Essential Listening for Progressive Brands

I’m liking this podcast more and more. The idea of category creation has been around for a bit now and has proven to be transformative for a lot of companies. But, for some reason, it hasn’t quite swept through the marketing community accordingly. This podcast feels like a well-planned, thoughtfully-paced walk through the key category creation process, issues and opportunities. Basically, these folks have a lot of expertise to share, but also include the audience in the journey of iteration and improvement on the art and practice.