BECOMING A CATEGORY OF ONE

Transcend competition by creating your own category – Becoming a Category of One by Calloway eliminates comparison. This comprehensive category creation summary and differentiation methods reveal: • Customer Experience Focus - Know customers so well you anticipate unstated needs • Tiebreaker Mentality - Find the one thing that tips decisions your way • Commodity Avoidance - Shift from what you sell to how you serve • Category Definition - Create new market space competitors can't enter The hidden gem: Calloway's "5% Rule"—being 5% different in meaningful ways creates 50% preference. Begin Click.Apply.Grow™ category: List how customers describe you. Redefine in unique terms. Live the new definition. Category creators achieve 70% market leadership in their defined space. Categories of one never compete.