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PlayBigger Team

Play Bigger Category Design Official Blogger

Google's Alphabet: It's all about getting new ideas into orbit

Asking why Google created Alphabet is the wrong question.

The right questions to ask are: Why...

The software spending pulse

On the cusp of a new year, we asked several industry observers three questions about where the...

Bianca Valenti and the new category of Women’s Big Wave Surfing

Bianca Valenti is defying all prior human endeavors to crack the glass ceiling on big wave surfing...

Positioning to win: The secret power of a Point of View

Zuckerberg called this map a “social graph.” He built his company, product and marketing around the...

Committees: A great source of terrible marketing

“If you want to kill any idea in the world, get a committee working on it.” – Charles Kettering

When your CEO turns into the awful Chief Ego Officer

You may remember The Emperors' New Clothes, a fable about a ruler who is fond of snazzy outfits....

Why customers forgave Netflix

Just three years ago, customers were miffed when the company raised prices and split DVD rentals...

Are you different or just better?

Think different. Apple’s Steve Jobs drummed that message into consumers for many years and it was...

Corning: A 150-Year Old Category Creation Machine

When authors Al Ramadan, Christopher Lochhead, Dave Peterson and Kevin Maney wanted to understand...

A CMO'S guide to sticking the Category Design Landing.

Congratulations. You’ve done everything right to design your category: articulating the category...

Entrepreneurial thought leaders series - Stanford University

Al Ramadan and Dave Peterson, co-founding partners of the category-design firm Play Bigger...

The biggest mistake politicians ever made

Republican presidential hopefuls have been bashing each other ahead of today's primary fight in...