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Author Ramadan, Al, author.

Title Play bigger : how pirates, dreamers, and innovators create and dominate markets / Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney.

Publication Info. New York, NY : Harper Business, [2016]


Location Pub Note Copy No. Status
 DeKalb PL Adult Non-Fiction - DKLY-12  658.4012 RAM    AVAILABLE
Edition First edition.
Description xv, 255 pages ; 24 cm
text txt rdacontent
unmediated n rdamedia
volume nc rdacarrier
Bibliography Includes bibliographical references (pages [235]-246) and index.
Contents From bad tuna to play bigger -- The category king economy. Creation wins ; Category is the new strategy ; The discipline of category design -- The category king playbooks. Start : how to discover a category ; Strategy : the power of a point of view ; Mobilization : the shit gets real chapter ; Marketing : conditioning the market to welcome your pirate invasion -- The enduring category king. The flywheel : from category king to legendary king ; The corporate chapter : the rare art of continuous category creation ; How you can play bigger.
Summary 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.
Subject New products.
Strategic planning.
Success in business.
Marketing. (OCoLC)fst01010167
New products. (OCoLC)fst01036889
Strategic planning. (OCoLC)fst01134371
Success in business. (OCoLC)fst01137062
Added Author Peterson, Dave (Business consultant), author.
Lochhead, Christopher, author.
Maney, Kevin, 1960- author.
Added Title How pirates, dreamers, and innovators create and dominate markets
ISBN 9780062407610 (hardcover) (alkaline paper)
0062407619 (hardcover) (alkaline paper)

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