{"title":"Mini-Books","description":"","products":[{"product_id":"a-super-of-1-is-a-super-of-9-how-to-use-superconsumer-data-to-anticipate-new-areas-of-business-growth","title":"A Super Of 1 Is A Super Of 9: How To Use Superconsumer Data To Anticipate New Areas Of Business Growth","description":"\u003cdiv\u003eIn 2016, Category Pirate Eddie Yoon wrote the seminal book on business growth, called Superconsumers. \u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eA Superconsumer is the kind of person who knows your category better than anyone else—and as a result, is willing to spend 30% to 70% more with you than other less enthusiastic customers. And in this “mini-ebook,” the pirates follow up with an equally groundbreaking discovery: a Super of 1 category is also a Super of 9 others.\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eThis means, in order to best discover your next big opportunity for business growth, talk to your Supers.\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cp\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eWhy Superconsumers of 1 categor\u003cimg\u003ey are also Supers of 9 other categories—and how you can use this data to uncover opportunities for business growth and exponentially more profitable marketing partnerships. \u003c\/li\u003e\n\u003cli\u003eWhere MoviePass went wrong as a company, and why it’s so important to have a business model that incentivizes Superconsumer behaviors.\u003c\/li\u003e\n\u003cli\u003eMicrosoft Office’s legendary data flywheel, and how they used Superconsumer data to create one of the most dominant category positions in technology history (the Office productivity suite).\u003c\/li\u003e\n\u003cli\u003eAnd more\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003cdiv\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” is everything you need to know when it comes to listening to your Supers and discovering what they want, next. \u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450419748997,"sku":"SUP_ONE_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450419781765,"sku":"SUP_ONE_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/ASuperof1-Social.jpg?v=1764621760"},{"product_id":"accelerate-your-leadership-position-how-to-turn-a-headwind-into-a-tailwind-establish-your-category-dominance","title":"Accelerate Your Leadership Position: How To Turn A Headwind Into A Tailwind \u0026 Establish Your Category Dominance","description":"\u003cdiv data-mce-fragment=\"1\"\u003eIt’s one thing to capitalize on a tailwind.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eBut what happens if you don’t have a tailwind at your back? \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eOr worse, what do you do if your business is caught in the eye of a headwind? \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow one of Disney’s most powerful tailwinds turned into a headwind—and how they had to pivot as a result.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe list of legendary acquisitions Disney made in order to remain relevant long into the future.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003e3 strategies you can deploy to accelerate your leadership position.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to niche down in the face of tailwinds and still remain successful.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to turn a headwind into a tailwind and accelerate your category dominance by leveraging the relationships you have with consumers, acquiring category kings, and\/or “niching down.”\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” explains one of the most important strategies in business: how to remain relevant in the face of change.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450433675397,"sku":"ACL_LDR_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450433708165,"sku":"ACL_LDR_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/25c82a88-e23f-4c1b-9a2b-8c076f75f7c9_1500x1500_da70c277-3ef2-4ab8-afe7-f82256e0dbd2.jpg?v=1764621931"},{"product_id":"anticipating-the-roaring-2020s-examining-the-economy-through-a-category-lens","title":"Anticipating The Roaring 2020s: Examining The Economy Through A Category Lens","description":"\u003cdiv data-mce-fragment=\"1\"\u003e2020 and the coronavirus pandemic led to a psychological breakthrough for humanity.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eName a category—food delivery, airline travel, enterprise sales, management consulting, education, fashion—and the beliefs that previously held back innovation have been obliterated. The category of “fine dining” before and after COVID looks completely different. The category of “public speaking” looks nothing like its former self. \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eAll because our idea of what was “possible” has shifted.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003e“The Bannister Effect” and how, once a breakthrough occurs, innovation accelerates. \u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eData that shows we are now living in The Roaring 2020s, with unprecedented growth in startups, investing, art, and more.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy companies have more cash-on-hand than ever before, and how the economy is being impacted by post-pandemic consumer behavior.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eAnd more.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” is a rally cry for creators, entrepreneurs, and investors: “Now is not the time to focus on the incremental.”\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"Default Title","offer_id":39948079333509,"sku":"ROR_TWY_MBK","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/AnticipatingTheRoaring2020.jpg?v=1764622071"},{"product_id":"category-design-for-social-change-how-languaging-superconsumers-and-lightning-strike-marketing-can-change-the-world-for-good","title":"Category Design For Social Change: How Languaging, Superconsumers, And Lightning Strike Marketing Can Change The World For Good","description":"\u003cdiv data-mce-fragment=\"1\"\u003eEverything is the way it is because someone changed the way it was.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eFor example, in the early 1900s, women and men were not paid the same amount of money for the same amount of labor. Because it was the law.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThat is, until 1972 (in Canada) and 1963 (in the United States), when a new POV emerged. Equal Pay For Equal Work. Five small, strategically placed words didn’t just change the way people thought about work or the way people thought about the role women played in society.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eTHEY CHANGED THE LAWS for Canada, then the United States, and then most of the western world.\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eWhether you are willing a new sector into existence or trying to change laws of government to spearhead social change, Category Design is the art of changing people’s minds.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy executives, entrepreneurs, employees, and investors who are standing on the sidelines in the face of a major injustice or evil is not “being neutral.