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Play Bigger

Play Bigger

By Al Ramadan, et al.

How Pirates, Dreamers, and Innovators Create and Dominate Markets. Harper, 2016.

5.0 / 4

16 mins read

14 Key insights

A brief summary of Play Bigger

A fresh take on how to transform your business and dominate a new market by designing, naming, and bringing to life a new product category that will help consumers mobilize around your superior solution—based on a problem they never even knew they had.

Key insights in Play Bigger

1
What do you get from this book? Unleash your product’s potential by putting it in a category all its own
2
Category kings don’t just create a new product class—they build an entirely different business ecosystem
3
Get to the top of a category of your own by getting inside your customer’s brain
4
In order to change consumer behavior, combine category strategy with company and product design
5
The first step in designing a new category is identifying a market or technology insight
6
It’s not enough to use stories to convey your company identity—you must provide an entirely new POV
7
Mobilize employees around your POV so that you stay innovative and don’t give in to uninspiring customer requests
8
Outshine traditional marketing campaigns by executing a “lightning strike” that rallies customers around your product
9
Use the flywheel effect to dominate your new category—or to spin off into other uncharted territory
10
Category design can help big, older companies become category kings again, while also helping startups remain best in class
11
Become your own everyday category king by standing out, being different, and making an impact
12
Summary of the key insights
13
Selected critiques in brief
14
Final word

Who should read Play Bigger

Venture capitalists • executives and CEOs • entrepreneurs and startup owners • business consultants • inventors and tinkerers • MBA students

About the author of Play Bigger

Al Ramadan, Christopher Lochhead, and Dave Peterson founded Silicon Valley-based advisory group Play Bigger, which operates in the new business discipline of category design. Ramadan is an old-school data scientist and pairs his expertise with marketing wunderkinds Peterson and Lochhead. Kevin Maney is a veteran technology writer, having written pieces for Newsweek and USA Today over the past twenty-two years.

author avatar

Al Ramadan, et al.

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