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

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

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

“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,”

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

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.

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.

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

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

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