{"product_id":"book-bx7r","title":"Play Bigger","description":"\u003cp\u003eThe founders of a respected Silicon Valley advisory firm study legendary category-creating companies and reveal a groundbreaking discipline called category design.\u003c\/p\u003e\u003cp\u003eWinning 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.\u003c\/p\u003e\u003cp\u003eIn 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.\u003c\/p\u003e\u003cp\u003eIn \u003cem\u003ePlay Bigger\u003c\/em\u003e, 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.\u003c\/p\u003e\u003cp\u003e\u003cem\u003eCrossing the Chasm\u003c\/em\u003e revolutionized how we think about new products in an existing market. \u003cem\u003eThe Innovator’s Dilemma\u003c\/em\u003e taught us about disrupting an aging market. Now, \u003cem\u003ePlay Bigger\u003c\/em\u003e is transforming business once again, showing us how to create the market itself.\u003c\/p\u003e","brand":"Harlequin Audio","offers":[{"title":"Audiobook","offer_id":49345437958448,"sku":"BDbx7r","price":25.99,"currency_code":"USD","in_stock":true},{"title":"Audio CD","offer_id":49345437991216,"sku":"ZEbx7r","price":45.99,"currency_code":"USD","in_stock":true},{"title":"Audio MP3-CD","offer_id":49345438023984,"sku":"ZMbx7r","price":45.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0879\/2784\/9264\/files\/bx7r-Square-cover.jpg?v=1776951210","url":"https:\/\/downpour.com\/products\/book-bx7r","provider":"Downpour","version":"1.0","type":"link"}