Al Ramadan, co-founding partner at Play Bigger Advisors, talks about how categories are conceptual containers that help the human brain organize all the information we are deluged with daily. Categories reduce cognitive load in decision-making and foster a common understanding, according to Ramadan. He also discusses the dynamics of group think and brand loyalty.

Play Bigger Advisors Co-Founder Al Ramadan describes the evolution of the category for software that manages business customer relations, and how Salesforce founder Marc Benioff came to dominate it by inventing a category for incumbents that made their software seem antiquated compared to the cloud service he was offering.

Al Ramadan, co-founding partner at Play Bigger Advisors, shares statistics compiled by his firm that show when category and company?value is formed. The category-design firm conducted qualitative and quantitative research to gain insights into valuation and market-capitalization growth, building a database of every venture-backed?technology company founded since 2000.

Al Ramadan of Play Bigger Advisors discusses how Clarence Birdseye of frozen-foods fame perfectly embodies the "three pillars of enduring companies" – product design, company design and category design. Inspired by fishing Eskimos, Birdseye realized vegetables could be kept fresh by the same process. He then developed messaging and the necessary business relationships to ensure his company's success.