The 8 Category Levers: How To Build A Massive, Pacific Ocean-Sized Differentiation Moat

What happens when you take management principles and run them through the category design lens?

What happens when you think about every function in your company and ask, “How is this function helping us design and dominate our category?”

Well...

The way you think about each function changes.

One of the big mistakes people make is they think of category design as some kind of marketing exercise.

When really, category creation & category design have to do with the entire company. When you can view each of these different levers within your business through a category lens, you can achieve radical differentiation by implementing category design thinking on a 360 degree level.

In this “mini-book” you will learn:

• The 8 levers of category differentiation, and how each one of them work.
• Why Price, Branding, and Manufacturing are overrated differentiation levers, and which ones you should be focused on improving instead.
• How Royal Canin has grown the pet food category AND stolen market share from Hill’s by pushing and pulling multiple category levers.
• How Amazon has turned expenses into revenue streams and achieved and unparalleled level of category differentiation.
• And more

Short, sweet, and jam-packed with incredibly valuable insights, this “mini-book” is an actionable guide to creating massive differentiation in your business.