Where the category design curious go to become category design capable… Category Thinkers is a podcast dedicated to exploring and demystifying the world of category design. Our mission is to help you identify, understand, and apply category design principles to your own ventures, no matter the industry or stage of your business journey. We believe that embracing category design strategies can unlock the potential of any business or individual, and we aim to debunk the notion that its applica ...
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Adam Kimelman and Mike Morreale of @nhldotcom are your go-to resources on the NHL Draft. From ranking top prospects and dissecting team needs to chatting with scouts and executives and conducting mock drafts, NHL Draft Class provides comprehensive and exclusive coverage of the NHL Draft that can’t be found anywhere else.
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Pat Cullen, NHL Central Scouting; Top USHL & high school prospects
26:10
26:10
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26:10Pat Cullen of NHL Central Scouting joins co-hosts Adam Kimelman and Mike G. Morreale to discuss some of the top prospects from the United States Hockey League and U.S. high schools for the 2025 NHL Draft. Pat shares his opinions on several top prospects, including Madison linemates Ryker Lee and Mason Moe, Muskegon forward Ivan Ryabkin, and Edina H…
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Porter Martone, Brampton Steelheads captain; Nick Smith, NHL Central Scouting
44:54
44:54
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44:54NHL Draft Class is back from the NHL Scouting Combine and focused on the best of the Ontario Hockey League, starting with Brampton forward Porter Martone, who discusses his season, being a captain and his favorite backyard goalie, Jeff. Co-hosts Adam Kimelman and Mike G. Morreale also talk to Nick Smith of NHL Central Scouting to get his opinions o…
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NHL Scouting Combine Part II: Michael Misa and James Hagens
30:30
30:30
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30:30NHL Draft Class is back for another episode from the NHL Scouting Combine in Buffalo. This time two of the top centers join the podcast, with Michael Misa of Saginaw and James Hagens of Boston College both saying how they feel they're ready to jump right into an NHL lineup next season. Misa also touches on the possibility of playing with his brothe…
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NHL Scouting Combine Part I: Matthew Schaefer and Roger McQueen
38:26
38:26
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38:26NHL Draft Class is in Buffalo for the NHL Scouting Combine and co-hosts Adam Kimelman and Mike G. Morreale kicked off the week by speaking with two of the top prospects for the 2025 Upper Deck NHL Draft, Erie defenseman Matthew Schaefer and Brandon center Roger McQueen. Both players discussed their injury-riddled seasons, revealed how much of the c…
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David Gregory, NHL Central Scouting; NHL Scouting Combine Preview
31:30
31:30
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31:30The NHL Scouting Combine is one of the tentpole events on the way to the NHL Draft, and to talk about the 2025 Combine, NHL Central Scouting associate director David Gregory joins co-hosts Adam Kimelman and Mike G. Morreale. Gregory discusses why Buffalo is the perfect site for one of the most important events of the draft season, and covers some o…
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John Williams, NHL Central Scouting; Top WHL prospects
28:03
28:03
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28:03With the 2025 NHL Draft just one month away, NHL Central Scouting senior western scout John Williams joins co-hosts Adam Kimelman and Mike G. Morreale to discuss some of the top Western Hockey League prospects, including Seattle defenseman Radim Mrtka, Brandon center Roger McQueen, and Everett forward Carter Bear.…
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J-P Vuorinen, NHL European Scouting; Top International prospects
22:28
22:28
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22:28J-P Vuorinen, director of NHL European Scouting, joins co-hosts Adam Kimelman and Mike G. Morreale to discuss some of the top International prospects for the 2025 NHL Draft, with special focus on the top two players, Djurgarden teammates Anton Frondell and Victor Eklund. There's also some talk about the upcoming NHL Scouting Combine, and an update …
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J-F Damphousse, NHL Central Scouting; QMJHL top prospects
24:57
24:57
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24:57It's time to discuss the best 2025 NHL Draft prospects in the Quebec Maritimes Junior Hockey League, with NHL Central Scouting's J-F Damphousse joining co-hosts Adam Kimelman and Mike G. Morreale. We get J-F's expert analysis on several top players, including Moncton forward Caleb Desnoyers, and the former NHL stars that Desnoyers reminds him of.…
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Jason Bukala, Sportsnet scouting analyst; NHL Draft Lottery mock draft
36:16
36:16
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36:16We're talking about the NHL Draft Lottery with Sportsnet draft expert Jason Bukala. What does he think the New York Islanders will do with the No. 1 pick? What about the San Jose Sharks at No. 2? And where do Porter Martone, James Hagens, Roger McQueen and more fit into the 2025 NHL Draft puzzle. Plus co-hosts Adam Kimelman and Mike G. Morreale dis…
