Play Bigger

The founders of a new breed of company that has come to dominate the market landscape reveal their ground-breaking strategy for creating new categories and leveraging them to generate billions of dollars. Play Bigger shows how category design—creating new market categories—is the secret to extraordinary growth and the key to becoming a "category king." The book argues that most companies focus on product differentiation, when they should be focused on category differentiation. Drawing on examples from Salesforce, Amazon, and Uber, the authors explain how to declare and design a new category, develop the category narrative, and mobilize a category ecosystem to make your company legendary. This is the playbook for companies that want to build something that didn't exist before and own the category they create.