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Play Bigger
Play Bigger

Play Bigger

Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney
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pages
272 pages
language
English
format
ePUB (mobile friendly)

Play Bigger

Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney
Book details
Table of contents

About This Book

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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Information

Publisher
HarperCollins
Year
2016
ISBN
9780062407627
Topic
Business
Subtopic
Business General

Table of contents