{"product_id":"play-bigger-how-rebels-and-innovators-create-new-categories-and-dominate-markets","title":"Play Bigger: How Rebels and Innovators Create New Categories and Dominate Markets","description":"\u003cp\u003eIn today's world, it's no longer enough to create great new products; rather companies now must create whole new categories that destroy old ones. Uber created a new personal transportation category and destroyed taxis and limos. Salesforce.com created a new category of cloud-base sales automation, dethroning the old CRM industry. Airbnb, Workday, Tesla and Netflix are all winning by creating entirely new business categories that destabilise old ones.\u003c\/p\u003e\u003cp\u003e\u003cb\u003eThe category is the new strategy.\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eThe conclusion: If you want to build a legendary company, you need to design and build a legendary category at the same time, and dominate it over time. Your company needs to be a Category King. And if you don't design a Category King, you're creating a failure. \u003c\/p\u003e\u003cp\u003eDrawing on examples from within and beyond our own practice, PLAY BIGGER shows both entrepreneurs and established enterprises how to define, develop and rule a category over time.\u003c\/p\u003e","brand":"Oxfordbookstore","offers":[{"title":"Default Title","offer_id":44791104667827,"sku":"9780349414645","price":399.0,"currency_code":"INR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0718\/4164\/4723\/files\/blk_imp_17478108609780349414645.jpg?v=1762851461","url":"https:\/\/oxfordbookstore.com\/products\/play-bigger-how-rebels-and-innovators-create-new-categories-and-dominate-markets","provider":"Oxfordbookstore ","version":"1.0","type":"link"}