Category Creation

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Category Creation

Author : Anthony Kennada
Publisher : John Wiley & Sons
ISBN 13 : 111961161X
Total Pages : 170 pages
Book Rating : 4.1/5 (196 download)

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Book Synopsis Category Creation by : Anthony Kennada

Download or read book Category Creation written by Anthony Kennada and published by John Wiley & Sons. This book was released on 2019-10-08 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands "The Uber of this" "The Salesforce of that" "It's like Instagram, but for..." There is no such thing as an original idea anymore – right? Actually, it turns out that the world’s most innovative companies have created so much more than just brand new products and technology. They've created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing. Or does it? Category Creation is the first and only book on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing, and more importantly, how it can be planned and orchestrated. It's not about luck. You can use the same tactics that other category-defining companies have used to delight customers, employees, and investors. There’s no better strategy that results in faster growth and higher valuations for the company on top. Author Anthony Kennada, former Chief Marketing Officer at Gainsight, explains how he led Gainsight in creating the “customer success” category, and shares success stories from fellow category-creators like Salesforce, HubSpot and others. It requires much more than just having the best product. You have to start and grow a conversation that doesn’t yet exist, positioning a newly discovered problem in addition to your company and product offerings. The book explains the 7 key principles of category creation, including the importance of creating a community of early adopters who will rally around the problem they all share—especially if someone will lead them. · Identify the “go” and “no go” signals for category creation in your business · Activate customers and influencers as brand ambassadors · Grow a community by investing in live events and experiences · Prove the impact of category creation investments on growth, customer success, and company culture Written for entrepreneurs, marketers, and executives from startups to large enterprises, Category Creation is the exclusive playbook for building a category defining brand in the modern economy.

Category Creation

Author : Anthony Kennada
Publisher : John Wiley & Sons
ISBN 13 : 1119611563
Total Pages : 240 pages
Book Rating : 4.1/5 (196 download)

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Book Synopsis Category Creation by : Anthony Kennada

Download or read book Category Creation written by Anthony Kennada and published by John Wiley & Sons. This book was released on 2019-10-15 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands "The Uber of this" "The Salesforce of that" "It's like Instagram, but for…" There is no such thing as an original idea anymore – right? Actually, it turns out that the world’s most innovative companies have created so much more than just brand new products and technology. They've created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing. Or does it? Category Creation is the first and only book on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing, and more importantly, how it can be planned and orchestrated. It's not about luck. You can use the same tactics that other category-defining companies have used to delight customers, employees, and investors. There’s no better strategy that results in faster growth and higher valuations for the company on top. Author Anthony Kennada, former Chief Marketing Officer at Gainsight, explains how he led Gainsight in creating the “customer success” category, and shares success stories from fellow category-creators like Salesforce, HubSpot and others. It requires much more than just having the best product. You have to start and grow a conversation that doesn’t yet exist, positioning a newly discovered problem in addition to your company and product offerings. The book explains the 7 key principles of category creation, including the importance of creating a community of early adopters who will rally around the problem they all share—especially if someone will lead them. · Identify the “go” and “no go” signals for category creation in your business · Activate customers and influencers as brand ambassadors · Grow a community by investing in live events and experiences · Prove the impact of category creation investments on growth, customer success, and company culture Written for entrepreneurs, marketers, and executives from startups to large enterprises, Category Creation is the exclusive playbook for building a category defining brand in the modern economy.

