‘Category Design’ noun.
The discipline of creating and dominating large markets for products or services to create massive business value.
There are those who lead and those who follow.
If you’re not designing your category with a view to leading it, someone else will.
Play Bigger defines a new core management discipline which brings together strategy organisational design and product development in one unified model.
Dave and Al are former entrepreneurs and operators turned category design coaches. We have founded and built companies, served as CMOs, CEOs and senior executives of large public technology companies. We became category design coaches after 20+ years of designing, developing and dominating market categories in the technology industry.
Play Bigger was founded in 2011. In 2016 the founders were joined by Kevin Maney to write Play Bigger: How Pirates, Dreamers and Innovators create and dominate markets for Harper Collins.