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Podcast: Pipeline Visionaries
Episode: Category Design and Surviving as a Startup
Description: This episode features an interview with Bruce Cleveland, author of the best-seller “Traversing the Traction Gap" and CEO of Traction Gap Partners, a Market Engineering advisory firm.Bruce outlines why most startups fail and explains market engineering, a term he coined  to represent the ideas around category design. He shares insights into creating a category and what goes into startup success. Key Takeaways:Market engineering involves the ideas around category design or redefinition thought leadership to create a category.There are distinct advantages to being a category leader; the category leader generates about 76% of all th...