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December 19 , 2010

Play Bigger

How Rebels and Innovators Create New Categories and Dominate Markets


In today's world, it's no longer enough to create great new products; rather companies now must create whole new categories that destroy old ones. Uber created a new personal transportation category and destroyed taxis and limos. created a new category of cloud-base sales automation, dethroning the old CRM industry. Airbnb, Workday, Tesla and Netflix are all winning by creating entirely new business categories that destabilise old ones.

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In the Beauty of the Lilies

Taking its title from the "Battle Hymn of the Republic", IN THE BEAUTY OF THE LILIES traces one family's profound journey through four generations – and across the spiritual landscape of twentieth-century America. It is one of John Updike's fullest and finest work of fiction.

The category is the new strategy.

The conclusion: If you want to build a legendary company, you need to design and build a legendary category at the same time, and dominate it over time. Your company needs to be a Category King. And if you don't design a Category King, you're creating a failure.

Drawing on examples from within and beyond our own practice, CATEGORY KINGS shows both entrepreneurs and established enterprises how to define, develop and rule a category over time.

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