Entering a Category Design project might seem like a significant commitment—and you’d be right. After all, it’s a move that will fundamentally shape a company’s strategy for years to come. But when it comes to choosing who should lead the charge, the decision isn’t always as clear-cut as it may seem.
The CEO or Founder: A Good Fit, but With a Caveat
In smaller companies or startups, the CEO or founder often takes the lead on transformative projects, and Category Design is no exception. The best CEOs or founders can embody the company’s vision and can drive change across all departments, a crucial aspect of the Category Design process. They are the ones with the authority and passion to push through the challenge, keeping everything aligned with the company’s goals.
However, there’s a catch. While the CEO or founder may take the reins at the start, board alignment and engagement are crucial. In larger companies—especially where Category Design might be part of a pivot strategy—the CEO’s day-to-day responsibilities may prevent them from managing the entire project. This is where delegation becomes essential.
Delegation is Key (But Abandonment is Not)
Delegating leadership is perfectly fine, if the CEO stays closely involved and visible. They must remain the figurehead for the project, providing ultimate responsibility, and maintaining momentum and urgency as the project unfolds. This commitment is especially important when “burning the boats” and fully committing to the new Category. The CEO’s presence should be a constant reminder that the company is not backing down, even as changes unfold across departments.
Key Leadership Roles Essential for Success
While the CEO plays a critical role in guiding the Category Design project, there are other leadership figures who should also be part of the process. From marketing to product strategy, here are the four key leadership roles—and one special position—that need to work together to make the project successful:
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Chief Marketing Officer (CMO)
The CMO should absolutely be a key player in leading the project. With a deep understanding of market dynamics, customer needs, and brand positioning, the CMO can guide the Category Design process from a marketing and branding perspective. But it’s important to note that Category Design impacts more than just marketing—it shapes the entire company.
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Chief Strategy Officer (CSO)
The CSO should be heavily engaged in the Category Design process. Responsible for long-term planning and strategic initiatives, the CSO brings the analytical skills and foresight needed to identify new market opportunities. They help shape the direction of the project, ensuring that it reframes customer needs in a way that supports the company’s broader strategic goals.
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Chief Product Officer (CPO)
Product leaders are essential to the Category Design project. The CPO understands the product’s current capabilities and how it can evolve into a new Category. Their deep connection to both development and market aspects is crucial in ensuring the new Category is viable and can successfully be introduced.
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Chief Innovation or R&D Officer
Innovation leaders have a unique role to play in Category Design. With their focus on developing new ideas and technologies, they help ensure that the new Category is distinct and compelling. Their understanding of innovation and emerging trends is key to executing a successful Category creation strategy.
The Unsung Hero: The Project Coordinator
While the above leaders are all essential to the success of a Category Design project, there is one key role that cannot be overlooked: the project coordinator. This person should not be one of the C-suite leaders, but rather someone with exceptional project management skills who can keep the project on track and ensure timelines are met. Without this role, the complexity of the Category Design process could derail progress and cause unnecessary delays.
The Missing Roles: Why Some C-Suite Positions Aren’t Leading
You may have noticed that some key C-suite positions are missing from this list—namely the Chief Revenue Officer (CRO), Chief People Officer (CPO), and Chief Financial Officer (CFO). While these roles are undeniably important to the overall health of the business, they’re not typically the leaders of Category Design projects.
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Chief Revenue Officer (CRO):
The CRO plays an essential role in delivering revenue and customer success, but their job tends to focus on keeping the day-to-day operations running smoothly. However, as the Category Design project progresses, the CRO must be consulted, particularly when the new Category requires changes to sales strategies or compensation plans. If not handled well, sales teams can resist change, especially if they fear it will impact their ability to meet targets. This is why it’s essential to bring the CRO into the conversation early, so they can help smooth the transition.
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Chief People Officer (CPO):
The CPO ensures the company’s talent is aligned with its goals, but in the context of Category Design, the team may need to adjust as new skills are required or existing employees decide to leave. As with the CRO, the CPO should be consulted early in the process, especially when it comes to planning for the organizational changes that come with Category Design.
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Chief Financial Officer (CFO):
The CFO plays a vital role in ensuring the numbers behind the project support its success. As the Category Design process unfolds, the CFO needs to plan for the financial implications of the new direction, adjusting forecasts and budgets accordingly. If not done correctly, the financial aspects of the project could undermine its success.
What Have We Learned?
Ultimately, the best person to lead a Category Design project is a strategic thinker, with a deep understanding of the market, strong leadership abilities, and the authority to influence the direction of the company. However, it’s not all about one individual. Category Design requires collaboration across various departments to succeed. The CEO or founder may be the key figurehead, but they must be supported by the CMO, CSO, CPO, and other leaders who bring unique perspectives to the table.
Category Design is a team effort – and, when the right people work together, it becomes a powerful strategy that can transform a company’s future.