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S7: Al Jensen, NHL Central Scouting; Top Draft Goalies
31:00
31:00
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31:00NHL Central Scouting's goalie guru, Al Jensen, joins co-hosts Adam Kimelman and Mike G. Morreale to discuss some of the top goalies for the 2025 NHL Draft, including Joshua Ravensbergen of Prince George, Jack Ivankovic of Brampton, 2025 World Juniors hero Linards Feldbergs and more. There's also some news about the 2025 NHL Draft Lottery drawing.…
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S7: Dan Marr, Director of NHL Central Scouting; Final Rankings
37:13
37:13
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37:13NHL Central Scouting revealed its final rankings and Central Scouting director Dan Marr joins co-hosts Adam Kimelman and Mike G. Morreale to discuss them. Dan takes us inside the final meetings to tell us how Erie defenseman Matthew Schaefer ended up at No. 1 among North American skaters, plus shares his opinion on Brampton forward Porter Martone, …
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S7: Greg Brown, Boston College Head Coach; Mock Draft 1.0
41:55
41:55
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41:55It's time for the first mock draft of the 2025 NHL Draft season and co-hosts Adam Kimelman and Mike G. Morreale discuss who they think goes No. 1, which top-end center will be chosen first, where Roger McQueen lands and much more. They are also joined by Boston College head coach Greg Brown, who makes a case for why his player, forward James Hagens…
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Dan Marr, Director of NHL Central Scouting; midterm rankings
32:04
32:04
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32:04NHL Central Scouting director Dan Marr joins co-hosts Adam Kimelman and Mike G. Morreale to discuss Central Scouting's midterm rankings of the top North American and International skaters and goalies. Dan takes us in the meeting room to cover why Erie defenseman Matthew Schaefer is No. 1 on the list of North American skaters, gives an update on Bra…
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Scott Harris, former Director of amateur scouting operations; World Juniors recap
35:23
35:23
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35:23Scott Harris, former director of amateur scouting operations, joins co-hosts Adam Kimelman and Mike G. Morreale to discuss all the news coming out of the 2025 IIHF World Junior Championship. Harris shares his opinion on how some of the top NHL Draft-eligible players performed, including U.S. forward James Hagens, and forward Porter Martone and defe…
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S7: Chris Peters, FloHockey draft expert; World Juniors preview
41:37
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41:37Merry World Juniors, everyone! NHL Draft Class co-hosts Adam Kimelman and Mike G. Morreale are joined by FloHockey draft expert Chris Peters to get you ready for everything you need to know for the 2025 IIHF World Junior Championship in Ottawa. Among the topics covered are the potential impact of top 2025 NHL Draft prospects James Hagens for the Un…
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S7: CHL USA Top Prospects Challenge: Porter Martone & Michael Misa
32:22
32:22
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32:22NHL Draft Class co-hosts Adam Kimelman and Mike G. Morreale are back for Part 2 from the inaugural CHL USA Top Prospects Challenge in London and Oshawa, featuring some of the top players for the 2025 NHL Draft. Joining the show are two of the projected top-four picks, Brampton forward Porter Martone and Saginaw forward Michael Misa. They discuss th…
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S7: CHL USA Top Prospects Challenge: Matthew Schaefer & Malcolm Spence
27:44
27:44
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27:44NHL Draft Class co-hosts Adam Kimelman and Mike G. Morreale are live at the inaugural CHL USA Top Prospects Challenge in London, Ontario with some of the top players for the 2025 NHL Draft. Joining the show are Erie teammates Matthew Schaefer and Malcolm Spence, who discuss several topics, ranging from their play on the ice to their dancing and sin…
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S7: Dan Marr, Director of NHL Central Scouting; preliminary players to watch list
28:47
28:47
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28:47NHL Draft Class kicks off its seventh season with Central Scouting director Dan Marr joining co-hosts Adam Kimelman and Mike G. Morreale to discuss Central Scouting's preliminary players to watch list. Dan shares his scouting reports on A-rated forwards James Hagens of Boston College, Porter Martone of Brampton, Michael Misa of Saginaw and more, pl…
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S6: Craig Button, TSN director of scouting; 2024 NHL Draft look-back, 2025 look-ahead
44:12
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44:12It's time to put a bow on the 2024 NHL Draft, and TSN director of scouting Craig Button is the perfect guest to wrap up all that happened at Sphere in Las Vegas, from the biggest moments to the surprises, and the experience of having the draft in one of the most unique buildings on the planet. Craig also gives his early prediction on who the top th…
