Mike Damphousse's guest appearances

Mike Damphousse

B2B Growth

Business of Circularity with Stewart Hillhouse

Top Of Mind with Stewart Hillhouse

Healthcare Market Matrix

Kevin Maney

Anthony Kennada

Emily Lonetto

Mark Organ

Blake Emal

James Carbary

Michael Haynes

Katie Mitchell

Kyle Lacy

John Bonini

Yasmine de Aranda

Sarah Noel Block

Chantelle Marcelle

Angela Voss

Keith Graham

OwlTail

The Episode in 60 Seconds Change. Nothing is so constant as change. Technology is often the force that brings about change. When technology changes the way we accomplish simple or complex tasks, there’s a gap in understanding. People have a hard time getting from/to—from where they are to the new reality. Marketing leaders create the translation layer for users by designing new categories. On this edition of Studio CMO, we dive into:  What is category design? What Zoom did to be different Category design, at its core, is not marketing Would you like to be a Pepper? Inside a "lightning strike"   Our Guests Kevin Maney is a bestselling author and award-winning columnist. He is co-author of the book Play Bigger, and has been an A-list writer and thinker about technology for 25 years at multiple outlets including being a contributing editor at Conde Nast Portfolio, and as a columnist, editor and reporter at USA Today.  Kevin’s most recent book is UnHealthcare: A Manifesto for Health Assurance, which proposes a new category of healthcare. It is co-authored with Hemant Taneja of General Catalyst and Stephen Klasko, CEO of Jefferson Health. Kevin and Hemant also co-authored the 2018 book Unscaled: How AI and a New Generation of Upstarts Are Creating the Economy of the Future.  He also writes music for and plays in a New York band, Total Blam Blam. (Stay around for the end of the episode for a track from the band.) Mike Damphousse brings a hard-nosed, pragmatic aspect to category design, baked in from two decades as a company founder, CEO, CMO and sales executive. He understands how companies work and how to take a category plan from concept to implementation.  Mike was most recently founder and CEO/CMO of Green Leads, which introduced the pipeline generation category. He was previously CMO of Asteria, a data integration software company which went public on the Tokyo Stock Exchange. Show Notes  When technology comes into a world and it changes the way things are done, what happens is there's a gap that occurs and understanding, and that gap is really difficult for people to cross. That's where the world of category comes in. - John Farkas A great example of category creation occurred when Steve Jobs first introduced the iPad.    Category design is identifying a problem and delivering a solution that addresses the problem in a new way. Sometimes, category design occurs when a solution solves a problem users didn't even know they had. People think in terms of categories. That's the way we sort out a world full of lots of, lots of choices. - Kevin Maney Category design has a way of creating proprietary eponyms. Think Kleenex, Clorox, Phillips Head Screwdriver, Band Aid, and Jacuzzi... and now Zoom. Find out more about Eddie Yoon and Superconsumers. In a world of "Coke and Pepsi," be Dr. Pepper. Read the history of "Be a Pepper" on the official site of the Dr. Pepper Museum. 

