DAM The Demand: How To Redesign Your Category And Take 76% Of The Market

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here: categorypirates.substack.comMost businesses fight for demand.From early in life, we're taught to compete in a pre-existing game of comparison designed by someone else (read this sentence 3x) . And in doing so, we unconsciously submit to someone else's rules.In business, this seems smart. Buy Google Ads for the keywords that indicate someone is already shopping and yell, "Pick me! Pick me!" The unquestioned rationale is: demand exists, and if our business can tap into that existing demand, we will find customers - and customers lead to profits.There's just one problem.Businesses that compete for demand fall into product comparison conversations - often in categories with existing leaders. These people are not Pirates.In this "mini-book" you will learn:A proven method for introducing customers, consumers, and users to your new category of product, service, or idea.How to strategically use language to move people's thinking FROM the way it is (or used to be) TO the new and different way you are inventing.A step-by-step guide for naming your product, service, or idea so customers immediately "get it."How Peloton successfully "DAMed the Demand" and created a new category of spin classes "from home."And more.Short, sweet, and jam-packed with incredibly valuable insights, this "mini-book" is an in-depth look at one of the most powerful business and marketing strategies out there - and a crucial component to creating a new category in the world.