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Play Bigger: How Pirates, Dreamers, and Innovators Create
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Play Bigger: How Pirates, Dreamers, and Innovators Create
and Dominate Markets
BOOK DETAIL
Amazon Business : For business-only pricing, quantity discounts and FREE Shipping. Register a free
business account Hardcover: 272 pages Publisher: Harper Business (June 14, 2016) Language: English
ISBN-10: 0062407619 ISBN-13: 978-0062407610 Product Dimensions: 1.1 x 6.1 x 9.2 inches Shipping
Weight: 14.4 ounces (View shipping rates and policies)
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Book Description
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.

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