How to Identify, Define and Win a New Market Category
Join us to hear Kevin Maney, bestselling author of "Play Bigger," share insights on using category design to develop your team’s strategy.
This is an in-person event.
Join us for the unique and exciting opportunity to hear Kevin Maney, renowned author of the bestselling book Play Bigger and founding partner of Category Design Advisors, guide your team in utilising category design to develop an impactful strategy and story. Moderated by our very own Senior Vice President, Dan Honeywell.
Most market categories are winner-take-most, while the followers scrap for market share. So the best strategy for success is one aimed at winning a category. “Category design” is a process and way of thinking that has helped hundreds of companies all over the world see a new space that needs to be created and take the initial steps toward dominating that space.
Be part of the game-changing session where the pioneering concept of category design, as revealed in the book Play Bigger, takes center stage. Discover practical exercises that will empower your team to use category design to kickstart your journey.
This is a must-attend event for anyone seeking to unlock the power of category design, revolutionise their market approach, and propel their company towards unrivalled success.
Agenda
18:00 - Doors open & networking
19:00 - Presentation
19:20 - Q&A
19:45 - Networking over snacks & drinks
Speakers
About Kevin Maney
Kevin Maney is a bestselling author, award-winning columnist, and partner at Category Design Advisors (CDA).
His critically-acclaimed book, Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets, introduced business to the idea of category design and has sold more than 150,000 copies worldwide. As a founding partner of CDA, Maney has helped leadership teams at hundreds of companies all over the world focus their strategic thinking through category design.
Maney’s most recent book is Intended Consequences: How to Build Market-Leading Companies with Responsible Innovation, co-authored with Hemant Taneja, managing director of VC firm General Catalyst. Maney and Taneja also collaborated on UnHealthcare: A Manifesto for Health Assurance, out in 2021, and Unscaled: How AI and a New Generation of Upstarts Are Creating the Economy of the Future.
He co-authored, with TIBCO CEO Vivek Ranadive, The Two-Second Advantage: How We Succeed by Anticipating the Future...Just Enough. Merging brain science and computer science, it was a 2011 New York Times bestseller and anticipated much of the conversation we’re now having about artificial intelligence.
Kevin also co-wrote Making the World Work Better, which marked IBM’s centennial in 2001. More than 600,000 copies are in print in a dozen languages. His other books include Trade-Off: Why Some Things Catch On, and Others Don't, The Maverick and His Machine: Thomas Watson Sr. and the Making of IBM and Megamedia Shakeout.
Maney has been a contributor to Newsweek, Fortune, The Atlantic, Fast Company, CNN and ABC News, among other media outlets. He was a contributing editor at Conde Nast Portfolio during its brief run from 2007 to 2009. For 22 years, Maney was a columnist, editor and reporter at USA Today.
He’s appeared frequently on television and radio, including CBS Sunday Morning and NPR, and lectures at conferences and universities, including New York University, UNC in Chapel Hill, and his alma mater, Rutgers.
Kevin lives in New York, and plays music with other New York rockers in a band called Total Blam Blam.
About Dan Honeywell (Moderator)
Dan Honeywell, Senior Vice President at EdenBase, is a seasoned entrepreneur with a proven record of building and scaling businesses. Notably, he grew his last venture in the Healthtech space from zero to a £95m/$120m valuation within five years.
His extensive founder-operator experience includes raising significant funds (£33m+/$40m+), building multi-disciplinary teams, and delivering world-first technologies. He has advised a wide range of rapidly growing companies at C-level across sectors like Digital Health, FMCG, Fintech, Media, Telecoms, and SAAS, including tech giants like LinkedIn as well as others such as Carlsberg, Lloyds TSB, BP, Boots, Blockchains, Almanac, OB10 (acquired by Tungsten), and Portrait Software (acquired by Pitney Bowes).
Honeywell, a graduate in Mandarin and Business from the University of Leeds, is a recognized industry leader, with collaborations with prestigious universities and multiple awards to his name. He serves on several boards, including the Young Presidents' Organization and Longevity startup HumanPeople, demonstrating his commitment to sharing his knowledge and experience.
Dan believes that success is built on collaboration, risk-taking, and hard work, combined with positivity and enjoyment. Away from work, he is a devoted family man who loves travel, history, and learning new languages.
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EdenBase is a fund, hub and ecosystem powering sustainable supergrowth with Frontier Technologies. By building a community and ecosystem, EdenBase supports portfolio companies to deliver responsible growth and valued impact to create a better future.