The founders of the respected Silicon Valley advisory firm study legendary category-creating companies and reveal a groundbreaking discipline called category design.

Being successful today isn’t about beating the competition in the aged video game. It’s about inventing a whole new game-defining a fresh market category, developing it, and dominating it over time. You can’t build a renowned company without building a famous category. If you believe that having the greatest product is certainly all it takes to win, you’re going about Play Larger: How Pirates, Dreamers, and Innovators Create and Dominate Markets to lose.

With this farsighted, pioneering guide, the founders of Silicon Valley advisory firm Play Bigger depend on data analysis and interviews to comprehend the inner workings of “category kings”- companies such as Amazon, Salesforce, Uber, and IKEA-that provide us new ways of living, thinking or conducting business, often solving problems we didn’t understand we had.

In Play Bigger, the authors assemble their findings to introduce the new discipline of category design. Through the use of category design, companies can create new demand where non-e existed, conditioning clients’ brains therefore they transformation their expectations and purchasing practices. While this discipline defines the technology industry, it applies to every sort of industry as well as to personal careers.

Crossing the Chasm revolutionized how exactly we think about services within an existing market. The Innovator’s Dilemma trained us about disrupting an maturing market. Right now, Play Bigger is certainly transforming business once again, showing us how exactly to create the market itself.