Category Creation

Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands "The Uber of this" "The Salesforce of that" "It's like Instagram, but for..." There is 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, former 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 7 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. · Identify the “go” and “no go” signals for category creation in your business · Activate customers and influencers as brand ambassadors · Grow a community by investing in live events and experiences · Prove the impact of category creation investments on growth, customer success, and company culture Written for entrepreneurs, marketers, and executives from startups to large enterprises, Category Creation is the exclusive playbook for building a category defining brand in the modern economy.

Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands "The Uber of this" "The Salesforce of that" "It's like Instagram, but for…" There is 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, former 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 7 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. · Identify the “go” and “no go” signals for category creation in your business · Activate customers and influencers as brand ambassadors · Grow a community by investing in live events and experiences · Prove the impact of category creation investments on growth, customer success, and company culture Written for entrepreneurs, marketers, and executives from startups to large enterprises, Category Creation is the exclusive playbook for building a category defining brand in the modern economy.

The founders of a respected Silicon Valley advisory firm study legendary category-creating companies and reveal a groundbreaking discipline called category design. Winning today isn’t about beating the competition at the old game. It’s about inventing a whole new game—defining a new market category, developing it, and dominating it over time. You can’t build a legendary company without building a legendary category. If you think that having the best product is all it takes to win, you’re going to lose. In this farsighted, pioneering guide, the founders of Silicon Valley advisory firm Play Bigger rely on data analysis and interviews to understand the inner workings of “category kings”— companies such as Amazon, Salesforce, Uber, and IKEA—that give us new ways of living, thinking or doing business, often solving problems we didn’t know we had. In Play Bigger, the authors assemble their findings to introduce the new discipline of category design. By applying category design, companies can create new demand where none existed, conditioning customers’ brains so they change their expectations and buying habits. While this discipline defines the tech industry, it applies to every kind of industry and even to personal careers. Crossing the Chasm revolutionized how we think about new products in an existing market. The Innovator’s Dilemma taught us about disrupting an aging market. Now, Play Bigger is transforming business once again, showing us how to create the market itself.

Pork dorks. Craftsters. American Girl fans. Despite their different tastes, these eclectic diehards have a lot in common: they’re obsessed about a specific brand, product, or category. They pursue their passions with fervor, and they’re extremely knowledgeable about the things they love. They aren’t average consumers—they’re superconsumers. Although small in number, superconsumers can have an outsized impact on a company’s bottom line. Representing 10% of total consumers, they can drive between 30% to 70% of sales, and they’re usually willing to spend considerably more than the average consumer. And because they’re so engaged and passionate, they can offer invaluable advice to managers looking to improve their products, change their business models, energize their cultures, and attract new customers. In Superconsumers, growth strategy expert Eddie Yoon lays out a simple but extremely effective framework that has helped companies of all types and sizes achieve more sustainable growth: he’ll show you how to find, listen to, and engage with your most passionate and profitable consumers, and then tailor your decisions to meet their wants and needs. Along the way, he’ll let you into the minds and homes of superconsumers of all kinds, revealing what makes them tick and why they’re willing to spend so much more than other consumers. Rich with data and case studies of companies that have implemented superconsumer strategies with great success, Superconsumers is a fun, practical, and inspiring guide for anyone interested in making their best customers even better.

This volume contains the proceedings of ICCS 2003, the 11th International C- ferenceonConceptualStructures. Thisconferenceseriescontinuestobethemain forum for the presentation and discussion of state-of-the-art research on conc- tualstructures. Thetheories,methodologies,andtechniquespresentedherehave grown considerably in scope in recent years. On the other hand, solid bridges spanning the boundaries between such diverse ?elds as Conceptual Graphs, F- mal Concept Analysis, and others are increasingly being built in our community. The theme of this year’s conference was “Conceptual Structures for Kno- edge Creation and Communication”. In our increasingly (Inter)networked world, the potential support of information technology for the creation and commu- cation of quality knowledge is almost boundless. However, in reality, many c- ceptual barriers prevent the use of this potential. The main problem is no longer in the technological infrastructure, but in how to navigate, use, and manage the wealth of available data resources. Thus, the question is: how to create and communicate from data the information and ultimately the knowledge required by an ever more complex and dynamic society? Conceptual structures research focuses on what is behind and between the data glut and the information ov- load that need to be overcome in answering this question. In this way, our ?eld contributes important ideas on how to actually realize some of the many still ambitious visions. All regular papers were reviewed in a thorough and open process by at least two reviewers and one editor.

I.B. Tauris in association with the Institute of Ismaili Studies Among the considerable oeuvre of Muhammad al-Shahrastani (1086–1153), the prominent Persian theologian and heresiographer, the Majlis-i maktub ('The Transcribed Sermon') is his only known work in Persian. First delivered as a sermon in Khwarazm in Central Asia, this treatise invokes the theme of creation and command, providing an esoteric cosmological narrative where faith, revelation, prophecy and the spiritual authority of the Household of the Prophet are interwoven. The Majlis-i maktub further discusses themes such as the evolution of religious law (shari'at) and its culmination in the qiyamat (resurrection), the relation between free will and predestination, the interplay between the exoteric and esoteric aspects of faith, and the role and function of the Shi?i Imams in the cosmological narrative. This treatise is arguably the most dense expression of al-Shahrastani's thought, and it demonstrably indicates the Ismaili inclination of this Muslim scholar who has usually been regarded as a Shafi'i-Ash'ari. Daryoush Mohammad Poor's comparative study of this treatise and the corpus of Nizari Ismaili literature from the Alamut period (1090–1256) reveals the massive impact of al-Shahrastani's thought on every aspect of the doctrines of Nizari Ismailis.

Today there is a thriving 'emotions industry' to which philosophers, psychologists and neuroscientists are contributing. Yet until two centuries ago 'the emotions' did not exist. In this path-breaking study Thomas Dixon shows how, during the nineteenth century, the emotions came into being as a distinct psychological category, replacing existing categories such as appetites, passions, sentiments and affections. By examining medieval and eighteenth-century theological psychologies and placing Charles Darwin and William James within a broader and more complex nineteenth-century setting, Thomas Dixon argues that this domination by one single descriptive category is not healthy. Overinclusivity of 'the emotions' hampers attempts to argue with any subtlety about the enormous range of mental states and stances of which humans are capable. This book is an important contribution to the debate about emotion and rationality which has preoccupied western thinkers throughout the eighteenth and nineteenth centuries and has implications for contemporary debates.

Introduction to concepts of category theory — categories, functors, natural transformations, the Yoneda lemma, limits and colimits, adjunctions, monads — revisits a broad range of mathematical examples from the categorical perspective. 2016 edition.