Category Kings win because they ultimately change the way people and businesses decide to spend their money. Starbucks achieved this by convincing people that they should spend $4 for a latte rather than 50 cents for a cup of coffee. Apple convinced people that they should buy into their entire smart phone ecosystem rather than treat a phone like a widget that gets bought every now and then. I bet some of your remember, before the iPhone shipped, there was a cool new phone every year. If Nokia had the best phone, I bought it. If the Motorola RAZR was the cool phone at the time, I bought it. But once the iPhone shipped, and the smartphone category was born, I became an iPhone person. My point of view had changed: The only question I’ve asked since 2007 is “when should I upgrade my iPhone?” I believe that Tesla is on the verge of achieving something similar in electric cars by causing people to buy into their entire “system” of the car, the software updates, the supercharger network, the auto-pilot that learns and adapts from other cars, etc. And how many of you took you first Lyft or Uber ride and said to yourselves “who needs taxis anymore?” These are all tangible examples of category creation at work.
Category Design involves taking proactive steps to become a “Category King.” Category Kings don’t just make something to sell to people; they introduce the world to a new category of product or service. They replace our current point of view with a new point of view. Steve Jobs’s second act at Apple was largely a story of creating new categories: The pocket digital music player, the smart phone, and the tablet. Amazon AWS created a new category of dynamically available services in the cloud. Salesforce, with it’s “no software” mantra, created the beginning of cloud-based applications. Lyft and Uber created the category of ride-sharing and TNCs. Category Kings even exist outside of business….such as Elvis Presley, the original Category King of Rock and Roll.
Distractions begin as a thought. Don’t allow your mind to wander at your peak times. You don’t want to be disorganized when you should be focusing on your work. It’s very hard to concentrate and be productive when you are constantly distracted. An organized mind can get most things done in a short time because you lose yourself in the process of work.