\"\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to think up a new and radically different POV—and then educate the world on the benefits of adopting that POV.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhat Global Warming and The Patriot Act teach about the power of languaging when establishing a unique POV.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhere to find the Superconsumers most likely to hop aboard your pirate ship and fly the flag of your mission.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy Lightning Strike Marketing efforts, like the ALS Ice Bucket Challenge and Black Lives Matter, spark effective social change.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, engaging, and jam-packed with incredibly valuable insights, this “mini-book” outlines how to change the world through Category Design.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"Default Title","offer_id":39948090671237,"sku":"CDS_CHG_MBK","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/CategoryDesignForSocialChange.jpg?v=1764622151"},{"product_id":"category-science-101-how-to-use-the-right-historical-data-the-right-way-to-spot-weird-future-exponential-opportunities","title":"Category Science 101: How To Use The Right Historical Data, The Right Way, To Spot Weird Future Exponential Opportunities","description":"\u003cdiv data-mce-fragment=\"1\"\u003eThe entire field of “analysis” (of any kind: habitual, financial, data usage, etc.) is backward-looking.\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\n\u003cbr data-mce-fragment=\"1\"\u003eYou are analyzing data from the past.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThe thing is, no one really wants to challenge the past. Not even the smartest people in the most technical of fields where you would think subjectivity didn’t have much room.\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eAnd this approach works great if your goal is to incrementally optimize an existing business.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eBut if you want to reveal exponential opportunities to create a different future, you need Category Science—the counterintuitive art of rejecting what’s “normal.”\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to use Category Science to discover and extract weird, unusual, easily ignored data points that reveal exponential opportunities.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eCase studies from Staples, OfficeMax, Tesla, and more that show the weirder the data, the bigger the wealth creation potential.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to approach data from a forward-looking lens to discover insights that reveal how the future is going to be different from the past.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003e12+ questions that can help you pinpoint who, within your massive data set of customers, are the ones you should spend the vast majority of your time, energy, resources, and attention serving.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWays to think like a Category Scientist and build a multibillion-dollar market cap Category King that creates net-new demand by leveraging Superconsumers.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” shares the fundamentals of Category Science and how training yourself to reject “what’s normal\" can help you look like a genius in the long term.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450435018885,"sku":"CTG_SCN_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450435051653,"sku":"CTG_SCN_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/CategoryScience101-Social.jpg?v=1764622269"},{"product_id":"category-violence-how-miami-austin-might-become-the-new-silicon-valley","title":"Category Violence: How Miami \u0026 Austin Might Become The New Silicon Valley","description":"\u003cdiv\u003eWhat happens when the category king of an industry, sector, or in this case, region of the United States, starts to neglect their precious category? More importantly, what happens when other cities witness this vulnerability and begin to attack?\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eCategory Violence.\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eFor many years, Silicon Valley has been the Category King geography of high-growth startups—until the COVID-19 pandemic in 2020. All of a sudden, new geographies like Miami, Florida and Austin, Texas were beginning to take advantage of Silicon Valley's vulnerabilities. Both Texas and Florida have significantly lower state tax burdens than California. New ecosystems of venture capitalists, angel investors, and startup entrepreneurs were beginning to congregate in these new territories. And at the same time, massive companies like Tesla were leaving the west coast in search of more beneficial geographies for their businesses. \u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eWhich means Silicon Valley's Category King position is being threatened.\u003cbr\u003e\u003cimg\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cp\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eThe meaning of Category Violence, why it happens and how you can avoid it.\u003c\/li\u003e\n\u003cli\u003eHow Boston used to be the Category King of the startup scene—until The Bay Area created a new definition of what it means to build a high-growth startup ecosystem, giving rise to Silicon Valley.\u003c\/li\u003e\n\u003cli\u003eCompanies that fell victim to Category Violence due to their own negligence: BlackBerry and Xerox, among others.\u003c\/li\u003e\n\u003cli\u003eAnd more\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003cdiv\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” is a 3,000 word guide on how companies and entrepreneurs can inflict Category Violence on incumbents who have taken their Category King position for granted.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"Default Title","offer_id":39948100829317,"sku":"CTG_VIO_MBK","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/CategoryViolence-Social.jpg?v=1764622320"},{"product_id":"content-free-marketing-how-marketers-got-duped-into-saying-nothing-everywhere-and-why-it-is-a-legendary-opportunity","title":"Content-Free Marketing: How Marketers Got Duped Into Saying Nothing, Everywhere (And Why It Is A Legendary Opportunity)","description":"\u003cdiv\u003eThe content marketing category is a $400 billion industry.\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eAnd it’s estimated that by 2024, the content marketing industry will grow by another $270 billion, bringing the grand total to nearly $700 billion. But how much of the content being created (especially by enterprise companies and B2C companies) is actually worth reading? The truth is, most of it isn't. Which means the content marketing industry has unknowingly turned itself into a Content Marketing Industrial Complex—where \"more content\" as a strategy continues to yield results with exponentially diminishing returns.\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eThe Category Pirates—Christopher Lochhead, Eddie Yoon, and Nicolas Cole—call this Content-Free Marketing: The Art Of Saying Nothing, Everywhere. 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Moore describes (languages) the “chasm” innovative startups must cross to move their products out of the phase of early adoption and into the mainstream market.