The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, and Move the World from Where It Is to Somewhere Different (Unabridged‪)‬

This book is for a very small percentage of business people.

You see, most people in business are not trying to use Category Design to create a new category that changes the future and generates exponential new value. Instead, many people in business are trying to “not get fired.” Many people want to go to work, make a contribution, and go home.

But Category Design is purpose-built for people who want to make an experiential difference, not an incremental better.

Category Design is a business discipline that helps companies earn the majority of the value created in a specific new or different category of products or services. (Primary research on Category Design in Play Bigger, the first Category Design book, shows that in technology categories, one company earns 76 percent of the total market cap value created.) The 22 Laws Of Category Design is specifically tailored for entrepreneurs, marketing professionals, business leaders, solopreneurs, and consultants who “think different.”

It challenges conventional business and marketing wisdom, teaching you how to leverage the power of Category Design to create new markets, dominate existing ones, and build lasting companies.

In this book, you will learn:

22 Category Design principles that, when combined together, can help you become a Category King or Queen and make it impossible for someone else to “do what you do”
How to create new categories and redefine existing ones using a unique POV, Languaging, and a powerful marketing strategy called a Lightning Strike
Detailed, real-life case studies on companies that designed and dominated new categories—from Apple's redefinition of the mobile phone category to Lululemon's reign over athleisure, Liquid Death's rise above bottled water brands, and more
How to immediately begin applying what you learn, and work towards the outcomes you want, with 11 in-book exercises that help you engage your thinking, defy conventional business strategies, and drive company growth
Why marketing your brand, instead of your category, is a faulty and selfish strategy, and how companies like Southwest Airlines, Bombas, and 5-Hour Energy win by putting Superconsumers first
Lessons and quotes to help you continually reflect on Category Design so you can transform your thinking, actions, and outcomes forever, instead of for a few months


You will be able to start applying these principles through 11 in-book exercises:

Start Rejecting the Premise
How to Find Your Superconsumers
Put Your Category First and Your Brand Second
How to Frame, Name, and Claim a Category
Be Different, Not Better
Create Net-New Demand For Your Category and Company
Build Your DAM the Demand Strategy
Create Your Digital Air Offerings
Figure Out Your Pricing
Innovate Your Business Model
Find Your WOM Super-Geos


Through powerful insights and practical advice, this book will give you a unique roadmap to defy conventional thinking and create categories of consequence.