Core Contributor

Dave Peterson
Play Bigger Advisors
Dave Peterson

Dave Peterson is a co-founding partner at Play Bigger Advisors, a firm that specializes in category design, positioning and marketing for technology ventures ranging from early-stage startups to publicly traded companies. Peterson has been an entrepreneur, founding (and killing) his own startup, and co-founding a consulting strategy firm with Christopher Lockhhead, a co-founding partner at Play Bigger Advisors. Peterson has served as a marketing vice president and chief marketing officer at three previous companies, and he loves helping companies define, develop and dominate their market categories.

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Clip 5 of 7
Clip 5 of 7 from: How to Be a Category King [Entire Talk]
Dave Peterson, Play Bigger Advisors

The Journey of Category Design

Dave Peterson of Play Bigger Advisors talks about how new consumer-product categories don't just emerge overnight, but result from years of difficult and intentional effort. Peterson draws on his experience as a former chief marketing officer, strategy consultant and entrepreneur, citing Airbnb's leadership in forging the "private hospitality" category.
Video Clip 2 minutes
Al Ramadan, Play Bigger Advisors Dave Peterson, Play Bigger Advisors

How to Be a Category King [Entire Talk]

Al Ramadan and Dave Peterson, co-founding partners of the category-design firm Play Bigger Advisors, share the science behind the strategies that innovators use to create and dominate product markets. They also discuss the marketing concepts for building a brand and identity, and for inspiring customers to see the world as you’ve framed it.
Video 57 minutes
Al Ramadan, Play Bigger Advisors Dave Peterson, Play Bigger Advisors
How to Be a Category King [Entire Talk]
Al Ramadan and Dave Peterson, co-founding partners of the category-design firm Play Bigger Advisors, share the science behind the strategies that innovators use to create and dominate product markets. They also discuss the marketing concepts for building a brand and identity, and for inspiring customers to see the world as you’ve framed it.

Video Clips

Clip 6 of 7
Clip 6 of 7 from: How to Be a Category King [Entire Talk]
Dave Peterson, Play Bigger Advisors

What Problem are You Solving?

Play Bigger Advisors Co-Founder Dave Peterson emphasizes that entrepreneurs must be able to articulate the problem they seek to solve if others are to understand their vision. Successful marketing also persuades people to care about a problem they weren't aware of before, and your solution for it. "Understanding the problem is the first step," Peterson says.
Video Clip 4 minutes
Clip 7 of 7
Clip 7 of 7 from: How to Be a Category King [Entire Talk]
Dave Peterson, Play Bigger Advisors

Developing a Point of View

Dave Peterson, co-founding partner at Play Bigger Advisors, explains how a point of view establishes what you stand for and against, while attracting just the right customers. He also describes agenda setting and the importance of strategically framing a problem, outlining consequences for not solving it, sharing a vision for the future and identifying a call to action.
Video Clip 4 minutes