Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets

This book introduces the groundbreaking discipline of category design, explaining how companies can invent new market categories, develop them, and dominate them over time.

The authors, who are founders of the Silicon Valley advisory firm Play Bigger, use data analysis and interviews to understand the strategies of 'category kings' such as Amazon, Salesforce, Uber, and IKEA.

The book shows how category design can create new demand, condition customers' expectations, and apply to various industries and personal careers.