Play Bigger

Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney

The biggest winners in business don't compete in existing categories — they invent new ones and become the undisputed king of them. This book shows exactly how category design works.

An argument that the biggest business wins come not from competing within existing categories, but from creating and defining entirely new ones — with the resulting "category king" typically capturing the vast majority of the new market's economic value.