Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets

It’s about winning the war for popular opinion, teaching the world to abandon the old and embrace the new.

In as few words as possible, it should lay out the problem and its ramifications, describe a vision for the category, sketch a blueprint for how to build the category, and paint a picture of potential outcomes.

You have to help them move from the way they used to think, to a new frame of reference.

What does all this mean for a CEO, founder, or category creator of any kind? Your number one job is to change the way people think.

a category-based strategy requires the design of a great product, a great company, and a great category at roughly the same time.

the odds are the same for everyone in the game. The key is to play bigger by doing everything in your power to increase your odds. It won’t guarantee winning, but it gives you a better chance than others around you—and

Your product, your company culture, your marketing—everything has to be aligned with transforming the way potential customers think. If you change the way they think, they will change their buying behavior. More important, if you are the company that changes the way people think, people will see your company as the category king, and you will win t

“History shows that the first brand into the brain gets twice the long-term market share of the No. 2 brand and twice again as much as the No. 3 brand,”

Being first to invent something can be fantastically important, but it doesn’t mean squat if you don’t define and develop the category.