{"product_id":"category-creation-isbn-9781119611561","title":"Category Creation","description":"\u003cp\u003e\u003ci\u003e\u003cb\u003eLessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands\u003c\/b\u003e\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"The Uber of this\"\u003c\/p\u003e \u003cp\u003e\"The Salesforce of that\"\u003c\/p\u003e \u003cp\u003e\"It's like Instagram, but for…\"\u003c\/p\u003e \u003cp\u003eThere is no such thing as an original idea anymore – right? Actually, it turns out that the world’s most innovative companies have created so much more than just brand new products and technology. They've created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing.\u003c\/p\u003e \u003cp\u003eOr does it? Category Creation is the first and only book on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing, and more importantly, how it can be planned and orchestrated. It's not about luck. You can use the same tactics that other category-defining companies have used to delight customers, employees, and investors. There’s no better strategy that results in faster growth and higher valuations for the company on top.\u003c\/p\u003e \u003cp\u003eAuthor Anthony Kennada, former Chief Marketing Officer at Gainsight, explains how he led Gainsight in creating the “customer success” category, and shares success stories from fellow category-creators like Salesforce, HubSpot and others. It requires much more than just having the best product. You have to start and grow a conversation that doesn’t yet exist, positioning a newly discovered problem in addition to your company and product offerings. The book explains the 7 key principles of category creation, including the importance of creating a community of early adopters who will rally around the problem they all share—especially if someone will lead them.\u003c\/p\u003e \u003cp\u003e·       Identify the “go” and “no go” signals for category creation in your business\u003c\/p\u003e \u003cp\u003e·       Activate customers and influencers as brand ambassadors\u003c\/p\u003e \u003cp\u003e·       Grow a community by investing in live events and experiences\u003c\/p\u003e \u003cp\u003e·       Prove the impact of category creation investments on growth, customer success, and company culture\u003c\/p\u003e \u003cp\u003eWritten for entrepreneurs, marketers, and executives from startups to large enterprises, \u003ci\u003eCategory Creation \u003c\/i\u003eis the exclusive playbook for building a category defining brand in the modern economy.\u003c\/p\u003e \u003cp\u003eForeword xi\u003c\/p\u003e \u003cp\u003eAbout the Author xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I The Long-Term Greed of Category Creation 1\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eLessons from Amazon, Ariba, HubSpot, Qualtrics, SaaStr, Salesforce, and others\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 Category Creation: The Noble Marketing Strategy That Can Spark a Movement 3\u003c\/p\u003e \u003cp\u003eChapter 2 Why Brand is at the Heart of Category Creation in the Business-to-Human (B2H) Era 19\u003c\/p\u003e \u003cp\u003eChapter 3 The Six Challenges of Creating a Category (and How to Overcome Them) 31\u003c\/p\u003e \u003cp\u003eChapter 4 Special Considerations for Established Companies in Commoditized Markets 47\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Seven Principles to Create (and Dominate) a Category 57\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eLessons from DocuSign, Drift, G2, Influitive, Marketo, ServiceNow, and others\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 5 Live Your Purpose, Values, and Culture Out Loud 59\u003c\/p\u003e \u003cp\u003eChapter 6 Focus on the People in Your Market—Not Just Your Products 73\u003c\/p\u003e \u003cp\u003eChapter 7 Create a Lifestyle Brand for Your Category 93\u003c\/p\u003e \u003cp\u003eChapter 8 Grow a Community by Doubling Down on Live Events and Experiences 109\u003c\/p\u003e \u003cp\u003eChapter 9 Activate Customers as Brand Ambassadors 131\u003c\/p\u003e \u003cp\u003eChapter 10 Recognize That Analysts Don’t Create Categories, Customers Do 151\u003c\/p\u003e \u003cp\u003eChapter 11 Establish Trust at Scale Through Authentic Executive Communication 169\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Proving the Impact of Category Creation on Customers, Investors, and Employees 179\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 12 How to Connect Category Creation Programs to Growth for Executives and Investors 