Customer Reviews

Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison

5 star:		(9)
4 star:		(0)
3 star:		(1)
2 star:		(0)
1 star:		(2)

 

 

Perhaps this book should not be considered a serious book at all, as it is full of anectodal small talk instead of sound analysis. No theory, no sound model, no serious cases. An insult to even a mediocre intelligence. Just avoid it.

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.

Isn't it interesting to see preachers following their own advice! Calloway seems to be acting on his own theory here -- "Category of One" is nothing if not a shrewd construct to position his own work as separate from all that barrage of literature that already exists under the label of differentiation and competitive "Positioning".

Would have been remarkable indeed if this attempt had succeeded. Sorry to be the bearer of this news, but I'm afrait it hasn't.

Sure, we get eloquent case studies of trailblazing brands that have carved a very strong, and positive, niche for themselves: Starbucks, Volkswagen, Southwest Airlines and Apple Computers. Some of the lingo is also quotably quotable, and good for executives to toss off. The writing generally is fluent and the book is an easy read.

But the catch is that we never really move on from such a mellifluous stance of "So here is how these guys got to where they are." No model, or framework, or even so much as a instructive guideline is forthcoming.

In sum, recommendation-wise, interesting and readable book if only for the thought provoking case studies, but ironically doesn't make itself stand out from the pack. I still believe that in this genre, "Positioning" by Al Ries is the title to beat.

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.

If you take only two (of many) things away from this book, it is 1) your brand belongs to your customers and 2)once you've achieved Category One status, the price of your product is (almost)immaterial.

Joe makes a very simple point that ends up being one of those "slap your forehead" moments: Do all the corporate-like things, such as have a mission and vision, build an ace culture, walk the talk, etc. but ultimately it is your customer who decides whether you deliver on your brand promise. And that customer is a doozy: intelligent, educated, demanding and able to look through a smoke and mirror tactic in a second.

Speaking of Mirrors...Joe unashamedly plugs his restaurant "Mirror" in Nashville - not because he needs the advertising (although being a bit of a gourmet and a lot of a gourmand, I was about to relocate at the mention of "blue cheese polenta fries") but because the restaurant is a Category of One enterprise. Everybody in that place and all the other case studies Joe talks about have one thing in common: a laser focus on the customer and what she wants - and then delivering it, every time, flawlessly and with a big smile. That customer will come back time and again. Not because you have the best prices - in fact - your products may be significantly more expensive, but because she likes doing business with your people.

Reading Joe's book is like having a conversation with him. I found myself nodding and agreeing out loud (in the privacy of my home, of course). Overall, it re-emphasized the importance of strong leadership, a value system that is constantly talked about, and all employees knowing why they get up in the morning.
Needless to say, but I will anyway: Read it!

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.

This book is terrific, a must read for any organization looking for a solid, no nonsense way to diffentiate themselves from the competition without focusing on product or price. Sure, there are alot of customer service books out there, but this one hits it on the head! It's PEOPLE and the experience they create for the customer that are your brand.

The book in clear fashion outlines the easy to grasp ways a company can truly diffentiate themselves from the competition without placing the major focus on product or price.

The author writes in plain, fun, and easy to understand english with many real life examples to illustrate the message. While the book is a quick read, it is packed with very good material. One of the most important business books I have ever read. The book itself is in a Category of One! (Sorry, pun intended).

This book is a must-read for every executive, manager and employee. Joe Calloway explains how a company must create a new category, a "category one" in order to defy comparison and transcend commodity.

I found this book to be very helpful in that it provides great examples of successful business strategies. Very positive, direct and motivational.

I honestly didn't find this book to be worthwhile to read. I actually find it a waste of time. The content was very repetitive and the examples are not that fascinating, except for the story about Lens Crafter and the guy whom he purchases business suits from.

If you're looking for a simple, introductory book regarding differentiation, I would recommend this book. It has huge fonts and is pretty short. The content is also very simple and the examples are straight forward. However, if you're looking for an indepth book about differentiation, then I'd suggest you look for something else.