Category Design

category design is the practice of seeing new spaces, new strategic spaces and putting the language around that space to define it. It's like a n experience design or product design - these arew intentionally named it that way. The idea is that every company starts with the idea of product design. And so part of our point is that if you can have another person, yout like a chief category designer, whose job is to constantly keep an eye on the space you're going into then that's a very powerful way to basically build and sell and own a new market.