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About Al Ramadan
Al co-founded Quokka Sports, which pioneered data-intensive sports immersion on the Internet and revolutionized the way people experienced sport. He then joined Macromedia -- and Adobe, after Adobe acquired Macromedia -- where he spent almost ten years changing the way people think about great digital experiences on the Web and on then-new mobile devices. At Adobe, Al led teams that created the Rich Internet Applications category and helped develop the discipline of experience design.
Al started his career as a mathematician and software engineer -- an old-school data scientist. He cut his teeth writing Fortran 77 on a VAX 11/780 and still writes the odd piece of Python code. In the '80s he built real time analytics engines for big steel manufacturers and brewing companies. In the early '90s he applied data science to Australia's Americas Cup -- an innovation in sports performance analytics. His work in sailing led directly to the idea for Quokka.
Al loves the outdoors and remote expeditions. He has hiked the John Muir Trail, sailed in the Sydney / Hobart yacht race, surfed Mavericks, lived on remote atolls in the Pacific and Indian oceans and can often be found bombing back country lines around Tahoe on a split board. He is also a mentor, father and favorite uncle to an ever-growing circle of next-generation superstars.
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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.