"If you go down our product categories, we are pretty competitive."

Perhaps your objective is to create two new product categories each quarter for the first three years.

There are a lot of options in these product categories on the market today.

And in smaller product categories, there were also strong gains.

You don't want to be conservative and have someone else get into all these product categories first.

"None of our major product categories are in decline," he said.

At the time it was a new product category that they had nothing to compare to.

He said the company had strong results in many key product categories.

In the home, he says, product categories are becoming meaningless.

You are also limited to the product categories that the organization has chosen to cover.