📖 Book
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The definitive book on category creation and 'category kings' - relevant for founders weighing whether to fight for share in an existing category or try to define a new one entirely, a much bigger and riskier bet.
Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
From playbigger.com by Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney
- Introduces category design as a distinct discipline from product or brand strategy
- Studies category kings (Amazon, Uber, Salesforce) to extract common patterns
- Useful for evaluating whether category creation is realistic at your current stage and capital
