New Game in Category
- Vicki McEwen
Category is the problem space the product applies to.
This factor is all about identifying what new game your product is playing in the category or problem space by understanding your novel insight about the problem space, how your product is changing the criteria to purchase and use products in the category, and who your early adopters are.
This page contains a summary of each of the calibration steps.
Details on each of the steps to calibrate this factor are contained in subpages.
See the contrarian POV, changed criteria, and early adopter segment here Results: POV, Changed Criteria, Early Adopters
New Game in Category Calibration Steps Summary Table
Step 1: Identify Current Category | |||||
User | Type | Framework | Category Name & Description | Category Choice Criteria | Common Products & Solutions |
Compliance Professional | Biz User | Jobs To be Done | Compliance Mapping in the GRC space |
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Buyer | Type | Framework | Category Name & Description | Category Purchase Criteria | Top Competitors |
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Step 2: Identify Contrarian POV in Category | |||||
What is the major PROBLEM, trade off or compromise in CATEGORY that you are addressing? | |||||
The difficulty in identifying and understanding overlaps and gaps between compliance requirements across different compliance documents. | |||||
What is your NOVEL INSIGHT into the CATEGORY PROBLEM? | |||||
To implement efficient compliance initiatives organizations need to identify applicable compliance requirements in timely manner and reduce redundancy. Many compliance requirements across different compliance documents request the same thing of organizations using varied terminology. Because of the vast complexities of language, this is expected. In order to understand the overlaps across the varied terminology, the burden is on organizations to become language experts and analysts or outsource the efforts to costly third-party services. Historically these third-party services are comprised of teams of people whom rely on excel and other more manual efforts to map the overlaps and gaps across compliance requirements. Manual efforts are to map compliance requirements are subjective, not very repeatable, and difficult to scale, and maintain as compliance requirements evolve and change. Harmonizing the language in compliance requirements to simplified easy to understand Compliance Controls will allow for faster gap and redundancy analysis in compliance requirements across different compliance documents. | |||||
How does your NOVEL INSIGHT solve this category problem? | |||||
Our product use patented technology to assist subject matter experts in analyzing the language in compliance requirements and harmonizing them to a suite of Common Compliance Controls. | |||||
How is your approach DIFFERENT from other current approaches | |||||
Our approach used patented semantic analysis technology and a framework of harmonized compliance requirements language aka common controls. | |||||
How is the customer OUTCOME different based on your insight to the category problem? | |||||
A lower human resource cost and reduction in time and effort that goes into compliance requirement identification and analysis is significantly reduced, which allows customers to focus more on risk analysis and compliance initiative implementation. | |||||
Contrarian POV of Category Summary Prompt | |||||
Compliance Mapping in the GRC space has difficulty identifying and understanding overlaps and gaps between compliance requirements across different compliance documents today, especially in large enterprises in the IT, Fin Tech, and Health Tech verticals. We believe harmonizing the language in compliance requirements to simplified easy to understand Compliance Controls will allow for faster gap and redundancy analysis in compliance requirements across different compliance documents. We think that the Common Controls Hub solves the difficulty in gap and redunacy analysis with a new approach to compliance mapping. The new approach is based on our patented semantic analysis technology that harmonizes compliance requirements into a simplified common control language. Because of our different approach, large organizations can analyze gaps and redundancy in compliance requirements with less time, effort, and human resource cost. | |||||
Step 3. Identify New Game in Category | |||||
Type | CHANGED Usage Criteria and New Game | INEVITABLE FUTURE | |||
User | User’s Category | What CRITERIA need to CHANGE for your Users to choose your product? | Your New Game in Category Usage | New Game played out with Users over 3-5 years | |
Select | Identify
| Describe the new, different and changed criteria by which users will select your product | Select
Describe why | How will the category look for Users based on success of your New Game in 3-5 years | |
Buyer | Buyer’s Category | What CRITERIA need to CHANGE for your Buyers to choose your product? | Your New Game in Category Purchase | New Game played out with Buyers over 3-5 years | |
Select | Identify
| Describe the new, different and changed criteria for buyers | Select
Describe why | How will the category look for Buyers based on success of your New Game in 3-5 years | |
Step 4. Choose Early Adopter Segment | |||||
Market Segmentation | |||||
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Target Market | |||||
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Step 5. Align Contrarian POV to Magical Product | |||||
Is Your Contrarian POV Tied to Your Magical Product | Yes/No/Maybe | ||||
Does your Customer Outcome tie to your product’s Bold Promise? |
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Does your Novel INSIGHT to the category problem tie to your product’s Offering? |
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Do the CHANGED criteria from the new approach help your product offering win over others? |
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Does what is DIFFERENT in your new approach tie to product’s Unique Insight & Magic? |
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Additional Resources
Key Customer Relationships for Tech Offerings
Orchestrating Three Pathways into Business Customers