Play Bigger

How Pirates, Dreamers, and Innovators Create and Dominate Markets



A groundbreaking discipline called category design is revealed in the book Play Bigger - How Pirates, Dreamers, and Innovators Create and Dominate Markets.

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, authors Al Ramadan, Dave Peterson, Christopher Lochhead, and Kevin Maney 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.

In Play Bigger, the authors assemble their findings and explain how companies can use category design to create new demand where none existed and conditioning customer’s brains so they change their expectations and buying habits. While this discipline defines the tech industry, it applies to every kind of industry and even to personal careers.

Crossing the Chasm revolutionized how we think about new products in an existing market. The Innovator’s Dilemma taught us about disrupting an aging market. Now, Play Bigger is transforming business once again, showing us how to create the market itself.


Here is what people are saying about Play Bigger.

“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

"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

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

"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

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