Chapter Chapter 2 2 I’ve mI’vead em itad mye it lif mye’s lifworke’s work to b etterto better under understands tandthe dyna the dynamics manicsd and proceprocesses ofsses buil ofd binguil dtraning stranformativesformative empire empire categories categories. I’ve . studieI’ve studied d dozednsoze ofns c aoftegories categories and theirand theirkey creators,key creators, and I’veand beenI’ve been a mai an main driverd riverbehi nbdehi twond twocategories categories as an as entrepreneu an entrepreneur. Ther. Thefirst firstis th e is the cloudc-blouased-bd asemard kmetiarnkgeti anutomationg automation categor category, whichy, which has hbecomas become e a traan strforanmsforativemative empir empire, worthe, w orthmore more than than$10 $10billion billion today today — as — as exemeplifiedxemplified by Eloqua,by Eloqua, whi cwhih wechn twe publicnt public in 2012 in 2012 and andwas wassold sold to Ortoac leOr acforle nearly for nearly $1 b illion$1 billion in 2013. in 2013. The seconThe second is thed is advothe advocate cate markmaetinrkgeti cantegorg category, whichy, which is growing is growing very veryquickly quickly and isan edx emplifieis exemplified d by myby c myurre cnut rreconmt pancomypan, Inflyu, Inflitiveu.itive. ReflecRtingeflec tingon whaton what I’ve leI’vearne leda rneabdout ab theout trtheans trforansmativeform ativeempir ee mpire categorycategory creation creation, I have, I hidaentifieve identified patterd pnsatter thnsat, thwheat,n whe combn cionmbed,i nbeuildd , build a repea arepetableat frabamele frwameorkw: ork: 1. Identify underserved heroes who will be elevated by 1. Identify underserved heroes who will be elevated by disruptive technology and trends.disruptive technology and trends. 2. Solve their problem with a transformational product and 2. Solve their problem with a transformational product and business model.business model. 3. Build a movement. Celebrate the heroes and mobilize them 3. Build a movement. Celebrate the heroes and mobilize them with a galvanizing idea.with a galvanizing idea. Discover and Develop the CategoryDiscover and Develop the Category A lotA of lot wo ofu ld-bewould-be entrepre entrepreneursn eaurers s atyrem iestydm byie dthe by lacthek oflac ak killeof ar killer idea. idThisea. Thisis unfort is unfortunateu nasate so as man so yman greya tgre neawt nceowm paconmiepas ncoieusl dc obue ld be createcred aotherwisted otherwise. Rathere. Ra ththeran thwaaniting wa itingfor a forge nai uges nnieuws nprodew ucprodt iducea t idea to cotom eco tom mie tond mi, I naddvocate, I advocate stron sglytro nforgly goi forn ggoi deepng d oeepn und oner undstandersitnandg ing a speac ialspe groupcial group of people of people and aand vis ioa nvi sthioant ththeyat theyhave hforave a fordiffere a different nt kind kinof fdu turof feu. turEntrepree. Entrepreneursn eshoursu sldho theuldn thestund ys tuthdayt grothatu pgro ofu peoplp of people’s e’s neednees, envirods, environmenntme, anndt , sanituad tiosituan ition detn ina ildet, andail ,d aelivernd deliver a tra nasfor tranmasfortivmae tive experieexperience annced banusdi nbesussi nmesosd elm o—d elthe — type the typeof e xperieof experience thncaet thdriveat ds rives enthusiaenthusiastic asdvotic acacdvoy.cacy. For categoryFor category creator cres,a cretors,ati crenga etinnthg usenithasustici asadtivocc adacvocy froacmy froa grom au pgro of up of specialspe peoplecial people that grothawst gro powsw pow erful erfanudl naumnd eronumusero shousu sldho buel dthe be pri them e prime objectivobjective. It’se .the It’s rotheute ro toute d otom idnancomienanc of ea ofhighly a highly attra ctiveattra ctivemark maet. rIkt et. It sounsouds sinmdspl siem, bplute ,s bo ufet wso e fentreprew entrepreneursn setuarrts stheirtart theircom pcanomiepsan thisies wa thisy. way. 2626 2626