Play Bigger

Author : Al Ramadan
Publisher : HarperCollins
ISBN 13 : 0062407627
Total Pages : 272 pages
Book Rating : 4.0/5 (624 download)

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Book Synopsis Play Bigger by : Al Ramadan

Download or read book Play Bigger written by Al Ramadan and published by HarperCollins. This book was released on 2016-06-14 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: The founders of a respected Silicon Valley advisory firm study legendary category-creating companies and reveal a groundbreaking discipline called category design. Winning today isn’t about beating the competition at the old game. It’s about inventing a whole new game—defining a new market category, developing it, and dominating it over time. You can’t build a legendary company without building a legendary category. If you think that having the best product is all it takes to win, you’re going to lose. In this farsighted, pioneering guide, the founders of Silicon Valley advisory firm Play Bigger rely on data analysis and interviews to understand the inner workings of “category kings”— companies such as Amazon, Salesforce, Uber, and IKEA—that give us new ways of living, thinking or doing business, often solving problems we didn’t know we had. In Play Bigger, the authors assemble their findings to introduce the new discipline of category design. By applying category design, companies can create new demand where none existed, conditioning customers’ brains so they change their expectations and buying habits. While this discipline defines the tech industry, it applies to every kind of industry and even to personal careers. Crossing the Chasm revolutionized how we think about new products in an existing market. The Innovator’s Dilemma taught us about disrupting an aging market. Now, Play Bigger is transforming business once again, showing us how to create the market itself.

Superconsumers

Author : Eddie Yoon
Publisher : Harvard Business Review Press
ISBN 13 : 1633692086
Total Pages : 240 pages
Book Rating : 4.6/5 (336 download)

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Book Synopsis Superconsumers by : Eddie Yoon

Download or read book Superconsumers written by Eddie Yoon and published by Harvard Business Review Press. This book was released on 2016-11-29 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Pork dorks. Craftsters. American Girl fans. Despite their different tastes, these eclectic diehards have a lot in common: they’re obsessed about a specific brand, product, or category. They pursue their passions with fervor, and they’re extremely knowledgeable about the things they love. They aren’t average consumers—they’re superconsumers. Although small in number, superconsumers can have an outsized impact on a company’s bottom line. Representing 10% of total consumers, they can drive between 30% to 70% of sales, and they’re usually willing to spend considerably more than the average consumer. And because they’re so engaged and passionate, they can offer invaluable advice to managers looking to improve their products, change their business models, energize their cultures, and attract new customers. In Superconsumers, growth strategy expert Eddie Yoon lays out a simple but extremely effective framework that has helped companies of all types and sizes achieve more sustainable growth: he’ll show you how to find, listen to, and engage with your most passionate and profitable consumers, and then tailor your decisions to meet their wants and needs. Along the way, he’ll let you into the minds and homes of superconsumers of all kinds, revealing what makes them tick and why they’re willing to spend so much more than other consumers. Rich with data and case studies of companies that have implemented superconsumer strategies with great success, Superconsumers is a fun, practical, and inspiring guide for anyone interested in making their best customers even better.

Category Creation and the Colonial Setting

Author : Michael Katten
Publisher :
ISBN 13 :
Total Pages : 610 pages
Book Rating : 4.:/5 (1 download)

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Book Synopsis Category Creation and the Colonial Setting by : Michael Katten

Download or read book Category Creation and the Colonial Setting written by Michael Katten and published by . This book was released on 1997 with total page 610 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Making Hispanics

Author : G. Cristina Mora
Publisher : University of Chicago Press
ISBN 13 : 022603397X
Total Pages : 250 pages
Book Rating : 4.2/5 (26 download)

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Book Synopsis Making Hispanics by : G. Cristina Mora

Download or read book Making Hispanics written by G. Cristina Mora and published by University of Chicago Press. This book was released on 2014-03-07 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: How did Puerto Ricans, Mexicans, and Cubans become known as “Hispanics” and “Latinos” in the United States? How did several distinct cultures and nationalities become portrayed as one? Cristina Mora answers both these questions and details the scope of this phenomenon in Making Hispanics. She uses an organizational lens and traces how activists, bureaucrats, and media executives in the 1970s and '80s created a new identity category—and by doing so, permanently changed the racial and political landscape of the nation. Some argue that these cultures are fundamentally similar and that the Spanish language is a natural basis for a unified Hispanic identity. But Mora shows very clearly that the idea of ethnic grouping was historically constructed and institutionalized in the United States. During the 1960 census, reports classified Latin American immigrants as “white,” grouping them with European Americans. Not only was this decision controversial, but also Latino activists claimed that this classification hindered their ability to portray their constituents as underrepresented minorities. Therefore, they called for a separate classification: Hispanic. Once these populations could be quantified, businesses saw opportunities and the media responded. Spanish-language television began to expand its reach to serve the now large, and newly unified, Hispanic community with news and entertainment programming. Through archival research, oral histories, and interviews, Mora reveals the broad, national-level process that led to the emergence of Hispanicity in America.