181\u003c\/p\u003e \u003cp\u003eChapter 13 The Intangible Benefits of Category Creation on Customer and Teammate Success 201\u003c\/p\u003e \u003cp\u003eAcknowledgments 213\u003c\/p\u003e \u003cp\u003eIndex 217\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eANTHONY KENNADA\u003c\/b\u003e is the founding Chief Marketing Officer at Gainsight. Anthony and his team are credited with having created the Customer Success category—a business imperative, profession, and software category that helps subscription companies grow sustainably by becoming customer obsessed. By focusing on human-first community building, content marketing, live events, and creative activations, Anthony and his team developed a new playbook for B2B marketing that both built the Gainsight brand and fueled the company's growth. Anthony has previously worked at Box, LiveOffice and Symantec, and serves as an investor, advisor, and board member to enterprise software companies around the globe.   \u003c\/p\u003e\u003cp\u003eThere's no such thing as an original idea anymore—right? Actually, it turns out that the world's most innovative companies have created so much more than just brand new products and technology. They've created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing. \u003c\/p\u003e\u003cp\u003eOr does it? \u003ci\u003eCategory Creation\u003c\/i\u003e is the first and only book on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing, and more importantly, how it can be planned and orchestrated. It's not about luck. You can use the same tactics that other category-defining companies have used to delight customers, employees, and investors. There's no better strategy that results in faster growth and higher valuations for the company on top. \u003c\/p\u003e\u003cp\u003eAuthor Anthony Kennada, the founding Chief Marketing Officer at Gainsight, explains how he led Gainsight in creating the \"customer success\" category, and shares success stories from fellow category-creators like Salesforce, HubSpot, and others. It requires much more than just having the best product. You have to start and grow a conversation that doesn't yet exist, positioning a newly discovered problem in addition to your company and product offerings. The book explains the seven key principles of category creation, including the importance of creating a community of early adopters who will rally around the problem they all share—especially if someone will lead them. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eCategory Creation\u003c\/i\u003e reveals how companies can win at business while being human first, as opposed to putting shareholder value at the forefront by any means necessary—even at the expense of employees and customers. With \u003ci\u003eCategory Creation\u003c\/i\u003e as your guide, you will discover what it takes to live your purpose, value, and culture out loud and focus on the people in your market rather than just your product. Anthony also explains how to create a lifestyle brand for your category and activate customers to become brand ambassadors and much more. \u003c\/p\u003e\u003cp\u003eWritten for entrepreneurs, marketers, and executives from startups to large enterprises, \u003ci\u003eCategory Creation\u003c\/i\u003e is the official playbook on how to start and grow a conversation that doesn't yet exist, successfully position a newly discovered problem, and build a category-defining brand in our modern economy.    \u003c\/p\u003e\u003cp\u003e\u003cb\u003eAN EXCLUSIVE LOOK INTO THE CATEGORY CREATION PLAYBOOK OF SOME OF THE MOST ICONIC BRANDS IN B2B, INCLUDING HUBSPOT, SALESFORCE, AND GAINSIGHT\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\"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. \u003ci\u003eCategory Creation\u003c\/i\u003e is a game plan for doing just that.\"\u003cbr\u003e \u003cb\u003e—GEOFFREY MOORE,\u003c\/b\u003e Author, \u003ci\u003eCrossing the Chasm\u003c\/i\u003e and \u003ci\u003eZone to Win\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e\"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 \u003ci\u003eCategory Creation\u003c\/i\u003e are just as relevant for today's Fortune 100 companies as they are for earlier stage businesses.\"\u003cbr\u003e \u003cb\u003e—LORI WRIGHT,\u003c\/b\u003e General Manager, Office, Microsoft \u003c\/p\u003e\u003cp\u003e\"Today's entrepreneurs [have] a unique opportunity to create net new categories of products that reinvent complex processes of the past with simple solutions for the digital age. Gainsight is a great modern success story for this emerging business strategy—I'm excited to see Anthony share his playbook with the industry.