Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love
Anthony Kennada
Nov 2019 · Gildan Media · Narrated by James Fouhey
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7 hr 2 min
Unabridged
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About this audiobook
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. 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.
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. 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.
About the author
Anthony Kennada, former Chief Marketing Officer at Gainsight, is currently Executive in Residence at Battery Ventures. He previously worked at Box, LiveOffice, and Symantec, and serves as an investor, advisor, and board member to software startups around the globe.
James Fouhey is an actor and AudioFile Earphones Award-winning narrator living in New York City. He received classical training at Boston University and the London Academy of Music and Dramatic Arts. He has recorded more than 150 audiobooks across a variety of genres.
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