Play Bigger: How Rebels and Innovators Create New Categories and Dominate Markets

by Al Ramadan

But disruption is a by-product, not a goal.

But for the smartest pirates, dreamers, and innovators on the planet, disruption is never the goal.

Creation is the goal.

Category kings take it upon themselves to design a great product, a great company, and a great category at the same time.

Becoming category kings frames vision of site and company

A billion-dollar valuation of a category king that is creating, developing, and dominating a new category is often a bargain, in good economies or bad.

Category kings become some of the most famous brands because they become the symbol of the whole category—Xerox, Google, IKEA.

category king strategy is important and effective when the economy is roaring, and perhaps even more powerful when downturns cripple runner-up competitors.

Defining What’s our overall problem space?