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Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets Audiobook
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Publisher Description
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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“Every entrepreneur looking to alter the landscape and every CEO looking to reimagine their business can learn from this book. Play Bigger provides inspiration and a framework for building companies that transcend gravity.”
— Marc Benioff, chairman and CEO, Salesforce
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“Every entrepreneur who wants to take their game to the next level needs to read this book. Category design applies to sports governing bodies, event owners, national teams, and even athletes.”
— John Bertrand, Americas Cup winner, Olympic medalist
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About the Authors
Al Ramadan is a cofounder of Play Bigger. He is a former entrepreneur, senior executive, and operating guy who now coaches clients as they design categories that matter. He lives in Silicon Valley.
Lloyd James (a.k.a. Sean Pratt) has been narrating since 1996 and has recorded over six hundred audiobooks. He is a seven-time winner of the AudioFile Earphones Award and has twice been a finalist for the prestigious Audie Award. His critically acclaimed performances include Elvis in the Morning by William F. Buckley Jr. and Searching for Bobby Fischer by Fred Waitzkin, among others.
Lloyd James (a.k.a. Sean Pratt) has been a working professional actor in theater, film, television, and voice-overs for more than thirty years. He has narrated over one thousand audiobooks and won numerous Earphones Awards and nominations for the Audie Award and the Voice Arts Award. He holds a BFA degree in acting from Santa Fe University, New Mexico.
Dave Peterson is a cofounder of Play Bigger. He is a former entrepreneur, senior executive, and operating guy who now coaches clients as they design categories that matter. He lives in Silicon Valley.
Christopher Lochhead is a cofounder of Play Bigger. He is a former entrepreneur, senior executive, and operating guy who now coaches clients as they design categories that matter. He lives in Silicon Valley.
Kevin Maney writes for Fortune, the Atlantic, Fast Company, and other publications. He was the technology reporter at USA Today for more than twenty years. He is the author of the critically acclaimed books The Maverick and His Machine and Trade-Off. He lives in New York.
About the Narrators
Hillary Huber, a Los Angeles–based voice talent with hundreds of commercials and promos under her belt, was bitten by the audiobook bug in 2005. She now records books on a regular basis and has been nominated for several Audie Awards and won numerous Earphones Awards.
Lloyd James (a.k.a. Sean Pratt) has been a working professional actor in theater, film, television, and voice-overs for more than thirty years. He has narrated over one thousand audiobooks and won numerous Earphones Awards and nominations for the Audie Award and the Voice Arts Award. He holds a BFA degree in acting from Santa Fe University, New Mexico.