Conceptual Structures for Knowledge Creation and Communication

Author : Aldo de Moor
Publisher : Springer
ISBN 13 : 3540450912
Total Pages : 412 pages
Book Rating : 4.5/5 (44 download)

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Book Synopsis Conceptual Structures for Knowledge Creation and Communication by : Aldo de Moor

Download or read book Conceptual Structures for Knowledge Creation and Communication written by Aldo de Moor and published by Springer. This book was released on 2003-09-09 with total page 412 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume contains the proceedings of ICCS 2003, the 11th International C- ferenceonConceptualStructures. Thisconferenceseriescontinuestobethemain forum for the presentation and discussion of state-of-the-art research on conc- tualstructures. Thetheories,methodologies,andtechniquespresentedherehave grown considerably in scope in recent years. On the other hand, solid bridges spanning the boundaries between such diverse ?elds as Conceptual Graphs, F- mal Concept Analysis, and others are increasingly being built in our community. The theme of this year’s conference was “Conceptual Structures for Kno- edge Creation and Communication”. In our increasingly (Inter)networked world, the potential support of information technology for the creation and commu- cation of quality knowledge is almost boundless. However, in reality, many c- ceptual barriers prevent the use of this potential. The main problem is no longer in the technological infrastructure, but in how to navigate, use, and manage the wealth of available data resources. Thus, the question is: how to create and communicate from data the information and ultimately the knowledge required by an ever more complex and dynamic society? Conceptual structures research focuses on what is behind and between the data glut and the information ov- load that need to be overcome in answering this question. In this way, our ?eld contributes important ideas on how to actually realize some of the many still ambitious visions. All regular papers were reviewed in a thorough and open process by at least two reviewers and one editor.

Category Theory in Context

Author : Emily Riehl
Publisher : Courier Dover Publications
ISBN 13 : 0486820807
Total Pages : 272 pages
Book Rating : 4.4/5 (868 download)

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Book Synopsis Category Theory in Context by : Emily Riehl

Download or read book Category Theory in Context written by Emily Riehl and published by Courier Dover Publications. This book was released on 2017-03-09 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: Introduction to concepts of category theory — categories, functors, natural transformations, the Yoneda lemma, limits and colimits, adjunctions, monads — revisits a broad range of mathematical examples from the categorical perspective. 2016 edition.

Creativity, Inc. (The Expanded Edition)

Author : Ed Catmull
Publisher : Random House
ISBN 13 : 0593594657
Total Pages : 366 pages
Book Rating : 4.5/5 (935 download)

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Book Synopsis Creativity, Inc. (The Expanded Edition) by : Ed Catmull

