Brynne Kennedy, founder of Topia, the leader in the emerging category of Global Talent Mobility, discusses her first hand experience in designing a category from initial market insights, to the importance of building and aligning communities to help customers move to the future of work. Why categories really matter is that all homo sapiens want to be part of something bigger than themselves. Category design, when done well, can create enormous amounts of discretionary effort. Why building a category is a team sport. We wrote even more here: https://notion.vc/resources/why-building-a-category-is-a-multiyear-endeavour/