What if your biggest business challenge isn’t your product or service, but the category it lives in, or doesn’t? This week we hear from Kevin Maney, co-author of Play Bigger and founding partner of Category Design Advisors, with a thought-provoking conversation on the power of category design. With host Tom Schwab, Kevin shares why creating a great product isn't enough—you have to name the problem, create the space your solution belongs in, and lead the market narrative that shapes how customers perceive and remember you.

Drawing on examples from iconic companies like Tesla and Amazon, Kevin explains how successful brands don’t just compete in existing markets - they create entirely new ones. He introduces the concept of the “adjacent possible,” showing how timing, technology, and human readiness intersect to make innovation stick. He also unpacks the idea of market-product fit, arguing that companies should design the market first, then build the product to fit, rather than the other way around.

Timestamps From This Episode:

[02:31] Designing a market category alongside your product.

[08:24] Timing and market readiness for new categories and products.

[12:25] Navigating the balance between tech ability and consumer acceptance.

[16:27] The importance of storytelling in category creation, including naming the villain.

[22:25] Market demand vs product fit.

Resources From This Episode:

CategoryDesignAdvisors.com

InterviewValet.com