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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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