with the industry."

― Aaron Levie, CEO, Box

“We are in the midst of a digital gold rush, as companies of all sizes are recognizing new market opportunities and creating movements behind those causes for their brands. I’m thrilled to see Anthony put pen to paper to demystify category creation and help other executives follow the lead of market makers like Gainsight and others.”

― Sue Barsamian, Former Chief Sales and Marketing Officer, Hewlett Packard Enterprise Software

“It always surprises me that category creation isn’t better understood and more enthusiastically embraced by business leaders. I’ve had the privilege of being a part of four great companies―GMF Robotics, Rasna, Ariba and DocuSign―and every time, category creation was a key to our success. Anthony has been a student of this innovative business approach, and in Category Creation, invites other leaders to activate their courage to challenge the status quo.”

― Keith Krach, Chairman & CEO, Ariba and DocuSign

From the Inside Flap

There's 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, the founding 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 seven 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.

Category Creation reveals how companies can win at business while being human first, as opposed to putting shareholder value at the forefront by any means necessary--even at the expense of employees and customers. With Category Creation as your guide, you will discover what it takes to live your purpose, value, and culture out loud and focus on the people in your market rather than just your product. Anthony also explains how to create a lifestyle brand for your category and activate customers to become brand ambassadors and much more.

Written for entrepreneurs, marketers, and executives from startups to large enterprises, Category Creation is the official playbook on how to start and grow a conversation that doesn't yet exist, successfully position a newly discovered problem, and build a category-defining brand in our modern economy.

Product details

  • Item Weight : 15 ounces
  • Hardcover : 240 pages
  • ISBN-10 : 1119611563
  • ISBN-13 : 978-1119611561
  • Product Dimensions : 5.9 x 1.2 x 9.1 inches
  • Publisher : Wiley; 1st Edition (October 15, 2019)
  • Language: : English
  • Customer Reviews:
    4.9 out of 5 stars 15 ratings

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Reviewed in the United States on August 1, 2020
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Reviewed in the United States on December 9, 2019
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Reviewed in the United States on May 3, 2020
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Reviewed in the United States on October 15, 2019
Reviewed in the United States on October 15, 2019
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Top reviews from other countries

Stephen Millard
5.0 out of 5 stars A guide to category creation for tech founders and marketers.
Reviewed in the United Kingdom on October 31, 2019
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Ben Crouch
5.0 out of 5 stars Aspirational and practical in one hit!
Reviewed in the United Kingdom on January 15, 2020
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