Eddie Yoon | Unlocking Greater Market Share through Category Design - 073

Nov 21, 2023

In this episode of the Centricity podcast, our host, Will Riley, meets with Eddie Yoon, one of the authors of The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different. They talk about the ultimate business strategy - category design - which uses a passion for change and the need to upend the status quo to drive innovation and growth.

Category Design - The Ultimate Strategy

• Instead of competing against other businesses or trying to come out at the top of your field, category design is about competing against the status quo.

• Companies that subscribe to a “Be Different” mentality grow quickly, but many are too risk-averse to go in this direction.

• Leaders in these businesses care deeply about their products and believe in what the company produces - they’re frustrated by current societal standards and want to create change.

Types of Category Designers

• Accidental designers are those who create something great that explodes but don’t know why and can’t replicate their success.

• Serial designers are innovators who consistently create successful products that they support and care about.

Resources

Reach out to Eddie via email at [e-mail]

Follow Eddie on Twitter @eddiewouldgrow

The 22 Laws of Category Design by Category Pirates, Christopher Lochhead, Eddie Yoon, Katrina Kirsch, Nicolas Cole - pick it up on Amazon