\"\u003cbr\u003e \u003cb\u003e—AARON LEVIE,\u003c\/b\u003e CEO, Box \u003c\/p\u003e\u003cp\u003e\"Companies of all sizes are recognizing new market opportunities and creating movements behind those causes for their brands. I'm thrilled to see Anthony demystify category creation and help other executives follow the lead of market makers like Gainsight.\"\u003cbr\u003e \u003cb\u003e—SUE BARSAMIAN,\u003c\/b\u003e Former Chief Sales and Marketing Officer, Hewlett Packard  Enterprise Software \u003c\/p\u003e\u003cp\u003e\"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 \u003ci\u003eCategory Creation,\u003c\/i\u003e invites other leaders to challenge the status quo.\"\u003cbr\u003e \u003cb\u003e—KEITH KRACH,\u003c\/b\u003e Chairman and CEO, Ariba and DocuSign  \u003c\/p\u003e\u003cp\u003e\"It has been a pleasure to partner with Gainsight since its earliest days in driving the creation of Customer Success as a true function in SaaS. Having been a category creator myself, it is a different journey, especially in the first years. The standard 'disruptor' playbook just doesn't work as well. Anthony's incredible tome does just that, for the first time in enterprise software. It gives you the playbook to creating, rather than reinventing, a category.”\u003c\/p\u003e \u003cp\u003e— Jason Lemkin, VC \u0026amp; Founder, SaaStr \u003c\/p\u003e \u003cp\u003e“Customers create categories—not companies. \u003ci\u003eCategory Creation\u003c\/i\u003e gives entrepreneurs and marketers from companies of all sizes and industries a blueprint for how to engage customers to validate, shape and advance the interests of your market.”\u003c\/p\u003e \u003cp\u003e— Jill Rowley, Partner, Stage 2 Capital and Former Chief Growth Officer, Marketo\u003c\/p\u003e \u003cp\u003e“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. \u003ci\u003eCategory Creation\u003c\/i\u003e is a game plan for doing just that.”\u003c\/p\u003e \u003cp\u003e— Geoffrey Moore, Author, \u003ci\u003eCrossing the Chasm\u003c\/i\u003e and \u003ci\u003eZone to Win\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e“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 and develop leadership positions within them. The tactics that Anthony lays out in \u003ci\u003eCategory Creation\u003c\/i\u003e are just as relevant for today’s Fortune 100 companies as they are for earlier stage businesses.”\u003c\/p\u003e \u003cp\u003e— Lori Wright, General Manager – Office, Microsoft\u003c\/p\u003e \u003cp\u003e“We’ve reached a new era of software where companies are moving from IT stacks to cloud ecosystems—presenting today’s entrepreneurs with a unique opportunity to create net new categories of products that reinvent complex processes of the past with simple solutions for the digital age. Gainsight is a great modern success story for this emerging business strategy—I'm excited to see Anthony share his playbook with the industry.\"\u003c\/p\u003e \u003cp\u003e— Aaron Levie, CEO, Box\u003c\/p\u003e \u003cp\u003e“We are in the midst of a digital gold rush, as companies of all sizes are recognizing new market opportunities and creating movements behind those causes for their brands. I’m thrilled to see Anthony put pen to paper to demystify category creation and help other executives follow the lead of market makers like Gainsight and others.”\u003c\/p\u003e \u003cp\u003e— Sue Barsamian, Former Chief Sales and Marketing Officer, Hewlett Packard Enterprise Software\u003c\/p\u003e \u003cp\u003e“It always surprises me that category creation isn’t better understood and more enthusiastically embraced by business leaders. I’ve had the privilege of being a part of four great companies—GMF Robotics, Rasna, Ariba and DocuSign—and every time, category creation was a key to our success. Anthony has been a student of this innovative business approach, and in \u003ci\u003eCategory Creation\u003c\/i\u003e, invites other leaders to activate their courage to challenge the status quo.”\u003c\/p\u003e \u003cp\u003e— Keith Krach, Chairman \u0026amp; CEO, Ariba and DocuSign\u003cbr\u003e\u003cbr\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988893352165,"sku":"NP9781119611561","price":34.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119611561.jpg?v=1761781949","url":"https:\/\/k12savings.com\/es\/products\/category-creation-isbn-9781119611561","provider":"K12savings","version":"1.0","type":"link"}