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Ogilvy on Advertising and Geoffrey Moore’s Crossing the Chasm. In
Al Ramadan, Dave Peterson, Christopher Lochhead, • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
Make it emotional. Make people feel they must have this.
Al Ramadan, Dave Peterson, Christopher Lochhead, • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
The key to each has to do with creating, developing, and dominating new categories of products and services.
Al Ramadan, Dave Peterson, Christopher Lochhead, • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
business. We call the discipline category design.
Al Ramadan, Dave Peterson, Christopher Lochhead, • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
than to know that someone who isn’t yet born
Al Ramadan, Dave Peterson, Christopher Lochhead, • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
A company that best frames a problem is the company that often comes to define and take the category.
Al Ramadan, Dave Peterson, Christopher Lochhead, • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
It’s about winning the war for popular opinion, teaching the world to abandon the old and embrace the new.
Al Ramadan, Dave Peterson, Christopher Lochhead, • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
They don’t sell us better. The most exciting companies sell us different.
Al Ramadan, Dave Peterson, Christopher Lochhead, • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
Next step is a workshop with the CEO and leadership team.