The founders of a respected Silicon Valley advisory firm study legendary category-creating companies and reveal a groundbreaking discipline called category design.Winning today isnt about beating the competition at the old game. Its about inventing a whole new gamedefining a new market category, developing it, and dominating it over time. You cant build a legendary company without building a legendary category. If you think that having the best product is all it takes to win, youre 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 IKEAthat give us new ways of living, thinking or doing business, often solving problems we didnt 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.Crossing the Chasm revolutionized how we think about new products in an existing market. The Innovators Dilemma taught us about disrupting an aging market. Now, Play Bigger is transforming business once again, showing us how to create the market itself.