This book is for a very small percentage of business people.You see, most people in business are not trying to use Category Design to create a new category that changes the future and generates exponential new value. Instead, many people in business are trying to "not get fired." Many people want to go to work, make a contribution, and go home.But Category Design is purpose-built for people who want to make an exponential difference, not an incremental better.

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comHave you ever met someone who's been drafted into a cult?Category Pirates-Christopher Lochhead, Eddie Yoon, and Nicolas Cole-see a meaningful percentage of marketers, entrepreneurs, and executives trapped in what they like to call, "The Brand Cult." These are professionals who have been taught the best (aka: "the mos...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here: categorypirates.substack.comAnyone can apply category design, but it requires dispelling a few myths and learning the fundamental principles.Your goal as an entrepreneur, executive, or creator is to become known for a niche of your own. How you create a category for yourself as a small "e" entrepreneur is not just about niching down and getting more spe...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here: categorypirates.substack.comAs a Category Designer, you're responsible for designing your life.The problem with the traditional personal development approach (in our Pirate-y opinion) is it doesn't view personal growth from a category design lens. What if the core of personal transformation isn't just turning inward to find the...

The typical annual strategy planning process is like enduring a taser to the genitals for two whole months.No one enjoys it.Most CEOs hate it. Many CEOs have a very strong opinion on strategy and see it as their job. But most know strategy won't get executed without broad buy-in.Most CFOs hate it. They know annual strategy is where ideas are translated into budgets, KPIs, dashboards, and board of directors decks. But most CF...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here: categorypirates.substack.comWe all make a decision, whether we know it or not:Am I going to spend my career competing or creating?Companies with legendary marketing seem to know something most people don't. They set the agenda-they are bold, interesting, even provocative. Companies with legendary market...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here: categorypirates.substack.comYou just might not realize the magnitude of your impact.Outcomes don't just signify completion-they reflect your value, impact, and significance. They are the currency of the business world. Business is about results. So in business, you are your results. The more value you generate, the more invaluable you become.The...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here: categorypirates.substack.comWho you are, to others and to yourself, is based on your results.In the last decade, Marketing has become more innovative, complex, and sophisticated than in the last 50 years combined. That means we're experiencing the highest velocity of new categories of marketing thinking, frameworks, and technologies tha...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here: categorypirates.substack.comSerial Churners are like frogs, and the streaming services are lily pads.Managing churn, the percentage of subscribers who stop using a company's service, is crucial in today's Native Digital world. A low churn rate means your company is satisfying its customers. A high churn rate means your customers aren't happy (or you hav...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here: categorypirates.substack.comReframe the Problem, Don't Rip Off the Solution.You have to think into the future to design breakthrough solutions and categories. That starts with evaluating today's solutions to find what problems people are struggling with. The goal is to create a new Non-Obvious solution. So, reframe the Problem, Don't Rip Off the Solutio...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here: https://www.categorypirates.news/subscribeToo much pursuit can turn admiration into aversion.Fewer barriers to entry when starting a business mean more businesses, which means most markets are saturated and more competitive. The more time you spend convincing potential customers that you're "better," the less time you spend honing your ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here: categorypirates.substack.comIt's important to allow your filters to contradict, you don't want to be so smart you're stupid.Critical reading is valuable because it delays your judgment! The space between consuming information and coming to judgment about information is the place where thinking happens. Critical reading isn't about leadi...