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eHe explains why companies that fail to cross this chasm, despite inventing wildly ambitious technologies, fail to achieve a level of adoption and profitability that establishes them as real companies.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThe book does a great job of educating leaders on how to think about the problem. But it fails to ascend further up the ladder and become an actionable \"How To\" guide instructing entrepreneurs and executives on exactly how to solve this problem themselves.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eLuckily, Category Science can help!\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhat “Category Science\" is and how leaders can use it to successfully cross the chasm separating them from mainstream success.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003e7 ways to use \"weird\" historical data to spot future exponential business growth opportunities.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhat happened when AT\u0026amp;T leveraged its Superconsumers and Category Science to create a radically differentiated mobile plan.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to spot local markets that are way behind in terms of category growth and markets that reveal early warning signs of a category’s future decline.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003e10 questions to help you understand why the lens you use to look at data is more important than the data itself.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and packed with valuable insights, this “mini-book” shares examples and actionable tips on how to wholly reject existing premises in order to imagine (and ultimately create) a new and different future.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"Default Title","offer_id":39948109381765,"sku":"CRS_CSM_MBK","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/CrossingTheChasmWithCategoryScience.jpg?v=1764622443"},{"product_id":"dam-the-demand-how-to-redesign-your-category-and-take-76-of-the-market","title":"DAM The Demand: How To Redesign Your Category And Take 76% Of The Market","description":"\u003cdiv\u003eMost businesses fight for demand.\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eFrom early in life, we’re taught to compete in a pre-existing game of comparison designed by someone else (read this sentence 3x). \u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eAnd in doing so, we unconsciously submit to someone else’s rules.\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eIn business, this seems smart. Buy Google Ads for the keywords that indicate someone is already shopping and yell, “Pick me! Pick me!” The unquestioned rationale is: demand exists, and if our business can tap into that existing demand, we will find customers—and customers lead to profits.\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eThere’s just one problem.\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eBusinesses that compete for demand fall into product comparison conversations—often in categories with existing leaders. \u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eThese people are not Pirates.\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cp\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eA proven method for introducing customers, consumers, and users to your new category of product, service, or idea.\u003c\/li\u003e\n\u003cli\u003eHow to strategically use language to move people’s thinking FROM the way it is (or used to be) TO the new and different way you are inventing.\u003c\/li\u003e\n\u003cli\u003eA step-by-step guide for naming your product, service, or idea so customers immediately “get it.”\u003c\/li\u003e\n\u003cli\u003eHow Peloton successfully “DAMed the Demand” and created a new category of spin classes “from home.”\u003cimg\u003e\n\u003c\/li\u003e\n\u003cli\u003eAnd more\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003cdiv\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” is an in-depth look at one of the most powerful business and marketing strategies out there—and a crucial component to creating a new category in the world.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450421321861,"sku":"DAM_DMD_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450421354629,"sku":"DAM_DMD_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/DAMTheDemand-Social.jpg?v=1764622481"},{"product_id":"direct-to-creator-the-problem-with-platforms-how-the-legacy-media-category-is-being-redesigned","title":"Direct To Creator: The Problem With Platforms \u0026 How The Legacy Media Category Is Being Redesigned","description":"\u003cdiv\u003eBusiness media “platforms” and social media platforms have a problem.\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eThe way content gets created, distributed, and monetized today is being radically transformed—and most people haven’t noticed yet. And up until now, creators have not been paid (fairly) for their work. \u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eBut all that is changing.\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eToday, there are dozens of tools creators—ranging from writers to educators, artists, musicians, and beyond—can use to turn themselves and the content they create into independent businesses. As a result, the way creators think about, prioritize, use, and remain loyal to media and social platforms is changing. \u003cbr\u003e\u003cimg\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cp\u003eAnd the legacy platforms are teetering. \u003cbr\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eHow legacy media platforms have long taken advantage of digital creators, and how their neglect of the category has led to tremendous category violence.\u003c\/li\u003e\n\u003cli\u003eHow Patreon, Cameo, Gumroad, Mighty Networks, Shopify, Substack, OnlyFans, and many more are changing the way creators make money—fostering direct relationships with customers and cutting out the middleman. \u003c\/li\u003e\n\u003cli\u003eWhy business media (like Inc Magazine, Forbes, Fortune, etc.) are in trouble, and how their predatory business model has them all in a race to the bottom.\u003c\/li\u003e\n\u003cli\u003eAnd how, as a creator, you can be at the forefront of this new Direct To Creator movement to achieve independence and financial freedom for yourself, doing what you love.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003cdiv\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” is the ultimate guide for creators who want to understand how to make the most of the changing media landscape.\u003cbr\u003e\n\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450422468741,"sku":"DTC_PLT_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450422501509,"sku":"DTC_PLT_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/DirecttoCreator-Social.jpg?v=1764622518"},{"product_id":"dying-from-home-designing-a-new-category-of-death","title":"Dying From Home: Designing A New Category Of Death","description":"\u003cdiv\u003eThe COVID-19 pandemic has opened the door for radical innovation—specifically in the work-from-home category. 