2025 Webinar Series
Hear from Lippincott’s brand, experience and marketing experts as they share insights on navigating today’s toughest challenges and staying ahead of what’s next.
Tuesday, March 24
8a PT / 11a ET / 4p UK / 5p CET
Why do airlines purchase flight hours instead of jet engines? In what business does Apple’s Genius Bar compete? And why is light-weight cat litter a thing?
Every so often, an industry is reconfigured by a brand bold enough to challenge the status quo with an offering that redefines the basis of competition. While most of the category converges around similar products and features—shifting share and shaving margins—these trailblazing brands find ways to break free and outperform.
It’s not random. It’s not luck. And it happens again and again. So, what’s going on? In this webinar, Lippincott senior partner and renowned innovation expert Taddy Hall will reveal how the process of category creation isn’t about breakthrough technology or capturing inspiration in a bottle—it’s about looking at the same data as your competitors and seeing what they’re missing. We'll take a practical look at category creation, escaping zero-sum growth, and finding the opportunities hidden in plain sight.
Presented by:
Taddy Hall, Senior Partner, Experience, Innovation & Engineering, Lippincott
