'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.