Category Creation Is the Ultimate Growth Strategy
Harvard Business Review
SEPTEMBER 26, 2011
Having grown up in Hawaii, I have the utmost respect for Laird as a waterman. While I've helped many clients grow their products, brands, and overall businesses, there is nothing as exhilarating as helping a company create an entirely new category. Category creation requires innovation teams to re-think their role beyond just creating new products and services. This post is part of the HBR Insight Center Growing the Top Line. Laird Hamilton is my hero.