BECOMING A CATEGORY OF ONE 成为独一无二: 非凡公司如何超越商品与挑战类比

Learn how extraordinary companies do what they do so well, and obtain the tools and ideas you need to emulate them. Full of case studies and personal reflections by leaders of exceptional companies, this book is designed to help anyone transform their run-of-the-mill business into an extraordinary company–whether you operate a multinational corporation or a mom-and-pop shop. Calloway doesn’t offer any mumbo-jumbo or flavor-of-the-day buzzwords, just simple lessons that lead to real, proven results.

作者简介：
　　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 Speaker’s Hall of Fame. Joe owns an award-winning restaurant in Nashville, Tennessee, where he lives with his wife, Annette, and daughter, Jess.

Preface
1. We Just Decided To Go
2. Know Who You Are
3. Success Means You Know What Used to Work
4. The Commodity Trap
5. Your Brand Is Everything
6. The Three Rules
7. The New Customer Reality
8. Case Study—Tractor Supply Company
9. The Heart of a Category of One Performer
Index