Living Your Category POV
ebook ∣ Why Founder/CEO-Problem Fit Defines Whether You Are A Missionary Or A Mercenary
By Eddie Yoon
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To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:
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Many years ago, Kraft ran an internal survey.
The survey asked the company's top 100 executives which Kraft products they ate. "Which products do you buy a lot of? Which of these products do you love?"
Turns out, only 3 of the top 100 executives were Superconsumers of their own company's products.
One executive said, "I'd never feed my family this stuff."
There's an expression in business: "Eating your own dog food." Whether you "eat your own dog food" is a massive signal to customers, business partners, prospective hires, and investors.
The simplest way to tell when a company is creating a new category is to look at whether the founder(s) eat their own dog food.
Or, said differently: does the founder live their POV?
In this "mini-book" you will learn:
Short, sweet, and jam-packed with incredibly valuable insights, this "mini-book" how to develop your own unique category POV and live that POV out in the world.
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