Why it's worth paying a premium to own the Category King in the emerging or tangentially relevant category.
Maybe dying with you is the greatest gift a person can give.
Most writers spend their entire careers thinking in the context of “better.”
Category Design is a game of thinking.
Category Violence: the relentless exploitation of the incumbent’s voluntary immobility.
The ultimate guide to category differentiation.
This is how the creative process goes.
When companies compete on features, price, and “brand,” they drive down margins collectively, which limits growth—and the value of the category plummet…
Here's your treasure map.
Everything is, the way it is, because somebody changed the way it was.
If you win when your ecosystem loses, you are not long for this world.
“I thought I wanted X, but maybe what I really need is Y?”