Play Bigger: How Rebels and Innovators Create New Categories and Dominate Markets
Dave Petersonamazon.com
Play Bigger: How Rebels and Innovators Create New Categories and Dominate Markets
This is counter to classic marketing thinking, which is brand oriented: How do I get people to prefer my brand? Forget the brand. Think categories. Prospects are on the defensive when it comes to brands. Everyone talks about why their brand is better. But prospects have an open mind when it comes to categories. Everyone is interested in what’s new.
... See moreFerriss, Timothy • Tools of Titans: The Tactics, Routines, and Habits of Billionaires, Icons, and World-Class Performers
But the chances of you actually surpassing that “Category King,” and being seen as “THE BEST” is highly unlikely. So, what’s a writer to do? The answer is to create a new category of your own.
Nicolas Cole • The Art and Business of Online Writing: How to Beat the Game of Capturing and Keeping Attention
Creating new market space, W. Chan Kim and Renée Mauborgne, Harvard Business Review, Jan–Feb 1999.
Helen Blake • Creating and Delivering Your Value Proposition: Managing Customer Experience for Profit
One thing that might surprise you about dominance is how companies get it. You might think it comes from rapacious win-at-all costs business practices, or from raising large amounts of money to snuff out competition. But we’ve found that the primary source for a company’s dominance is whether it designs its product and business model to be perfectl... See more