Play Bigger
How Pirates, Dreamers, and Innovators Create and Dominate Markets
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Play Bigger
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Sean Pratt
The founders of a respected Silicon Valley advisory firm study legendary category-creating companies and reveal a groundbreaking discipline called category design.
Winning today isn’t about beating the competition at the old game. It’s about inventing a whole new game—defining a new market category, developing it, and dominating it over time. You can’t build a legendary company without building a legendary category. If you think that having the best product is all it takes to win, you’re going to lose.
In this farsighted, pioneering guide, the founders of Silicon Valley advisory firm Play Bigger rely on data analysis and interviews to understand the inner workings of “category kings”— companies such as Amazon, Salesforce, Uber, and IKEA—that give us new ways of living, thinking or doing business, often solving problems we didn’t know we had.
In Play Bigger, the authors assemble their findings to introduce the new discipline of category design. By applying category design, companies can create new demand where none existed, conditioning customers’ brains so they change their expectations and buying habits. While this discipline defines the tech industry, it applies to every kind of industry and even to personal careers.
Crossing the Chasm revolutionized how we think about new products in an existing market. The Innovator’s Dilemma taught us about disrupting an aging market. Now, Play Bigger is transforming business once again, showing us how to create the market itself.
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It gave me new frameworks to assess the potential of companies and to really see how our company is working towards category leadership.
Inspiring handbook to creating companies that make a difference
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Full of trite metaphors, marketing-driven corporate speak, and thinly veiled American propaganda. Their examples of "category kings" are the same corporations and businesses every first year business student is also looking at. None of the examples given (to my knowledge) belong to their consultancy. Hard to take seriously, all in all. There are also numerous instances where the messaging appears to contradict itself. Is this for new businesses? Old? Both? They talk about a "sweet spot" for the age of a business for category design, then go ahead with a series of examples of companies that birthed a new product out of nothing with their own category.
Some choice examples of the horror awaiting you in this book:
* Mark Twain, William Shakespeare, *Ayn Rand* all lumped together as "great authors"
* The American Declaration of Independence is "one of the most enduring texts of all time"
* An example given of a key process in planning (paraphrased): "you have take customers FROM somewhere TO somewhere else. and so we coined the term 'fro-to'."
* If people are voicing concerns about the new company strategy, simply fire them as a warning to others.
This book reads more like an MLM or cult brochure.
MLM in corporate form
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