Centered on effectively defining the problems our customers face, designing the solutions to those problems, and dominating a category you can create and own.
The problem in modern agricultural marketing is that virtually every discussion or decision about marketing is approached through a lens that says, "We are going to compete for existing market demand with a better product, a better brand, and a better talent pool."
But the best companies don't give us "better." They give us different.
Companies that succeed are problem-led. Not product-led. Not technology-led. Not even customer-led. They start by defining a problem so clearly, so compellingly, that it stops people in their tracks. Great companies don’t chase trends or build solutions looking for problems. They see what others overlook—a gap, a pain point, an inefficiency—and they make that their mission. Everything flows from the problem: the story you tell, the category you create, the loyalty you earn. Solve the right problem, and you’re not just building a business—you’re building belief.
Category design isn’t just a strategy; it’s a mindset. It’s created by those who dare to dream bigger, move faster, and think differently. The fearless don’t wait for markets to shift—they make the shift happen. These legends didn’t just innovate; they made sure the world understood why their breakthroughs mattered. They educated the market, reframed the conversation, and showed customers why it was time to abandon the old and embrace the new.
Creating a category isn’t a single step—it’s a journey to frame the problem, name the solution, and claim your place as the market leader. It starts by defining a problem so clearly that it changes the way people think. Then, you name the category, giving the market a new language to rally around. Finally, you claim the space by leading the conversation and owning the solution. The payoff? True category kings capture 76% of the market’s value, leaving competitors fighting over what’s left. This journey isn’t just about growth—it’s about transforming the market and owning the game.
Everything starts with the problem. To design a category, you have to articulate the pain point so clearly that it feels undeniable. What makes this issue unique? What insights or breakthroughs do you bring to the table? Identifying the problem is the first domino in the chain.
If that’s the problem, then how will you solve it? Naming the category gives shape to the solution and helps people understand the container for the idea. The best category names combine the market, the audience, and the nature of the problem. It’s not static—it evolves as your category and influence grow.
A category isn’t just an idea; it’s a system. Building a category blueprint shows how people, products, and processes come together to fulfill its potential. It’s a visual map that connects today’s solution with tomorrow’s possibilities, giving your audience a reason to believe in the future you’re creating.
A strong category is powered by a bold Point of View. Your POV reframes the problem, explains the cost of inaction, and lays out your vision for the future. Most importantly, it positions your solution as the only viable path forward.
Category design isn’t a solo mission. Mobilizing your team—and often an entire industry—is what takes your vision from concept to movement. This step unites your people around a shared purpose, aligning every department and initiative to drive the category forward.
Lightning Strikes are how you light the fire. These concentrated campaigns are designed to condition the world to see what you see. By targeting your market's biases and behaviors, you anchor your vision and create the momentum that positions your company as the category king.
Category design doesn’t end—it compounds. With every Lightning Strike, your category flywheel gains speed, expanding the scope of the problem you solve and deepening your advantage. This is how you maintain dominance, making your company synonymous with the category itself.
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