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S6: First Round Recap: Macklin Celebrini, Beckett Sennecke, Cayden Lindstrom & Tij Iginla
44:09
44:09
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44:09Adam and Mike recap the first round of the 2024 NHL Draft and discuss their favorite moments, biggest surprises and best stories of a memorable night in Las Vegas. They are joined by Macklin Celebrini, Beckett Sennecke, Cayden Lindstrom and Tij Iginla . The guys wrap the episode talking about the facts and figures of the first round and what teams …
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S6: Sam Cosentino, NHL Network & Sportsnet; NHL Draft preview
31:36
31:36
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31:36The 2024 NHL Draft has finally arrived, and Sam Cosentino of NHL Network and Sportsnet joins hosts Adam Kimelman and Mike G. Morreale to set up the big show at Sphere in Las Vegas. Cosentino gives his opinion on Macklin Celebrini's NHL future, what he would do if he was the Chicago Blackhawks making the No. 2 pick, if he would take Tij Iginla if he…
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S6: Janne Vuorinen, NHL Central Scouting; Top International prospects
24:59
24:59
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24:59Janne Vuorinen, chief European scout for NHL Central Scouting, joins hosts Adam Kimelman and Mike G. Morreale to discuss some of the top International prospects for the 2024 draft, including Nizhny Novgorod defenseman Anton Silayev and SKA St. Petersburg forward Ivan Demidov, each of whom could be selected in the top five. There's also talk about V…
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S6: Nick Smith, NHL Central Scouting; Top OHL prospects
24:57
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24:57Nick Smith of NHL Central Scouting joins hosts Adam Kimelman and Mike G. Morreale to discuss some of the top 2024 draft prospects from the Ontario Hockey League, among them Saginaw defenseman Zayne Parekh, Oshawa forward Beckett Sennecke, and defenseman Sam Dickinson and forward Sam O'Reilly of London.…
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S6: NHL Scouting Combine - PART II: Cayden Lindstrom, Zeev Buium & Cole Eiserman
41:19
41:19
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41:19Adam Kimelman and Mike Morreale sit down with top prospects Cayden Lindstrom (2:10), Zeev Buium (13:22) and Cole Eiserman (25:37). The guys get to know each prospect and discuss what makes each player special and highly rated prospects headed into this year's NHL Draft. Plus, find out where they project each guy goes as they reiterate their mock dr…
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S6: NHL Scouting Combine - PART I: Macklin Celebrini & Chris Morehouse
49:50
49:50
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49:50NHL Draft Class is at the 2024 NHL Scouting Combine in Buffalo. Macklin Celebrini, expected to be the No. 1 pick of the 2024 NHL Draft, joined the show (4:55) to discuss his season, how his meetings with the San Jose Sharks have gone and what will go into his decision to turn pro or return to college for another season. Co-hosts Adam Kimelman and M…
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S6: David Gregory, NHL Central Scouting & Jason Bukala, Sportsnet; NHL Scouting Combine preview
45:28
45:28
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45:28NHL Draft Class previews the upcoming NHL Scouting Combine with David Gregory of NHL Central Scouting, who shares his behind-the-scenes insight in how the Combine has grown, and his opinion on several top prospects for the 2024 NHL Draft. Sportsnet draft expert Jason Bukala also is on the show to talk Combine, a potential Memorial Cup bump for a co…
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S6: John Williams, NHL Central Scouting; WHL top prospects
29:50
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29:50John Williams of NHL Central Scouting joins hosts Adam Kimelman and Mike G. Morreale to discuss some of the top 2024 draft prospects from the Western Hockey League, among them Medicine Hat forward Cayden Lindstrom, and what Hockey Hall of Fame member Lindstrom reminds him of. Williams also touches on forwards Berkly Catton of Spokane and Tij Iginla…
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S6: Pat Cullen, NHL Central Scouting; Top USHL/NTDP prospects
26:19
26:19
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26:19Pat Cullen of NHL Central Scouting joins hosts Adam Kimelman and Mike G. Morreale to discuss some of the top 2024 draft prospects from the United States Hockey League and USA Hockey's National Team Development Program, among them NTDP forward Cole Eiserman and defenseman Cole Hutson, Muskegon forwards Sasha Boisvert and Matvei Gridin, plus Pat's me…
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With the San Jose Sharks winning the NHL Draft Lottery and the No. 1 pick in the 2024 Upper Deck NHL Draft, NHL Draft Class hosts Adam Kimelman and Mike G. Morreale go over their first mock draft, for the 16 teams in the lottery. They discuss the impact Macklin Celebrini is expected to have in San Jose, what the Chicago Blackhawks and Anaheim Ducks…
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S6: J-F Damphousse, NHL Central Scouting; Top QMJHL prospects
26:07
26:07
