CATEGORY CREATORS

What no-one tells you about building what doesn’t exist

You're not crazy. When you're creating or upending a category, you face unique, structural challenges:

• Your investors don't understand what you're building
• You have no peers who've done this before
• You’re working to impossible timelines
• The loneliness compounds every decision

But here's what nobody tells you: you're wasting enormous energy trying to “fix” these inherent tensions.

Richard Medcalf, an advisor to category-creating CEOs from human mobility to zero-carbon manufacturing, explores the hidden patterns with 20+ pioneers in sectors from commercial fusion to de-extinction and humanoid robotics.

He reveals the deeper forces at play so you can focus your attention on what matters.

You will face these challenges. Understanding their deeper drivers is your greatest advantage.

COMING SOON