Take a Step towards Discovering a Growing Category
For the innovative entrepreneur and business leader who seek transformational categories, Mark Organ shares a comprehensive post that provides the key steps to take for this adventure in growth.
What entrepreneur does not dream of boldly leading the largest and most important company in a hot, rapidly growing category?
As I covered in How To Create A Transformational Category Like A Scientist, Salesforce, Peloton, and Uber are all examples of modern-day “category creators” that have captured our imagination while driving incredible wealth for society. Category creators who dominate their categories often are worth more than the entire prerequisite category they came from – and consistently generate more revenue (2.7x more) and market capitalization (4.2x more) than non-category creators.
I believe that software categories can be created with a systematic process. In over 25 years of category-creating entrepreneurship, including founding Eloqua and Influitive (and growing them both to 8-digit+ in ARR) – I have discovered, studied and applied this approach – and will now share with you what I have learned.
In this article, I’m going to talk about the 1st step in the category creation process: how to “discover” underserved heroes that will be massively elevated by powerful trends in technology and society – and show some category discovery examples.
But first, a disclaimer…
Key points include:
- My Category Discovery Journey
- Salesforce – A Category Discovery
- The Category Inception Pyramid
Read the full article, Discovering Your Transformational Categories like a Scientist, on LinkedIn.