Retail Price: $19.95 LS Price: $13.57 You Save: $6.38 (32%) Availability: Usually ships within 24 hours Format: Paperback, 272pp. ISBN: 9780470496350 Publisher: Wiley Pub. Date: Second Edition August 15, 2009 Average Customer Review:

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Becoming a Category of One reveals how extraordinary companies do what they do so well and gives you the tools and ideas to help your business emulate their success. Packed with real case studies and personal reflections from successful business leaders, it helps you apply the best practices of the best companies to set yourself apart from your competitors and turn your business into a market leader.

Whether you run a multinational corporation or a two-person start-up company, the lessons you'll find here apply to any business. This Second Edition includes a new chapter on "tie breakers," updated examples of today's category of one companies, and special contributions from business experts, bestselling authors, and CEOs on the future category of one business.

• Revised and updated to remain relevant to today's market conditions and new innovations
• A new edition of the bestselling title from the author of Indispensable and Work Like You're Showing Off
• Today's struggling economy puts even greater importance on the theory and practice of business differentiation
• This edition includes 20 percent new material; if you liked the original edition, you'll love this new Second Edition
• Reliable, proven advice that works for businesses of any size in any industry

Now more than ever, you have to differentiate your business from the competition to succeed. Becoming a Category of One gives you the blueprint for building your own extraordinary business.

Joe Calloway is a consultant on employee engagement and performance whose client list reads like a Who's Who of business—from newspapers in Sweden, hotels in Great Britain, and computer companies in South Africa to world brands like BMW and IBM. He speaks frequently on business trends and has been inducted into the International Speakers Hall of Fame.

	Preface
1	We Just Decided to Go
2	The Power of a Cause
3	Success Means You Know What Usedto Work
4	The Commodity Trap
5	Your Brand Is Everything
6	The Three Rules
7	The New Customer Reality
8	Tiebreakers
9	The Heart of a Category of One Performer
10	The Future of Category of One
	Index
	About the Author

Be the Best at What Matters Most: The Only Strategy You will Ever Need
Indispensable: How To Become The Company That Your Customers Can't Live Without