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For others, it’s 16 trips to the plate or more: new opportunities present themselves and are jumped on with ferocity, and roles are changed every 2.5 years.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eBut one aspect of career progression that doesn’t get talked enough about is the importance of both recognizing and capitalizing on exponential, serendipitous moments.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow “happy accidents” are really serendipitous, exponential moments that are always happening, all around us.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy Spanx founder Sara Blakely credits conscious manifesting for coming up with her billion-dollar business idea.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to spot exponential moments and create situations where the magic of “happy accidents” is likely to happen over and over again.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy communities like TikTok, YouTube, Quora, and Medium can accelerate your own trajectory and transformation in life.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to “put yourself out there” and increase your chances of success by building your own exponential moment machine.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\n\u003cbr data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” will challenge you to think: what if things could turn out better than you had ever imagined for yourself?\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"Default Title","offer_id":39948147556485,"sku":"ENG_XPO_MBK","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/EngineeringExponentialMoments.jpg?v=1764622614"},{"product_id":"how-to-achieve-your-own-personal-ipo-a-very-different-approach-to-a-legendary-career","title":"How To Achieve Your Own Personal IPO: A Very Different Approach To A Legendary Career","description":"\u003cdiv data-mce-fragment=\"1\"\u003eIn order to successfully take control of your life and career, while achieving agency, you don’t need A’s in school—especially in today’s digital-first world.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eWhat you need are answers to these three questions:\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003col data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow much is agency worth to you? \u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWho is your Archimedes?\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWho is your auctioneer?\u003c\/li\u003e\n\u003c\/ol\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThe same way startups work hard to one day achieve a legendary liquidity moment and go public, the same can be said about individuals who achieve a certain level of autonomy and financial freedom in their personal lives. And in the wake of the 2020 COVID-19 pandemic, it’s clear this desire for freedom is more desirable than ever. \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003ePeople don’t want to work in offices anymore—they want to work from home. People don’t just want a high-paying job—they want to be fulfilled. People don’t just want to work at a well-known company—they want to know the company they are working for is making a difference in the world. And so on.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe 3 things you need in order to achieve your own Personal IPO, and unlock tremendous autonomy and financial freedom in your life.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to change out your “investor base” (your friends, family members, peers, etc.) and surround yourself with people who will support you moving in the direction of your choosing.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eShocking statistics revealing the ways in which America’s workforce is changing.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eAnd more\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” is everything you need to know about the new YOLO economy, and the things you need to do in order to live the life you truly desire for yourself.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"Default Title","offer_id":39948153684101,"sku":"OWN_IPO_MBK","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/HowToAchieveYourOwnPersonalIPO.jpg?v=1764622887"},{"product_id":"how-to-become-a-top-444-author-how-to-scale-breakthrough-ideas","title":"How To Become A Top 444 Author: How To Scale Breakthrough Ideas","description":"\u003cdiv data-mce-fragment=\"1\"\u003eThe pinnacle of sharing your insights with the world is writing a book, whether you are a writer, a creator, an entrepreneur, or an executive.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eIf you want to make a difference in the world and you want the best possible shot at producing a best-selling book, this mini-book will give you a framework. 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There has never been a better time to start a (crazy profitable) business as a teenager than right now. And guess what? Making money doesn’t require a college degree anymore. Just an Internet connection and a radical idea (which this mini-book is full of).\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThe Category Pirates—Christopher Lochhead, Eddie Yoon, and Nicolas Cole—have created their most forward-leaning mini-book yet, this time speaking directly to teenagers itching to start their entrepreneurial careers. 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How can someone like me create a category of my own?”\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThis reveals maybe the single greatest benefit of category design: Anyone can do it, at any stage of their life.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cstrong data-mce-fragment=\"1\"\u003eIn this “mini-book,” you will learn the 7 ways small “e” entrepreneurs (solopreneurs, small business owners, consultants, advisors, freelancers, etc.) can become known for a niche they own: \u003c\/strong\u003e\u003c\/div\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWHAT do you do… that you are uniquely known for?\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWHO do you do it for… who are surprisingly willing to pay large premiums?\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWHEN do you do it… that sits at the peak intersection of Important and Urgent?\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWHERE do you do it… that if money were no object, everyone would want it?\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWHY do you do it… that is so in sync with the Superconsumer, word of mouth spreads like wildfire?\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhat OUTCOME do you unlock… that is 100x more valuable than the price you charge?\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow much and “how” does it COST… that is both a value \u0026amp; a premium, and the ‘way you pay’ is a benefit in itself all at the same time?\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThese are areas of opportunity for you to CREATE something in the world that previously did not exist. 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Startup valuations have plummeted. Bitcoin and Ethereum have lost more than 50% of their total value since their respective highs back in November 2021.