Download or read book Creativity, Inc. (The Expanded Edition) written by Ed Catmull and published by Random House. This book was released on 2023-09-28 with total page 366 pages. Available in PDF, EPUB and Kindle. Book excerpt: The co-founder and longtime president of Pixar updates and expands his 2014 New York Times bestseller on creative leadership, reflecting on the management principles that built Pixar’s singularly successful culture, and on all he learned during the past nine years that allowed Pixar to retain its creative culture while continuing to evolve. “Might be the most thoughtful management book ever.”—Fast Company For nearly thirty years, Pixar has dominated the world of animation, producing such beloved films as the Toy Story trilogy, Finding Nemo, The Incredibles, Up, and WALL-E, which have gone on to set box-office records and garner eighteen Academy Awards. The joyous storytelling, the inventive plots, the emotional authenticity: In some ways, Pixar movies are an object lesson in what creativity really is. Here, Catmull reveals the ideals and techniques that have made Pixar so widely admired—and so profitable. As a young man, Ed Catmull had a dream: to make the first computer-animated movie. He nurtured that dream as a Ph.D. student, and then forged a partnership with George Lucas that led, indirectly, to his founding Pixar with Steve Jobs and John Lasseter in 1986. Nine years later, Toy Story was released, changing animation forever. The essential ingredient in that movie’s success—and in the twenty-five movies that followed—was the unique environment that Catmull and his colleagues built at Pixar, based on philosophies that protect the creative process and defy convention, such as: • Give a good idea to a mediocre team and they will screw it up. But give a mediocre idea to a great team and they will either fix it or come up with something better. • It’s not the manager’s job to prevent risks. It’s the manager’s job to make it safe for others to take them. • The cost of preventing errors is often far greater than the cost of fixing them. • A company’s communication structure should not mirror its organizational structure. Everybody should be able to talk to anybody. Creativity, Inc. has been significantly expanded to illuminate the continuing development of the unique culture at Pixar. It features a new introduction, two entirely new chapters, four new chapter postscripts, and changes and updates throughout. Pursuing excellence isn’t a one-off assignment but an ongoing, day-in, day-out, full-time job. And Creativity, Inc. explores how it is done.

Liaigre

Author : Francoise-Claire Prodhon
Publisher : Rizzoli Publications
ISBN 13 : 0847868303
Total Pages : 0 pages
Book Rating : 4.8/5 (478 download)

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Book Synopsis Liaigre by : Francoise-Claire Prodhon

Download or read book Liaigre written by Francoise-Claire Prodhon and published by Rizzoli Publications. This book was released on 2020-04-23 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Liaigre invites readers on a world tour of its newest generation of interiors exemplifying the renowned French brand's masterful savoir-faire, pared-back elegance, and renewed vigor. In an exquisite volume, the illustrious French interiors house Liaigre takes us inside its latest cosmopolitan residences. For over thirty years Liaigre has solidified its signature excellent craftsmanship, precise aesthetic, and luxurious simplicity with a subtle eye for details; the house embodies elegant understatement, reminiscent of the most refined art de vivre. Following the departure of its visionary founder in 2016, Liaigre has been infused with new energy. Throughout the book's pages, readers will delve into character-filled interiors that speak to its vision for the future. A Japanese house overlooking hot thermal springs; a modernist palace in New Delhi (Liaigre's first project in India); a delicate renovation of a traditional local villa in St. Moritz; an update to a glamorous Parisian villa from the early twentieth century; and a modern reinterpretation of a Bavarian-style mansion in Munich--all of these projects and more represent manifestos of the "Liaigre style." Furthermore, a visual immersion into Liaigre's Paris studio offers a behindthe-scenes glimpse into the house's creative know-how. Featuring exceptional images from specially commissioned photoshoots and an engaging essay by French art historian Françoise-Claire Prodhon, this tome will delight new and old fans of Liaigre's designs as well as interiors aficionados everywhere.

Basic Category Theory

Author : Tom Leinster
Publisher : Cambridge University Press
ISBN 13 : 1107044243
Total Pages : 193 pages
Book Rating : 4.1/5 (7 download)

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Book Synopsis Basic Category Theory by : Tom Leinster

Download or read book Basic Category Theory written by Tom Leinster and published by Cambridge University Press. This book was released on 2014-07-24 with total page 193 pages. Available in PDF, EPUB and Kindle. Book excerpt: A short introduction ideal for students learning category theory for the first time.

