In 'Play Bigger', the authors reveal the secret strategies behind some of the most successful companies that have transformed their industries. They introduce the concept of 'category design', a bold approach that empowers businesses to dominate their markets by creating and owning new categories. Through engaging anecdotes and insightful analysis, the book challenges traditional thinking and inspires entrepreneurs to think bigger. Readers will discover how to identify opportunities that others overlook and how to position themselves as leaders in their field. This compelling read invites you to rethink your business strategy and find your unique place in the competitive landscape.
By Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney
Published: 2016
"To create a category is to create a new way of thinking, and with that, you can redefine the rules of competition."
The founders of a respected Silicon Valley advisory firm study legendary category-creating companies and reveal a groundbreaking discipline called category design. Winning today isn’t about beating the competition at the old game. It’s about inventing a whole new game—defining a new market category, developing it, and dominating it over time. You can’t build a legendary company without building a legendary category. If you think that having the best product is all it takes to win, you’re going to lose. In this farsighted, pioneering guide, the founders of Silicon Valley advisory firm Play Bigger rely on data analysis and interviews to understand the inner workings of “category kings”— companies such as Amazon, Salesforce, Uber, and IKEA—that give us new ways of living, thinking or doing business, often solving problems we didn’t know we had. In Play Bigger, the authors assemble their findings to introduce the new discipline of category design. By applying category design, companies can create new demand where none existed, conditioning customers’ brains so they change their expectations and buying habits. While this discipline defines the tech industry, it applies to every kind of industry and even to personal careers. Crossing the Chasm revolutionized how we think about new products in an existing market. The Innovator’s Dilemma taught us about disrupting an aging market. Now, Play Bigger is transforming business once again, showing us how to create the market itself.
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“To create a category is to create a new way of thinking, and with that, you can redefine the rules of competition.”
Play Bigger
By Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney
Discover a world of knowledge through our extensive collection of book summaries.
Al Ramadan is an acclaimed author known for his compelling narratives and insightful explorations of technology and culture. His notable works include 'The Infinite Loop' and 'Revolutionary Code', both of which delve into the intersections of artificial intelligence and human experience. Ramadan's writing style is characterized by a blend of sharp wit, vivid imagery, and a profound understanding of modern society's complexities. Through his thought-provoking storytelling, he challenges readers to contemplate the future of humanity in a rapidly evolving digital landscape.
Dave Peterson is an accomplished author known for his insightful storytelling and compelling character development. His notable works include 'Shadows of the Past', a gripping psychological thriller, and 'The Whispering Woods', a beautifully crafted fantasy novel that captivates readers with its rich world-building. Peterson's writing style is characterized by his ability to blend suspense with emotional depth, engaging readers in thought-provoking narratives. Engaging and versatile, he continues to explore various genres while connecting with audiences around the globe.
Christopher Lochhead is a celebrated author, entrepreneur, and speaker known for his expertise in business strategy and marketing. He is the co-author of the bestselling book 'Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets', which offers a new perspective on entrepreneurship and category design. Lochhead's writing is characterized by its candid, no-nonsense style and insightful analysis of modern business practices. He is also a host of the popular podcast 'Lochhead on Marketing', where he shares his thoughts on business trends and strategies, making complex concepts accessible to a broader audience.
Kevin Maney is a bestselling author, journalist, and speaker known for his insights into technology and its impact on business. His notable works include 'Trade-Off: Why Some Things Catch On and Others Don’t', which explores the dynamics of market trends, and 'The One World Schoolhouse', highlighting the future of education. Maney's writing style is characterized by its clarity, depth, and engaging narrative, making complex subjects accessible to a broad audience. His work has appeared in prominent publications, and he is a frequent commentator on innovation and technology.
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