Things I’ve
written
Category Creation (Wiley, 2019), plus the titles that feature my work or carry my endorsement.
Wiley · 2019
Category Creation
How to Build a Brand that Customers, Employees and Investors Will Love
Category Creation is the first book on the topic written by executives and marketers actively building new categories. It explains how category creation can be planned and orchestrated — it’s not about luck.
Written with lessons from leading Gainsight’s creation of the Customer Success category, plus stories from fellow category creators, the book lays out seven key principles — including the importance of building a community of early adopters around a shared problem.
- 01Identify the “go” and “no go” signals for category creation
- 02Activate customers and influencers as brand ambassadors
- 03Grow a community by investing in live events and experiences
- 04Prove the impact of category creation on growth and culture
What others say about Category Creation
“In the hierarchy of powers that determines the value of a company, category power is the highest, and if you are the company who creates and leads a new category, that is as good as it gets ever. Category Creation is a game plan for doing just that.”
Geoffrey MooreAuthor, Crossing the Chasm and Zone to Win“Gainsight is a great modern success story for this emerging business strategy — I'm excited to see Anthony share his playbook with the industry.”
Aaron LevieCEO, Box“The standard 'disruptor' playbook just doesn't work as well. Anthony's incredible tome gives you the playbook to creating, rather than reinventing, a category.”
Jason LemkinVC & Founder, SaaStr“I'm thrilled to see Anthony put pen to paper to demystify category creation and help other executives follow the lead of market makers like Gainsight and others.”
Sue BarsamianFormer Chief Sales and Marketing Officer, HPE Software“Anthony has been a student of this innovative business approach, and in Category Creation, invites other leaders to activate their courage to challenge the status quo.”
Keith KrachChairman & CEO, Ariba and DocuSignFeatured in leading business books
Let’s work
together.
Reach out for speaking opportunities, content partnerships, or media inquiries. I read everything that comes through.