Play Bigger
by Al Ramadan et al.
Key Concepts
Category Design
Intentionally create and define a new market category to escape existing competition.
Category King
The company that creates and owns a new category captures 76% of its total market capitalization.
Point of View
Articulate a distinct perspective on a market problem to define and lead a new category.
Flywheel Effect
Continuously innovate product, company, and category in a reinforcing loop to maintain leadership.
Lightning Strike
Execute a synchronized launch of your product, company, and category to establish immediate dominance.
Action Items
Define your unique Point of View on a market problem before building a solution.
Invest equally in product, company, and category innovation.
Educate the market about the new problem your category solves, not just your product.
Align your entire organization around the new category you are creating.
Launch with a 'Lightning Strike' to establish category leadership from day one.
Core Thesis
Design and dominate a new market category to achieve legendary company status, rather than just competing in existing ones.
Mindset Shift
Shift from competing within existing markets to designing and dominating entirely new ones.