Category Leadership: Setting the Foundations of Success
Episode #348: David Carrel, Former Global Marketing Leader at Thomson Reuters, Adobe, and AWS, explains how category leadership goes beyond thought leadership to shape how a market thinks. He outlines the foundations, from identifying a market shift and proving value through the product to building a shared narrative and company-wide operating system. He also explains how customer insight and cross-functional accountability help turn market leadership into action. “I view category leadership as shaping the market from the early days, beyond any one aspect or topic. It means shaping the menta…
