Description
Most companies fight harder within existing markets—but exponential growth often comes from creating a new category altogether. This book lays out a practical framework for “category design,” showing how leaders identify a compelling job to be done, shape market perception, and launch a category that positions their company as the inevitable choice. Through high-level tools like the Category Design Matrix and a step-by-step playbook, it explores how category kings build momentum, earn dominance, and defend their position as competitors arrive. Blending strategy, marketing, and real-world examples, the authors’ crisp, execution-focused style makes a bold case for thinking beyond incremental improvement and toward market-making ambition.
Available Editions
paperback
Little, Brown Book Group Limited
Published Jan 1, 2016
137 pages
ISBN: 9780349411378
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Details
First Published
2017
Language
eng
Content Warnings
No content warnings identified.