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Becoming a Category of One

Becoming a Category of One

Becoming a Category of One

How Extraordinary Companies Transcend Commodity and Defy Comparison

by Joe Calloway

These days, so many companies strive to fit into a niche that they must elbow their way past a mass of competitors to do so. Why strive to be a leader in your category when you can create a different category and be the only one in it? Such are the lessons to be learned in Becoming a Category of One. By using consultant Joe Calloway’s tips and advice, you can avoid being “commoditized” and differentiate yourself and your business from your competitors simply by shifting focus to your customers.

What You'll Learn

  • The importance of “deciding to go.” Learn why you must make the commitment to do what it takes to achieve your goals.
  • The pertinence of self-knowledge. Find out what you must know to communicate your brand to a waiting, adoring public.
  • Complacency breeds inertia. Success means you know what used to work — and know how to use that knowledge to build on your success.
  • Your brand is everything. Discover how you are responsible for your brand and for making sure all you and your employees do supports it.
  • There is a new customer reality. Learn how customers are tougher than ever before and how they have great demands and greater expectations.
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