Summary:
The book provides a guide on how companies can define and dominate new market categories by focusing on what the authors call "category design." It emphasizes the importance of creating a unique product, building a narrative that resonates with customers, and executing strategies that set a company apart from its competitors, ultimately leading to market leadership.
Key points:
1. Category Design: This concept involves creating and dominating a new market category for a product or service, not by being better, but by being different.
Books similar to "Play Bigger":
Brand Relevance
David A. Aaker
7 Powers
Hamilton Helmer
The 22 Immutable Laws of Marketing
Al Ries|Jack Trout
Positioning
Al Ries|Jack Trout
Differentiate or Die
Jack Trout
Obviously Awesome
April Dunford
What's Your Competitive Advantage?
Cliff Bowman|Paul Raspin
The Selling Fox
Jim Holden
Killing Giants
Stephen Denny
Be the Go-To
Theresa M. Lina