Case Studies
Success stories of companies that transformed markets through category creation.
Case Study: Slack and Channel-Based Messaging 22
Slack: The End of Internal Email Slack didn’t just build a chat app; they created…
Case Study: Substack and the Creator Economy 21
Substack: The Rise of the “Passion Economy” Substack didn’t just build a newsletter tool; they…
Case Study: Uber and On-Demand Mobility
Uber: The Transformation of “On-Demand Mobility” Uber didn’t just build a taxi app; they created…
Case Study: Netflix and the Streaming Revolution
Netflix: From DVDs to “Streaming Entertainment” Netflix didn’t just kill Blockbuster; they created the Streaming…
Case Study: How HubSpot Defined Inbound Marketing
HubSpot: Defining the Inbound Marketing Category In 2006, marketing was synonymous with interruption—cold calls, TV…
Case Study: How Airbnb Created a New Travel Category
Airbnb: From Spare Rooms to “Belong Anywhere” Before Airbnb, travel accommodations were binary: hotels or…