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Summary

The how-to playbook for start-ups and established companies on 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. Drawing on examples from within and beyond our own practice, Play Bigger shows both entrepreneurs and established enterprises how to define, develop and rule a category over time.

©2016 Alan Ramadan, Dave Peterson and Christopher Lochhead with Kevin Maney (P)2016 HarperCollins

Critic reviews

''A new spin on the 'something from nothing concept'.... Aimed at entrepreneurs, this book has practical advice for anyone in business.'' ( Booklist)

What listeners say about Play Bigger

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The premise in one sentence: Pick an opening and own it.

I suspect the authors ate a little too much of their own dog food and were attempting to create a new category of consulting.

It’s a good book for those new to strategic thinking, unfamiliar with product positioning or have become complacent with regurgitating the same ideology time and time again, getting little traction. As for content, the book sells the premise early on and then reiterates itself in pretty much every chapter. Good for an educational aid where questions may be asked of you at the end, but otherwise would have made a great article and should’ve stopped there.

For me, I now have a new deck of buzzwords that I can use for those that drank the Play Bigger Kool-Aid. Never a bad thing.

2 people found this helpful

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Meh

it was good and I like the idea of branding your business/yourself with a point of view or category. as with many of these kind of books you could make this much shorter.

1 person found this helpful

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paradigm shifting book

This book has opened up so many possibilities for me. It is a must to be read one in every business school. Look fwd to start implementing all the great strategies and tactics. Thank you for the authors for such a masterpiece

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Outstanding

Really highly value this work as it's provided meaningful context as to why startups I was part of maxed out and why so many I meet get stuck.

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good to know

some good analysis about great company.
it is helpful and open your main for new ideas

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Amazingly brilliant.

If you are wondering what the hell your doing with your life and how everyone seems to have it together and your Google searches have lead you down rabbit wholes of complete bullshit, that you believe out of desperation.
This book sets it straight for you, it starts off with birds eye! One of the most biggest companies in the world. It puts everything in perspective for you.

Nothing is an overnight success babes!!!!

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Wow

One of the best business books I’ve read in years. Absolutely loved it. If you’re a lifestyle entrepreneur or enjoy your life basking in mediocrity then do not waste your time with this book. But if you want to make a major impact in your life, in your company, in your career, read this book. If you’re a tech entrepreneur and want your company to win, and win consistently, then read this book 3X. And implement. Your whole team should read it. If you’re large corporate and don’t want to go extinct, read this book 3X and implement. Great stuff.

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A guide to domination in business and careers

Many people set out in life to be on a steady ship and avoid downside. Others set out to make meaningful change, dominate and change the world. If the latter describes you then this book along with the 48 laws of power by Robert greene could be your old and New Testament.

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A must read for anyone pioneering a new model

Highly recommend for anyone who is doing something different in business, define it, design it and go dominate it!

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This book stands out from the crowd of modern business strategy works

Clearly written with a healthy dose of Californian irreverence this book provides a compelling narrative to the critical decisions that have shaped the commercial world of today. As a lens through which to view and understand the processes that determine real commercial success in a world of accelerated fortunes it stands alone.