Footnote:
Includes bibliographical references and index
Description:
Introduction: from bad tuna to play bigger -- Creation wins -- Category is the new strategy -- The discipline of category design -- Start: how to discover a category -- Strategy: the power of a point of view -- Mobilization: the shit gets real chapter -- Marketing: conditioning the market to welcome your pirate invasion -- The flywheel: from category king to legendary king -- The corporate chapter: the rare art of continuous category creation -- How you can play bigger