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Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets, by Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin
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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.
- Sales Rank: #23473 in Books
- Published on: 2016-06-14
- Released on: 2016-06-14
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .93" w x 6.00" l, .0 pounds
- Binding: Hardcover
- 272 pages
Review
“Every entrepreneur looking to alter the landscape and every CEO looking to reimagine their business can learn from this book. Play Bigger provides inspiration and a framework for building companies that transcend gravity.” (Marc Benioff, Chairman and CEO, Salesforce)
“Play Bigger is the new how-to guide for entrepreneurs and executives who want to build legendary, enduring companies.” (Jim Goetz, Partner, Sequoia Capital)
“Business leaders of the future need to create movements with passionate employees and fans that change the world’s point of view, not just companies with employees that sell products. Play Bigger shows how category design is the roadmap for making this happen.” (Mike Maples, Founding Partner, Floodgate)
“Every entrepreneur who wants to take their game to the next level needs to read this book. Category design applies to sports governing bodies, event owners, national teams and even athletes.” (John Bertrand, Americas Cup winner, Olympic medalist)
“Category design is a principle that every successful entrepreneur has intuitively embraced. Now it is outlined here in Play Bigger for all business executives to learn and apply. An absolute must read for every person interested in the secret sauce found in Silicon Valley.” (Ann Miura-Ko, Lecturer, Stanford University and Co-founder Floodgate Fund)
“Play Bigger shows why it’s so important to build category kings and what it takes to succeed in this new discipline of category design. This is must read book for all brand marketers, VC’s, and board of directors who want to take market creation into their own hands” (R "Ray" Wang, Principal Analyst & Founder, Constellation Research, Inc. Author Disrupting Digital Business)
“This important work should be available to everyone thinking of pursuing a business career.” (Library Journal)
“This is a very special book, and it will make a huge difference to businesses trying to understand how they can succeed initially and for the long term. Play Bigger ranks up there with Christensen’s “Innovators Dilemma” and Moore’s “Crossing The Chasm” as the three must-have books to succeed.” (Kathleen Goolsby, Managing Editor, SandHill.com)
“a new spin on the ‘something from nothing concept’ … Aimed at entrepreneurs, this book has practical advice for anyone in business.” (Booklist)
From the Author
Too many innovations fail to find theirplace in the world. They never achieve company/category fit. We want to helpfix that.�This book is more than a book. It's a mission. Thegoal is to incite a new global business dialogue about categories. Over years we discovered a connection, basedon data science, research and experience between the way markets work, brainscience, and the intuitive approaches used by the most successful entrepreneurialinnovators. It's the culmination of our life's work. And it's called categorydesign.
Category design is a new, management discipline that increases the odds of winning by teaching business leaders how to build a product, company and category at the same time.�
-A category designer is anyone who chooses not tocompete in an existing market and create their own.
-A category designer is anyone who hasre-imagined an existing market and made it their own.
-A category designer is anyone who has tried tointroduce the world to a new way of thinking, living, learning or working.
From the Back Cover
What do Facebook, Google, Salesforce.com, Uber, VMware, Netflix, IKEA, Birds Eye, 5-hour Energy, and Pixar have in common?
In what way does Apple work like the 165-year-old glass company, Corning?
How do you explain why some start-ups last and build value while others shoot up and then flame out?
Why was Elvis not just the King, but a category king?
The key to each has to do with creating, developing, and dominating new categories of products and services.
Stick around and we’ll tell you how that’s done.
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.
It’s not about disruption anymore—it’s about creation. Category kings are the explosive and enduring companies that create value over time by opening up a category with vast potential and setting themselves up to control the majority of it. Category kings take seventy to eighty percent of the category’s economics. Category kings become famous brands because they become the symbol of the whole category—think Xerox, Google, Uber. A category king is almost impossible to challenge. These are the companies that shape our lives and alter the future. They play bigger than other companies.
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 to change expectations and buying habits. While this discipline is crucial in the tech industry, it applies to every kind of industry and even to personal careers.
Most helpful customer reviews
3 of 3 people found the following review helpful.
Read it and bought 10 more
By @gregshove
Not sure I would give any biz book 5 stars, but I read about 3-4 a year and this is one of the best in recent years - in part as the playbook for category domination is well-timed for my business. The thesis is well-founded - a few companies (1-3) take almost all the spoils from new categories. for example in marketing automation software, here's the rundown for value creation for the companies that launched in last 10 years: Marketo $1.8B, Eloqua $850M, Pardot $80M and the rest....? Or file management: Box, Dropbox, that company that renamed itself...and ??? You get the point.
Would like to have read more and less obvious case studies - google, amazon, salesforce etc are all so unique in the scale of their success and category domination. would like to have heard more about companies that jumped into the #1 slot in categories that had 3-8 competitors early on - and how they used their own category "lightning strikes" to turn the category into a 1 or 2 horse race.
Advice on how to do category design in a big company or for own personal life seemed a little thin - but the core of the book is aimed at entrepreneurs and provides the playbook and advice to go after a category and win. So if you think your company has potential, buy this book. I just bought ten more for my mgt team and other CEO friends.
2 of 2 people found the following review helpful.
Unicorns, pirates, dreamers, VC’s and entrepreneurs- Required summer, fall, winter spring reading!
By David S
PlayBigger should be required reading for any "business builder" who dreams, doesn't remember their dreams or just needs to start thinking bigger. While the book is a guide to designing, creating, owning and continually evolving a market category, it is also a manual full of highly motivational and practical life lessons.
Full disclosure, I have the personal pleasure of knowing the PlayBigger founders. They have taken their many years of pushing the marketing envelope, combined it with validated market data, leveraged Kevin Maney’s great writing talent and created a must read “classic” that allows room for each individual’s voice and wisdom to shine.
There is a 1981-1983 comedy TV program “The Greatest American Hero” about a guy walking the beach who finds a superhero suit left behind by space aliens. In his excitement, he drops the suit's manual on the beach and now he has to learn the powers of being a super hero alone. How many early stage companies, established businesses, brilliant MBA students and those of us who are veterans of a long list of adventures still keep searching for “The Manual.” Start with this book.
I admittedly am scared as hell to go down a ski slope at 80 MPH, let alone lean into it. I don’t work for SAP, but know many who have and don’t any longer (page 26). But, I do know innovation and wisdom. This world desperately needs new ways of thinking, impacting and solving a long list of problems. PlayBigger delivers on a clear road map to category design and points the way for those brave enough to seek to “dent the universe.”
All of us who are serial entrepreneurs, impassioned change agents, strategic marketing gurus, investors, mentors, voices of written and verbal reason can learn a great deal from the vision and grounded reality shared by the authors.
1 of 1 people found the following review helpful.
Play Bigger is highly recommended and a must read book regardless of the industry ...
By R. OBrien
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.
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