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26:07J-F Damphousse of NHL Central Scouting joins hosts Adam Kimelman and Mike G. Morreale to discuss some of the top 2024 draft prospects from the Quebec Maritimes Junior Hockey League, among them Chicoutimi right wing Maxim Masse, Rimouski defenseman Spencer Gill and Saint John left wing Eriks Mateiko. Adam and Mike also discuss the 2024 NHL Draft Lot…
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S6: Al Jensen, NHL Central Scouting: Top goalie prospects
28:51
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28:51Al Jensen, the goalie guru of NHL Central Scouting, joins the podcast to discuss the top goalies available, including Mikhail Yegorov of Omaha of the USHL and what pushed him up to No. 1 in Central Scouting's final ranking of North American goalies, Carter George from Owen Sound of the OHL, Lukas Matecha of Tri-City in the WHL and many more.…
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S6: Dan Marr, VP, NHL Central Scouting; Final Rankings
33:14
33:14
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33:14VP of NHL Central Scouting Dan Marr joins co-hosts Adam Kimelman and Mike G. Morreale to discuss Central Scouting's final rankings of the top North American and International skaters and goalies for the 2024 draft. Among the topics are how long it took to determine Macklin Celebrini would be No. 1, how Central parsed the top available defensemen, w…
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Voyage in Carving Out a Learning and Skill Development Category w/ Hywel Carver
57:11
57:11
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57:11In this podcast episode, Hywel Carver, CEO of Skiller Whale, shares his company's category design journey after attending a workshop by Category Design Advisors, sponsored by Concept Ventures. He discusses the challenges they faced in defining their offering and how the workshop, along with the book "Play Bigger," helped them create a new category …
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Designing a Category In an Old School Industry w/ Frederik Hendriksen
48:28
48:28
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48:28Commercial real estate isn’t usually a place that is associated with technological innovation, neither is the HVAC industry, but that makes it ripe for category design. Meet Frederik Hendriksen, the founder of Rensair. Explore their groundbreaking smart ventilation system, seamlessly integrating hardware and software to optimize energy efficiency a…
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S6: Jason Bukala, Sportsnet scouting analyst; NHL.com's Top 32
30:55
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30:55Sportsnet scouting analyst Jason Bukala joins hosts Adam Kimelman and Mike G. Morreale to discuss some of the top prospects for the 2024 NHL Draft. Bukala shares his NHL comparisons for consensus No. 1 pick Macklin Celebrini, discusses why he has forward Ivan Demidov of SKA St. Petersburg's junior team No. 2 on his top 40 ranking, what NHL player N…
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How to Right-Size the Problem You’re Solving w/ Lauren Pufpaf
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44:30In this episode, John Rougeux interviews Lauren Pufpaf, the President, COO, and co-founder of Feed Media Group. Lauren’s company was founded on the insight that apps need the right music experience to fully engage users. But as the company grew, they learned that they weren’t going after a big enough problem. Listen in to learn how Lauren and her t…
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Keeping Your Point Of View Unique In A Wave Of Competition w/ Brian Schiff
54:38
54:38
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54:38A.I. has created a massive shift in context, and with that comes massive opportunities for category designers, but it also means a flood of competitors into the same space. Brian Schiff had capitalized on this shift, focusing on leveraging A.I. to take customer support from a cost center to a profit center, and is now using category design to avoid…
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Al Ramadan of Play Bigger – Category Design Beyond Tech Startups – Changing the World
1:03:35
1:03:35
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1:03:35Al Ramadan is the CEO of Play Bigger, LLC and one of the co-authors of “Play Bigger,” and a dedicated board member of Save The Waves Coalition. In this replay of our live AMA event, we’ll dive deep into the art of category design. Discover how shifts in context—ranging from environmental changes to global events like pandemics, wars, or financial c…
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How Category Design Reveals Buyer Problems w/ Rebecca Kirstein Resch
51:41
51:41
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51:41In this episode, we interview Rebecca Kirstein Resch, the founder and CEO at inqli. Rebecca’s company is dedicated to helping workplace teams tap into the power of ‘tacit knowledge.’ She’s been using category design as a framework for uncovering new problems and now has a clear story about why a new type of solution called ‘social knowledge sharing…
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Why Vertical SaaS is Fertile Ground for Category Design w/ Nick Tippmann
47:09
47:09
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47:09In this episode, Nick Tippmann, former CMO of medtech company Greenlight Guru, joins Pablo, Damp, and John to break down his journey as a marketer turned investor. Nick shares why vertical SaaS companies should think like category designers and how he evaluates the category potential of early-stage startups. We discuss: How Greenlight Guru tipped f…
