Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets - Rilegato

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

Rilegato

ISBN 10: 0062407619 ISBN 13: 9780062407610

Casa editrice: Harper Business, 2016

Riassunto

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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Informazioni sugli autori

Dave Peterson is a co-founding partner of Play Bigger Advisors. Dave has been an entrepreneur, chief marketing officer, master of execution, and fixer of crappy marketing. He grew up in Iowa, and later moved to Silicon Valley, landing at CRM software company Vantive. He worked as head of communications at Mercury Interactive, and as CMO at Aggregate Knowledge and Coverity. He co-founded and shut down GiveMeTalk! a podcasting pioneer. Dave (apparently) loves crashing his mountain bike, avoiding trees on his snowboard, traveling to non-predictable places with his friends, and learning new things from his daughter. He lives in San Francisco.

Christopher Lochhead is a co-founding partner of Play Bigger Advisors. Christopher is a CEO marketing coach and category designer, keynote speaker, mediocre blogger, ski and surf bum. He has been called a "Human Exclamation Point" by Fast Company and "slightly off-putting" by The Economist. Christopher served as CMO of Mercury Interactive, co-founded marketing consulting firm LOCHHEAD, was the founding CMO of Scient, and served as head of marketing at Vantive. He is living happily ever after in Santa Cruz, Calif.

Kevin Maney is a bestselling author, award-winning commentator and a founding partner of Category Design Advisors. He co-authored Play Bigger, which has influenced company strategy throughout the technology ecosystem. His past books include the New York Times bestseller The Two-Second Advantage: How We Succeed by Anticipating the Future . . . Just Enough, and the de facto history of IBM, The Maverick and His Machine: Thomas Watson Sr. and the Making of IBM. He has written for USA Today, Newsweek, Fortune, The Atlantic, and Wired, and often appears on radio and television. He lives in New York.

Dalla quarta di copertina

What do Facebook, Google, Salesforce.com, Uber, VMware, Netflix, IKEA, Birds Eye, 5-hour Energy, and Pixar have in common?

In what way does Apple work like the 165-year-old glass company, Corning?

How do you explain why some start-ups last and build value while others shoot up and then flame out?

Why was Elvis not just the King, but a category king?

The key to each has to do with creating, developing, and dominating new categories of products and services.

Stick around and we’ll tell you how that’s done.

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. 

It’s not about disruption anymore—it’s about creation. Category kings are the explosive and enduring companies that create value over time by opening up a category with vast potential and setting themselves up to control the majority of it. Category kings take seventy to eighty percent of the category’s economics. Category kings become famous brands because they become the symbol of the whole category—think Xerox, Google, Uber. A category king is almost impossible to challenge. These are the companies that shape our lives and alter the future. They play bigger than other companies.

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 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.

Dettagli dell?edizione

• Editore: Harper Business
• Data di pubblicazione: 2016
• Lingua: Inglese
• ISBN 10: 0062407619
• ISBN 13: 9780062407610
• Rilegatura: Copertina rigida
• Numero di pagine: 272
• Contatto del produttore: non disponibile
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