Ramadan, Peterson, Lochhead & Maney – Play Bigger
Play Bigger
The founders of a revered Silicon Valley advisory agency research legendary category-creating firms and reveal a groundbreaking self-discipline known as class design.
Profitable at present isn’t about beating the competitors on the previous sport. It’s about inventing an entire new sport—defining a brand new market class, growing it, and dominating it over time. You’ll be able to’t construct a legendary firm with out constructing a legendary class. In the event you assume that having one of the best product is all it takes to win, you’re going to lose.
On this farsighted, pioneering information, the founders of Silicon Valley advisory agency Play Bigger depend on knowledge evaluation and interviews to grasp the interior workings of “category kings”— firms resembling Amazon, Salesforce, Uber, and IKEA—that give us new methods of residing, pondering or doing enterprise, typically fixing issues we didn’t know we had.
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In Play Bigger, the authors assemble their findings to introduce the brand new self-discipline of class design. By making use of class design, firms can create new demand the place none existed, conditioning clients’ brains so they modify their expectations and shopping for habits. Whereas this self-discipline defines the tech business, it applies to each form of business and even to private careers.
Crossing the Chasm revolutionized how we take into consideration new merchandise in an present market. The Innovator’s Dilemma taught us about disrupting an ageing market. Now, Play Bigger is remodeling enterprise as soon as once more, displaying us the way to create the market itself.
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