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Becoming a Category of One
Book

Becoming a Category of One

How Extraordinary Companies Transcend Commodity and Defy Comparison

Joe Calloway
Wiley, 2003

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Editorial Rating

9

Qualities

  • Innovative
  • Applicable

Recommendation

Any CEO would love to run a company that is regarded as truly in a class by itself. After all that’s about as close to a monopoly as you can get without running afoul of the regulators. Some companies - such as Starbucks, Volkswagen, Southwest Airlines and Apple Computers - do come close to being in a class by themselves. Here, consultant and author Joe Calloway suggests that all "Category of One" companies share a common trait that explains how they achieved success. More than just a book of theory, this volume also offers practical case studies, information and interviews. Strong on concepts, it needs to provide a bit more guidance about how to push your company into its own category. That said, getAbstract.com very strongly recommends this book to business leaders and students of management who find marketplace excellence a never-ending pursuit.

Take-Aways

  • Businesses in today’s marketplace are viewed as commodities more than ever before.
  • If you strive to be the leader in your category, you still have to compete on price.
  • Some brands are so beloved that they become one-of-a-kind rather than top-of-class.

About the Author

Consultant Joe Calloway is a frequent speaker on trends in business. He has been inducted into the international Speaker’s Hall of Fame. He lives in Nashville, Tennessee, where he owns an award-winning restaurant. The clients of his consultancy range from hotels in Great Britain and computer companies in South Africa to global brands such as IBM and BMW.

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