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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.

 

Umbrex is pleased to welcome Mark Organ with Categorynauts. Mark spent a couple of years at Bain as an Associate Consultant before founding and leading Eloqua, the category defining marketing automation company in 2000. Eloqua went public in 2012 and is now part of Oracle.

Mark then worked as an independent consultant helping Asia and North American SaaS companies go to market. In 2010 Mark founded Influitive, the category defining advocate community company, which today is scaling profitably. Today Mark is coaching category creating SaaS CEOs and also consulting on category discovery and development projects.