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

Ramadan, Al; Peterson, Dave; Lochhead, Christopher; Maney, Kevin

Softcover

ISBN 10: 0349411360 ISBN 13: 9780349411361

Verlag: Piatkus, 2016

Inhaltsangabe

The how-to playbook for start-ups and established companies on how to define a new category, develop it and then dominate it over time.

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Über die Autorin bzw. den Autor

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.

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'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.

Details zur Ausgabe

• Verlag: Piatkus
• Erscheinungsdatum: 2016
• Sprache: Englisch
• ISBN 10: 0349411360
• ISBN 13: 9780349411361
• Einband: Taschenbuch
• Anzahl der Seiten: 272
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Hachette Ireland, Hachette UK; info@hbgi.ie; ; Castlecourt Centre 8; Dublin 15; D15 XTP3; Irland