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Play Bigger

How Pirates, Dreamers and Innovators Create and Dominate Markets

By Al Ramadan, David Peterson, Christopher Lochhead and Kevin Maney
10-minute read
Audio available
Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets by Al Ramadan, David Peterson, Christopher Lochhead and Kevin Maney

Play Bigger (2016) details strategies you can employ to break into any market successfully. Creating a new product isn’t easy but getting people to buy it is even harder. This book shows you how to pick the right market for your product by creating it yourself and making people take notice.

  • Business leaders with great ideas
  • Entrepreneurs looking for new ways to market products
  • People curious as to why Uber is so successful

Al Ramadan is a data scientist, category designer, and the cofounder of Play Bigger Advisors, where he coaches technology firms to help them dominate in their respective market categories.

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Play Bigger

How Pirates, Dreamers and Innovators Create and Dominate Markets

By Al Ramadan, David Peterson, Christopher Lochhead and Kevin Maney
  • Read in 10 minutes
  • Audio & text available
  • Contains 6 key ideas
Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets by Al Ramadan, David Peterson, Christopher Lochhead and Kevin Maney
Synopsis

Play Bigger (2016) details strategies you can employ to break into any market successfully. Creating a new product isn’t easy but getting people to buy it is even harder. This book shows you how to pick the right market for your product by creating it yourself and making people take notice.

Key idea 1 of 6

Category kings find and develop solutions to problems that no one else has noticed.

At the beginning of the twentieth century, if you had asked people how personal transportation could be improved, they would have told you to make a faster horse.

Henry Ford, however, imagined an ambitious alternative – the Ford Model T: the first affordable, mass-produced automobile.

Such a game-changing innovation is called a new category.

New categories offer consumers a vision of a new way to live and solutions to problems that few others have even considered.

When you need a taxi, for instance, you often scramble to hail one from the street or search high and low for a taxi stand. Then Uber came along and said, “Why can’t the taxi come to you, no matter where you are or what time of day it is?”

A person who thinks like this, who comes up with game-changing solutions, is called a category king.

Companies can be category kings, too. A company, after all, is the entity that develops the services and products that become essential in our lives. Old ways soon become obsolete, and we wonder how we ever survived before the new category came along.

We often think this way, because it’s only when a category king offers the perfect solution that we realize we had a problem in the first place! To become a category king, you have to not only show people the solution but also show them the problem.

Uber is a perfect example of a category king. Its innovative taxi service was all the more appealing because it highlighted the many flaws of traditional taxi companies.

Before Uber, customers had to track down a cab themselves, guess how much the final ride would cost, and fumble with bills and coins. With Uber, customers can order a cab through a smartphone, get an automatic price estimate, pay by credit card and even track the progress of the cab online!

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