Becoming a Category of One

How Extraordinary Companies Transcend Commodity and Defy Comparison
# 15min reading time / 21min listening time
About the Summary

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.

In This Summary, You Will Learn:

  • Why you must make the commitment to do what it takes to achieve your goals.
  • What you must know to communicate your brand to a waiting, adoring public.
  • What used to work, and how to use that knowledge to build on your success.
  • Why customers are tougher than ever before.
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