In Chapter 4 we talked about category creation and whether creating a category requires that a company be a Missionary. (To recap: it doesn’t; any DNA type can create a category or a subcategory.) The bigger issue, perhaps, and what many executive teams seem to be getting at when they push for Missionary status during the DNA exercise is what it takes to become the Next Big Thing regardless of whether a new category is created in the process. Sometimes the Next Big Thing and category or subcategory creation go hand in hand; other times they do not.

This chapter covers what it takes to create or develop the Next Big Thing—to shift human behavior on a large scale the way Henry Ford or Salesforce’s Marc Benioff have done. ...

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