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

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

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

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

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.

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

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

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.

A company that best frames a problem is the company that often comes to define and take the category. Put another way: winning companies today market the problem, not just the solution.