Q&A: A General Theory of Happiness

​​Josh answers Patrick's questions about category creation.

• Why do we urge clients to stick to the "shift, gap, category idea" story structure?
• What do you disagree with or do differently than the book Play Bigger.
• What's the value of pushing B2B brands towards design that's so much different than they are used to?
• How's the Category First podcast going? What's the behind the scenes right now?

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