The lesson
Open a category-creation narrative by announcing the new era in the title and declaring the old category dead.
The move
The cover is solid pinkish red with "WELCOME TO THE CDP ERA" in white capitals, a navy rule, and "MICHAEL KATZ / CEO, CO-FOUNDER" beside the mParticle logo. The talk's sequence: a tombstone for DMPs, thirty years of chasing a single customer view, a chart of data platform eras, then six numbered shifts leading to CDPs.
Why it works
- Our readNaming an era makes the category change feel like a calendar turn rather than a product pitch, so the deck starts from the old way is done.
- Our readPutting the CEO's name and title on the cover signals the talk is the company's point of view, not a vendor script.
- Our readSix numbered shifts present the new category as the result of outside forces, so the new category reads as inevitable.
What not to copy
Don't copy the DMP tombstone or the shifts, which are specific to this category. Keep the arc: name the era, show the old model failing from outside changes, then introduce the new category.
