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Dave Peterson is a co-founder and partner at Play Bigger, public speaker and book author. He has spent 20 years helping billion dollar public software companies, tech start-ups, turnarounds, and fast growth pre-IPO companies define and dominate market categories. Dave started his career in marketing agencies in the midwest. Dave served a tour of duty as head of communications at Mercury Interactive, and was CMO for multiple companies. He also co-founded — and eventually mercifully killed — his own start-up called GiveMeTalk! He now designs categories for a living at his advisory firm Play Bigger.