From Passions to Emotions

Author : Thomas Dixon
Publisher : Cambridge University Press
ISBN 13 : 113943697X
Total Pages : 299 pages
Book Rating : 4.1/5 (394 download)

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Book Synopsis From Passions to Emotions by : Thomas Dixon

Download or read book From Passions to Emotions written by Thomas Dixon and published by Cambridge University Press. This book was released on 2003-06-05 with total page 299 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today there is a thriving 'emotions industry' to which philosophers, psychologists and neuroscientists are contributing. Yet until two centuries ago 'the emotions' did not exist. In this path-breaking study Thomas Dixon shows how, during the nineteenth century, the emotions came into being as a distinct psychological category, replacing existing categories such as appetites, passions, sentiments and affections. By examining medieval and eighteenth-century theological psychologies and placing Charles Darwin and William James within a broader and more complex nineteenth-century setting, Thomas Dixon argues that this domination by one single descriptive category is not healthy. Overinclusivity of 'the emotions' hampers attempts to argue with any subtlety about the enormous range of mental states and stances of which humans are capable. This book is an important contribution to the debate about emotion and rationality which has preoccupied western thinkers throughout the eighteenth and nineteenth centuries and has implications for contemporary debates.

Design Patterns

Author : Erich Gamma
Publisher : Pearson Deutschland GmbH
ISBN 13 : 9783827328243
Total Pages : 512 pages
Book Rating : 4.3/5 (282 download)

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Book Synopsis Design Patterns by : Erich Gamma

Download or read book Design Patterns written by Erich Gamma and published by Pearson Deutschland GmbH. This book was released on 1995 with total page 512 pages. Available in PDF, EPUB and Kindle. Book excerpt: Software -- Software Engineering.

Categories for the Working Mathematician

Author : Saunders Mac Lane
Publisher : Springer Science & Business Media
ISBN 13 : 1475747217
Total Pages : 320 pages
Book Rating : 4.4/5 (757 download)

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Book Synopsis Categories for the Working Mathematician by : Saunders Mac Lane

Download or read book Categories for the Working Mathematician written by Saunders Mac Lane and published by Springer Science & Business Media. This book was released on 2013-04-17 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: An array of general ideas useful in a wide variety of fields. Starting from the foundations, this book illuminates the concepts of category, functor, natural transformation, and duality. It then turns to adjoint functors, which provide a description of universal constructions, an analysis of the representations of functors by sets of morphisms, and a means of manipulating direct and inverse limits. These categorical concepts are extensively illustrated in the remaining chapters, which include many applications of the basic existence theorem for adjoint functors. The categories of algebraic systems are constructed from certain adjoint-like data and characterised by Beck's theorem. After considering a variety of applications, the book continues with the construction and exploitation of Kan extensions. This second edition includes a number of revisions and additions, including new chapters on topics of active interest: symmetric monoidal categories and braided monoidal categories, and the coherence theorems for them, as well as 2-categories and the higher dimensional categories which have recently come into prominence.

The Power of Co-Creation

Author : Venkat Ramaswamy
Publisher : Simon and Schuster
ISBN 13 : 1439181063
Total Pages : 290 pages
Book Rating : 4.4/5 (391 download)

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Book Synopsis The Power of Co-Creation by : Venkat Ramaswamy

Download or read book The Power of Co-Creation written by Venkat Ramaswamy and published by Simon and Schuster. This book was released on 2010-10-05 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: Apple embraced co-creation to enhance the speed and scope of its innovation, generating over $1 billion for its App-Store partner-developers in two years, even as it overtook Microsoft in market value. Starbucks launched its online platform MyStarbucksIdea.com to tap into ideas from customers and turbocharged a turnaround. Unilever turned to co-creation for redesigning product lines such as Sunsilk shampoo and revitalized growth. Nike achieved remarkable success with its Nike+ co-creation initiative, which enables a community of over a million runners to interact with one another and the company, increasing its market share by 10 percent in the first year. Co-creation involves redefining the way organizations engage individuals—customers, employees, suppliers, partners, and other stakeholders—bringing them into the process of value creation and engaging them in enriched experiences, in order to —formulate new breakthrough strategies —design compelling new products and services —transform management processes —lower risks and costs —increase market share, loyalty, and returns In this pathbreaking book, Venkat Ramaswamy (who coined the term co-creation with C. K. Prahalad) and Francis Gouillart, pioneers in working with companies to develop co-creation practices, show how every organization—from large corporation to small firm, and government agency to not-for-profit—can achieve “win more–win more” results with these methods. Based on extraordinary research and the authors’ hands-on experiences with successful projects in co-creation at dozens of the world’s most exciting organizations, The Power of Co-Creation illustrates with detailed examples from leading firms such as those above, as well as from Cisco, GlaxoSmithKline, Amazon, Jabil, Predica, Wacoal, Caja Navarra, and many others, how enterprises have used a wide range of “engagement platforms”—and how they have even restructured internal management processes—in order to harness the power of co-creation. As the authors’ wealth of examples make vividly clear, enterprises can no longer afford to view customers and other stakeholders as passive recipients of their products and services but must learn to engage them in defining and delivering enhanced value. Co-creation goes beyond the conventional “process view” of quality, re-engineering, and lean thinking, and is the essential new mind-set and practice for boosting sustainable growth, productivity, and profits in the future.

