Pair a changing paradigm with a never-changing need and you can begin to develop the guiding principles of your category. The Fast Company Executive Board is a private, fee-based network of ...

Category creation means reframing the market around a new class of solution. It starts with educating your customers about ...

Many entrepreneurs and marketers grapple with a fundamental problem: how do you profitably enter and build revenues in hyper-competitive markets? Grabbing business from a competitor is a difficult and ...