How Category Design Can Change the Story of Your Business

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This Week’s Episode:

I’m in the middle of rebranding my business. There are so many things I can do, so many things I want to do, yet I also want my brand positioning to be clear and attractive. I want others to love my brand as much as I do. As I’m working on this, I see a cartoon by Gaping Void that says, “Don’t be the best in the world at what you do. Be the only person in the world at what you do.”

Seeing that makes everything click. I think, “Yes! That describes my work which is unique in so many ways.” I already kind of am the only person doing what I do. And I really want to highlight that… but I need help. So my husband Mark, who I’ve grabbed in my excitement, says to me, “We gotta talk to Peter. This is his zone of genius.”

That first conversation with Peter changes everything. What he does is revolutionary in so many ways. And I’ve brought him onto the show today to discuss exactly what it is that he does and how he helps redefine business.

If you want to know:

What is category design, how does it help you understand your audience better, and what is the most common challenge when people start approaching business with this new way of thinking? How do you use it to attract potential customers or clients? And how did a customer survey company use category design and find itself worth several billion dollars more than competitors like Survey Monkey?

Get a pen and your replay button ready because this episode is chock full of priceless lessons you’ll want to listen to again and again!

What you will learn in this episode:

  • How to rethink your business positioning and make it unique
  • How POV storytelling in marketing messages differs from conventional marketing
  • How to use category design to spark intrigue in your business

Who is Peter?

As a graduate of Queen’s University in Kingston, Ontario, Canada, Peter Goldie has spent the past decade as an angel investor and used his knack for creating and launching market-dominating products to advise on business, strategy, and marketing. He honed his marketing expertise while in Brand Management at Procter & Gamble where he built revenue for brands such as Crisco, Pringles, and Ivory. Now his firm advises companies on the emerging concept of category design for business.

In addition, Peter founded two startups and has held several operational roles at different companies over the years. He served as GM and SVP at the top digital ecommerce agency Fluid and was the GM and VP at Macromedia where he helped make Flash the most distributed software worldwide. He also took on the position of GM at Alias/Wavefront where he assisted in the creation of the Computer Aided Industrial Design (CAID) category and the launching of the world’s leading 3D animation product, Maya (which won an Oscar for scientific and technical achievement).

Ready to be unforgettable? Good.

FREE TRAINING: LEARN THE #1 MOST IMPORTANT TOOL THAT YOU NEED TO SUCCEED

  • Increase your confidence
  • Build trust with prospects - fast
  • Stand out against competition
  • Captivate your audience
  • Be the one they remember

You’ll also receive storytelling secrets each week from our show.
One-click unsubscribe if you don't love the free training!

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Ready to be unforgettable? Good.

FREE TRAINING: LEARN THE #1 MOST IMPORTANT TOOL THAT YOU NEED TO SUCCEED

You’ll also receive storytelling secrets each week from our show.
One-click unsubscribe if you don't love the free training!

Image
Ready to be unforgettable? Good.

FREE TRAINING: LEARN THE #1 MOST IMPORTANT TOOL THAT YOU NEED TO SUCCEED

  • Increase your confidence
  • Build trust with prospects - fast
  • Stand out against competition
  • Captivate your audience
  • Be the one they remember
Image
Ready to be unforgettable? Good.

FREE TRAINING: LEARN THE #1 MOST IMPORTANT TOOL THAT YOU NEED TO SUCCEED

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"Storytelling is an art form - and Kymberlee Weil is the master! I’ve been fortunate enough to work with some of the most talented creatives in the world, and Kymberlee is close to the top of that list. She has an uncanny ability to uncover nuance and layers in a story - details often overlooked by the author - and has a deep understanding and connection with the value of well-executed presentation. Working with Kymberlee is more than a journey, it’s a transformative experience."
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JULIAN REEVE

SPEAKER, AUTHOR, FORMER MUSIC DIRECTOR OF HAMILTON
"Kymberlee helped me tremendously in the weeks leading up to my TED talk and afterwards. I have given hundreds of talks to audiences big and small. But the TED stage is a different beast -- every word matters.Kymberlee kept me on point, focused, and she took the time to figure out what my objectives really were and how to get me there. She is a true master of her trade and I am extremely grateful to have had the opportunity to work with and learn from her."
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JUNA KOLLMEIER

ASTROPHYSICIST, TED SPEAKER
"I thought I had public speaking down pat. I've addressed audiences all over the world ranging from 62 to 1000 people. But going into that red circle at TEDx, and connecting with a vastly diverse audience is like moving to another planet. Kymberlee made that move effortless and exciting. As a former Green Beret, I have followed a lot of quality leaders and coaches, and I would follow Kymberlee anywhere… Especially into the red circle."
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LTC (RET.) SCOTT MANN

GREEN BERET, ENTREPRENEUR, STORYTELLER, TRAINER, COACH, AUTHOR