Play Bigger: How Rebels and Innovators Create New Categories and Dominate Markets
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Play Bigger: How Rebels and Innovators Create New Categories and Dominate Markets
The Law of Category - If you can't be first in a category, set a new category you can be first in.
The 22 Immutable Laws of Marketing.
“The most successful efforts in category creation do not result from company executives creating an acronym at an offsite. Rather they are discovered from deeply understanding a narrow set of customers.
April Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
if you carve out a specific group of people and tailor your brand specifically to them, you will attract raving fans and the attention of a future acquirer. In this book you’re going to learn how to tap into those markets in a way these big companies can’t. You’re going to make yourself into the most attractive person in the room, and they’re going
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In value migration, customers move from A to B, and the profit zone moves from A to B with them. The incumbent stays at A. The newcomer builds a business design to go to B. Market value shifts from the incumbent to the newcomer. Investors endorse the newcomer, because that is where the profit growth will be.