Tag: ECONOMICS

“Category creators experience much faster growth and receive much higher valuations from investors than companies bringing only incremental innovations to market. Examining Fortune’s list of the 100 fastest-growing U.S. companies from 2009 to 2011, the Cambridge Group found that the 13 companies that were instrumental in creating their categories accounted for 53% of incremental revenue growth and 74% of incremental market capitalization growth over those three years.”

-Eddie Yoon and Linda Deeken, Why It Pays to Be a Category Creator,
HBR March 2013

ONE CEO PUT IT THIS WAY:

“I’d love to work on category creation, but who would I give the assignment to? My existing team is running the regular business, and my innovation team is focused on finding new products in our current categories.”

    -Eddie Yoon and Linda Deeken, Why It Pays to Be a Category Creator,
HBR March 2013

“Without testing ideas in market, you create a culture of politicians who sell, convince, and overrule.”

    -Eric Ries, The Lean Startup