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. Drawing on examples from within and beyond our own practice, Play Bigger shows both entrepreneurs and established enterprises how to define, develop and rule a category over time.
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Customer ReviewsMost Helpful
By Matt on 13-09-17
The premise in one sentence: Pick an opening and own it.
I suspect the authors ate a little too much of their own dog food and were attempting to create a new category of consulting.
It’s a good book for those new to strategic thinking, unfamiliar with product positioning or have become complacent with regurgitating the same ideology time and time again, getting little traction. As for content, the book sells the premise early on and then reiterates itself in pretty much every chapter. Good for an educational aid where questions may be asked of you at the end, but otherwise would have made a great article and should’ve stopped there.
For me, I now have a new deck of buzzwords that I can use for those that drank the Play Bigger Kool-Aid. Never a bad thing.
2 of 3 people found this review helpful