Download PDF Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison, by Joe Calloway
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Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison, by Joe Calloway
Download PDF Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison, by Joe Calloway
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From the Back Cover
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
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About the Author
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.
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Product details
Paperback: 272 pages
Publisher: Wiley; 2 edition (August 24, 2009)
Language: English
ISBN-10: 0470496355
ISBN-13: 978-0470496350
Product Dimensions:
6 x 0.9 x 9 inches
Shipping Weight: 12 ounces (View shipping rates and policies)
Average Customer Review:
4.2 out of 5 stars
49 customer reviews
Amazon Best Sellers Rank:
#379,790 in Books (See Top 100 in Books)
I loved the examples Joe Calloway gave in this book. It was just example after example and it’s very useful because it made it easier to read. There was a loooong section that felt more like marketing for the tractor company, but otherwise, the rest was really good.Actually, the section with the tractor company was good too, except it kept going on and on and I honestly wondered if the tractor company paid for advertising or something because the topics discussed in those pages were basically the same things, just worded differently and spoken by different people from the company.Okay, mini-rant over. In all honesty, this was an insightful read. I’ll have to go back to it again soon so that says a lot. The fact that it’s written in 2006 and still relevant today, in 2018, says heaps more!
The author spends far too many words on every point, and his 'case studies' are basically really emphatic anecdotes. If you read 'All Marketers Tell Stories' by Seth Godin, the '22 Irrefutable Laws of Marketing' by some guy whose name I've forgotten and 'Scaling Up' by Verne Harnish, you'll still have spent less time than you'd spend on this one book, you'd understand the ideas this book presents in much greater depth and have much more insight into how to actually implement them. This is especially true of 'Scaling Up' , which really clearly directs you to hundreds of other resources. Also, those other authors have really made it in businesses besides 'business consulting' and are much more enjoyable to read, especially Seth Godin.
This is an excellent book on how to make a company stand out in the marketplace in such a way that it appears to have no real competitors. The basic premise is that almost every product and service that is offered in the marketplace can be viewed by the company's customers as a commodity. Once viewed as a commodity, a company is forced to compete on price. However, if a company is able to distinguish itself in someway that the market values it becomes a category of one and is able to avoid competing on price.One of the books strengths is the number of examples and explanations that it provides on each aspect of becoming a category of one. For those with less time and patience, you may want to skip ahead and read chapters 9 & 10. Chapter 9 is a case study that neatly ties all of the concepts up in one unique company. Chapter 10 is a glimpse of the possible future and what it may take to become and stay a category of one in the future as presented by several notable experts.If you'd like your business to become a category of one, and you are willing to invest the time and energy on the project, then I recommend that you take a look at this book. It will help to guide you on your quest.Karen L. Jett, CMAAuthor, Grow Your People, Grow Your Business
This book is not for every person in business, which is unfortunate because only those who "get" this book will have the years of fulfillment that come from really knowing why they are doing what they are doing and the immense satisfaction and success that comes with that kind of clarity and focus. This is a totally different "how to" business book that requires asking and anwering the most fundamental questions about what you do and why you do it. These are most the difficult questions to answer in a meaningful way, but the rewards are equally great. I had the great good fortune to work in a company that could be another study case for this book, so understand from that perspective the power of what Calloway is talking about. The second half of the book is a little weak and somewhat repetitive, but the first half makes the book more than worth the cover price if you truly want your business to excel and provide a rewarding experience for you and your staff. It's sometimes difficult to admit that, as Calloway points out, we do get what we want most.
This book gave me some really good things to think about that I have never read before in other books.I read a lot of business books so it is always good to get different perspectives on how to approach growing your business.I wish it had a little more detail on how to exactly go about implementing some of the things they talk about in the book but overall it was a good read that was well worth the purchase.
One of my got co books has and will be continue to be Indispensible. That being said I decided to read Category of One. The book is stimulating and fun to read. It reinforces the notion that differentiation is the key to decommoditization . Embracing change and having a culture of being the best are articulated in this book with helpful suggestions about how to do. In a world way my profession (dentistry) is rapidly becoming an industry with the inundation of corporate and franchises it reassures me that there is still a place for excellence and boutique practices like the ne I have developed over the last 34 years.
As a 20+ year marketing veteran, I believe 100% in the power of branding. This is the book I wish I had written.Calloway is a gifted story teller who helps the reader "get it" and understand how critical it is for them to brand their company. Every business owner/leader should be required to read this book.I believe that branding is the only significant way we can differentiate ourselves from everyone else out there who sells what we sell. Most businesses have no idea what their brand is or how to find it. This book creates a very compelling case for the power of branding. I recommend it to all of my clients.
I liked the definition “category of one†and how to author insist in how to become one. I dislike that there is too much information and reference, so it seems overwhelming at times. Great read for any entrepreneur!
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