Play Bigger

About the Author

Al Ramadan, Christopher Lochhead, Dave Peterson, and Kevin Maney are the masterminds behind Play Bigger, a book that delves deep into the concept of category design. Al Ramadan, Christopher Lochhead, and Dave Peterson are partners at the advisory firm Play Bigger, which specializes in category design. Kevin Maney is a seasoned business journalist who contributed his extensive knowledge to the creation of this insightful book. Together, they have combined their expertise in business strategy, marketing, and journalism to craft a guide that has become indispensable for companies looking to dominate their markets by creating entirely new categories.

The authors bring a wealth of experience from their respective fields. Al Ramadan has a rich background in technology and marketing, with years of experience in helping companies create new markets. Christopher Lochhead, known for his bold and unconventional marketing strategies, has been a key figure in building billion-dollar businesses. Dave Peterson, a branding expert, has a deep understanding of how to position companies for success. Kevin Maney's journalistic prowess ensures that the ideas in the book are communicated clearly and compellingly.

Main Idea

Play Bigger revolves around the idea of category design, a strategic approach where companies create entirely new markets—or categories—rather than competing in existing ones. The authors argue that the most successful companies in today’s economy are those that design their own categories and become the dominant players within them. They emphasize that category kings—the companies that create and dominate these new categories—reap the majority of the benefits, often controlling up to 80% of the market value.

The book provides a roadmap for companies to achieve this kind of dominance. It outlines the importance of identifying an unmet need in the market, crafting a unique solution to address that need, and then aligning the company’s culture, product, and messaging to support the new category. The authors argue that traditional competition, where companies strive to be incrementally better than their rivals, is a losing strategy in the modern business landscape. Instead, they advocate for creating a category that only your company can fulfill, effectively eliminating the competition.

Table of Contents

1. Introduction to Category Design
2. Defining Your Category
3. Building the Category King
4. The Category Ecosystem
5. Executing the Lightning Strike
6. Maintaining Category Leadership
7. Expanding and Reinventing Your Category

Introduction to Category Design

In the introduction, the authors lay the groundwork for the concept of category design. They challenge the conventional wisdom that the best product in an existing market will naturally succeed. Instead, they argue that the most successful companies are those that create entirely new markets. These companies don’t just build a better mousetrap; they redefine what a mousetrap is.