Product Description and Author Information
About the 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.
Kathleen Goolsby, Managing Editor, SandHill.com —Kathleen Goolsby, Managing Editor, SandHill.com
Mike Maples, Founding Partner, Floodgate —Mike Maples, Founding Partner, Floodgate
R “Ray” Wang, Principal Analyst & Founder, Constellation Research, Inc. Author Disrupting Digital Business —R “Ray” Wang, Principal Analyst & Founder, Constellation Research, Inc. Author Disrupting Digital Business
Library Journal —Library Journal
Ann Miura-Ko, Lecturer, Stanford University and Co-founder Floodgate Fund —Ann Miura-Ko, Lecturer, Stanford University and Co-founder Floodgate Fund
Marc Benioff, Chairman and CEO, Salesforce —Marc Benioff, Chairman and CEO, Salesforce
John Bertrand, Americas Cup winner, Olympic medalist —John Bertrand, Americas Cup winner, Olympic medalist
Jim Goetz, Partner, Sequoia Capital —Jim Goetz, Partner, Sequoia Capital