Beware of Zed
In the book, Play Bigger by Al Ramadan, et al, there is a lot that can be learned about the Organizational risks and benefits to creating a new category. A new category is a new market space like Amazon with online shopping, Salesforce with CRM cloud software, and IKEA with furniture. I maintain that many of the risks identified don’t just apply to Category Creation but also to Digital Transformation. Both require a massive leap of faith. Category Creation is…