The Episode in 60 Seconds Change. Nothing is so constant as change. Technology is often the force that brings about change. When technology changes the way we accomplish simple or complex tasks, there’s a gap in understanding. People have a hard time getting from/to—from where they are to the new reality. Marketing leaders create the translation layer for users by designing new categories. On this edition of Studio CMO, we dive into: <ul> <li><a href="#category" rel="noopener nofollow" target="_blank">What is category design?</a></li> <li>What Zoom did to be different</li> <li>Category design, at its core, is not marketing</li> <li><a href="#DrPepper" rel="noopener nofollow" target="_blank">Would you like to be a Pepper?</a></li> <li>Inside a "lightning strike"</li> </ul> Our Guests <a href="https://www.categorydesignadvisors.com/kevin-maney-" rel="noopener nofollow" target="_blank"></a>Kevin Maney is a bestselling author and award-winning columnist. He is co-author of the book <a href="https://amzn.to/2DRVWQq" rel="noopener nofollow" target="_blank">Play Bigger</a>, and has been an A-list writer and thinker about technology for 25 years at multiple outlets including being a contributing editor at Conde Nast Portfolio, and as a columnist, editor and reporter at USA Today. <a href="https://www.lulu.com/en/us/shop/stephen-klasko-and-hemant-taneja-and-kevin-maney/unhealthcare-a-manifesto-for-health-assurance/ebook/product-mmk994.html" rel="noopener nofollow" target="_blank"></a>Kevin’s most recent book is <a href="https://www.lulu.com/en/us/shop/stephen-klasko-and-hemant-taneja-and-kevin-maney/unhealthcare-a-manifesto-for-health-assurance/ebook/product-mmk994.html" rel="noopener nofollow" target="_blank">UnHealthcare: A Manifesto for Health Assurance</a>, which proposes a new category of healthcare. It is co-authored with Hemant Taneja of General Catalyst and Stephen Klasko, CEO of Jefferson Health. Kevin and Hemant also co-authored the 2018 book Unscaled: How AI and a New Generation of Upstarts Are Creating the Economy of the Future. He also writes music for and plays in a New York band, Total Blam Blam. (Stay around for the end of the episode for a track from the band.) <a href="https://www.categorydesignadvisors.com/mike-damphousse-about-us" rel="noopener nofollow" target="_blank"></a>Mike Damphousse brings a hard-nosed, pragmatic aspect to category design, baked in from two decades as a company founder, CEO, CMO and sales executive. He understands how companies work and how to take a category plan from concept to implementation. Mike was most recently founder and CEO/CMO of Green Leads, which introduced the pipeline generation category. He was previously CMO of Asteria, a data integration software company which went public on the Tokyo Stock Exchange. Show Notes When technology comes into a world and it changes the way things are done, what happens is there's a gap that occurs and understanding, and that gap is really difficult for people to cross. That's where the world of category comes in. - John Farkas A great example of category creation occurred when <a href="https://www.youtube.com/embed/0XJg74qnvxE" rel="nofollow" target="_blank">Steve Jobs first introduced the iPad. </a> Category design is identifying a problem and delivering a solution that addresses the problem in a new way. Sometimes, category design occurs when a solution solves a problem users didn't even know they had. People think in terms of categories. That's the way we sort out a world full of lots of, lots of choices. - Kevin Maney Category design has a way of creating <a href="http://www.rinkworks.com/words/eponyms.shtml" rel="noopener nofollow" target="_blank">proprietary eponyms</a>. Think Kleenex, Clorox, Phillips Head Screwdriver, Band Aid, and Jacuzzi... and now Zoom. Find out more about Eddie Yoon and <a href="https://amzn.to/2FpWrBG" rel="noopener nofollow" target="_blank">Superconsumers</a>. In a world of "Coke and Pepsi," be <a href="https://www.youtube.com/embed/jvCTaccEkMI" rel="nofollow" target="_blank">Dr. Pepper</a>. Read the history of "Be a Pepper" on the <a href="https://drpeppermuseum.com/are-you-a-pepper/#:~:text=The%20%E2%80%9CBe%20a%20Pepper%E2%80%9D%20campaign%20was%20introduced%20at%20the%201977,Bottler%20Meeting%20Las%20Vegas%2C%20Nevada.&amp;text=First%2C%20to%20hit%20the%20scene,many%20of%20the%20campaign's%20commercials." rel="noopener nofollow" target="_blank">official site of the Dr. Pepper Museum.</a>

019 | Inside Play Bigger and Category Design with Kevin Maney and Mike Damphousse | Studio CMO

In this episode of the Category Creation series, we talk to Kevin Maney and Mike Damphousse of Category Design Advisors. A time of crisis might seem like it's time to hunker down. But category design thinking can open up opportunities that can help you survive or even thrive. Kevin and Mike will explain how.

#CategoryCreation 21: Why Category Design Thinking Is Necessary In Times of Crisis w/ Kevin Maney & Mike Damphousse

What brands come to mind for these product categories: electric vehicle, tissue, ketchup. I’d be willing to bet you said Tesla, Kleenex, and Heinz. That's because those three brands all own the categories in which they compete. And what better way to dominate your category than by creating it yourself!In this episode, I’m joined by category designers Kevin Maney (https://www.linkedin.com/in/kevinmaney/) and Mike Damphousse (https://www.linkedin.com/in/damphoux/).Kevin co-authored the Category Creator handbook, Play Bigger, and has written extensively on the topic for Fortune, Fast Company, and The Atlantic. Mike is an experienced sales and marketing executive with two decades worth of experience and numerous businesses under his belt. Together, they are the founders of Category Design Advisors (https://www.categorydesignadvisors.com/). Get on the email list at topofmind.substack.com

What brands come to mind for these product categories: electric vehicle, tissue, ketchup. I’d be willing to bet you said Tesla, Kleenex, and Heinz. That's because those three brands all own the categories in which they compete. And what better way to dominate your category than by creating it yourself!In this episode, I’m joined by category designers Kevin Maney (<a href="https://www.linkedin.com/in/kevinmaney/" rel="nofollow" target="_blank">https://www.linkedin.com/in/kevinmaney/</a>) and Mike Damphousse (<a href="https://www.linkedin.com/in/damphoux/).Kevin" rel="nofollow" target="_blank">https://www.linkedin.com/in/damphoux/).Kevin</a> co-authored the Category Creator handbook, Play Bigger, and has written extensively on the topic for Fortune, Fast Company, and The Atlantic. Mike is an experienced sales and marketing executive with two decades worth of experience and numerous businesses under his belt. Together, they are the founders of Category Design Advisors (<a href="https://www.categorydesignadvisors.com/" rel="nofollow" target="_blank">https://www.categorydesignadvisors.com/</a>). Get on the email list at <a href="http://topofmind.substack.com" rel="nofollow" target="_blank">topofmind.substack.com</a>

A Masterclass on Category Creation with Kevin Maney and Mike Damphousse