22 episodes

The Difference Engine helps founders and funders maximise business growth through category design.

Hosted by two British northerners with decades of experience in launching, managing, and marketing disruptive tech companies.

Paul Maher and Jonathan Simnett have been there, done it and thrown away the slogan t-shirts - now they'll help you become a category king.

The Difference Engine - Disrupting Tech Strategy

https://www.becategorical.com/

The Difference Engine | B2B Category Design | Private Equity | Venture Capital Categorical

    • Business
    • 5.0 • 9 Ratings

The Difference Engine helps founders and funders maximise business growth through category design.

Hosted by two British northerners with decades of experience in launching, managing, and marketing disruptive tech companies.

Paul Maher and Jonathan Simnett have been there, done it and thrown away the slogan t-shirts - now they'll help you become a category king.

The Difference Engine - Disrupting Tech Strategy

https://www.becategorical.com/

    Will France’s €15 billion investment propel it to category leadership?

    Will France’s €15 billion investment propel it to category leadership?

    All eyes will be on Paris next month as they welcome athletes and fans from all over the world for the 2024 Olympic Games. However, the international sports day isn’t the only event drawing significant foreign investment into France. The 7th Choose France showcase announced €15 billion of industry investments, promising an estimated 10,000 jobs.
    Could this influx of capital be the driving force behind France’s sprint to category gold?
    Also in today’s episode, We’ll analyse the failed Apple advert. Are they losing touch with their audience? We’ll show you how a decent Category strategy can improve your chances of securing funding and we’ll go back in time to see what we can learn when categories collide.
    What to look forward to:
    00:33    Is France heading for tech Category leadership?
    10:02    Apple apologises for ad that ‘missed the mark’
    16:55    How does a decent Category strategy improve your chances of securing funding?
    28:11    When categories collide: Avago & Broadcom
    There is more information on how to design your category on our blog
    Follow us on LinkedIn:
    Paul Maher
    Jonathan Simnett
    If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.

    • 32 min
    The age of regulation: Turning rules to your advantage

    The age of regulation: Turning rules to your advantage

    We are living in the age of regulation. Going forward, category creators will have to dance to the tune of the CRA, NIRS2, GDPR and numerous other weighty rulebooks. But, can we learn to love the music? Embrace the constraints? Turn the rules to our advantage and waltz our way to success.
    Also in today’s episode, We’ll analyse the emergence of `Storytelling` as, apparently, a new tech marketing discipline and look into our crystal ball to see how the line between VCs and PEs will become increasingly blurred.
    What to look forward to:
    00:30    Governments demand WhatsApp enforce age restrictions. 
    08:57    The emergence of `Storytelling` 
    12:41    What rules should you follow?
    20:48    The age of casino PE
    There is more information on how to design your category on our blog
    Follow us on LinkedIn:
    Paul Maher
    Jonathan Simnett
    If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.

    • 30 min
    Electric vehicles: An automotive upgrade or brand new category?

    Electric vehicles: An automotive upgrade or brand new category?

    Electric vehicles are expected to make up 25% of all new passenger car registrations this year, with projections indicating that by 2030, EVs will capture two thirds of the market share. As consumer choices change, so does the whole transport ecosystem. This technological shift demands new fueling stations, tyres, job roles and even road design. 
    So, are electric vehicles just an automotive upgrade or a whole new category?
    Also in today’s episode, We’ll analyse the aftermath of when categories collide, peer down our microscope to discover the unintended consequences of thinking small and learn how AI changing the design of every category blueprint?
    What to look forward to:
    00:30    How is AI changing the design of every category blueprint?
    12:03    What does the rollout of EVs tell us about building Categories?
    21:21    The unintended consequences of thinking small
    27:04    When categories collide - Microsoft & Nokia
    There is more information on how to design your category on our blog
    Follow us on LinkedIn:
    Paul Maher
    Jonathan Simnett
    If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.

    • 34 min
    Pain & Suffering! A lesson in resilience from Jensen Huang and James Dyson

    Pain & Suffering! A lesson in resilience from Jensen Huang and James Dyson

    “I wish upon you ample doses of pain and suffering”
    These are the encouraging words of Nvidia founder Jensen Huang. For Jensen, suffering is the whetstone on which one sharpens their character. It is the shaper of greatness. But, what about the lucky ones? The painless people whose lives have avoided such sore turns. Can they achieve such heights? One of the UK’s greatest entrepreneurs, James Dyson, shows us how we can invite agony into our lives.
    Also in today’s episode, we’ll have an intimate look at Tory flasher William Wragg and the political Luddites, before turning away from tech and looking to art for a lesson in category design.
    What to look forward to:
    00:42    Pain and Suffering Part 1 - Huang-ing in there
    07:49    Pain and Suffering Part 2 - Rolling the Dyson
    15:38    William Wragg and the political Luddites
    19:31    The rise of impressionism is a masterclass in category
    There is more information on how to design your category on our blog
    Follow us on LinkedIn:
    Paul Maher
    Jonathan Simnett
    If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.

    • 26 min
    Who just won the second battle of the AI war?

    Who just won the second battle of the AI war?

    Throughout this series, we have been surveying the battlefield of the AI war. From an elevated outpost, we have analysed and reported on the tactical moves of both Microsoft and Google. Data centres, acquisitions, and an arms race of innovation have all weaponised in their attempts to wrestle control of tech’s future. 
    But who just won the latest battle? 
    As Winston Churchill said "Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning." 
    Stick with the Difference Engine to find out exactly how the AI war is unfolding, as it happens.
    Also in today’s episode, we look at the attention economy and the rise of the SuperApp. And, EU lawyers fire their first shots in the AI war.
    What to look forward to:
    00:49    Who won the second battle of the AI war?
    08:05    The attention economy and the rise of the Super-app.
    16:15    EU lawyers enter the AI battlefield.
    There is more information on how to design your category on our blog
    Follow us on LinkedIn:
    Paul Maher
    Jonathan Simnett
    If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.

    • 23 min
    Interview with Vincent Peters: The reality of a category journey

    Interview with Vincent Peters: The reality of a category journey

    In this episode of The Difference Engine we talk to a captain at the helm of the category ship. 
    Vincent Peters brings a wealth of experience to the table, having held prominent leadership positions at renowned companies such as TIBCO, Qlik, Siebel Systems, and Oracle. Not only has he navigated the global landscape of tech leadership, but he's also delved into entrepreneurship, co-founding Curo Technologies, which was later acquired by Adobe.
    At Productsup, Vincent spearheads a category-leading Product to Consumer (P2C) commerce platform that revolutionizes product content management and fosters crucial connections between brands, retailers, marketplaces, and consumers. 
    In our conversation today, we'll delve into Vincent's motivations for category design, his experiences leading a category-defining company, and the invaluable lessons he's learned along the way.
    There is more information on how to design your category on our blog
    Follow us on LinkedIn:
    Paul Maher
    Jonathan Simnett
    If you want to create a chart-topping podcast for your business or brand? Contact Flamingo Media to make it happen.

    • 36 min

Customer Reviews

5.0 out of 5
9 Ratings

9 Ratings

HatCar ,

Great!

Brilliant and informative

Frankie2469 ,

John Wilkins

This is a great listen. Thought provoking on my commute to my job at a stressful bank.

Ricky101212 ,

This is a gem

Refreshingly British angle on all things business on both sides of the pond. Feel entertained whilst learning a lot from a couple of seemingly very credible minds!

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