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

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JOE CALLOWAY is a consultant on branding and competitive positioning whose client list reads like a Who's Who in 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.

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Praise for becoming a category of one

"Becoming a Category of One shows what it takes to build a brand on something more than just product. This book inspires us to go for greatness and to win by using our hearts as well as our minds."
?Ken Blanchard, coauthor, The One Minute Manager

"If you want to be successful and you want a successful company, read Joe Calloway's book. It's as simple as that. It's the how-to manual that every manager and every employee should be required to read."
?Dr. Dorothy Marcic, Vanderbilt Owen Graduate School of Management, author, Respect and Managing with the Wisdom of Love

"If you could have everyone in your company read just one business book, this should be it. Becoming a Category of One is very straight talk about how it's everyone's responsibility to help build the brand."
?Daniel Burrus, author, Technotrends

"Becoming a Category of One is simply an outstanding book. With a highly readable style that makes you feel like he's talking directly to you, Joe Calloway provides valuable insights for anyone who wants to separate themselves or their business from the pack."
?Michael LeBoeuf, PhD, author, How to Win Customers and Keep Them for Life and The Millionaire in You

"Becoming a Category of One will delineate how you can differentiate yourself from others who do what you do, how to become positioned in your marketplace, and how to make your customers love you and need you."
?Jeffrey Gitomer, author, The Sales Bible and Customer Satisfaction Is Worthless, Customer Loyalty Is Priceless