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Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison Paperback – August 24, 2009
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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
About the Author
Joe Calloway is a consultant on employee engagement and performance whose client list reads like a Who's Who of businessfrom 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.
Top customer reviews
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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, CMA
Author, Grow Your People, Grow Your Business
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 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.