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Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets Hardcover – Illustrated, 14 June 2016

4.5 out of 5 stars 265 ratings

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Product details

  • Publisher ‏ : ‎ Harper Business; Illustrated edition (14 June 2016)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 272 pages
  • ISBN-10 ‏ : ‎ 0062407619
  • ISBN-13 ‏ : ‎ 978-0062407610
  • Dimensions ‏ : ‎ 2.79 x 15.49 x 23.37 cm
  • Customer Reviews:
    4.5 out of 5 stars 265 ratings

Product description


"Play Bigger shows why it's so important to build category kings and what it takes to succeed in this new discipline of category design. This is must read book for all brand marketers, VC's, and board of directors who want to take market creation into their own hands"--R Ray Wang, Principal Analyst & Founder, Constellation Research, Inc. Author Disrupting Digital Business

"a new spin on the 'something from nothing concept' ... Aimed at entrepreneurs, this book has practical advice for anyone in business."--Booklist

"This important work should be available to everyone thinking of pursuing a business career."--Library Journal

"Business leaders of the future need to create movements with passionate employees and fans that change the world's point of view, not just companies with employees that sell products. Play Bigger shows how category design is the roadmap for making this happen."--Mike Maples, Founding Partner, Floodgate

"Category design is a principle that every successful entrepreneur has intuitively embraced. Now it is outlined here in Play Bigger for all business executives to learn and apply. An absolute must read for every person interested in the secret sauce found in Silicon Valley."--Ann Miura-Ko, Lecturer, Stanford University and Co-founder Floodgate Fund

"Every entrepreneur looking to alter the landscape and every CEO looking to reimagine their business can learn from this book. Play Bigger provides inspiration and a framework for building companies that transcend gravity."--Marc Benioff, Chairman and CEO, Salesforce

"Every entrepreneur who wants to take their game to the next level needs to read this book. Category design applies to sports governing bodies, event owners, national teams and even athletes."--John Bertrand, Americas Cup winner, Olympic medalist

"Play Bigger is the new how-to guide for entrepreneurs and executives who want to build legendary, enduring companies."--Jim Goetz, Partner, Sequoia Capital

"This is a very special book, and it will make a huge difference to businesses trying to understand how they can succeed initially and for the long term. Play Bigger ranks up there with Christensen's "Innovators Dilemma" and Moore's "Crossing The Chasm" as the three must-have books to succeed."--Kathleen Goolsby, Managing Editor,

From the Back Cover

What do Facebook, Google,, Uber, VMware, Netflix, IKEA, Birds Eye, 5-hour Energy, and Pixar have in common?

In what way does Apple work like the 165-year-old glass company, Corning?

How do you explain why some start-ups last and build value while others shoot up and then flame out?

Why was Elvis not just the King, but a category king?

The key to each has to do with creating, developing, and dominating new categories of products and services.

Stick around and we'll tell you how that's done.

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.

It's not about disruption anymore--it's about creation. Category kings are the explosive and enduring companies that create value over time by opening up a category with vast potential and setting themselves up to control the majority of it. Category kings take seventy to eighty percent of the category's economics. Category kings become famous brands because they become the symbol of the whole category--think Xerox, Google, Uber. A category king is almost impossible to challenge. These are the companies that shape our lives and alter the future. They play bigger than other companies.

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 to change expectations and buying habits. While this discipline is crucial in the tech industry, it applies to every kind of industry and even to personal careers.

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Top review from Australia

Reviewed in Australia on 4 June 2017
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Top reviews from other countries

2.0 out of 5 stars Shallow PR material for authors' business
Reviewed in the United Kingdom on 8 December 2020
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5.0 out of 5 stars Inspiring and insightful
Reviewed in the United Kingdom on 26 March 2019
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5.0 out of 5 stars Great book - if you are entrepreneurial or looking to make an impact in business or an industry then really insightful!
Reviewed in the United Kingdom on 25 June 2018
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5.0 out of 5 stars This is an excellent read. If you want to create a legendary ...
Reviewed in the United Kingdom on 19 July 2017
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Kyle Slinn
1.0 out of 5 stars Not credible.
Reviewed in Canada on 21 January 2020
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