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The Existing Market Trap: (a Primer) Escaping The 13 Deadly Sins that Destroy Companies, Careers and Portfolios
The Existing Market A Prequel to Play Bigger
Most 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.
Most 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.
- GenresBusiness
130 pages, Hardcover
Published May 2, 2025
27 people are currently reading
20 people want to read
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Displaying 1 - 2 of 2 reviews
December 19, 2025
definitely a primer
If you’re focused in tech, hardgoods, or services, the examples are applicable. If not, you’ll need to be creative in how to apply their thinking . There are many snippets of brilliance. But it feels more like trying to get the red gum ball out of the machine.
If you’re focused in tech, hardgoods, or services, the examples are applicable. If not, you’ll need to be creative in how to apply their thinking . There are many snippets of brilliance. But it feels more like trying to get the red gum ball out of the machine.
June 6, 2025
As a disciple of the church of Play Bigger, this book is the born again resurrection and reminder we all needed. Good job, Pirates!
Displaying 1 - 2 of 2 reviews