Category Design and Surviving as a Startup

On Pipeline Visionaries, host Ian Faison interviews Bruce Cleveland, best-selling author of Traversing the Traction Gapand CEO of Traction Gap Partners, on why most startups fail—and how market engineering can flip the script.
Bruce breaks down how to design or redefine a category, why thought leadership drives sales, and what it takes to become the dominant player in your space. If you’re aiming to lead your market, this episode is your blueprint.
Key insight: Category leaders capture ~76% of profits—and the road to that leadership starts with smart, strategic market engineering.