---
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.
---

[Podcast ](https://blog.fitzmartin.com/podcast)

# [Unlocking Greater Market Share Through Category Design](https://blog.fitzmartin.com/podcast/unlocking-greater-market-share-through-category-design)

 Written by [Admin](https://blog.fitzmartin.com/podcast/author/admin) | Nov 27, 2024 6:32:15 AM

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

[View full post](https://blog.fitzmartin.com/podcast/unlocking-greater-market-share-through-category-design)

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