Top Highlights

• Category design involves creating a great product (along with its experience), a great company, and a great category at the same time. It is a broad, deep discipline that impacts every part of a company and its leadership team.
• A company that best frames a problem is the company that often comes to define and take the category. Put another way: winning companies today market the problem, not just the solution.
• “We reinvented the category as something much more broadly applicable and more important for the world,”
• It had to convince people who were not data experts that they could get their hands on powerful, easy-to-use analytics.
• yet informed by a worldview forged in many corners of the world. Al is from Australia.