Download PDF Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets By Al Ramadan,Dave Peterson,Christopher Lochhead,Kevin Maney
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Ebook About The founders of a respected Silicon Valley advisory firm study legendary category-creating companies and reveal a groundbreaking discipline called category design.Winning today isn’t about beating the competition at the old game. It’s about inventing a whole new game—defining a new market category, developing it, and dominating it over time. You can’t build a legendary company without building a legendary category. If you think that having the best product is all it takes to win, you’re going to lose.In this farsighted, pioneering guide, the founders of Silicon Valley advisory firm Play Bigger rely on data analysis and interviews to understand the inner workings of “category kings”— companies such as Amazon, Salesforce, Uber, and IKEA—that give us new ways of living, thinking or doing business, often solving problems we didn’t know we had.In Play Bigger, the authors assemble their findings to introduce the new discipline of category design. By applying category design, companies can create new demand where none existed, conditioning customers’ brains so they change their expectations and buying habits. While this discipline defines the tech industry, it applies to every kind of industry and even to personal careers.Crossing the Chasm revolutionized how we think about new products in an existing market. The Innovator’s Dilemma taught us about disrupting an aging market. Now, Play Bigger is transforming business once again, showing us how to create the market itself.Book Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets Review :
This book plays to the entrepreneurs desire for fame fortune and IPO’s, and aim to be “category Kings” AKA first mover by inventing new language and taxonomy to describe your business. This is ironic because the authors use their own tactic to rename the timeless tactic of Positioning and following through.The Good: Taking time to strategically position your business and reconcile it with your market is a regular exercise of a smart business owner. Their process for this is sound but they try to rebrand it as something unique.The Bad: A majority of the book is meta analysis and reference to other much better books like Theil’s 0 to 1 or the timeless classic Positioning. Go buy and read those books instead. The read itself is full of way too many generic success stories, most you’re familiar with, and then pandering to advertise the authors’ consulting process.The Ugly Truth: A few problems the author doesn’t mention. Being a first mover or category king, you are 4x more likely to go out of business, and even if you survive, you’re statistically bound to make less of a profit then the competitors who come to unseat you. Looking at all the successful category creators gives you a false sense of risks and negatives of being a first mover. Play Bigger is highly recommended and a must read book regardless of the industry or field you are in. For people in technology - the industry that the authors have build their reputations in - it is a fascinating view into the process of defining, creating and winning a category. The book is filled with excellent examples of how category leading firms - from Birdseye Foods to Uber - have created and dominated markets by focusing on category design as well as product and company design.I particularly appreciated two of the chapters - Chapter 5 on the importance of a Point of View and Chapter 10 on how you can play bigger. In the final chapter, the authors connect the concepts of the book to the reader personally and help empower to reader to 'play bigger'. I also greatly appreciated the footnotes and encourage the reader to check each one out - the authors have great insights and a wonderful sense of humor.Play Bigger has a personal connection for me in that I have been on the receiving end of the power of category design. I competed with one of the authors who was at Mercury Interactive. Mercury brilliantly re-defined the software testing market, introduced a compelling point of view (Business Technology Optimization), secured alignment with thought leaders and industry analysts and became the overwhelming category leader leaving all the other firms behind. It happened quickly (within a year) and once it was over it was over. Mercury went on to have a successful acquisition by HP and other the other firms fell by the wayside. The lesson was painful at the time but was also a front row seat to the power of category design and a fascinating lesson. Proof that much can be learned from failure as well as success.Play Bigger is a great read and the authors have a fascinating point of view. I am confident that Play Bigger will eventually be considered one of the must read books. Enjoy. Read Online Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets Download Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets PDF Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets Mobi Free Reading Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets Download Free Pdf Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets PDF Online Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets Mobi Online Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets Reading Online Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets Read Online Al Ramadan,Dave Peterson,Christopher Lochhead,Kevin Maney Download Al Ramadan,Dave Peterson,Christopher Lochhead,Kevin Maney Al Ramadan,Dave Peterson,Christopher Lochhead,Kevin Maney PDF Al Ramadan,Dave Peterson,Christopher Lochhead,Kevin Maney Mobi Free Reading Al Ramadan,Dave Peterson,Christopher Lochhead,Kevin Maney Download Free Pdf Al Ramadan,Dave Peterson,Christopher Lochhead,Kevin Maney PDF Online Al Ramadan,Dave Peterson,Christopher Lochhead,Kevin Maney Mobi Online Al Ramadan,Dave Peterson,Christopher Lochhead,Kevin Maney Reading Online Al Ramadan,Dave Peterson,Christopher Lochhead,Kevin ManeyDownload PDF Fallen Jester (Tin Gypsy Book 5) By Devney Perry
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