{"product_id":"9781956934373","title":"Living Your Category POV: Why Founder\/CEO-Problem Fit Defines Whether You Are A Missionary Or A Mercenary","description":"\u003cp\u003e\u003cstrong\u003eTo read this \"mini-book,\" as well as our entire archive of writing on Category Design, subscribe to Category Pirates here: \u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003ecategorypirates.substack.com\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eMany years ago, Kraft ran an internal survey.\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eThe 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?\"\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eTurns out, only 3 of the top 100 executives were Superconsumers of their own company's products.\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eOne executive said, \"I'd never feed my family this stuff.\"\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eThere'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.\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eThe 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.\u003c\/p\u003e\u003cp\u003eOr, said differently: does the founder live their POV?\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eIn this \"mini-book\" you will learn:\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eHow interviews with Bill Gates, Steve Jobs, Tim Cook, Sundar Pichai, and other tech CEOs reveal the issues with not \"eating your own dog food.\"\u003c\/li\u003e\n\u003cli\u003eExamples of living your category POV from leaders like Brian Chesky, Joe De Sena, Jack O'Neill, and Brittany Fuisz.\u003c\/li\u003e\n\u003cli\u003eHow to live, breathe, and sleep your product or service to send a signal of confidence about your business.\u003c\/li\u003e\n\u003cli\u003eTips to create a category that makes you feel the most fulfilled and like you're spending your life doing something that matters.\u003c\/li\u003e\n\u003cli\u003eHow to tell others about the problem you're determined to solve (and the solution you are bringing to the table), and SHOW them how you \"eat your own dog food\" too.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eShort, 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.\u003c\/p\u003e","brand":"Nicolas Mather","offers":[{"title":"Default Title","offer_id":46476967674097,"sku":"9781956934373","price":7.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0674\/5433\/7265\/files\/9781956934373_p0.jpg?v=1765887622","url":"https:\/\/shop.barnesandnoble.com\/products\/9781956934373","provider":"Barnes \u0026 Noble","version":"1.0","type":"link"}