Al Ramadan

The founders of a respected Silicon Valley advisory firm study legendary category-creating companies and reveal a groundbreaking discipline called category design.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, the founders of Silicon Valley advisory firm Play Bigger 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 to introduce the new discipline of category design. By applying category design, companies can create new demand where none existed, conditioning customers’ 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.

Bản gốc tiếng anh viết năm 2016Sách do Nguyễn Hạo Nhiên & Nguyễn Hưởng dịch năm 2018Spoil:Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney là những tay chuyên cố vấn cho các doanh nghiệp, giúp họ trở thành "vua hạng mục". Một kẻ độc quyền tạo ra một ngách mới trong thị trường, một lĩnh vực khác biệt và đột phá.Kiến thức của họ đến từ kinh nghiệm khởi nghiệp và thành công lẫn thất bại ở nhiều công ty, kèm thêm những nghiên cứu về những công ty đã thống trị hạng mục trong quá khứ, hoặc thất bại sml. Nó được tổng hợp thành công thức xây dựng, các bước cần thiết chuẩn bị, chiến lược chiếm lĩnh thị trường trong chớp nhoáng và thu hoạch kết quả từ việc độc quyền của mình.Đó là chiến lược của thời đại công nghệ: khác biệt, đột phá, tốc độ để trở thành vua, hay chầm chậm cải tiến, theo đuôi và loay hoay tìm cách sinh tồn.Vì đây là cuộc chơi mà kẻ thắng lấy hết.https://t0an.blogspot.com/2020/06/boo...

The Existing Market A Prequel to Play BiggerMost companies don’t fail because they build bad products.They fail because they don’t build belief.They build something new—and the market compares it to something old.They follow the classic playbook—and end up playing a game they didn’t design.They’re misunderstood, miscategorized, and eventually… they stall.This is the Existing Market Trap—the invisible force that kills companies, careers, and portfolios.In this sharp, founder-first Primer, the authors of Play Bigger return with the missing chapters—the prequel to the Category Design movement. They name the problem, map the 13 Deadly Sins that cause great companies to get stuck, and reveal the escape a bold, proven system for building belief in new markets—and becoming the only.Markets are people. Categories are beliefs.A market is just a group of people who share a problem.A category is what they believe can solve it.It’s not about products. It’s not about features. It’s about belief.Belief that the problem matters.Belief that your solution is the answer.Belief that you are the only one who can deliver it.Legendary companies don’t fight for shelf space. They build the aisle.They don’t out-feature the competition. They redefine the game.They don’t chase demand. They create it.And belief is the most powerful thing you can ship.Inside, you’ll Why the Existing Market Trap is so dangerous—and so hard to seeThe 13 Deadly Sins that sabotage companies at every stage of growthThe Market Creation & Category Design how to frame the problem, claim the category, and launch with forceHow companies like Qualtrics, DocuSign, and ClearMetal broke free—and what changed when they didWhat this shift means for your company, your career, and your cap tableWhether you’re a Founder, CEO, Executive, Investor, or Board Member—if you’ve ever felt stuck, sidelined, or like the market just doesn’t get it…This is your book.And this is your way out.