The Category Design Framework

We’ve partnered with numerous companies across the agricultural landscape and discovered that our Category Design approach thrives when tailored to match the company’s growth stage and organizational goals.

Category Design Framework Options

We offer you and your team three fundamentally different options for designing, dominating, and developing your new market category.

1. EMBED

2. ELEVATE

3. ENVISION

Our full-service category design methodology includes every step and deliverable needed to define, design, and dominate your category. This offering is ideal for mature companies in agriculture or agtech seeking to unlock transformative growth.

With EMBED, we become an integral part of your executive team for the first six months of your category design journey. Think of us as an embedded extension of your leadership, fully aligned with your vision and objectives. We'll guide you through your first Lightning Strike during this period, ensuring precision and impact.

Our agile category design methodology provides the essential steps and tools to define, design, and dominate your category. Developed for early-stage companies, ELEVATE helps you gain clarity and momentum within four months.

ELEVATE is a fast-paced, hands-on process driven by a series of workshop sessions that tackle vital questions, force tough decisions, and require thoughtful follow-up from your team. It's designed to create both immediate progress and long-term impact.

ELEVATE empowers your team by training a key executive to become a Category Design Lead—someone who can champion and integrate the methodology into your organization. A significant part of this process involves shifting your team's mindset and operations to align with category design principles, setting you up for sustainable growth and market leadership.

ENVISION is a highly structured, three-month engagement designed to equip early-stage companies with everything they need to define, develop, and dominate a new category. Through collaborative working sessions, we help your team craft category problem statements, solutions, names, blueprints, points of view, and initial Lightning Strike plans. These are the same essential elements of every Category Design project, but ENVISION delivers them on a faster timeline with fewer iterations, perfectly suited to the fast pace of agricultural innovation.

With ENVISION, you'll appoint an internal Category Design Lead who will collaborate closely with our team. Together, we'll prepare draft materials, guide workshops, and refine critical deliverables—ensuring alignment and strategic clarity. Along the way, your internal lead will gain hands-on experience with our methodology, preparing them to champion category design within your company.

ENVISION helps your team clarify your narrative, align your strategy, and establish your category early in the development process. By the end of the engagement, you'll have both the deliverables and the mindset to lead your market confidently into the future.

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