Book · Book

Play Bigger

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

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.

  • 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.
Open on playbigger.com ↗

It answers 2 questions

  1. How do I estimate a market size when the product I'm building doesn't have a category yet?
  2. Is it smarter to enter a market while it's still forming, or wait until demand is obvious and proven?

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