Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
Al Ramadan, Dave Peterson, Christopher Lochhead,
amazon.com
Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
Al Ramadan, Dave Peterson, Christopher Lochhead,
amazon.comHere are the rules of category design:
- Different is better than better.
- Being first is better than being better.
- If you can’t be first, set up a new one you can be first in.
Creating a category will help you stand out and essentially ‘own’ a word, phrase, or idea in the prospect’s mind.
And owning an idea in the prospect’s mind = the most powerful