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Why we picked it If you truly have no category, this is the book on deliberately designing one, which reframes sizing as creating demand rather than measuring it. It studies companies that made customers change what they expect and buy. Useful for the strategic story around your number, less so for the arithmetic itself.
Play Bigger
From playbigger.com by Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney Book
- A new category is something you design, not something you find in a report.
- Category kings create demand where none existed before.
- Frame your market as the problem you are teaching people to name.
