Book Brief: Category Creation

How B2B SaaS Companies Can Create and Dominate New Industries

Brief Summary

Title: Category Creation: How to Build a Brand that Customers, Employees, and Investors will Love
Author: Anthony Kennada
Published: 2020 by Wiley
What It Teaches: Category Creation teaches companies (especially SaaS providers) how to create a new category. The core of the book is a chapter each on the “Seven Principles to Create (and Dominate) a Category.”
When To Use It: Category Creation describes the discipline as a “long term…