Become a Category of One – Recommended Reading
Here is a great book that I am currently reading. It’s called Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison by Joe Calloway.
This book describes how companies distinguish themselves so thoroughly from their competition that they are in a league of there own. Here’s an example: last week my wife and I were going out for a coffee, it was very cold out and we had a coupon for free coffee at Second Cup, a national coffee place up here in Canada, rather than use the coupon we walked 2 blocks farther, freezing, right past the Second Cup, to go to Starbucks – where we had to pay 8 bucks for our drinks!
We both wondered why we did that and marveled at the strength of the Starbucks brand. In this book Joe Calloway demonstrates how companies like Starbucks and others, build this kind of success. This book is a must read for anyone in business. You can pick it up new or used on Amazon by clicking here.