Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands "The Uber of this" "The Salesforce of that" "It's like Instagram, but for..." There is no such thing as an original idea anymore – right? Actually, it turns out that the world’s most innovative companies have created so much more than just brand new products and technology. They've created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing. Or does it? Category Creation is the first and only book on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing, and more importantly, how it can be planned and orchestrated. It's not about luck. You can use the same tactics that other category-defining companies have used to delight customers, employees, and investors. There’s no better strategy that results in faster growth and higher valuations for the company on top. Author Anthony Kennada, former Chief Marketing Officer at Gainsight, explains how he led Gainsight in creating the “customer success” category, and shares success stories from fellow category-creators like Salesforce, HubSpot and others. It requires much more than just having the best product. You have to start and grow a conversation that doesn’t yet exist, positioning a newly discovered problem in addition to your company and product offerings. The book explains the 7 key principles of category creation, including the importance of creating a community of early adopters who will rally around the problem they all share—especially if someone will lead them. · Identify the “go” and “no go” signals for category creation in your business · Activate customers and influencers as brand ambassadors · Grow a community by investing in live events and experiences · Prove the impact of category creation investments on growth, customer success, and company culture Written for entrepreneurs, marketers, and executives from startups to large enterprises, Category Creation is the exclusive playbook for building a category defining brand in the modern economy.

A 2023 Lambda Literary Award Finalist in Nonfiction An Electric Literature “Most Anticipated LGBTQ+ Book of 2022” Selection A love letter to the legendary Black and Latinx LGBTQ underground subculture, uncovering its abundant legacy and influence in popular culture. What is Ballroom? Not a song, a documentary, a catchphrase, a TV show, or an individual pop star. It is an underground subculture founded over a century ago by LGBTQ African American and Latino men and women of Harlem. Arts-based and intersectional, it transcends identity, acting as a fearless response to the systemic marginalization of minority populations. Ricky Tucker pulls from his years as a close friend of the community to reveal the complex cultural makeup and ongoing relevance of house and Ballroom, a space where trans lives are respected and applauded, and queer youth are able to find family and acceptance. With each chapter framed as a “category” (Vogue, Realness, Body, et al.), And the Category Is . . . offers an impressionistic point of entry into this subculture, its deeply integrated history, and how it’s been appropriated for mainstream audiences. Each category features an exclusive interview with fierce LGBTQ/POC Ballroom members—Lee Soulja, Benjamin Ninja, Twiggy Pucci Garçon, and more—whose lives, work, and activism drive home that very category. At the height of public intrigue and awareness about Ballroom, thanks to TV shows like FX’s Pose, Tucker’s compelling narratives help us understand its relevance in pop culture, dance, public policy with regard to queer communities, and so much more. Welcome to the norm-defying realness of Ballroom.

Silicon Valley investor Ryn Brennan is on the verge of achieving everything she dreamed. She's succeeded in the male-dominated venture capital world, has a supportive husband, and is about to close the deal of her career. Everything is going exactly as planned, until she meets Carly, her husband's mistress, across the negotiating table. Carly clawed her way back from being a teenage runaway to become an accomplished scientist, caring single mom, and co-founder of her startup. Once she marries her loving fiancé, she'll secure the complete family she craves. But she's blindsided to discover her not so perfect fiancé is already married—to Ryn, her company's biggest investor. In an industry full of not-so-subtle sexism, can the two women rise above, and work together to overcome heartbreak, and ensure their success?

An introduction to category theory as a rigorous, flexible, and coherent modeling language that can be used across the sciences. Category theory was invented in the 1940s to unify and synthesize different areas in mathematics, and it has proven remarkably successful in enabling powerful communication between disparate fields and subfields within mathematics. This book shows that category theory can be useful outside of mathematics as a rigorous, flexible, and coherent modeling language throughout the sciences. Information is inherently dynamic; the same ideas can be organized and reorganized in countless ways, and the ability to translate between such organizational structures is becoming increasingly important in the sciences. Category theory offers a unifying framework for information modeling that can facilitate the translation of knowledge between disciplines. Written in an engaging and straightforward style, and assuming little background in mathematics, the book is rigorous but accessible to non-mathematicians. Using databases as an entry to category theory, it begins with sets and functions, then introduces the reader to notions that are fundamental in mathematics: monoids, groups, orders, and graphs—categories in disguise. After explaining the “big three” concepts of category theory—categories, functors, and natural transformations—the book covers other topics, including limits, colimits, functor categories, sheaves, monads, and operads. The book explains category theory by examples and exercises rather than focusing on theorems and proofs. It includes more than 300 exercises, with solutions. Category Theory for the Sciences is intended to create a bridge between the vast array of mathematical concepts used by mathematicians and the models and frameworks of such scientific disciplines as computation, neuroscience, and physics.

A short introduction ideal for students learning category theory for the first time.

Note about this ebook: This ebook exploits many advanced capabilities with images, hypertext, and interactivity and is optimized for EPUB3-compliant book readers, especially Apple's iBooks and browser plugins. These features may not work on all ebook readers. We organize things. We organize information, information about things, and information about information. Organizing is a fundamental issue in many professional fields, but these fields have only limited agreement in how they approach problems of organizing and in what they seek as their solutions. The Discipline of Organizing synthesizes insights from library science, information science, computer science, cognitive science, systems analysis, business, and other disciplines to create an Organizing System for understanding organizing. This framework is robust and forward-looking, enabling effective sharing of insights and design patterns between disciplines that weren’t possible before. The Professional Edition includes new and revised content about the active resources of the "Internet of Things," and how the field of Information Architecture can be viewed as a subset of the discipline of organizing. You’ll find: 600 tagged endnotes that connect to one or more of the contributing disciplines Nearly 60 new pictures and illustrations Links to cross-references and external citations Interactive study guides to test on key points The Professional Edition is ideal for practitioners and as a primary or supplemental text for graduate courses on information organization, content and knowledge management, and digital collections. FOR INSTRUCTORS: Supplemental materials (lecture notes, assignments, exams, etc.) are available at http://disciplineoforganizing.org. FOR STUDENTS: Make sure this is the edition you want to buy. There's a newer one and maybe your instructor has adopted that one instead.

A comprehensive reference to category theory for students and researchers in mathematics, computer science, logic, cognitive science, linguistics, and philosophy. Useful for self-study and as a course text, the book includes all basic definitions and theorems (with full proofs), as well as numerous examples and exercises.