Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison

Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison

by Joe Calloway


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Product Details

ISBN-13: 9780470496350
Publisher: Wiley
Publication date: 08/24/2009
Edition description: Revised
Pages: 272
Sales rank: 316,539
Product dimensions: 6.00(w) x 8.90(h) x 0.80(d)

About the Author

Joe Calloway is a consultant on employee engagement and performance whose client list reads like a Who's Who of business—from newspapers in Sweden, hotels in Great Britain, and computer companies in South Africa to world brands like BMW and IBM. He speaks frequently on business trends and has been inducted into the International Speakers Hall of Fame. For more information, visit

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Table of Contents


1. We Just Decided to Go.

2. The Power of a Cause.

3. Success Means You Know What Usedto Work.

4. The Commodity Trap.

5. Your Brand Is Everything.

6. The Three Rules.

7. The New Customer Reality.

8. Tiebreakers.

9. The Heart of a Category of One Performer.

10. The Future of Category of One.


About the Author.

What People are Saying About This

Michael LeBoeuf

"Becoming a Category of One is simply an outstanding book. With a highly readable style that makes you feel like he's talking directly to you, Joe Calloway provides valuable insights for anyone who wants to separate themselves or their business from the pack."
— PhD, author of How to Win Customers and Keep Them for Life and The Millionaire in You

Tom Connellan

"Becoming a Category of One isn't about theory or fads. It's a real-world look at what will help your company create and sustain success. Buy it and start reading it today!"
— author of Sustaining Knock Your Socks Off Service and Bringing Out the best in Others!

From the Publisher

"I'm given many management/business books by friends, colleagues and business partners but have little time to read. As a result, a book I read cover to cover has to resonate with me...Calloway's book is one that strikes that cord..." —Chief Executive Officer, Michael Perry, of IndyMac Bancorp

Jeffrey Gitomer

"Becoming a Category of One will delineate how you can differentiate yourself from others who do what you do, how to become positioned in your marketplace, and how to make your customers love you and need you."
— author of The Sales Bible and Customer Satisfaction Is Worthless, Customer Loyalty Is Priceless

Tony Alessandra

"For anyone looking for the inspiration, the road map, or the reason to take their business to the next level, Becoming a Category of One is definitely it."
— PhD, author of The Platinum Rule and Collaborative Selling

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Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison 4.3 out of 5 based on 0 ratings. 6 reviews.
Hampsje More than 1 year ago
This book was extremely well written and should be read by anyone who is a Level C Executive down to the lay person who strives to become a manager someday. Unfortunately managers and CEO's alike continuously fall into the same traps and fail to avoid them. This book will assist you in avoid the most common pitfalls that plague companies in all walks of industry.
Anonymous More than 1 year ago
Although not the best of the year, this comes close. Its advice is practical and yet insightful.
Anonymous More than 1 year ago
JimCathcart More than 1 year ago
Joe Calloway is a practitioner of his message. I've known him for 20+ years and have seen him apply successfully the advice he is sharing with you. He stands out among our peers as The Guy who distinguishes himself through his actions. This book will show you how he thinks and what others have done with the same strategies. Not a research document but a living message that explains in real world examples how you too can become a Category of One.
Guest More than 1 year ago
Joe Calloway has made a valiant effort with this book and it certainly drives the point home that to succeed in business now, you have to be prepared to stand out, go against the grain, find your courage, embrace innovation, listen to your customer..and many other solid, if sometimes obvious, business principles. While it's certainly not a boring book, it's not especially captivating - I find Seth Godin's style to be more direct and impactful. His book Purple Cow - published 3 or 4 months before this book, makes many of the same points in an infinitely more entertaining and memorable way. One stand out from this book was the concept of 'making the decision to go' which certainly resonated with me, but Mr Calloway might make a more engaging book if he avoided his self congratulatory stories and resisted the temptation to labor his points.
Guest More than 1 year ago
Any CEO would love to run a company that is regarded as truly in a class by itself. After all that¿s about as close to a monopoly as you can get without running afoul of the regulators. Some companies ¿ such as Starbucks, Volkswagen, Southwest Airlines and Apple Computers ¿ do come close to being in a class by themselves. Here, consultant and author Joe Calloway suggests that all ¿Category of One¿ companies share a common trait that explains how they achieved success. More than just a book of theory, this volume also offers practical case studies, information and interviews. Strong on concepts, it needs to provide a bit more guidance about how to push your company into its own category. That said, we very strongly recommends this book to business leaders and students of management who find marketplace excellence a never-ending pursuit.