- Beating your competitors is about changing the game and doing something different. Creating a completely new category.
Isaac had the Praxis team read this before the company embarked on a pretty substantial pivot: Going from a manual services company to an automated technology platform company. We are using this book as our guide to create the “career launch” category.
The best thing about this book is all of the examples of different companies it gives that did category creation. You are bound to find a relatable example from it.
The book also gives a five step process for category creation. Think of it as a necessary, but not sufficient, guidebook.