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

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John Wiley & Sons, Aug 27, 2009 - Business & Economics - 272 pages

A revised and updated edition of the bestselling "no-nonsense guide to beating the competition."-Publisher's Weekly

Becoming a Category of One reveals how extraordinary companies do what they do so well and gives you the tools and ideas to help your business emulate their success. Packed with real case studies and personal reflections from successful business leaders, it helps you apply the best practices of the best companies to set yourself apart from your competitors and turn your business into a market leader.

Whether you run a multinational corporation or a two-person start-up company, the lessons you'll find here apply to any business. This Second Edition includes a new chapter on "tie breakers," updated examples of today's category of one companies, and special contributions from business experts, bestselling authors, and CEOs on the future category of one business.

  • Revised and updated to remain relevant to today's market conditions and new innovations
  • A new edition of the bestselling title from the author of Indispensable and Work Like You're Showing Off
  • Today's struggling economy puts even greater importance on the theory and practice of business differentiation
  • This edition includes 20 percent new material; if you liked the original edition, you'll love this new Second Edition
  • Reliable, proven advice that works for businesses of any size in any industry

Now more than ever, you have to differentiate your business from the competition to succeed. Becoming a Category of One gives you the blueprint for building your own extraordinary business.


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LibraryThing Review

User Review  - mpolino - LibraryThing

Joe Calloway's book on getting your company to stand out from crowd was terrific. It's short fast read and Joe covers lots of companies not normally found in business books. Some of the usual suspects ... Read full review

LibraryThing Review

User Review  - dlbough - LibraryThing

My friend, Mark True, recommended this book to me. I found it very easy to read and extremely thought-provoking. It's about how to set yourself apart in your marketplace by doing something that no one ... Read full review


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The Commodity Trap
Your Brand Is Everything
The Three Rules
The New Customer Reality
Tractor Supply Company
The Future Category of One
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About the author (2009)

Joe Calloway is a consultant on employee engagement and performance whose client list reads like a Who's Who of 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. For more information, visit

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