Becoming a Category of One teaches how extraordinary companies do what they do so well, and how to obtain the tools and ideas you need to emulate them.  Full of case studies and personal reflections by leaders of exceptional companies, this book is designed to help anyone transform their run-of-the-mill business into an extraordinary company-whether you operate a multinational corporation or a mom-and-pop shop. For the second edition, Joe will update many cultural references, and case studies and anecdotes will be added or at least revised.  The most significant change will be replacing the original last chapter, 'The Heart of a Category of One Performer,' with a new chapter, 'Sustaining Category of One Status.'  This chapter will focus on companies that have been market leaders for a long period of time (i.e. Southwest Airlines, American Girl Stores, Ritz-Carlton Hotels, etc.)  Joe will also trim some existing chapters to make room for an entirely new chapter, 'Consistency of Performance is the New Wow Factor.'