The 22 Laws of Category Design
Name & Claim Your Niche, Share Your POV, and Move the World from Where It Is to Somewhere Different
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Narrated by:
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Jason DeFillippo
About this listen
This book is for a very small percentage of business people.
You see, most people in business are not trying to use Category Design to create a new category that changes the future and generates exponential new value. Instead, many people in business are trying to “not get fired.” Many people want to go to work, make a contribution, and go home.
But Category Design is purpose-built for people who want to make an experiential difference, not an incremental better.
Category Design is a business discipline that helps companies earn the majority of the value created in a specific new or different category of products or services. (Primary research on Category Design in Play Bigger, the first Category Design book, shows that in technology categories, one company earns 76 percent of the total market cap value created.) The 22 Laws Of Category Design is specifically tailored for entrepreneurs, marketing professionals, business leaders, solopreneurs, and consultants who “think different.”
It challenges conventional business and marketing wisdom, teaching you how to leverage the power of Category Design to create new markets, dominate existing ones, and build lasting companies.
In this book, you will learn:
- 22 Category Design principles that, when combined together, can help you become a Category King or Queen and make it impossible for someone else to “do what you do”
- How to create new categories and redefine existing ones using a unique POV, Languaging, and a powerful marketing strategy called a Lightning Strike
- Detailed, real-life case studies on companies that designed and dominated new categories—from Apple's redefinition of the mobile phone category to Lululemon's reign over athleisure, Liquid Death's rise above bottled water brands, and more
- How to immediately begin applying what you learn, and work towards the outcomes you want, with 11 in-book exercises that help you engage your thinking, defy conventional business strategies, and drive company growth
- Why marketing your brand, instead of your category, is a faulty and selfish strategy, and how companies like Southwest Airlines, Bombas, and 5-Hour Energy win by putting Superconsumers first
- Lessons and quotes to help you continually reflect on Category Design so you can transform your thinking, actions, and outcomes forever, instead of for a few months
You will be able to start applying these principles through 11 in-book exercises:
- Start Rejecting the Premise
- How to Find Your Superconsumers
- Put Your Category First and Your Brand Second
- How to Frame, Name, and Claim a Category
- Be Different, Not Better
- Create Net-New Demand For Your Category and Company
- Build Your DAM the Demand Strategy
- Create Your Digital Air Offerings
- Figure Out Your Pricing
- Innovate Your Business Model
- Find Your WOM Super-Geos
Through powerful insights and practical advice, this book will give you a unique roadmap to defy conventional thinking and create categories of consequence.
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An inspiring case study for the next generation of start-ups by the unconventional founders of Method. Founded ten years ago by childhood pals Eric Ryan and Adam Lowry, Method has been making headlines and profits with a revolutionary blend of culture and commerce, style and substance. Today, Method's ecofriendly soaps, detergents, and cleaners are ubiquitous in stores, capturing valuable shelf space long dominated by the tired old products of giants P&G and Unilever.
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Wow!!!!!
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Paul Jarvis left the corporate world when he realized that working in a high-pressure, high profile world was not his idea of success. In Company of One, Jarvis explains how you can find the right pathway to do the same, including planning how to set up your shop, determining your desired revenues, dealing with unexpected crises, keeping your key clients happy, and of course, doing all of this on your own. Company of One is a refreshingly new approach centered on staying small and avoiding growth, for any size business.
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Starts out strong...
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From the ABC hit show Shark Tank, this book - filled with practical advice and introductions from the Sharks themselves - will be the ultimate resource for anyone thinking about starting a business or growing the one they have. Full of tips for navigating the confusing world of entrepreneurship, the book will intersperse words of wisdom with inspirational stories from the show.
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Middle School material. Vague, no depth.
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Overall
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Performance
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Story
Richard Koch has made a career out of spotting "Star businesses" - and has made millions from them. Star businesses are ventures operating in a high-growth sector - and are the leaders of their niche in the market. Stars are rare. But with the help of this book and a little patience, you can find one - or create one yourself.This is a vital book for any budding entrepreneur or investor (of grand or modest means).
