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.
