Our blog

The Essential Components of a First Strike: Planning Your Category Reveal

Written by Jonathan Simnett

Published on 9 May 2025

The Essential Components of a First Strike: Planning Your Category Reveal

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

Why Marc Benioff’s `Trailblazer` should be on your Christmas reading list
20 December 2023

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

AI Data Centres. Can a District become a Category Leader?
19 December 2023

What is a Category Blueprint? And how does it differ from other business plans?

What is a Category Blueprint? And how does it differ from other business plans?
6 December 2023

Zoom to the office? How not to maintain Category Authenticity

Zoom to the office? How not to maintain Category Authenticity
6 December 2023

SaaS – Time for Re-Categorisation?

SaaS – Time for Re-Categorisation?
4 December 2023

Tesla’s `Disappointing` Results – Is Elon Really Bothered?

Tesla’s `Disappointing` Results – Is Elon Really Bothered?
27 November 2023

The Other Reason WeWork Didn’t Work

The Other Reason WeWork Didn’t Work
15 November 2023

The year of efficiency – lower your multiples and raise your sights

The year of efficiency – lower your multiples and raise your sights
14 June 2023

Is Creating New Categories Really `Too Hard`?

Is Creating New Categories Really `Too Hard`?
22 March 2023

How can we help?