|Product dimensions:||6.10(w) x 9.20(h) x 1.10(d)|
About the Author
Dave Peterson is a co-founding partner of Play Bigger Advisors. Dave has been an entrepreneur, chief marketing officer, master of execution, and fixer of crappy marketing. He grew up in Iowa, and later moved to Silicon Valley, landing at CRM software company Vantive. He worked as head of communications at Mercury Interactive, and as CMO at Aggregate Knowledge and Coverity. He co-founded and shut down GiveMeTalk! a podcasting pioneer. Dave (apparently) loves crashing his mountain bike, avoiding trees on his snowboard, traveling to non-predictable places with his friends, and learning new things from his daughter. He lives in San Francisco.
Christopher Lochhead is a co-founding partner of Play Bigger Advisors. Christopher is a CEO marketing coach and category designer, keynote speaker, mediocre blogger, ski and surf bum. He has been called a "Human Exclamation Point" by Fast Company and "slightly off-putting" by The Economist. Christopher served as CMO of Mercury Interactive, co-founded marketing consulting firm LOCHHEAD, was the founding CMO of Scient, and served as head of marketing at Vantive. He is living happily ever after in Santa Cruz, Calif.
Kevin Maney is a best-selling author and award-winning columnist for Newsweek. Kevin co-authored, with TIBCO CEO Vivek Ranadive, The Two-Second Advantage: How We Succeed by Anticipating the Future...Just Enough. It was a 2011 New York Times bestseller. Kevin also wrote the critically-praised biography, The Maverick and His Machine: Thomas Watson Sr. and the Making of IBM. His first book was 1995’s Megamedia Shakeout, one of the earliest books about all media going digital. Kevin has written for USA Today, Conde Nast Portfolio, Fortune, The Atlantic, and Wired, and has often appeared on radio and television. He lives in New York.
Table of Contents
Introduction: From Bad Tuna to Play Bigger ix
Part I The Category King Economy
1 Creation Wins 3
2 Category is the New Strategy 27
3 The Discipline of Category Design 50
Part II The Category King Playbook
4 Start: How to Discover a Category 71
5 Strategy: The Power of a Point of View 96
6 Mobilization: The Shit Gets Real Chapter 123
7 Marketing: Conditioning the Market to Welcome Your Pirate Invasion 149
Part III The Enduring Category King
8 The Flywheel: From Category King to Legendary King 173
9 The Corporate Chapter: The Rare Art of Continuous Category Creation 195
10 How You Can Play Bigger 214