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 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 to change their expectations and buying habits. Play Bigger is transforming business, showing us how to create the market itself. If you think that having the best product is all it takes to win, you're going to lose.
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