Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
A book I will remember for the edict that to completely own a category, you need to create it. Salesforce owns cloud CRM because it created cloud CRM. It is the “category king.” And once you create a category, you “mine” it for value.
The book is a little over-the-top and breathless in places. Also weirdly profane and “bro-ish.” But worth a read.