Joe Calloway
ISBN: 0-471-27404-6
Cloth
223 pages
August 2003

Today's marketplace is one in which customers look at virtually every company and say "Whatever you're selling, I can get it some place else". The quality will be just as good as yours and probably for the same price or better. The only real opportunity for breakthrough success lies in becoming a category-buster, by using service to transcend commodity and defy comparison. Companies must leave their competitors behind to fight amongst themselves. They must create a new category. A category of one. They must defy comparison. They must transcend the preconceived notions of how it's done in your business. Companies are doing it every day with extraordinary service. Full of interviews (executives, managers and frontline employees), case studies and examples with well-known companies such as Harley-Davidson, Southwest Airlines and LensCrafters and lesser known companies like Palm Harbor Homes, Tractor Supply Company and the Pancake Pantry - showing that any business can become a category of one.