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The Art of Category Creation w. Dale Koch
Host Justin McMenamy interviews Dale Koch, a longtime product developer/manager at Precision Planting, about creating products within new product categories versus iterative “bigger, faster, cheaper” product development projects. Koch recounts being a third-generation Caterpillar engineer, leaving Caterpillar after five years to join the then-small Precision Planting, while being recruited via a road trip to see an innovative planter and early LEGO-based concepting.
They define category creation as starting from a broader, hard-to-spec problem statement where customers often can’t articulate…
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