The Existing Market Trap: (a Primer) Escaping The 13 Deadly Sins that Destroy Companies, Careers and Portfolios

By Christopher Lochhead, Jason Wellcome, Al Ramadan

From authors of Play Bigger-the book that introduced the world to Category Design and redefined how legendary companies are built-comes the long-awaited prequel. The one that names the problem they never did. The Existing Market Trap. Most companies don't fail because the product sucks. They fail because the world never understood what the hell it was. They built something new- And explained it with something old. They launched a breakthrough- And got shoved into someone else's story. They had a shot at leading a movement- And got buried in a market share spreadsheet. That's not bad luck. That's the trap. It's what happens when you try to win a game you didn't invent. And it's the single biggest destroyer of innovation, growth, and founder potential in the world today. Inside, you'll learn: Why solving a problem isn't enough-you have to name it Why "better" is the most dangerous word in business The 13 Deadly Sins that quietly kill companies, portfolios, and careers Why bolting on AI won't save you-and might actually bury you faster And how to shift from being misunderstood and compared... to being the only one that matters This isn't a story about product. It's a story about belief. About design. About power. This is the book that should've come first.

• Format: Hardcover
• Language: English
• ISBN: 1956934758
• ISBN13: 9781956934755
• Release Date: May 2025
• Publisher: Category Pirates
• Length: 130 Pages
• Dimensions: 9.0" x 0.5" x 6.0"