Book

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

Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney · playbigger.com Paid Advanced

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.

  • 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
Open on playbigger.com ↗

The question it answers

  1. Should I try to create a whole new category like 'bed in a box' did, or just fight for share in an existing one?

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