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eBut where there is chaos, there is opportunity.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eGoogle and Amazon both came out of the dot-com bubble in the 90s. And Uber, Spotify, Airbnb, Square, and dozens of other next-gen technology companies were founded between 2006 and 2009, right in the middle of the greatest financial crisis to ever threaten America.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eRecessions are pressure-cookers that rid the system of businesses failing to live up to the value they are promising society.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThis is why savvy leaders market the category in downturns.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003ch3 data-mce-fragment=\"1\"\u003eIn this “mini-book” you will learn:\u003c\/h3\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy the Company Downturn Cycle Of Doom causes companies to fight for demand, rather than create demand.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to become the most in-demand product, service, or business by offering what is suddenly urgent, important, and most useful in the world.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe five steps of the Money-Making Recession Strategy to elevate the value of what you do at the level category level.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhich of your consumers as a small business or startup are the most recession-proof part of the economy.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhat Microsoft and Apple can teach about building Intellectual Capital that creates incredible opportunities and abundance for all.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” explains how to leverage Category Design to use your time, energy, and resources to create net-new demand by solving tomorrow’s problems, today.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450433937541,"sku":"MNY_RES_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450433970309,"sku":"MNY_RES_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/HowToMakeMoneyInARecession.jpg?v=1764623577"},{"product_id":"how-to-write-a-top-1-business-newsletter-7-ways-to-differentiate-your-content","title":"How To Write A Top 1% Business Newsletter: 7 Ways To Differentiate Your Content","description":"\u003cdiv data-mce-fragment=\"1\"\u003eWhat separates content that gets read, shared, bookmarked, and favorited versus content that falls on deaf ears?\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eWhy is it that some digital creators can build email lists in the hundreds of thousands, even millions of subscribers, while multibillion-dollar companies with all the resources in the world struggle to build and engage readers via their company newsletter?\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eIn this mini-book, the Category Pirates—Christopher Lochhead, Eddie Yoon, and Nicolas Cole—reveal the 7 strategies creators, writers, marketers, entrepreneurs, and companies can use to differentiate their content (and how Category Pirates became one of the Top 10 most-read paid business newsletters on all of Substack in less than a year). \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003eDifferentiation is not about short-term growth hacks, social media marketing tactics, or viral tricks. True content differentiation is about providing readers with a different lens through which they see the world.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe 7 ways creators and companies can differentiate their content.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow, if you aren’t going to be an original content creator, you should be a high-value curator.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe importance of not confusing “length” and word count with value.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to write with courage, and say what no one else is willing to say (yet).\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003e3 actionable steps to providing readers with new, fresh, differentiated thinking.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eAnd how to craft a radically different Point Of View.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” is a goldmine of mental pivots and actionable insights that will help you cut through the noise of your industry and become a voice of thought leadership, at scale.\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450424205445,"sku":"WRT_NEW_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450424238213,"sku":"WRT_NEW_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/HowToWriteATop1_BusinessNewsletter.jpg?v=1764623630"},{"product_id":"investing-through-a-category-lens-are-you-creating-or-capturing-value","title":"Investing Through A Category Lens: Are You Creating Or Capturing Value?","description":"\u003cdiv data-mce-fragment=\"1\"\u003eThere’s a reason why Venture Capital funds tend to yield the highest return on investment.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThey are betting (big) on a different future.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eOver the past 10 years, “Venture capital was the top performer between 2010 and 2020, with average annual returns of 15.15%. Furthermore, the S\u0026amp;P 500 slightly edged out private equity, with performance of 13.99% per year compared to 13.77% for private equity in the 10 years ending on June 30, 2020. On the other hand, that was still better than the 10.50% average annual return of the Russell 2000 during that time.”\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eOn the other hand, the last decade has been referred to as the “lost decade” for hedge funds, which have struggled as an asset class category and performed inconsistently across decades. \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eHere’s why some investors bet on accelerating a “different” future, some bet on consolidating the past, and some trade the volatility between the two.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe different ways venture capitalists, private equity firms, and hedge funds think about investing.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eGroundbreaking data revealing the power of investing in Category Kings, and why a basket of category leaders outperforms the Dow Jones, NASDAQ, and S\u0026amp;P 500.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy the greatest investors and founders go all-in betting on companies aiming to create DIFFERENT futures (not competing over the past).\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eAnd more\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” is an introduction to investing through a category lens, spotting category leaders early, and the importance of betting on the future being different, not the same, as the past.\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"Default Title","offer_id":39953403936901,"sku":"INV_CTG_MBK","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/InvestingThroughACategoryLens.jpg?v=1764623676"},{"product_id":"living-your-category-pov-why-founder-ceo-problem-fit-defines-whether-you-are-a-missionary-or-a-mercenary","title":"Living Your Category POV: Why Founder\/CEO-Problem Fit Defines Whether You Are A Missionary Or A Mercenary","description":"\u003cdiv data-mce-fragment=\"1\"\u003eMany years ago, Kraft ran an internal survey.