Leadership Category Design™
Escape the competition by creating your own market category in 12 weeks
The first pillar of the DJAGUEU IMPACT™ method, in a Learn and Build format with support from certified coaches
The observation
Your clients always compare you on price
You do good work. Your offer is solid. Yet every new client puts you up against the same competitors, with the same criteria, and the same pressure on your margins.
As long as you play in someone else's category, they set the rules.
The turning point
Being better is no longer enough, you have to be the only one
Improve quality, lower the price, add services: every competitor ends up copying you. That is the paradox of excellence.
Market leaders don't win the competition: they create a field where it doesn't exist. They name a problem their industry ignores and become the only obvious answer.
The method
Five steps to design and impose your category
Name the problem your market ignores. The flaw everyone suffers without having put it into words.
Define your category. Its name, its rules, its promise.
Create your proprietary language. The words and story that make you the reference.
Educate your industry. Get your reading of the market adopted rather than chasing clients.
Build your 90-day domination plan. The concrete actions to occupy the category.
The author
The system that made it possible to win against giants
Armand Djagueu, founder of the Global Asset group, used this system to win market share against global players, convince 367 boards of directors and sign more than 8,000 management agreements representing more than 700 billion in assets.
He is the author of The Impact Manual™ and co-author of Success Redefined with Jack Canfield. Leadership Category Design™ is the pillar that made these results possible.
✅ This programme is for you if
You have a business or expertise already up and running.
You are tired of competing on price.
You want to build it yourself, with a framework and support.
❌ This programme is not for you if
You don't have a project yet: start with Sovereignty Leadership.
You want a team to do it for you: request an implementation in your company.
You cannot devote a few hours a week to it for 12 weeks.
Frequently asked questions
Your questions before joining the programme
Is my sector suited to creating a category?
Every sector has a flaw that no one has named. If in doubt, describe your business to us on WhatsApp.
What is the difference with the Category Domination System engagement?
Here, you build it yourself with a framework and support from coaches. The Category Domination System engagement is led within your company by the DJAGUEU IMPACT™ team.
How much time do I need to devote to it?
Allow three to four hours a week for 12 weeks.
$2,497 is a significant investment.
It is the price of a lasting exit from the price war. You can also pay in 3 monthly instalments of $849. Compare it with the margin you lose every month to your competitors.
What if I get stuck on a step?
Certified coaches support you, and the team remains reachable on WhatsApp.
Can I follow the other pillars afterwards?
Yes. Dominant Identity Ascension System and Dominant Purpose Activation Architecture complete this pillar.
Leadership Category Design
$2,497
or 3 monthly instalments of $849