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Makes perfect sense
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By: Richard Koch
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Jobs to Be Done gives you a clear-cut framework for thinking about your business, outlines a road map for discovering new markets, new products, and new services, and helps you generate creative opportunities to innovate your way to success.
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YouTube talks are better.
- By BizTech Readings on 12-27-16
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The Self-Made Billionaire Effect
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Imagine what Atari might have achieved if Steve Jobs had stayed there to develop the first massmarket personal computer. Or what Steve Case might have done for PepsiCo if he hadn't left for a gaming start-up that eventually became AOL. What if Salomon Brothers had kept Michael Bloomberg, or Bear Stearns had exploited the inventive ideas of Stephen Ross? Scores of top-tier entrepreneurs worked for established corporations before they struck out on their own and became self-made billionaires.
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Waste of time!
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Meatball Sundae
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New Marketing, whose tools include things like MySpace, You Tube, Web sites, permission marketing, cable TV, and viral techniques, is reshaping our world. But many companies try to use the tools without first getting their organization and products in sync with them. The result: what Seth Godin calls a "meatball sundae". A big, ineffective mess.
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Meatball Godin
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Free Prize Inside!
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Purple Cow taught marketers the value of standing out from the herd, which is how companies like Krispy Kreme and JetBlue made it big. But it left readers hungry for more: How do you actually think up new Purple Cows? And how do you get them adopted by risk-averse Brown Cow companies? Free Prize Inside delivers those answers and much more.
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Another gem from Seth
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By: Seth Godin
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The Amazon Way: Amazon's 14 Leadership Principles
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The 3rd edition of The Amazon Way is one of the rare business leadership books giving actionable insights for innovation and business growth to be the basis for your digital transformation gameplan. The Amazon Way translates Amazon's unique culture and management practices into insights and opportunities, as only an Amazon executive and expert advisor could do for the Amazon Leadership Principles giving listeners one of the essential business leadership books for the digital era.
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If you pay attention…
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Disruptive Marketing
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Now that 75 percent of screen time is spent on connected devices, digital strategies have moved front and center of most marketing plans. But what if that's not enough? What if most people ignore company messages? What if consumer engagement never goes further than the "like" button? A sobering reality is hitting marketers. Technology hasn't just reshaped mass media, it's altering behavior as well. And getting through to customers will take some radical rethinking.
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Needed. Valuable. Welcome contribution.
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Think Like Amazon
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“What would Jeff do?” Since leaving Amazon to advise start-ups and corporations, John Rossman has been asked this question countless times by executives who want to know “the secret” behind Amazon’s historic success. In this step-by-step guide, he provides 50½ answers drawn from his experience as an Amazon executive - and shows today’s business leaders how to think like Amazon, strategize like Bezos, and beat the competition like nobody’s business.
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A must read if you really want to innovate like Amazon
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Data Driven
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The team behind the data management platform that helps fuel Salesforce - the number one customer relationship management (CRM) company in the world - presents this indispensable guide to data-powered marketing. You’ll discover the three principles for building a successful data strategy and the five sources of data-driven power. You’ll hear how top companies put these data-driven strategies into action. And if you’re wondering what the future holds, you’ll receive seven forecasts to better prepare you for what may come next.
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No accompanying PDF?
- By Amazon Customer on 06-21-19
By: Tom Chavez, and others
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What listeners say about The 22 Laws of Category Design
Average customer ratingsReviews - Please select the tabs below to change the source of reviews.
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- Anonymous User
- 07-13-23
A legendary read
A legendary book that gave me a framework that makes sense and exploded my mind with new perspectives and ideas! Recommended for anyone who wants to launch something big by their own rules
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- Tomas Hrcka
- 09-18-24
Fantastic
So many ideas poped in my mind during listening and pushed me think in a way which is sometimes painfull, but super worthy.
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- Sean
- 08-22-23
Sort of a Handbook
All the chapters are split by the 22 laws of category design and have exercises for you to reflect and apply what is taught in the chapters.
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