The commercial logic of category design.
Articles, frameworks and reference pages on category design, category risk, GTM friction and the commercial cost of the wrong market frame. Written for founders, CEOs, boards and investors of B2B software, AI and data scale-ups.
Articles, frameworks and reference pages on category design, category risk and GTM friction.
When the market places you in the wrong frame.
Category risk is the commercial cost of being compared to the wrong companies, for the wrong reasons, inside a frame you did not choose. These pages explain how it starts, what it costs, and how to recognise it.
How companies control how the market understands them.
Category design is the discipline of deciding which problem the company owns, naming the category on its own terms, and building the logic that makes that position hold under execution pressure.
Category decisions at the board and investor level.
Category position is a board-level decision. It determines the comp set investors use, the narrative that governs funding conversations, and the multiple the market applies. These pages address category design at the company and sector level.