This work offers a summary of "BECOMING A CATEGORY OF ONE: How Extraordinary Companies Transcend Commodity and Defy Comparison" by Joe Calloway.

Joe Calloway is a business consultant specializing in branding as well as a public speaker and restaurant owner. He consults with companies in a wide range of industries ranging from newspapers in Sweden, hotels in Great Britain and computer companies in South Africa to world brands like BMW and IBM.

In Becoming a Category of One, he argues that instead of aspiring to lead your product category, you should create a new category and be the only one in it. That's the goal of true business differentiation. The very best way to win and keep customers today is to create compelling customer experiences. If you can do that, you place your company beyond the reach of price wars and into the realm of genuine competitive advantage.

The goal, therefore, is to become extraordinary – to become a Category-of-One company by doing what no one else does. This is the only rational way you can lift your company out of the commodity trap and into the ranks of the high achievers. Don't just try and compete in your industry – create and dominate your own unique business category.