Category Design and Surviving as a Startup

Category Design and Surviving as a Startup

Learn from Bruce Cleveland, CEO of Traction Gap Partners, about market engineering and what it takes to succeed as a startup.

Ian Faison
Ian Faison
No items found.
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link

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.

In this episode, 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 the profits from a category. While there is a first-mover advantage, there are also some associated challenges. 
  • Thought leadership is an essential component of creating a category. People want to be around peers they admire, so gathering the right people together leads to an eventual tipping point that makes it easier for a company to sell.

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Category Design and Surviving as a Startup

Learn from Bruce Cleveland, CEO of Traction Gap Partners, about market engineering and what it takes to succeed as a startup.

Ian Faison
Ian Faison
No items found.
Category Design and Surviving as a Startup
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link

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.

In this episode, 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 the profits from a category. While there is a first-mover advantage, there are also some associated challenges. 
  • Thought leadership is an essential component of creating a category. People want to be around peers they admire, so gathering the right people together leads to an eventual tipping point that makes it easier for a company to sell.

Stay up to date with weekly drops of fresh B2B marketing and sales content.

By registering, you agree that Qualified may process your personal data for events and marketing as set forth in our Privacy Policy
Thank you for subscribing. You’ll start receiving updates for Qualified+ shortly.
Oops! Something went wrong while submitting the form.

Category Design and Surviving as a Startup

Learn from Bruce Cleveland, CEO of Traction Gap Partners, about market engineering and what it takes to succeed as a startup.

Ian Faison
Ian Faison
No items found.
Category Design and Surviving as a Startup
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link

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.

In this episode, 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 the profits from a category. While there is a first-mover advantage, there are also some associated challenges. 
  • Thought leadership is an essential component of creating a category. People want to be around peers they admire, so gathering the right people together leads to an eventual tipping point that makes it easier for a company to sell.

Related content

Stay up to date with weekly drops of fresh B2B marketing and sales content.

By registering, you agree that Qualified may process your personal data for events and marketing as set forth in our Privacy Policy
Thank you for subscribing. You’ll start receiving updates for Qualified+ shortly.
Oops! Something went wrong while submitting the form.

Category Design and Surviving as a Startup

Learn from Bruce Cleveland, CEO of Traction Gap Partners, about market engineering and what it takes to succeed as a startup.

Category Design and Surviving as a Startup
Ian Faison
Ian Faison
|
May 27, 2025
|
X
min read
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link

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.

In this episode, 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 the profits from a category. While there is a first-mover advantage, there are also some associated challenges. 
  • Thought leadership is an essential component of creating a category. People want to be around peers they admire, so gathering the right people together leads to an eventual tipping point that makes it easier for a company to sell.
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