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Summary: Packed with Knowledge!
Review: Any CEO would love to run a company that is regarded as truly in a class by itself. After all that's about as close to a monopoly as you can get without running afoul of the regulators. Some companies - such as Starbucks, Volkswagen, Southwest Airlines and Apple Computers - do come close to being in a class by themselves. Here, consultant and author Joe Calloway suggests that all "Category of One" companies share a common trait that explains how they achieved success. More than just a book of theory, this volume also offers practical case studies, information and interviews. Strong on concepts, it needs to provide a bit more guidance about how to push your company into its own category. That said, we very strongly recommends this book to business leaders and students of management who find marketplace excellence a never-ending pursuit.
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Summary: I wish I had written this book!
Review: As a 20+ year marketing veteran, I believe 100% in the power of branding. This is the book I wish I had written.
Calloway is a gifted story teller who helps the reader "get it" and understand how critical it is for them to brand their company. Every business owner/leader should be required to read this book.
I believe that branding is the only significant way we can differentiate ourselves from everyone else out there who sells what we sell. Most businesses have no idea what their brand is or how to find it. This book creates a very compelling case for the power of branding. I recommend it to all of my clients.
Rating: 
Summary: Not worth it
Review: I honestly didn't find this book to be worthwhile to read. I actually find it a waste of time. The content was very repetitive and the examples are not that fascinating, except for the story about Lens Crafter and the guy whom he purchases business suits from. If you're looking for a simple, introductory book regarding differentiation, I would recommend this book. It has huge fonts and is pretty short. The content is also very simple and the examples are straight forward. However, if you're looking for an indepth book about differentiation, then I'd suggest you look for something else.
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Summary: OUTSTANDING!
Review: If you can't help your customers know why you are different from your competition, you will lose business. This brilliant book shows you how to find your unigueness and then broadcast it to the market. Get it and read it nOW.
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Summary: A Fresh and Practical Take on Competitive Advantage
Review: If you think you've read branding/marketing and/or customer service books and they're all alike, don't give up: read Becoming a Category of One. Calloway is one of the best and brightest thinkers on the subject of competitive advantage and he provides you with provocations and insights you can apply in your business. This is a terrific book.
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Summary: How to Provide Extraordinarily Appreciated Consumer Service!
Review: In Becoming a Category of One, Mr. Joe Calloway makes a number of points you'll easily agree with. Consumers are becoming tougher and more discriminating . . . just think about yourself. In most cases, the products we consider buying are more similar than different. The prices may, in fact, be the same. How will we decide? Chances are that we will choose those who show they care about us. Mr. Calloway then goes on to describe many unique ways that consumer products companies provide extraordinary service. Do the employees at your tire dealer run to greet you? Will your retailer happily take any product back for any reason (even after you've used it) with no questions and no hassle? Does your salesperson call to check on how you are doing months later? If you skip your regular pizza order, does the manager call to find out if you had a problem with the last order? Mr. Calloway goes on to provide a simple formula that anyone can understand for creating such extraordinary (and extraordinarily pleasing) service. 1. Know more about the customer than anyone else. 2. Get closer to the customer than anyone else. 3. Emotionally connect with the customer better than anyone else. You have probably heard those first two points before. The third point is the unique one. How do you then inspire your colleagues to emotionally connect with customers? Mr. Calloway draws on examples companies that have created strong cultures built around inspirational concepts of service to humanity. His favorite example is Lenscrafters, who are active in not only helping customers (arranging for an associate to hand glasses to a customer who was changing planes on the way to Europe after breaking his original glasses on the way to the first plane) but also all those who need help (collecting used glasses to give to those who cannot afford glasses). What does your company stand for? Are you proud to work for that company? If not, your culture needs work. The book ends with interviews involving outstanding leaders whose companies (large and small) provide outstanding consumer service. Mr. Calloway also describes the ways that he has adapted the same rules for his consulting and speaking practices. Mr. Calloway is a gifted story teller and his examples are a pleasure to read. In most cases, the examples were new to me. Only the Lenscrafters examples failed to fully satisfy me (I've been to Lenscrafters many times and never noticed anything going on there that is nearly as good as what my eye doctor does . . . and his examples about Lenscrafters didn't excite me). I can see why he is a successful speaker. The book reads like what you would hear from a great motivational speaker. That's the book's strength. That's also, unfortunately, the book's weakness. In few places do you find out the details of how companies went from an inadequate culture to a great one that follows his principles. In this regard, pay attention to the examples of Palm Harbor Homes, Quill, CST, and Georgia Pacific to get a sense of what's involved. These companies have all been business model innovators, as well. Mostly you get an invocation to create a more compelling version of the company?s mission, vision and values . . . and then to repeat these at every opportunity. That?s part of the answer . . . but there?s a lot more involved. Companies with great cultures may produce few business model innovations. Southwest Airlines is probably a good example. Their business model has been little changed in decades except for being expanded geographically. If you can combine continuing business model innovation with outstanding customer service of the sort described here, you will have a true category of one. I suggest that you supplement this excellent book by reading independently about ways to make frequent, effective business model innovations. Now, if you have any questions about this review, I do hope you will e-mail me. Tell me a little about yourself, too, so that I can be of more service to you. Deliver exceptional service that makes you feel great about yourself . . . and find improved ways to do so all the time!
