True genius sees new problems no one thought they had. Or old problems everyone believed couldn't be cracked.

Without a great problem there is no solution. Without a great problem, there is no company. And, most importantly, without a great problem, there is no category.

We are looking for the pirates, dreamers and innovators who live to solve great problems in new and astonishing ways.

They are like Les Paul, who had to make guitars louder by making them electric. Or Steve Jobs, who had to make a phone no one knew they needed. Or Elon Musk, who had to show the world cars don’t have to run on gas.

These are the troublemakers, the rebels, the black swans. They see things differently and have no respect for the status quo. They change the way we do things and push the human race forward.

They abide by the credo of Captain Jack Sparrow: “The problem is not the problem. The problem is your attitude about the problem.”

To us, such people are legendary.They are just crazy enough to spot a new problem, build a product to solve it, create a world-changing company, and dominate a new category.

These are the people who Play Bigger. And we’re here to help

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Playing Bigger Water Anthology Series

The Water Anthology series was shot at the Surf Ranch and explores category creation with some groundbreaking watermen and women. These four category designers are changing the way we move over the waves, how we move under the waves, who has the right to waves and how waves are created. Every one of them is playing bigger. 

Watch Water Anthology Videos

Are You A
Category Designer?

Enter here if you are a pirate, dreamer, or innovator. Or, if you just want to change the way the world works. Category designers are changing the way the world solves problems. Every one of them is playing bigger. 

 

 

 

 

Learn How

The Books

play bigger strike book 2 images Winning today isn’t about beating the competition at the old game. It’s about inventing a whole new game—defining a new category, developing it, and dominating it over time. Play Bigger—and The Lighting Strike Mobilization Kit—reveal a ground-breaking new business discipline called category design and shares how to execute it.

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The Team

Dave, Al, Naomi, Mary and Skittles do one thing. We design categories for a living. 

Read Bios

Category Research

Play Bigger initiated our research agenda to study the science and data of how categories are defined, developed and dominated.

We worked for more than 20 years as operators and coaches, and have interviewed 100s of the technology industry’s brightest minds, and have built a database of every U.S. VC-backed company founded since 2000 to understand the business discipline and strategy of category design and category timing.

Get The Facts

Play Bigger Process

We have developed the standard for Category Design. Our battle-tested framework will get companies and executive teams of all sizes and stages ready for your category design journey.

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Media Buzz

Check out the latest news, videos, and blogs about the world of category design.

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*Captain Jack Sparrow