“It has been a pleasure to partner with Gainsight since its earliest days in driving the creation of Customer Success as a true function in SaaS. Having been a category creator myself, I know it is a different journey, especially in the first years. The standard ‘disruptor' playbook just doesn't work as well. Anthony's incredible tome does just that, for the first time in enterprise software. It gives you the playbook to creating, rather than reinventing, a category.”

—Jason Lemkin, VC and Founder, SaaStr

“Customers create categories—not companies. Category Creation gives entrepreneurs and marketers from companies of all sizes and industries a blueprint for how to engage customers to validate, shape, and advance the interests of their market.”

—Jill Rowley, Partner, Stage 2 Capital,
and former Chief Growth Officer, Marketo

“In the hierarchy of powers that determines the value of a company, category power is the highest, and if you are the company that creates and leads a new category, that is as good as it gets ever. Category Creation is a game plan for doing just that.”

—Geoffrey A. Moore, Author, Crossing the Chasm and Zone to Win

“The ability to create a new category is not unique to startups. The largest companies in the world can play their advantages to build new markets and develop leadership positions within them. The tactics that Anthony lays out in Category Creation are just as relevant for today's Fortune 100 companies as they are for earlier stage businesses.”

—Lori Wright, General Manager, Office, Microsoft

“We've reached a new era of software where companies are moving from IT stacks to cloud ecosystems—presenting today's entrepreneurs with a unique opportunity to create net new categories of products that reinvent complex processes of the past with simple solutions for the digital age. Gainsight is a great modern success story for this emerging business strategy. I'm excited to see Anthony share his playbook with the industry.”

—Aaron Levie, CEO, Box

“We are in the midst of a digital gold rush, as companies of all sizes are recognizing new market opportunities and creating movements behind those causes for their brands. I'm thrilled to see Anthony put pen to paper to demystify category creation and help other executives follow the lead of market makers like Gainsight and others.”

—Sue Barsamian, former Chief Sales and Marketing Officer, Hewlett-Packard Enterprise Software

“It always surprises me that category creation isn't better understood and more enthusiastically embraced by business leaders. I've had the privilege of being a part of four great companies—GMF Robotics, Rasna, Ariba, and DocuSign—and every time, category creation was a key to our success. Anthony has been a student of this innovative business approach and, in Category Creation, invites other leaders to activate their courage to challenge the status quo.”

—Keith Krach, Chairman and CEO, Ariba and DocuSign