People say that style moves in cycles. From skinny jeans to mullets to Northern Soul, everything waits in the wings before returning to centre stage. So, is it freemium’s time to take the spotlight?

With AI companies increasingly choosing open access over strict paywalls, we explore why freemium is back in fashion—and what this resurgence reveals about winning in today’s market.

Also in this episode: we’ll assess the new reality of Category power, and ask how do you beat a 40-year-old tech incumbent at its own game

What to look forward to:

00:35 Freemium as a route to AI category domination

09:49 The New Reality of Category Power

17:48 How do you beat a 40-year-old tech incumbent at its own game?

There is more information on how to design your category on our blog

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Paul Maher

Jonathan Simnett

Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

In this episode, we’re joined by Cristina Caffarra, one of Europe’s most respected voices on competition, regulation and the digital economy, to unpack what European tech really needs to succeed. A leading economist educated at the University of Oxford, Cristina brings decades of experience advising companies and governments across Europe. She previously led the European competition practice at a top global consultancy and has been at the centre of many of the debates shaping today’s tech policy. More recently, she is the prominent voice behind EuroStack, an initiative advocating for a more competitive and resilient European digital ecosystem - challenging Europe to think bigger about its technological future.

There is more information on how to design your category on our blog

Follow us on LinkedIn:

Paul Maher

Jonathan Simnett

Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

In the early 2020s, it was easy to mistake category design for a marketing exercise. A new name, a sharper narrative, a brand refresh, and job done.

But as we enter a post-SaaS world, that thinking no longer holds. Category leadership isn’t built by fast-following or ripping off existing winners. It’s earned by defining the future problem space before competitors even realise it’s emerging.

Today, we explore what it really takes to lead a category in 2026.

Also in this episode: We’ll dig down into all the things that can go wrong on your category journey, and we’ll be reviewing the relationship status of Category creation and VCs

What to look forward to:

00:33 Category creation in a post-SaaS, post-SEO tech world

17:51 So you’re on a category journey - what can possibly go wrong?

43:30 The “Dead in the Water” Trap - the new relationship between VC and Category

There is more information on how to design your category on our blog

Follow us on LinkedIn:

Paul Maher

Jonathan Simnett

Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.