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Summary: The Handbook of Definitive Differentiation
Review: In today's intensely competitive world, being unique has value. Being positively unique has even more value. Leading your category in the marketplace builds business through the image of that coveted Number One status. Being so unique and so powerful that you're in a category all by yourself is the ultimate achievement. That positioning sets you apart from all would-be competitors because you're something pretty special...and people like to do business with suppliers that are something pretty special. If you want to achieve superlative success, your goal should be to become a Category of One. First step: Read Joe Calloway's book. Second step: Read it again. Why? You'll be so entranced on the first reading that you'll miss a significant amount of valuable advice. Step Three: Start applying what you've learned from this book. Step Four: Read the book again, going back to all those passages you highlighted. Oh, along the way, better buy copies for all your key people so they can also get the message. [Snicker. After reading this book, you may have difficulty limiting who fits in that vital category of "key people." Calloway is a management consultant who specializes in branding and competitive positioning. Through his client interactions over the years, and his own personal experiences, he's accumulated a wealth of information and insight. He knows how to be so good that your would-be competitors can't even touch you. In a surprising self-effacing gesture, rarely seen from consultants, Calloway shares in the preface that he's not the expert; he's merely a reporter. I have difficulty believing that he doesn't have expertise, but he sure does a fine job of reporting what winning companies are doing. Each chapter is filled with advice, anecdotes, and inspiration. Very quickly, readers will "get" the difference between organizations that are so good that they create their own category...whether they intend to or not. As you learn why, you'll become motivated to make some changes in the way you do business. You'll discover what branding really means. You'll appreciate the power of being close to the customer. And you'll gain a deep understanding of how people can make the difference-if their leaders inculcate the values and drive for consistency that must be energized to be a Category of One employer. Note: while this book is intended for employers-owners, executives, manager, and everyone else on the team, there is also value for the individual who wants to make himself/herself highly attractive. Looking for the perfect job for you? Looking for the perfect mate? This book is not the end-all, but the principles Calloway teaches have wide application. Open your mind and open your wallet. This is a book worth buying, reading, absorbing, and applying.
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Summary: HIGH ON WHAT, LOW ON HOW (IF ONLY IT WERE SO EASY)
Review: Isn't it interesting to see preachers following their own advice! Calloway seems to be acting on his own theory here -- "Category of One" is nothing if not a shrewd construct to position his own work as separate from all that barrage of literature that already exists under the label of differentiation and competitive "Positioning". Would have been remarkable indeed if this attempt had succeeded. Sorry to be the bearer of this news, but I'm afrait it hasn't. Sure, we get eloquent case studies of trailblazing brands that have carved a very strong, and positive, niche for themselves: Starbucks, Volkswagen, Southwest Airlines and Apple Computers. Some of the lingo is also quotably quotable, and good for executives to toss off. The writing generally is fluent and the book is an easy read. But the catch is that we never really move on from such a mellifluous stance of "So here is how these guys got to where they are." No model, or framework, or even so much as a instructive guideline is forthcoming. In sum, recommendation-wise, interesting and readable book if only for the thought provoking case studies, but ironically doesn't make itself stand out from the pack. I still believe that in this genre, "Positioning" by Al Ries is the title to beat.
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Summary: Kudo's for this one-of-a-kind book
Review: Joe Calloway practices what he preaches. The author is not content to rehash what others have written about the topic of branding. He offers innovative suggestions that can give you and your business top-of-the-mind awareness in your industry. Packed with fascinating, real-life examples and results-producing suggestions, this book should be required reading for entrepreneurs and CEO's because their success depends on their ability to distinguish themselves from competitors. Read it and reap.
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Summary: Just small talk
Review: Perhaps this book should not be considered a serious book at all, as it is full of anectodal small talk instead of sound analysis. No theory, no sound model, no serious cases. An insult to even a mediocre intelligence. Just avoid it.
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