Play Bigger: How Rebels and Innovators Create New Categories and Dominate Markets

A company that best frames a problem is the company that often comes to define and take the category. Put another way: winning companies today market the problem, not just the solution.

Category-driven strategy looks like this {Figure 3}: Figure 3. The magic triangle: to improve the odds of becoming a category king, companies should engage in product design, company design, and category design at roughly the same time.

The first inventor is an innovator to be thanked. The first to define and develop a category is a category king to be followed.

What does all this mean for a CEO, founder, or category creator of any kind? Your number one job is to change the way people think. Your product, your company culture, your marketing—everything has to be aligned with transforming the way potential customers think. If you change the way they think, they will change their buying behavior. More import