Synthesized answer
The authors of "Play Bigger" provide evidence by studying legendary category-creating companies [1]. They analyze data and conduct interviews to understand companies like Amazon, Salesforce, Uber, and IKEA, which have introduced new ways of living, thinking, or doing business [1].
Through this research, they have assembled their findings to introduce the discipline of category design [1]. This discipline allows companies to create new demand and condition customers' expectations and buying habits [1, 2]. The book aims to transform business by showing how to create a market itself, building on previous works like "Crossing the Chasm" and "The Innovator's Dilemma" [2].
Synthesized from the book passages below. Chat with the book on Feynman for follow-up.
From the book
Title: Play bigger by Al Ramadan Description: 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…
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.