Often, one company stands out as a business that’s truly above the rest, but we can’t quite articulate why. Product? Service? Brand image? Why is one exciting when another is just another commodity?
In Becoming a Category of One, you’ll learn how extraordinary companies do what they do so well. With the book’s case studies, you can lay the path to apply successful principles in your own firm. There’s plenty of business out there – and it will go to the best firm. Is that yours?
The idea behind Becoming a Category of One is not as easy as it sounds: “Don’t strive to be a leader in your category. Create a different category and be the only one in it.”
Along the way author Joe Calloway finds the commonalities of extraordinary success that are woven into the model companies he presents to us. In them, the author finds quite ordinary people, who simply do what other people are not willing to do. They are the ones who achieve extraordinary success.
Each company, and their leadership, has a sense of who they are, a sense of competition, savvy business sense and a larger purpose tied to the significance of what they are doing. Perhaps, most importantly, they know when to let go of what isn’t working.
Calloway further explains this by saying making the “decision to go” means that you start with an idea and do what’s necessary to make the idea a reality. This means you have to lead with the belief and then follow with action. One won’t work without the other.
"You can’t just believe your way to becoming extraordinary."You’ll never look at a “mission statement’ the same way once you comprehend Calloway’s point regarding the need to have a gut level understanding of your company. It’s not about a statement; it’s about your cause.
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