category success tech

Impressionism and the 10 Rules of Category Success

The thing about Category design is that it’s often talked about just in terms of technology businesses. That’s fine, technology…

Read article

Nvidia chips

Pivot mastery: Nvidia’s AI Category journey

In a year of ongoing company consolidation and death in tech, GPU chipmaker Nvidia’s one-day market value increase this week…

Read article


The Hard Yards of Category Design

Much of the fun and all of the focus on Category Design happens in the early stages of the journey.…

Read article

Team blog

Keeping your Team Onboard your Category Journey

We’ve talked about in our podcast `The Difference Engine`, on the importance of getting board alignment, and the need to…

Read article

Category strike

The Magnificent Seven – the essential components of a first Category Strike

A first Strike is the moment you reveal your new tech Category to the world. You’ll never get  another chance…

Read article

AI collaboration

Bye-Bye Digital Assistance, Hello AI Collaboration

Life and death in Category is invisible to most. Not to the team at Categorical. We know the smartest tech…

Read article

post office

The Post Office Scandal – Endless state IT-related failure impacts Europe’s ability to produce Category leaders

The appalling Post Office Horizon scandal highlights a culture that makes central government, with some notable exceptions, `a dysfunctional buyer…

Read article

tech platform

Creating Value. Pivoting from a non-tech Category to a tech Platform

In the recent tech boom companies fell over themselves to convince investors and the markets that they were tech companies. …

Read article


Why Marc Benioff’s `Trailblazer` should be on your Christmas reading list

We’ve often quoted Eddie Yoon and Linda Deeke’s seminal Harvard Business Review work showing how Category leaders, and those that…

Read article


AI Data Centres. Can a District become a Category Leader?

London is the largest of the FLAP (Frankfurt, London, Amsterdam and Paris) data centre markets. Apparently that’s because of the…

Read article

Contact Us