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Title: Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison by Joe Calloway ISBN: 0-471-27404-6 Publisher: Wiley Pub. Date: 01 August, 2003 Format: Hardcover Volumes: 1 List Price(USD): $24.95 |
Average Customer Rating: 4.8 (10 reviews)
Rating: 5
Summary: The Handbook of Definitive Differentiation
Comment: In today's intensely competitive world, being unique has value. Being positively unique has even more value. Leading your category in the marketplace builds business through the image of that coveted Number One status. Being so unique and so powerful that you're in a category all by yourself is the ultimate achievement. That positioning sets you apart from all would-be competitors because you're something pretty special...and people like to do business with suppliers that are something pretty special. If you want to achieve superlative success, your goal should be to become a Category of One.
First step: Read Joe Calloway's book. Second step: Read it again. Why? You'll be so entranced on the first reading that you'll miss a significant amount of valuable advice. Step Three: Start applying what you've learned from this book. Step Four: Read the book again, going back to all those passages you highlighted. Oh, along the way, better buy copies for all your key people so they can also get the message. [Snicker. After reading this book, you may have difficulty limiting who fits in that vital category of "key people."
Calloway is a management consultant who specializes in branding and competitive positioning. Through his client interactions over the years, and his own personal experiences, he's accumulated a wealth of information and insight. He knows how to be so good that your would-be competitors can't even touch you. In a surprising self-effacing gesture, rarely seen from consultants, Calloway shares in the preface that he's not the expert; he's merely a reporter. I have difficulty believing that he doesn't have expertise, but he sure does a fine job of reporting what winning companies are doing.
Each chapter is filled with advice, anecdotes, and inspiration. Very quickly, readers will "get" the difference between organizations that are so good that they create their own category...whether they intend to or not. As you learn why, you'll become motivated to make some changes in the way you do business. You'll discover what branding really means. You'll appreciate the power of being close to the customer. And you'll gain a deep understanding of how people can make the difference-if their leaders inculcate the values and drive for consistency that must be energized to be a Category of One employer.
Note: while this book is intended for employers-owners, executives, manager, and everyone else on the team, there is also value for the individual who wants to make himself/herself highly attractive. Looking for the perfect job for you? Looking for the perfect mate? This book is not the end-all, but the principles Calloway teaches have wide application. Open your mind and open your wallet. This is a book worth buying, reading, absorbing, and applying.
Rating: 5
Summary: Kudo's for this one-of-a-kind book
Comment: Joe Calloway practices what he preaches. The author is not content to rehash what others have written about the topic of branding. He offers innovative suggestions that can give you and your business top-of-the-mind awareness in your industry. Packed with fascinating, real-life examples and results-producing suggestions, this book should be required reading for entrepreneurs and CEO's because their success depends on their ability to distinguish themselves from competitors. Read it and reap.
Rating: 5
Summary: Packed With Knowledge!
Comment: 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, we very strongly recommends this book to business leaders and students of management who find marketplace excellence a never-ending pursuit.
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Title: Purple Cow: Transform Your Business by Being Remarkable by Seth Godin ISBN: 159184021X Publisher: Portfolio Pub. Date: 08 May, 2003 List Price(USD): $19.95 |
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Title: The Sales Bible: The Ultimate Sales Resource, Revised Edition by Jeffrey Gitomer ISBN: 0471456292 Publisher: Wiley Pub. Date: 08 August, 2003 List Price(USD): $19.95 |
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Title: Up Your Business! : 7 Steps to Fix, Build, or Stretch Your Organization by Dave Anderson ISBN: 0471445460 Publisher: Wiley Pub. Date: 08 August, 2003 List Price(USD): $24.95 |
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Title: The Patterson Principles of Selling by Jeffrey Gitomer ISBN: 0471662623 Publisher: John Wiley & Sons Pub. Date: 02 April, 2004 List Price(USD): $19.95 |
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Title: Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force by Ben McConnell, Jackie Huba, Guy Kawasaki ISBN: 0793155614 Publisher: Dearborn Trade, a Kaplan Professional Company Pub. Date: 12 November, 2002 List Price(USD): $25.00 |
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