Bruce Cleveland returns to break down category design and positioning, the tools leaders use to shape a market before competitors define it for them.
Bruce Cleveland returns to The Bliss Business Podcast to unpack category design and positioning, two of the five tenets in his new book, Market Engineering: Because Markets Don't Build Themselves.
Watch Bruce explain why markets are inherited but categories are designed, why a strong category name compels competitors to join (and why that's actually validation), and why he tells clients to write their positioning "in crayon."
📅 Thursday, July 2, 2026
🎙️ Hosted by Stephen Sakach and Tullio Siragusa
🎧 Produced by Martha Huerta
🧭 In this video, Bruce covers:
• The difference between a market and a category
• Why category design invites competitors instead of blocking them
• How to position and message so buyers get it in one read
• Why market engineering matters more, not less, in the age of AI
#TheBlissBusinessPodcast #MarketEngineering #CategoryDesign #MarketStrategy