Category Creation

AN EXCLUSIVE LOOK INTO THE CATEGORY CREATION PLAYBOOK OF SOME OF THE MOST ICONIC BRANDS IN B2B, INCLUDING HUBSPOT, SALESFORCE, AND GAINSIGHT

"In the hierarchy of powers that determines the value of a company, category power is the highest, and if you are the company who creates and leads a new category, that is as good as it gets ever. Category Creation is a game plan for doing just that."
?GEOFFREY MOORE, Author, Crossing the Chasm and Zone to Win

"The ability to create a new category is not unique to startups. The largest companies in the world can play their advantages to build new markets. The tactics that Anthony lays out in Category Creation are just as relevant for today's Fortune 100 companies as they are for earlier stage businesses."
?LORI WRIGHT, General Manager, Office, Microsoft

> ?AARON LEVIE, CEO, Box

> ?SUE BARSAMIAN, Former Chief Sales and Marketing Officer, Hewlett Packard Enterprise Software

"It always surprises me that category creation isn't better understood and more enthusiastically embraced by business leaders. Anthony has been a student of this innovative business approach, and in Category Creation, invites other leaders to challenge the status quo."
?KEITH KRACH, Chairman and CEO, Ariba and DocuSign