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

As it grew, Uber at the same time did something extremely important: Uber made all of us aware that we had a taxi problem—and that the problem had a new solution. Uber did this through the way it designed the company and its service.

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

Ogilvy on Advertising and Geoffrey Moore’s Crossing the Chasm. In

“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,”

There is zero correlation between the amount of money raised by a company before it goes public and its post-IPO value creation. The only

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

Every department inside a larger business is essentially creating a product or service of some kind, and would benefit from thinking about the category it serves and how the department and its offering plug into that category.

Much like Apple with its iPad, the category was Bhargava’s strategy. He envisioned the category and how to build it, evangelized the problem, then created the product and company to attack it.

Conventional wisdom says Google won simply because it built a better search engine. But it won because it also designed a new category and designed its company to fit that category. So