Some companies don’t wait for opportunities to exist, they create them.
That’s the idea behind Play Bigger, a book about businesses that don’t compete for space, but carve out new markets of their own.

Because in crowded categories, even great ideas can drown. The real winners aren’t just better, they’re different. They define the game, not just play it.

In this month’s Book Club, we’ll talk about what it means to design a category, not just a campaign. How teams can shape perception, claim a unique position, and build momentum that competitors can’t copy.

Because in marketing, standing out isn’t luck. It’s design.

What to expect

• A dive into the key ideas from Play Bigger
• Open discussion on how category design shows up in B2B tech today
• Real-world examples of brands that created their own markets
• A chance to connect, challenge, and stretch your thinking on growth

RSVP

Join our book club, confirm your spot and let us know you’ll be joining. And yes, it’s totally fine if you haven’t finished the book — come anyway!