Gifts from the talented Category Pirates
PRODUCT DESIGN: The purposeful building of a product and experience that solve the problem the category needs to solve. The goal here is what the business world traditionally calls Product-Market Fit. which we see as strategically flawed thinking. What you really want is Product-Category Fit
COMPANY DESIGN: The purposeful creation of a business model and an organisation with a culture and point of view that fits with the new category. The goal here is a company/category fit, meaning you have engineered the right business model and missionary team for the problem you are looking to solve.
CATEGORY DESIGN: The mindful creation and development of a new market category, designed so the category will pull in customers, who will then make the company its King or Queen. In marketing terms, this is about winning over popular opinion, and teaching the world to abandon the old and embrace the new.