When I’ve talked about #categorydesign, I haven’t dug as deep into how you do it as I have about what it is. You need to hear from your customers, your employees, and your stakeholders about how they see what you do. Then take a stand! Really. You’ve got experience and expertise—take advantage of it and set your point of view. Once you know your value proposition and where you stand, then you can do the hard work of truly differentiating yourself in the marketplace.
Refocus for Reinvention
