Category Creation Dominates

authorIcon By Kevin Maney
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I wrote the Newsweek article below last year around the time we launched the book. Pay note to the graphic below, how it resonates to people's feelings -- their emotions. That's what category kings do.

(Newsweek Excerpt) FORGET DISRUPTION—CREATORS DOMINATE MARKETS NOW. Disruption is so last decade. Creation is the thing now.That may seem like semantics, yet in all kinds of business these days, creating and then dominating a new category is the winning strategy. Geoffrey Moore’s Crossing the Chasm revolutionized how we think about new products in an existing market. Clayton Christensen’s The Innovator’s Dilemma taught us about disrupting an aging market. But now, as my co-authors and I describe in our book Play Bigger, great enduring businesses are about creating a market and changing how customers think. more..

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