Are you chasing a crowded market instead of defining your own? Ever wonder why some companies seem to dominate their space while others struggle to get noticed? In this episode of the B2B Growth Blueprint Podcast, host Mark Osborne sits down with Kevin Maney — bestselling author of Play Bigger, award-winning journalist, and founding partner of Category Design Advisors. Kevin has helped startups and Fortune 500s alike uncover untapped opportunities and engineer market dominance through the discipline of category design. 

With decades of experience covering technology giants like IBM and coining strategies that shape the tech ecosystem, Kevin reveals how to spot the “missing thing” in the world, create the rules competitors must play by, and position yourself as the dominant design customers naturally gravitate toward. If you’ve ever struggled to stand out, this conversation will give you the blueprint for becoming the only logical choice in your market. 

Key Quotes: 

1. “Most companies start with product market fit. Category design flips it  market product fit comes first.” – Kevin Maney 

1. “Sell a worldview before you sell a product. If people believe your problem statement, you become the natural solution.” – Mark Osborne 

1. “Not every company needs to create a category, but if you want to change the way we work and live, it’s the best strategy.” – Kevin Maney 

Key Takeaways: 

- Identify a missing need before building a product. 

- Frame the problem and define the solution’s rules to shape your category. 

- Sell a belief system, not just features. 

- Use the pre-dominance phase to position yourself as the category’s leader. 

Links Mentioned: 

Pre-order The Transformation Principles on Amazon or Barnes & Noble 

Learn more about Category Design Advisors: https://categorydesignadvisors.com 

Book: Play Bigger by Kevin Maney, Al Ramadan, Christopher Lochhead, and Dave Peterson 

Book: Red Bottom Line by Kevin Maney[Text Wrapping Break][Text Wrapping Break]Conclusion:[Text Wrapping Break]Category design is more than a buzzword — it’s a strategic discipline that can determine whether your business becomes a leader or a follower. Kevin Maney’s insights show that winning a market isn’t about competing in the same race as everyone else, but about designing the race itself. Whether you’re a startup founder looking to disrupt an industry or a mature company ready for a strategic reset, the principles shared here can help you define the problem, shape the narrative, and position yourself as the dominant design. The companies that master this approach don’t just participate in markets — they create them.