Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison, 2nd EditionISBN: 978-0-470-49635-0
Paperback
272 pages
August 2009
|
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