Category Creation

In "Category Creation," author Anthony Kennada, former CMO at Gainsight, explores the art of developing entirely new market categories rather than just innovative products. This audiobook reveals how successful companies like Salesforce and HubSpot have crafted their own categories through strategic planning rather than mere luck, emphasizing the importance of engaging a community of early adopters. Kennada outlines seven key principles for category creation that enable businesses to achieve rapid growth and enhanced valuations by addressing shared customer challenges.