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Early on in the book the authors are all described as “crazy.” Don’t let this description turn you off. If Christopher Lockhead is any example, theirs’ is the kind of high energy crazy that comes with brilliance. I worked with Christopher when he was CMO at Vantive and he was one of the most inspirational evangelist I’d ever heard or witnessed in action. The energy of Christopher, Dave and Al doesn’t come out in this book, but their big ideas come out in a BIG way.
So what? There are a lot of management and entrepreneurial books out there with big ideas and I’ve listened to/read a lot of them (Start With Why and The Hard Thing About Hard Things being two of my favorites.) Why is this one different and why should you care?
If you’re just out to build a new feature or making something just enough better to be attractive and bought by another bigger player, this book isn’t for you. But if you want to, or know you’re already building something different and it can be a market changer, this book can help you make that happen from idea/category design, through refining your message, to launch, execution and ongoing redesign. (Ref. some of the good, thorough book reviews on Amazon for more details on this.)
This book gives you the process and strategies for being disruptive and becoming what they call a Category King.
My epiphany, when listening to this book, was the eye opener that what our startup really is building is a new category and that we should be positioning it that way. What we are building is “different” and it will be a huge game changer, it isn’t just “better” than what our competition is doing (although it is that too.) When you’re really close to your own great idea on how you can address a problem, it’s really easy to think that you’re doing something much “better” than the competition, probably because you originally built it just to be better, but when you start to think about how it’s “different,” or better yet you specifically design it to be different and learn how to exploit that in your messaging, you can change the way people think about what they need in order to solve the problem YOU have defined. What they “need” is your different solution. Sure, you’d think that’s a no-brainer, but listen to the book and you’ll get how it’s more complicated than that and how their strategy and process can help you from cradle to grave (or exit, or the next evolution) to make it happen.
The case examples were also valuable, but I would have liked more of them. I specifically gained from the Tableau example which is very close to our “new” strategy (since listening to this book) within our own category.
Consider listening to this book at 1.25x speed.
2 of 2 people found this review helpful
Incredibly profound, funny, catching and intense.
Lots of insights that have shifted my attention towards what truly matters in entrepreneurship
1 of 1 people found this review helpful