Product strategy

Category definition, buyer of record and adjacent whitespace

Three things you can do with this

1. A published definition of the category you are competing in, with a stated test for what is in and what is out.
2. The named buyer of record per category, which is frequently not who the market assumes.
3. The boxes with the fewest credible entrants, and why.

What it costs

Nothing. Every research item, every category map, every failure case and the whole compliance calendar are open and free to read, with a citation string on each. We are paid through workshops and commissioned research, set out on the disclosure page.