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In today's world, it's no longer enough to create great new
products; rather companies now must create whole new categories
that destroy old ones. Uber created a new personal transportation
category and destroyed taxis and limos. Salesforce.com created a
new category of cloud-base sales automation, dethroning the old CRM
industry. Airbnb, Workday, Tesla and Netflix are all winning by
creating entirely new business categories that destabilise old
ones. The category is the new strategy. The conclusion: If you want
to build a legendary company, you need to design and build a
legendary category at the same time, and dominate it over time.
Your company needs to be a Category King. And if you don't design a
Category King, you're creating a failure. Drawing on examples from
within and beyond our own practice, PLAY BIGGER shows both
entrepreneurs and established enterprises how to define, develop
and rule a category over time.
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