{"product_id":"9780349411361-play-bigger","title":"Play Bigger","description":"\u003cmeta content=\"text\/html; charset=utf-8\" http-equiv=\"Content-Type\"\u003e\u003cp\u003e\u003cspan\u003eHow Rebels and Innovators Create New Categories and Dominate Markets\u003cbr\u003eThe how-to playbook for start-ups and established companies on how to define a new category, develop it and then dominate it over time.\u003cbr\u003e\u003cp\u003eIn today's world, it's no longer enough to create great new products; rather companies now must create whole new categories that destroy old ones. Uber created a new personal transportation category and destroyed taxis and limos. Salesforce.com created a new category of cloud-base sales automation, dethroning the old CRM industry. Airbnb, Workday, Tesla and Netflix are all winning by creating entirely new business categories that destabilise old ones.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eThe category is the new strategy.\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eThe conclusion: If you want to build a legendary company, you need to design and build a legendary category at the same time, and dominate it over time. Your company needs to be a Category King. And if you don't design a Category King, you're creating a failure. \u003cbr\u003e\u003cbr\u003eDrawing on examples from within and beyond our own practice, PLAY BIGGER shows both entrepreneurs and established enterprises how to define, develop and rule a category over time.\u003c\/p\u003e\n\u003cbr\u003e\u003cbr\u003e\u003c\/span\u003e\u003c\/p\u003e","brand":"Rarewaves","offers":[{"title":"Default Title","offer_id":31913871278177,"sku":"9780349411361","price":14.4,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0092\/7504\/8033\/files\/orig_29637729.jpg?v=1725621361","url":"https:\/\/www.rarewaves.com\/products\/9780349411361-play-bigger","provider":"Rarewaves.com","version":"1.0","type":"link"}