The purpose of category creation, argue the guests in this episode of the podcast, isn’t just about making a dent in the way companies work and changing what people do every day… it’s about setting the price. And with that, comes creating the concept in people’s heads, defining the value, and setting the rules of the game. But when you’re going for a big change, you have to play by the current rules of the game, too...

The purpose of category creation, argue the guests in this episode of the podcast, isn’t just about making a dent in the way companies work and changing what people do every day… it’s about setting the price. And with that, comes creating the concept in people’s heads, defining the value, and setting the rules of the game. But when you’re going for a big change, you have to play by the current rules of the game, too...