{"product_id":"the-22-laws-of-category-design-name-claim-your-niche-share-your-pov-and-move-the-world-from-where-it-is-to-somewhere-different-paperback","title":"The 22 Laws of Category Design: Name \u0026 Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different - Paperback","description":"\u003cp\u003eby \u003cb\u003eCategory Pirates\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThis book is for a very small percentage of business people.\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eYou 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.\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eBut Category Design is purpose-built for people who want to make an exponential difference, not an incremental better.\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eCategory 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% 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.\"\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eIt 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.\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eIn this book, you will learn: \u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e22 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\"\u003c\/li\u003e\n\u003cli\u003eHow to create new categories and redefine existing ones using a unique POV, Languaging, and a powerful marketing strategy called a Lightning Strike\u003c\/li\u003e\n\u003cli\u003eDetailed, 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\u003c\/li\u003e\n\u003cli\u003eHow to immediately begin applying what you learn, and work towards the outcomes you want, with seven in-book exercises that help you engage your thinking, defy conventional business strategies, and drive company growth\u003c\/li\u003e\n\u003cli\u003eWhy marketing your brand, instead of your category, is a faulty and selfish strategy, and how companies like Southwest Airlines win by putting Superconsumers first\u003c\/li\u003e\n\u003cli\u003eLessons 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\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003eYou will start applying these principles through 11 in-book exercises: \u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003col\u003e\n\u003cli\u003eStart Rejecting the Premise\u003c\/li\u003e\n\u003cli\u003eHow to Find Your Superconsumers\u003c\/li\u003e\n\u003cli\u003ePut Your Category First, and Your Brand Second\u003c\/li\u003e\n\u003cli\u003eHow to Frame, Name, and Claim a Category\u003c\/li\u003e\n\u003cli\u003eBe Different, Not Better\u003c\/li\u003e\n\u003cli\u003eCreate Net-New Demand For Your Category and Company\u003c\/li\u003e\n\u003cli\u003eBuild Your DAM the Demand Strategy\u003c\/li\u003e\n\u003cli\u003eCreate Your Digital Air Offerings\u003c\/li\u003e\n\u003cli\u003eFigure Out Your Pricing\u003c\/li\u003e\n\u003cli\u003eInnovate Your Business Model\u003c\/li\u003e\n\u003cli\u003eFind Your WOM Super-Geos\u003c\/li\u003e\n\u003c\/ol\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eThe 22 Laws Of Category Design is specifically tailored for entrepreneurs, marketing professionals, business leaders, solopreneurs, and consultants who \"think different.\" Through powerful insights and practical advice, this book will give you a unique roadmap to defy conventional thinking and create categories of consequence.\u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 288\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.6 x 8.5 x 5.5 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e June 21, 2023\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":51777276838176,"sku":"9781956934571","price":51.28,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0974\/9764\/5344\/files\/fede59202a94f7645a2c0f6d6f107a4e.webp?v=1780496116","url":"https:\/\/ebocreations.com\/products\/the-22-laws-of-category-design-name-claim-your-niche-share-your-pov-and-move-the-world-from-where-it-is-to-somewhere-different-paperback","provider":"The E-Book Oasis LLC","version":"1.0","type":"link"}