{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Cheat Code & Friends","title":"Category Creation, Problems and Storytelling - Season 5: Episode # 89","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/c2392e41\"></iframe>","width":"100%","height":180,"duration":3050,"description":"The best companies win by changing how buyers think about the problem.\n\nMike Damphousse joins the podcast to share the principles behind category creation and why most startups get trapped competing inside crowded markets they did not define. Drawing from his work with founders, investors, and high-growth companies, Mike explains how category design shifts the conversation away from product comparisons and toward strategic narrative.\n\nThis episode covers product-market fit, emotional storytelling, positioning, and why strong messaging starts with identifying the missing piece in the market. Mike also shares lessons from working with startups at every stage, how companies create momentum around new ideas, and where AI may reshape strategic consulting in the years ahead.\n\nChapters\n00:00 Introduction to Category Design and Founding Journey\n02:57 The Evolution of Green Leads and Category Design Advisors\n06:11 The Importance of Category Creation in Business Strategy\n09:01 Understanding Market Product Fit vs. Product Market Fit\n11:50 The Role of Category Designers in Business\n15:06 Challenges in Category Creation Mindset\n18:10 Marketing the Problem, Not the Product\n21:57 The Importance of Data in Category Design\n23:59 Aligning Organizations for Category Creation\n26:54 Deliverables and Execution in Category Design\n30:11 The Future of Category Creation in an AI World\n\n\nReferences in the Show:\nhttps://www.thecategorycreationformula.com/ \n\nhttps://www.categorydesignadvisors.com/category-design-rx/ \n\nQuote of the Show:\n“I'm so impressed with what anybody can do with AI today. It's going to change the way we work, but it's not going to take away the work. It's just going to change how we operate. The new electricity.” - Mike Damphousse \nWays to Tune In:\nSpotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 \nApple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 \nAmazon Music:...","thumbnail_url":"https://img.transistorcdn.com/AoPG3flkss3fsfc-m7ywyJ39XTunoIaKRubQ7PAkerg/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9lNWVl/YWZiNDRlMGVlYjVi/MmE4MzhjNWQ1ZWMz/NDZmMC5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}