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How a Gartner Analyst Looks at Categories
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51:27
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51:27In this episode, we’re joined by Dan Gottlieb, a Senior Director Analyst at Gartner. Dan shares his take on how analysts like him define categories and when to establish a new one. He also unpacks how startups can stand out in crowded categories by defining their “critical capabilities” and shares how and when startups should educate analysts like …
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S6: Tij Iginla, Kelowna Rockets forward; CHL Top Prospects Game
18:31
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18:31NHL Draft Class is on the road in Moncton, New Brunswick for the CHL Top Prospects Game. Hosts Adam Kimelman and Mike G. Morreale talked to Tij Iginla, the No. 11 prospect on NHL Central Scouting's midterm rankings and son of Hockey Hall of Famer Jarome Iginla, about his season, crafting his own identity out of the spotlight of his father and the o…
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Sangram Vajre’s Events and Community Playbook
1:03:24
1:03:24
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1:03:24Sangram Vajre is one of the best-known category designers in B2B SaaS, with community and events being critical parts of his playbook. Not only did Sangram bring the account-based marketing category to life during his time at Terminus, but he's also used the same playbook to launch a successful paid community (Peak), and now a service business (GTM…
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S6: Dan Marr, VP, NHL Central Scouting; Midterm Rankings
29:37
29:37
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29:37NHL Central Scouting vice president Dan Marr joins hosts Adam Kimelman and Mike G. Morreale to discuss Central Scouting's midterm rankings of the top North American and International skaters. Dan goes in-depth on the NHL readiness of the No, 1 player, Boston University freshman forward Macklin Celebrini, the placement of NTDP star forward Cole Eise…
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Do You Need Category Design (Or Is It A Choice)? w/ Brad Luttrell
54:33
54:33
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54:33In this episode, Brad Luttrell joins us to talk through how he discovered category design a year and a half ago, why it was the strategy Holler Commerce needed to adopt, and what he has done to design social commerce as a service category ever since. He speaks with our co-founder, John Rougeux and Damp, about: Whether category design is a choice or…
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How Category Memetics Can Help A New Category Stick w/ Ken Rutsky
53:18
53:18
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53:18In this episode, Ken Rutsky joins us to explore a concept he calls ‘category memetics.’ It’s the idea that new categories can act like memes – they can enter the mind, replicate, and rapidly spread to others. Ken shares his insights on how to create a successful category meme and unpacks some of the research he uncovered that led to these insights.…
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3 Tools for Category Concepts w/ Josh Lowman
1:04:40
1:04:40
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1:04:40It takes a lot of time and commitment to write a great strategic narrative, but if you can use battle tested frameworks, they will save you time, money and even heartbreak. Strategy and brand design expert Josh Lowman walks us through the three tools he uses to quickly pitch and vet new category ideas, and engages with our community in our monthly …
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Getting Analysts To Buy Into Your Category Design w/ Scott Albro
53:23
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53:23Scott Albro, co-founder and CEO of Goldie shares his insights on why analyst buy-in is crucial for category success, strategies for effectively communicating your category vision, and real-world examples from his time at TOPO. For those unfamiliar, TOPO, Inc. was a research and advisory firm that provided insights and consulting services to high-gr…
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S6: Steven Ellis, Daily Faceoff; 2024 World Junior Championship preview
31:40
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31:40Steven Ellis, associate editor and prospect analyst for Daily Faceoff, joins hosts Adam Kimelman and Mike G. Morreale for an in-depth preview of the 2024 World Junior Championship, with a special focus on top 2024 NHL Draft prospects Macklin Celebrini of Canada, Zeev Buium of the United States, Konsta Helenius of Finland and more. There's also some…
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How to Condition The Market w/ David West, CEO of Proscia
51:21
51:21
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51:21Innovative companies must convince buyers and analysts why their solutions differ from the status quo, and why that difference matters. But sometimes, developing the right narrative can be a challenge. This is where a well-crafted point of view (POV) can help. In this episode, we’re joined by David West, co-founder and CEO of Proscia. After attendi…
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