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThe survey asked the company’s top 100 executives which Kraft products they ate. “Which products do you buy a lot of? Which of these products do you love?”\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eTurns out, only 3 of the top 100 executives were Superconsumers of their own company’s products.\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eOne executive said, “I’d never feed my family this stuff.”\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThere’s an expression in business: “Eating your own dog food.” Whether you “eat your own dog food” is a massive signal to customers, business partners, prospective hires, and investors.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThe simplest way to tell when a company is creating a new category is to look at whether the founder(s) eat their own dog food.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eOr, said differently: does the founder live their POV?\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow interviews with Bill Gates, Steve Jobs, Tim Cook, Sundar Pichai, and other tech CEOs reveal the issues with not eating your own dog food.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eExamples of living your category POV from leaders like Brian Chesky, Joe De Sena, Jack O'Neill, and Brittany Fuisz.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to live, breathe, and sleep your product or service to send a signal of confidence about your business.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eTips to create a category POV that makes you feel the most fulfilled and like you’re spending your life doing something that matters.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to tell others about the problem you’re determined to solve (and the solution you are bringing to the table), and SHOW them how you “eat your own dog food” too.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” how to develop your own unique category POV and live that POV out in the world.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"Default Title","offer_id":39953409704069,"sku":"CTG_POV_MBK","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/LivingYourCategory-Social.jpg?v=1764623831"},{"product_id":"missionaries-vs-mercenaries-are-you-competing-or-are-you-creating","title":"Missionaries Vs Mercenaries: Are You Competing Or Are You Creating?","description":"\u003cdiv data-mce-fragment=\"1\"\u003eMost entrepreneurs and business strategists believe Cirque du Soleil created something new by doing what had come before in new \u0026amp; different ways.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eBut that’s not really what happened.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThe untold story of Cirque du Soleil reveals the importance of staying focused on creating a different future (rather than competing over the past).\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThese Category Creators are missionaries who impatiently see the way the world could be. They are creating the future. And their pursuit has more to do with the presence of a positive than the absence of a negative (competition).\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eTheir mission is what fuels them, even in their darkest moments. Their mission unlocks new levels of problem-solving and creativity most never unlock. Their mission is what inspires employees, customers, stakeholders, and investors to bet their time, money, and reputations on them—and get emotionally invested to a degree far beyond just personal profit.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eAnd it makes all the difference in the world.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe difference between missionaries versus mercenaries and how missionaries unlock new levels of problem-solving and creativity most never unlock.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy startups, companies, creative expressions, and movements that change the world often rise out of the founder’s own personal journey.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe untold story of Cirque du Soleil and how its founders (missionaries) created a billion-dollar business with more than 4,000 employees.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow missionaries design the future they want to create and avoid looking for where someone else is creating value.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy the only people in the world who have recently been surprised by Tesla’s “sudden dominance” have been mercenaries.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to adopt a missionary mindset and develop a business (startup, small business, enterprise) because of what you believe it can do for others.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and packed with incredibly valuable insights, this niche marketing playbook will teach any solopreneur, entrepreneur, or small business owner how to become a missionary who can tap into the ultimate renewable power source: human energy. \u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"Default Title","offer_id":39953415897221,"sku":"MSN_MER_MBK","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/Missionaries-Social.jpg?v=1764623916"},{"product_id":"no-ocean-strategy-why-sailing-for-blue-ocean-is-a-ticket-on-the-titanic","title":"No Ocean Strategy: Why Sailing For Blue Ocean Is A Ticket On The Titanic","description":"\u003cdiv\u003eIn 2005, a little book called Blue Ocean Strategy grew into a global bestseller. \u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eWith over 4 million copies sold and industry recognition as “one of the most iconic and impactful strategy books ever written,” Blue Ocean Strategy changed the way many people thought about business. We tip our hats to the title, and the framing of the idea, because it is a legendary example of Languaging. More than 15 years later, and you will still hear people in business meetings referencing “blue oceans” and “red oceans.” \u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eBut...\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eThere are a few problems.\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cul\u003e\n\u003cli\u003eThe book assumes the ocean. \u003c\/li\u003e\n\u003cli\u003eThe book assumes incumbents are the ones that create new categories.\u003c\/li\u003e\n\u003cli\u003eThe book assumes blue oceans are not about technology innovation. \u003c\/li\u003e\n\u003cli\u003eThe book assumes Superconsumers and data-flywheels play a limited role in category domination.\u003c\/li\u003e\n\u003cli\u003eThe book assumes category leadership is about product and company design, not the ability to create and design categories.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003cp\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eNo Ocean Strategy, and why it’\u003cimg\u003es important to reject the premise (“An ocean exists”) when innovating.\u003c\/li\u003e\n\u003cli\u003eThe dangers of thinking while remaining anchored to the past (the legacy category).