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Play Bigger: How Rebels and Innovators Create New Categories and Dominate Markets de Al Ramadan

Play Bigger: How Rebels and Innovators Create New Categories and Dominate Markets

Autor Al Ramadan, Christopher Lochhead, Dave Peterson, Kevin Maney
en Limba Engleză Paperback – 13 iun 2016
'The new how-to guide for entrepreneurs and executives who want to build legendary, enduring companies'
Jim Goetz, Partner, Sequoia Capital


Winning today isn't about beating the competition at the old game. It's about inventing a whole new game: creating a new market category, developing it and dominating it over time. The companies that succeed in this become Category Kings, famous brands that define the whole category - think Xerox, Google, Uber. Category kings are almost impossible to dethrone and take the lion's share of the category's economics. They play bigger than other companies.

In this farsighted, pioneering guide, the founders of Silicon Valley advisory firm Play Bigger introduce the new discipline of category design and its mechanics. By applying category design, companies can create new demand where none existed, conditioning customers' brains to change expectations and buying habits. While this discipline is crucial in the tech industry, it applies to every kind of industry and even to personal careers.

Play Bigger will show how any company can position themselves at the top of their own category, reap the rewards and alter the future.
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Specificații

ISBN-13: 9780349411361
ISBN-10: 0349411360
Pagini: 272
Dimensiuni: 157 x 234 x 21 mm
Greutate: 0.36 kg
Editura: Little Brown Book Group

Notă biografică

Dave Peterson, Al Ramadan and Christopher Lochhead are the founders of Play Bigger, a consulting firm in Silicon Valley that is on a mission to position great technology companies to become Category Kings. They specialize in category design - the discipline of conditioning a market to generate market pull and market cap. Dave, Al and Christopher are former entrepreneurs and executives with twenty-five year careers in the technology business. Today they are players turned coaches. For PLAY BIGGER they have joined forces with veteran journalist Kevin Maney.

Descriere

'The new how-to guide for entrepreneurs and executives who want to build legendary, enduring companies'
Jim Goetz, Partner, Sequoia Capital


Winning today isn't about beating the competition at the old game. It's about inventing a whole new game: creating a new market category, developing it and dominating it over time. The companies that succeed in this become Category Kings, famous brands that define the whole category - think Xerox, Google, Uber. Category kings are almost impossible to dethrone and take the lion's share of the category's economics. They play bigger than other companies.

In this farsighted, pioneering guide, the founders of Silicon Valley advisory firm Play Bigger introduce the new discipline of category design and its mechanics. By applying category design, companies can create new demand where none existed, conditioning customers' brains to change expectations and buying habits. While this discipline is crucial in the tech industry, it applies to every kind of industry and even to personal careers.

Play Bigger will show how any company can position themselves at the top of their own category, reap the rewards and alter the future.

Textul de pe ultima copertă

What do Facebook, Google, Salesforce.com, Uber, VMware, Netflix, IKEA, Birds Eye, 5-hour Energy, and Pixar have in common?
In what way does Apple work like the 165-year-old glass company, Corning?
How do you explain why some start-ups last and build value while others shoot up and then flame out?
Why was Elvis not just the King, but a category king?
The key to each has to do with creating, developing, and dominating new categories of products and services.
Stick around and we’ll tell you how that’s done.
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. 
It’s not about disruption anymore—it’s about creation. Category kings are the explosive and enduring companies that create value over time by opening up a category with vast potential and setting themselves up to control the majority of it. Category kings take seventy to eighty percent of the category’s economics. Category kings become famous brands because they become the symbol of the whole category—think Xerox, Google, Uber. A category king is almost impossible to challenge. These are the companies that shape our lives and alter the future. They play bigger than other companies.
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 to change expectations and buying habits. While this discipline is crucial in the tech industry, it applies to every kind of industry and even to personal careers.

Recenzii

“Every entrepreneur looking to alter the landscape and every CEO looking to reimagine their business can learn from this book. Play Bigger provides inspiration and a framework for building companies that transcend gravity.” — Marc Benioff, Chairman and CEO, Salesforce
“Play Bigger is the new how-to guide for entrepreneurs and executives who want to build legendary, enduring companies.” — Jim Goetz, Partner, Sequoia Capital
“Business leaders of the future need to create movements with passionate employees and fans that change the world’s point of view, not just companies with employees that sell products. Play Bigger shows how category design is the roadmap for making this happen.” — Mike Maples, Founding Partner, Floodgate
“Every entrepreneur who wants to take their game to the next level needs to read this book. Category design applies to sports governing bodies, event owners, national teams and even athletes.” — John Bertrand, Americas Cup winner, Olympic medalist
“Category design is a principle that every successful entrepreneur has intuitively embraced. Now it is outlined here in Play Bigger for all business executives to learn and apply. An absolute must read for every person interested in the secret sauce found in Silicon Valley.” — Ann Miura-Ko, Lecturer, Stanford University and Co-founder Floodgate Fund
“Play Bigger shows why it’s so important to build category kings and what it takes to succeed in this new discipline of category design. This is must read book for all brand marketers, VC’s, and board of directors who want to take market creation into their own hands” — R "Ray" Wang, Principal Analyst & Founder, Constellation Research, Inc. Author Disrupting Digital Business
“This important work should be available to everyone thinking of pursuing a business career.” — Library Journal
“This is a very special book, and it will make a huge difference to businesses trying to understand how they can succeed initially and for the long term. Play Bigger ranks up there with Christensen’s “Innovators Dilemma” and Moore’s “Crossing The Chasm” as the three must-have books to succeed.” — Kathleen Goolsby, Managing Editor, SandHill.com
“a new spin on the ‘something from nothing concept’ … Aimed at entrepreneurs, this book has practical advice for anyone in business.” — Booklist