Category Design
Name the game, teach the world to see the problem your way.
Explanation
The authors of 'Play Bigger' discovered that companies who create and dominate new market categories capture most of the economic value in their space. Instead of competing in existing categories where customers have established preferences, you create a new category where you set the rules. The company that defines the problem and names the solution typically becomes the leader.
Real-World Example
Salesforce didn't sell 'better CRM.' They created 'No Software' category (cloud). HubSpot created 'Inbound Marketing.' Drift created 'Conversational Marketing.' Each owned the category they created. Competition became irrelevant.
How to Apply
POV Declaration: What's broken about status quo? What's the new way? Why now? Name your category (new language). Write manifesto. Teach through content. Create certification. Host conference. Measure: Do competitors use your language? You've won.