‘Category Design’ noun.

The discipline of creating and dominating large markets for products or services to create massive business value.

There are those who lead and those who follow.

If you’re not designing your category with a view to leading it, someone else will.

Play Bigger defines a new core management discipline which brings together strategy organisational design and product development in one unified model.

Dave and Al are former entrepreneurs and operators turned category design coaches. We have founded and built companies, served as CMOs, CEOs and senior executives of large public technology companies. We became category design coaches after 20+ years of designing, developing and dominating market categories in the technology industry.


Play Bigger was founded in 2011. In 2016 the founders were joined by Kevin Maney to write Play Bigger: How Pirates, Dreamers and Innovators create and dominate markets for Harper Collins.

The science behind

Category Design

Category Design is an evidence-based discipline. Independent research proves Category Kings can take 80% or more of the economic value of their Category.

The time it takes to create and lead Categories also matters greatly.

The Harvard Business Review published research proving the ‘6/10 rule’ which shows US companies who can achieve a public listing are more likely to be the Category Kings.



BeCategorical is the only certified Category Design firm in Europe, the Middle East and Africa. Our practitioners have worked with the leaders of the earliest practitioners of Category Design as the discipline developed.

As part of a global network based in London, Singapore and Silicon Valley, we can help craft Category Kings which will bring unfair rewards to their creators and investors. 

With extensive experience of the challenges facing EMEA companies, we accelerate clients to Category Kings using the core principles of Category Design including ideation, blueprinting and Strike development.

Who we work with

and how we engage