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Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison, 2nd Edition

Joe Calloway
ISBN: 978-0-470-49635-0
Paperback
272 pages
August 2009
List Price: US $19.95
Government Price: US $10.17
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Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison, 2nd Edition (0470496355) cover image

Preface ix

1 We Just Decided to Go 1

2 What’s Your Story? 27

3 Success Means You Know What Used to Work 53

4 The Commodity Trap 77

5 Your Brand Is Everything 97

6 The Three Rules 117

7 The New Customer Reality 139

8 Tiebreakers 159

9 Case Study: Tractor Supply Company 183

10 The Future Category of One 209

Index 245

About the Author 251

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