The 22 Laws of Category Design

This book is for a very small percentage of business people.

You see, most people in business are not trying to use Category Design to create a new category that changes the future and generates exponential new value. Instead, many people in business are trying to "not get fired." Many people want to go to work, make a contribution, and go home.

But Category Design is purpose-built for people who want to make an exponential difference, not an incremental better.

Category Design is a business discipline that helps companies earn the majority of the value created in a specific new or different category of products or services. (Primary research on Category Design in Play Bigger, the first Category Design book, shows that in technology categories, one company earns 76% of the total market cap value created.) The 22 Laws Of Category Design is specifically tailored for entrepreneurs, marketing professionals,...