To Create a New Category, Name the New Game

Brilliant category narratives evangelize a new discipline for winning—while positioning the old one as obsolete.


In the 1990s, I ran the New York City Marathon three times.

Each year, the night before the race, I would attend a carbo-load party at a popular running club. Joining hundreds of…



Andy Raskin
Firm Narrative

Helping leaders tell strategic stories. Ex @skype @mashery @timeinc http://andyraskin.com