Project Design

Five minutes until the interview begins. Fresh on the heels of her college graduation, Cameron Heart has landed an interview at a prestigious architecture firm. Four minutes until the interview. She knows she's only there because the owner, Grayson Cole, is her older sister's friend. Three minutes. For the last seven years, Grayson has been the most intimidating man Cammie has ever had the pleasure - or displeasure - of being around.

Innovative concepts, tools, and playbooks for discovering, defining, and taking charge of new market categories, by two of the leaders of the category design movement. The most exciting—and often most valuable—companies create, develop and win new categories of products or services. Examples...