This ground breaking book shows that the best way to win in the marketplace is to generate offerings so innovative that they create new categories or subcategories that make competitors irrelevant. This challenge, very different from trying to gain brand preference in established product-markets, requires generating and evaluating great concepts, becoming the category or subcategory exemplar, and creating barriers to entry. The book also shows how established firms can stave off relevance challenges by achieving credibility in emerging categories or subcategories and maintaining energy and visibility.