When we do our weekly shopping at the grocery store, finding products is relatively easy because of the way food items are grouped throughout the aisles. That's the starting point for understanding category design in any business setting.

The authors of Play Bigger did not invent category design, but these gifted marketers gave this term and its underlying disciplines a name by studying more than five thousand businesses.

In this conversation, co-author Al Ramadan explains what category design along with some of the book's biggest ideas: the 6-10 rule, points of view, and different vs. better.

You'll also hear why Mark believes this book can be a replacement for strategic planning and why he loves chapter 10 of Play Bigger.