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Ordinary companies compete in their categories, or even lead them. Extraordinary companies create their own categories by doing what no one else does–in effect, becoming a Category of One. Here’s how they do it: they get to know the customer better than anyone else in the business and connect with that customer better than anyone else can. They transcend commodity by offering more than just a product. They defy comparison by doing what their competitors can’t or won’t do.
Becoming a Category of One shows you how these companies do what they do so well, and gives you the tools and ideas you need to emulate them. Full of case studies and personal reflections by leaders of Category of One companies, this book is designed to help anyone transform their run-of-the-mill business into an extraordinary company–whether you operate a multinational corporation or a mom-and-pop shop.
Calloway doesn’t offer any mumbo-jumbo or flavor-of-the-day buzzwords, just simple lessons that lead to real, proven results. With his guidance, you’ll learn what makes some of the best companies on earth so successful–and then learn to apply their winning strategies to your own business. You’ll learn what makes Tractor Supply Company different from any other retail chain and why LensCrafters is the only household name in eyeglasses.
If your company is treading water or losing customers, you have a difficult choice to make. You can hold on to the ideas and techniques that got you this far and hope they work again, or you can find a new way to give customers what they can’t get anywhere else. If innovation frightens you, then put this book down now. If you’re ready to take your business to a new level, then read on . . .
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"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, author, The One Minute Manager
"If you want to be successful and you want a successful company, read Joe Calloway’s book. It’s as simple as that. It’s the how-to manual that every manager and every employee should be required to read."
–Dr. Dorothy Marcic, Vanderbilt University, Owen Graduate School of Management, author Respect: Women and Popular Music and Managing with the Wisdom of Love: Uncovering Virtue in People and Organizations
"If you could have everyone in your company read just one business book, this should be it. Becoming a Category of One is very straight talk about how it’s everyone’s responsibility to help build the brand."
–Daniel Burrus, author, Technotrends
"Becoming a Category of One is simply an outstanding book. With a highly readable style that makes you feel like he’s talking directly to you, Joe Calloway provides valuable insights for anyone who wants to separate themselves or their business from the pack."
–Michael LeBoeuf, PhD, author
How to Win Customers and Keep Them for Life and The Millionaire in You
"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 Sales Bible and Customer Satisfaction Is Worthless, Customer Loyalty Is Priceless
"For anyone looking for the inspiration, the road map, or the reason to take their business to the next level, Becoming a Category of One is definitely it."
–Tony Alessandra, PhD, author
The Platinum Rule and Collaborative Selling
"Becoming a Category of One isn’t about theory or fads. It’s a real-world look at what will help your company create and sustain success. Buy it and start reading it today!"
–Tom Connellan, author
Sustaining Knock Your Socks Off Service and Bringing Out the best in Others!
