By Kendall Fisher, executive producer at Grow Wire
- Kevin Maney is an award-winning technology writer and coauthor of business books like “Play Bigger” and “The Two-Second Advantage.”
- In this episode of “The Grow Wire Podcast,” Maney explains the art of category design and the three biggest components to succeeding in it.
- He also dives into storytelling and why every branch of your company—not just the marketing department—needs to be aligned with your story strategy.
Historically speaking, most businesses have put their entire storytelling strategy in the hands of their marketing teams and left it there, expecting them to create it and carry it through both internally and externally.
But times are a changin’, and you’ll either keep up or find yourself wishing you did.
On this episode of “The Grow Wire Podcast,” we’re answering the question we know you just mumbled under your breath after reading those first two statements: But, but, but … why?
Our guest is Kevin Maney, an award-winning technology writer and author who’s penned highly-acclaimed business books like “Play Bigger,” “The Two-Second Advantage” and, most recently, “Unscaled: How AI and a New Generation of Upstarts are Creating the Economy of the Future.” He’s working with companies like Cisco, IBM and helped launch the technology section for USA Today.
Listen as Maney dives into category creation and why you simply can’t become a category king without first aligning your company and product to your category. He explains why storytelling is the key to doing this, and why it’s the only way to help your business along a path of growth and success.
Maney also breaks down some of the ways in which new technologies, like AI, are affecting major industries and allowing smaller, unscaled companies to outmaneuver the behemoths, especially as consumer behavior continues to change.
Hear about all of this and more by tuning in to the full podcast episode on Apple Podcasts, SoundCloud and YouTube. And as always, don’t forget to rate, review and subscribe.
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