James d white

When the enslaved Jim overhears that he is about to be sold to a man in New Orleans, separated from his wife and daughter forever, he decides to hide on nearby Jackson Island until he can formulate a plan. Meanwhile, Huck Finn has faked his own death to escape his violent father, recently returned to town. As all readers of American literature know, thus begins the dangerous and transcendent journey by raft down the Mississippi River toward the elusive and too-often-unreliable promise of the Free States and beyond.

Ron Shaich is a business visionary who has been part of building three iconic restaurant brands: Au Bon Pain, Panera Bread, and now Cava. Along the way, he developed "fast casual," a $100 billion-plus segment of the industry. Now he reveals what he learned about entrepreneurship, running large enterprises, business transformation, and life itself. He illustrates these lessons with his experiences turning a small cookie store into 2,400 restaurants with $5 billion in revenue, delivering annual investor returns of 25% over two decades, and outperforming both Starbucks and Chipotle.

Winning today isn't about beating the competition at the old game. It's about inventing a whole new game - defining a new market category, developing it, and dominating it over time. You can't build a legendary company without building a legendary category. If you think that having the best product is all it takes to win, you're going to lose. In this farsighted, pioneering guide, the founders of Silicon Valley advisory firm Play Bigger rely on data analysis and interviews to understand the inner workings of "category kings".