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Title: Play Bigger
Subtitle: How Pirates, Dreamers, and Innovators Create and Dominate Markets
Author: Kevin Maney, Christopher Lochhead, Dave Peterson, Al Ramadan
Narrator: Sean Pratt
Format: Unabridged
Length: 8 hrs and 6 mins
Language: English
Release date: 06-14-16
Publisher: HarperAudio
Ratings: 4.5 of 5 out of 296 votes
Genres: Business, Leadership
Publisher's Summary:
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.
Members Reviews:
Design and Build to be a Category King
Any additional comments?
Early on in the book the authors are all described as crazy. Dont let this description turn you off. If Christopher Lockhead is any example, theirs is the kind of high energy crazy that comes with brilliance. I worked with Christopher when he was CMO at Vantive and he was one of the most inspirational evangelist Id ever heard or witnessed in action. The energy of Christopher, Dave and Al doesnt come out in this book, but their big ideas come out in a BIG way.
So what? There are a lot of management and entrepreneurial books out there with big ideas and Ive listened to/read a lot of them (Start With Why and The Hard Thing About Hard Things being two of my favorites.) Why is this one different and why should you care?
If youre just out to build a new feature or making something just enough better to be attractive and bought by another bigger player, this book isnt for you. But if you want to, or know youre already building something different and it can be a market changer, this book can help you make that happen from idea/category design, through refining your message, to launch, execution and ongoing redesign. (Ref. some of the good, thorough book reviews on Amazon for more details on this.)
This book gives you the process and strategies for being disruptive and becoming what they call a Category King.
My epiphany, when listening to this book, was the eye opener that what our startup really is building is a new category and that we should be positioning it that way.