\u003c\/li\u003e\n\u003cli\u003eWhy legendary creators, entrepreneurs, artists, executives, and investors do not start with “the ocean” (aka: the category as it exists today)—and how they instead stand in the future and pull the present in their direction.\u003c\/li\u003e\n\u003cli\u003eThe (misunderstood) story of Cirque du Soleil, and how they did not “reinvent the circus” but rather invented a whole new category of theatrical art.\u003c\/li\u003e\n\u003cli\u003eWhy the phrase “stand apart from the competition” is flawed from the beginning.\u003c\/li\u003e\n\u003cli\u003eAnd more\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003cdiv\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” shatters much of what the business world has considered conventional wisdom from the past 20 years, and instead reveals why it’s so much more important to create net-new ocean territory.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450424500357,"sku":"NOO_OCN_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450424533125,"sku":"NOO_OCN_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/NoOceanStrategy-Social.jpg?v=1764623951"},{"product_id":"parenting-like-a-vc-why-your-kids-are-founders-you-invest-in-not-employees","title":"Parenting Like A VC: Why Your Kids Are Founders You Invest In (Not Employees)","description":"\u003cdiv data-mce-fragment=\"1\"\u003eParent As CEO: “You work for me.”\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eIn the modern world, the purpose of parenting often has much less to do with children learning how to put food on the table and much more to do with the unfulfilled dreams of the parents themselves—or the expectations they strive to live up to based on their surrounding communities (both physically, in their neighborhoods, and economically, in the context of their standing in society). \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThe category of Parenting evolved into CEO-like category design. And few people questioned it. \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eNow, it’s unclear whether this Parenting Category Design is working well.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eIn 2017 the suicide rate among kids 10-24 was 56 percent higher than it was in 2007. The youth unemployment rate in July 2019 was the highest since 2010. According to the Brookings Institute, children born in the 1940s had a 90 percent chance of making more money than their parents. And 40 years later, that figure has dropped to 50 percent, turning the American dream a coin flip. \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhat the Netflix documentary, Operation Varsity Blues, can teach us about parenting like a VC and not a CEO.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy “success” is so difficult to define for children in the modern world, and what parents should think about instead.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe 3 areas of life where parents can have the most impact: Career, Money Management, and Beliefs.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eAnd why becoming a Parent as Investor requires the parent to also become a category designer themselves.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” is intended to help parents get out of the mindset of telling their children what to do and how to do it, and instead moving into a role where they foster freedom of choice, creativity, and appropriate risk-taking.\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"Default Title","offer_id":39953446895749,"sku":"PAR_LVC_MBK","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/ParentingLikeA-Social.jpg?v=1764623987"},{"product_id":"position-yourself-or-be-positioned-the-personal-category-design-playbook","title":"Position Yourself Or Be Positioned: The Personal Category Design Playbook","description":"\u003cdiv data-mce-fragment=\"1\"\u003eHuman beings are not brands.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eListen closely...\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eOprah Winfrey is not a brand. Oprah is a Black woman who was born into poverty in Mississippi to a single teenage mother who used her challenging and troubling childhood to inspire her to create a new category of television talk show that evangelized a more intimate, emotional, and confessional form of media. She did something different.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eMuhammad Ali is not a brand, he’s one of the greatest boxers and human rights activists to ever live.\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\n\u003cbr data-mce-fragment=\"1\"\u003eBill Gates is not a brand. He’s one of the greatest entrepreneurs in history.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eNone of these people became historical figures because they were known for being known. They mastered their craft, did something unique and different, provided immense value to the world, and then they became known as a byproduct of their work and their commitment to sharing their insights, perspectives, and talents with other people.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThe unfortunate reality is that the term “personal branding” gets people’s heads confused.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy personal Category Design is the single point of failure for careers, creators, professionals of all sorts, and artists.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe one thing that is going to determine your ability to land a life-changing opportunity—and it is not your title.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to earn a reputation by the category, the customers, and the ecosystem around you.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow musicians like Dave Grohl, Bob Dylan, and Jay-Z carved out their own personal Category Design.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe steps to becoming known for a new and differentiated niche you own.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eJam-packed with valuable insights and actionable steps, this “mini-book” will share what can you be legendary at that creates significant value for others.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450425745541,"sku":"POS_YUR_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450425778309,"sku":"POS_YUR_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/PositionYourself-Social.jpg?v=1764624018"},{"product_id":"radical-m-a-strategy-the-difference-between-accelerating-and-consolidating-a-category","title":"Radical M\u0026A Strategy: The Difference Between Accelerating And Consolidating A Category","description":"\u003cdiv data-mce-fragment=\"1\"\u003eCompanies that deploy radical M\u0026amp;A strategies are buying the future.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eSalesforce acquired Slack for $27.7 billion...\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eFacebook acquired WhatsApp for $19 billion...\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eDisney acquired Pixar for $7.4 billion, Marvel for $4 billion, and Star Wars for $4 billion...