Play Bigger (häftad)
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Format
Inbunden (Hardback)
Språk
Engelska
Antal sidor
272
Utgivningsdatum
2016-06-14
Förlag
Harpercollins
Dimensioner
239 x 160 x 23 mm
Vikt
409 g
Antal komponenter
1
ISBN
9780062407610

Play Bigger

How Pirates, Dreamers, and Innovators Create New Markets, Slay the Competition, and Run Off With All the Money

av Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney
Inbunden,  Engelska, 2016-06-14
380
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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.
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Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney

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