Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison

Becoming a Category of One, Second Edition
Joe Calloway′s Becoming a Category of One redefined competition with its lessons on how to truly differentiate yourself in a marketplace of sameness. In this revised and updated Second Edition, Calloway rethinks, repositions, and reenergizes that message. A new chapter on "tiebreakers" provides lessons on differentiation from companies like Zappos, Apple Computer, Netflix, Café du Monde, Hyundai, and In–N–Out Burger.
Calloway also includes cutting–edge ideas on the Category of One company of the future from an extraordinary list of guest contributors, including bestselling authors Larry Winget (It′s Called Work for a Reason!) and Mark Sanborn (The Fred Factor), Gen–Y expert Jake Greene, Pinnacle Financial Partners CEO Terry Turner, business strategists Randy Pennington and John Spence, branding expert Jack Sims, corporate consultant Chuck Feltz, customer service gurus Scott McKain and John DiJulius, sales and marketing expert Sue Remes, and motivational legend Jim Cathcart.
Praise for Becoming a Category of One
"Shows what it takes to build a brand on something more than just product. This book inspires us to go for greatness and to win by using our hearts as well as our minds."
—Ken Blanchard, coauthor, The One Minute Manager
"Becoming a Category of One will delineate how you can differentiate yourself from others who do what you do, how to become positioned in your marketplace, and how to make your customers love you and need you."
—Jeffrey Gitomer, author, The Little Red Book of Selling

Spis treści:
Preface.
1. We Just Decided to Go.
2. The Power of a Cause.
3. Success Means You Know What Usedto Work.
4. The Commodity Trap.
5. Your Brand Is Everything.
6. The Three Rules.
7. The New Customer Reality.
8. Tiebreakers.
9. The Heart of a Category of One Performer.
10. The Future of Category of One.
Index.
About the Author.

Nota biograficzna:

Joe Calloway is a consultant on employee engagement and performance whose client list reads like a Who′s Who of business—from newspapers in Sweden, hotels in Great Britain, and computer companies in South Africa to world brands like BMW and IBM. He speaks frequently on business trends and has been inducted into the International Speakers Hall of Fame. For more information, visit JoeCalloway.com.

Okładka tylna:

Becoming a Category of One, Second Edition
Joe Calloway′s Becoming a Category of One redefined competition with its lessons on how to truly differentiate yourself in a marketplace of sameness. In this revised and updated Second Edition, Calloway rethinks, repositions, and reenergizes that message. A new chapter on "tiebreakers" provides lessons on differentiation from companies like Zappos, Apple Computer, Netflix, Café du Monde, Hyundai, and In–N–Out Burger.
Calloway also includes cutting–edge ideas on the Category of One company of the future from an extraordinary list of guest contributors, including bestselling authors Larry Winget (It′s Called Work for a Reason!) and Mark Sanborn (The Fred Factor), Gen–Y expert Jake Greene, Pinnacle Financial Partners CEO Terry Turner, business strategists Randy Pennington and John Spence, branding expert Jack Sims, corporate consultant Chuck Feltz, customer service gurus Scott McKain and John DiJulius, sales and marketing expert Sue Remes, and motivational legend Jim Cathcart.
Praise for Becoming a Category of One
"Shows what it takes to build a brand on something more than just product. This book inspires us to go for greatness and to win by using our hearts as well as our minds."
—Ken Blanchard, coauthor, The One Minute Manager
"Becoming a Category of One will delineate how you can differentiate yourself from others who do what you do, how to becom e positioned in your marketplace, and how to make your customers love you and need you."
—Jeffrey Gitomer, author, The Little Red Book of Selling