--- title: Unlocking Greater Market Share Through Category Design description: Discover how Eddie Yoon uses category design to help businesses claim their niche, share bold perspectives, and drive market innovation. image: https://blog.fitzmartin.com/hubfs/podcast_eddieyoon_featured.jpg --- [![FitzMartin](https://blog.fitzmartin.com/hubfs/Fitz-Logo-horiz-new-2.svg "FitzMartin")](https://www.fitzmartin.com/blog) [ Get In Touch ](https://www.fitzmartin.com/contact) [Podcast ](https://blog.fitzmartin.com/podcast) | Episode 73 # Unlocking Greater Market Share Through Category Design [Listen to episode](https://blog.fitzmartin.com/podcast/unlocking-greater-market-share-through-category-design#ListenToEpisode) ![podcast_eddieyoon_hero](https://blog.fitzmartin.com/hubfs/podcast_eddieyoon_hero.jpg) In this episode of the Centricity podcast, our host, Will Riley, meets with Eddie Yoon, one of the authors of [The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different](https://a.co/d/hieY7QV). They talk about the ultimate business strategy - category design - which uses a passion for change and the need to upend the status quo to drive innovation and growth. **Category Design - The Ultimate Strategy** - Instead of competing against other businesses or trying to come out at the top of your field, category design is about competing against the status quo. - Companies that subscribe to a “Be Different” mentality grow quickly, but many are too risk-averse to go in this direction. - Leaders in these businesses care deeply about their products and believe in what the company produces - they’re frustrated by current societal standards and want to create change. **Types of Category Designers** - Accidental designers are those who create something great that explodes but don’t know why and can’t replicate their success. - Serial designers are innovators who consistently create successful products that they support and care about. **Resources** Reach out to Eddie via email at [eddie@eddiewouldgrow.com](mailto:eddie@eddiewouldgrow.com) Follow Eddie on Twitter [@eddiewouldgrow](https://twitter.com/eddiewouldgrow?lang=en) [The 22 Laws of Category Design by Category Pirates, Christopher Lochhead, Eddie Yoon, Katrina Kirsch, Nicolas Cole](https://a.co/d/hieY7QV) - pick it up on Amazon Listen here or on [iTunes](https://podcasts.apple.com/us/podcast/eddie-yoon-unlocking-greater-market-share-through-category/id1472052181?i=1000635535671) • [Spotify](https://open.spotify.com/episode/4ZFn4GdvX1Bo1GETysKbml?si=b3ldrxO7RWiPRNP_Tv6GPg) [Download](https://blog.fitzmartin.com/hubfs/CEN_073.mp3) ##### Share #### Other Posts ## Discover More Insights, Thoughts, and Ideas ![](https://blog.fitzmartin.com/hubfs/podcast_lorisullivan_featured.jpg) [Marketing Technology: Making Sense of the Madness](https://blog.fitzmartin.com/podcast/marketing-technology/) ![](https://blog.fitzmartin.com/hubfs/podcast_seandoyle_featured.jpg) [Sales Enablement](https://blog.fitzmartin.com/podcast/sales-enablement-episode-4/) ![](https://blog.fitzmartin.com/hubfs/podcast_donaldkelly_featured.jpg) [Environment Management: Gifts and Late-Stage Sales](https://blog.fitzmartin.com/podcast/environment-management-using-gift-giving-to-build-relationships) ![](https://blog.fitzmartin.com/hubfs/podcast_lukeallen_featured.jpg) [The Role of Marketing in Late-Stage Sales, Part 1](https://blog.fitzmartin.com/podcast/the-role-of-marketing-in-late-stage-sales-episode-2/) ![](https://blog.fitzmartin.com/hubfs/podcast_lukeallen_featured.jpg) [The Role of Marketing in Late-Stage Sales, Part 2](https://blog.fitzmartin.com/podcast/the-role-of-marketing-in-late-stage-sales-episode-3/) ![](https://blog.fitzmartin.com/hubfs/podcast_donaldkelly_featured.jpg) [Commitment: Don't Lose Deals to Indecision](https://blog.fitzmartin.com/podcast/centricity-private-public-commitment-part-one) ![](https://blog.fitzmartin.com/hubfs/podcast_ianaltman_featured.jpg) [The Three Most Damaging Sales Tactics](https://blog.fitzmartin.com/podcast/the-three-most-damaging-sales-tactics) ![](https://blog.fitzmartin.com/hubfs/podcast_leemcknight_featured.jpg) [Terrible Sales Emails](https://blog.fitzmartin.com/podcast/terrible-sales-emails-episode-5/) ![](https://blog.fitzmartin.com/hubfs/podcast_seandoyle_featured.jpg) [The Value Triad](https://blog.fitzmartin.com/podcast/the-value-triad-episode-6/) ![](https://blog.fitzmartin.com/hubfs/podcast_lukeallen_featured.jpg) [Good Company Culture Will Improve Your Sales Force](https://blog.fitzmartin.com/podcast/good-company-culture-will-improve-your-sales-force/) View More Articles Are you ready to build something together? 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