How Pirates, Dreamers,
and Innovators Create
and Dominate Markets

“The new how-to guide for entrepreneurs and executives who want to build legendary, enduring companies.”

Jim Goetz,
Sequoia Capital,
The #1 Venture Capitalist in the World

How Pirates, Dreamers,
and Innovators Create
and Dominate Markets

“The new how-to guide for entrepreneurs and executives who want to build legendary, enduring companies.”

Jim Goetz,
Sequoia Capital,
The #1 Venture Capitalist in the World

“Every entrepreneur looking to alter the landscape
and every CEO looking to reimagine their business can learn
from this book. Play Bigger provides inspiration and a framework for
building companies that transcend gravity.”


About Play Bigger

What do Facebook, Google,, Uber, VMware, Netflix, IKEA, Birds Eye, 5-hour Energy and Pixar have in common?

In what ways does Apple work like the 165-year-old glass company, Corning?

How do you explain why some start-ups last and build value while others shoot up and flameout?

Why was Elvis not just the King but a category king?

The key to each has to do with creating, developing, and dominating new categories of products and services.


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.

It’s not about disruption – it’s about creating. Category kings are the explosive and enduring companies that create value over time by opening up a category with vast potential and setting themselves up to control the majority of it. Category kings take 70 to 80 percent of the category’s economics. Category kings become famous brands because the whole category like Xerox, Google and Spanx. A category king is almost impossible to challenge. These are the companies that shape our live lives and alter the future. They play bigger than other companies.

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 design the market itself.

About the author

Christopher Lochhead is the host of the “smash hit” Legends & Losers™ Podcast, a former entrepreneur, retired three time Silicon Valley public company CMO, and a “Godfather of Category Design.”
“Human Exclamation Point”
“One of The Best Minds In Marketing”
“Off-putting to some”
Raving Reviews

“Must read
for tech CEOs”

Joe Sexton
Venture Advisors

Play Bigger shows why it’s so important to build category kings and what it takes to succeed in this new discipline of category design. This is must read book for all brand marketers, VC’s, and board of directors who want to take market creation into their own hands.”

R “Ray” Wang
Principal Analyst & Founder,
Constellation Research,
Inc. Author Disrupting Digital Business

“An absolute must read for every person interested in the secret sauce found in Silicon Valley.”

Ann Miura-Ko
Lecturer, Stanford University,
Co-founder Floodgate Fund

“Required reading.”

Dr. Tina Seelig
Stanford Professor of Management
Science and Engineering

“You’ll stop your biz efforts and wrap them around the focus of “category design”. You’re welcome!”

Kevin Miller
Host of The Ziglar Show Podcast
and Entrepreneur

“Strategy for the 21st century. I am a serial entrepreneur and I’ve read every business and strategy book under the sun and Play Bigger beats them all hands down. I couldn’t help but draw the parallels with 70s cult classic Positioning by Jack Trout – except Play Bigger is adjusted for the realities of modern age and today’s technology trends. Aside from the brilliant category thinking, the book also provides a step-by- step execution framework, a formula that will help you put ideas into action. Definitely my personal business book of the decade.”

Amazon review from “Big D”
on February 7, 2017

“Read this book if you want your business to become Legendary. Quite simply the best and most insightful book that I’ve read over the past few years. Play Bigger is an easy and intuitive read; but powerful beyond it’s page count and point of view.”

Amazon review
on June 26, 2016

“Builds on many marketing and business classics: Geoffrey Moore, Drucker, Jim Collins, Al Ries…”

Amazon review from “Myk”
on June 29, 2017

“Required Reading…only if you’re serious about winning.”

Amazon review from “Morgan” on
February 10, 2017

Get the first free chapter

Category Design

Category design is about making it “your time”

The most legendary companies are different. They introduce the world to a new category of product or service—like Clarence Birdseye creating the very idea of frozen food a century ago or Uber defining on-demand transportation in recent years. Such companies replace our current point of view on the world with a new point of view. They make what came before seem outdated, clunky, inefficient, costly or painful.

Category design aims to un-pack the intuitive approaches used to create categories, by the greatest innovators to establish a repeatable approach to designing (or re-imagining) market categories.

Category design fuses insights based on data science, research and experience between the way markets work, brain science, and the intuitive approaches used by the most successful entrepreneurial innovators.

Category design is the discipline of creating and monetizing new markets in a massively noisy world. Its about establishing your own niche by educating a market to think about a problem and solution in exactly the way you want them to.