Play Bigger
How Pirates, Dreamers and Innovators Create and Dominate Markets
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Narrado por:
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Sean Pratt
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The how-to playbook for start-ups and established companies on a groundbreaking discipline called category design.
Winning today isn't about beating the competition at the old game. It's about inventing a whole new game - defining a new market category, developing it and dominating it over time. You can't build a legendary company without building a legendary category. If you think that having the best product is all it takes to win, you're going to lose.
In this farsighted, pioneering guide, the founders of Silicon Valley advisory firm Play Bigger rely on data analysis and interviews to understand the inner workings of 'category kings' - companies such as Amazon, Salesforce, Uber and IKEA - that give us new ways of living, thinking or doing business, often solving problems we didn't know we had. In Play Bigger, the authors assemble their findings to introduce the new discipline of category design. By applying category design, companies can create new demand where none existed, conditioning customers' brains so they change their expectations and buying habits. While this discipline defines the tech industry, it applies to every kind of industry and even to personal careers. Drawing on examples from within and beyond our own practice, Play Bigger shows both entrepreneurs and established enterprises how to define, develop and rule a category over time.
©2016 Alan Ramadan, Dave Peterson and Christopher Lochhead with Kevin Maney (P)2016 HarperCollinsLos oyentes también disfrutaron...
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- Duración: 5 h y 59 m
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Narración:5 out of 5 stars 10
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5 out of 5 stars
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De: Category Pirates, y otros
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- Marketing and Selling Technology Projects to Mainstream Customers
- De: Geoffrey A. Moore
- Narrado por: Mike Chamberlain
- Duración: 9 h y 45 m
- Versión completa
-
General4.5 out of 5 stars 1,285
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Narración:4.5 out of 5 stars 1,007
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Historia4 out of 5 stars 1,002
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A Marketer's Guide to Category Design
- How to Escape the "Better" Trap, Dam the Demand, and Launch a Lightning Strike Strategy
- De: Category Pirates, Christopher Lochhead, Eddie Yoon, y otros
- Narrado por: Jason DeFillippo
- Duración: 4 h y 18 m
- Versión completa
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-
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- Narrado por: Jason DeFillippo
- Duración: 7 h y 26 m
- Versión completa
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General4.5 out of 5 stars 19
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Solid
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2 out of 5 stars
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This book is best read, not heard
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