Command and Creation: A Shi‘i Cosmological Treatise

Author : Daryoush Mohammad Poor
Publisher : Bloomsbury Publishing
ISBN 13 : 0755602994
Total Pages : 241 pages
Book Rating : 4.7/5 (556 download)

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Book Synopsis Command and Creation: A Shi‘i Cosmological Treatise by : Daryoush Mohammad Poor

Download or read book Command and Creation: A Shi‘i Cosmological Treatise written by Daryoush Mohammad Poor and published by Bloomsbury Publishing. This book was released on 2021-02-25 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: I.B. Tauris in association with the Institute of Ismaili Studies Among the considerable oeuvre of Muhammad al-Shahrastani (1086–1153), the prominent Persian theologian and heresiographer, the Majlis-i maktub ('The Transcribed Sermon') is his only known work in Persian. First delivered as a sermon in Khwarazm in Central Asia, this treatise invokes the theme of creation and command, providing an esoteric cosmological narrative where faith, revelation, prophecy and the spiritual authority of the Household of the Prophet are interwoven. The Majlis-i maktub further discusses themes such as the evolution of religious law (shari'at) and its culmination in the qiyamat (resurrection), the relation between free will and predestination, the interplay between the exoteric and esoteric aspects of faith, and the role and function of the Shi?i Imams in the cosmological narrative. This treatise is arguably the most dense expression of al-Shahrastani's thought, and it demonstrably indicates the Ismaili inclination of this Muslim scholar who has usually been regarded as a Shafi'i-Ash'ari. Daryoush Mohammad Poor's comparative study of this treatise and the corpus of Nizari Ismaili literature from the Alamut period (1090–1256) reveals the massive impact of al-Shahrastani's thought on every aspect of the doctrines of Nizari Ismailis.

Aesthetic Creation

Author : Nick Zangwill
Publisher : Oxford University Press
ISBN 13 : 0199261873
Total Pages : 203 pages
Book Rating : 4.1/5 (992 download)

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Book Synopsis Aesthetic Creation by : Nick Zangwill

Download or read book Aesthetic Creation written by Nick Zangwill and published by Oxford University Press. This book was released on 2007-08-23 with total page 203 pages. Available in PDF, EPUB and Kindle. Book excerpt: What is the purpose of a work of art? What drives us to make art? Why do we value art and consume it? Nick Zangwill argues that we cannot understand the nature of art without first having answers to these fundamental questions. On his view, which he dubs 'the Aesthetic Creation Theory', a work of art is something created for a particular aesthetic purpose. More specifically, the function of art is to have certain aesthetic properties in virtue of its non-aesthetic properties, and this function arises because of the artist's insight into the nature of these dependence relations and her intention to bring them about. In defending this view, Zangwill provides an account of aesthetic action and aesthetic creative thought and shows how the Aesthetic Creation Theory can accommodate two kinds of seeming counterexamples to aesthetic theories of art: narrative art and twentieth-century avant-garde art. Aesthetic Creation also contains a detailed exposition and critique of a range of rival views, including Dickie's institutional theory of art, accounts of art that make essential reference to an audience, and sociological theories which purport to explain the nature of art without recourse to the notion of the aesthetic.