Becoming a Category of OneBecoming a Category of One, Second Edition Joe Calloways Becoming a Category of One redefined competition with its lessons on how to truly differentiate yourself in a marketplace of sameness. In this revised and updated Second Edition, Calloway rethinks, repositions, and reenergizes that message. A new chapter on tiebreakers provides lessons on differentiation from companies like Zappos, Apple Computer, Netflix, Caf du Monde, Hyundai, and In N Out
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