\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThese are all prime examples of Radical M\u0026amp;A: paying a premium to own the Category King in the emerging or tangentially relevant category. \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eWhen a company like Salesforce shells out $27.7 billion for Slack, they aren’t buying the brand, the revenue, or the customer base today, as much as they are the company’s leadership position in a category they believe will be much bigger, and much more dominant tomorrow. And since we know Category Kings capture 76% of the economics of the category they own, if the “Company Communications” category continues to grow, it’s reasonable to assume the Category King (Slack) will reap the majority of the rewards. \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eSaid differently: Salesforce didn’t just buy Slack. They bought the leadership position in the exciting, emerging category Slack dominated. \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThey bought the future. A very different future.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow Google made one of the most legendary acquisitions of all time, scooping up YouTube in 2006.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe difference between Category Acceleration and Category Consolidation.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy “Be The Winner” and “Be The Best” companies tend to miss out on exponential acquisitions (because they are focused on the wrong metrics).\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy BE DIFFERENT companies tend to produce the most legendary financial outcomes.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eAnd more\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” gives you a glimpse into how companies that make misunderstood acquisitions in the moment go on to dominate their category long into the future.\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"Default Title","offer_id":39953456791685,"sku":"RAD_MNA_MBK","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/RadicalM_AStrategy-Social.jpg?v=1764624055"},{"product_id":"rethinking-black-friday-a-different-approach-to-discounting-couponing-and-short-term-marketing-promotions","title":"Rethinking Black Friday: A DIFFERENT Approach To Discounting, Couponing, And Short-Term Marketing Promotions","description":"\u003cdiv data-mce-fragment=\"1\"\u003eIn the late 2000s, the United States ran one of the largest discounting (via couponing) experiments in entrepreneurial history.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eA small startup based in Chicago came up with a radically different idea to help small businesses generate buzz, awareness, and customer acquisition. Instead of encouraging them to run ads on Facebook, or helping these small “e” entrepreneurs launch creative discounting campaigns, this startup turned the age-old marketing tactic of couponing, digital.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThese digital coupons were called Groupons.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e10 years later, Groupon has become a thing of the past with a market cap of less than $1 billion.\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eWhat happened?\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy Groupon went from being one of the most valuable startups in the world to being seen as an outdated, irrelevant marketing channel.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhat Patagonia, Apple, and Tesla can teach entrepreneurs and small business owners about flash discounts.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow discounts force businesses into a “race to the bottom” in a way that actually hurts their year-long economics.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to make your Black Friday marketing efforts about radical gratitude and giving.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eFour simple tips to promote different offers to customers and stand out among the sea of copycats.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eSmart ways to run a discount for potential Superconsumers to introduce your product or service.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThis mini-book is short and sweet, yet filled with incredibly valuable insights on how to create brand affinity that further establishes your business as the category leader.\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450426794117,"sku":"BLK_FRI_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450426826885,"sku":"BLK_FRI_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/RethinkingBlack-Social.jpg?v=1764624085"},{"product_id":"tesla-superconsumers-are-making-millions-because-they-have-an-information-advantage-wall-street-doesn-t","title":"Tesla Superconsumers Are Making Millions: Because They Have An Information Advantage Wall Street Doesn’t","description":"\u003cdiv data-mce-fragment=\"1\"\u003eIn a time where income inequality has never been higher, Tesla’s mid-2019 to 2020 stock performance may represent the single greatest transfer of wealth from Wall Street to Main Street.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003eThis begs two questions:\u003c\/div\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow was it that “Wall Street experts” were so wrong about Tesla?\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eAnd how is it that so many “Main Street” investors were so right?\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\n\u003cbr data-mce-fragment=\"1\"\u003eThe truth is, it’s very difficult for Wall Street to value Category Creators, who by definition blur the lines of current categories while pursuing strategies and business models that are so radically different it can confound “experts” in legacy categories.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003eThe Tesla short example shows the single greatest opportunity for wealth creation for a Main Street investor is in a category creation situation where they are an expert.\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy Elon Musk puts superconsumers, like James Stephenson and Galileo Russell, ahead of the Wall Street professionals on Tesla earnings calls.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy you don’t have to be an analyst at Goldman Sachs to be acknowledged as a thought leader in your niche.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe benefit of investing in companies you have an information advantage on.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhich investors are the most emotionally engaged and the most insightful.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhat Tesla and Netflix have in common, and why Wall Street investors undervalue companies innovating Category Design.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\n\u003cbr data-mce-fragment=\"1\"\u003ePacking incredibly valuable insights into a quick read, this “mini-book” will reveal what Main Street investors intuitively know—and what Wall Street investors fail to grasp.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"Default Title","offer_id":39953468489861,"sku":"TSL_SUP_MBK","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/Tesla-Social.jpg?v=1764624127"},{"product_id":"the-8-category-levers-how-to-build-a-massive-pacific-ocean-sized-differentiation-moat","title":"The 8 Category Levers: How To Build A Massive, Pacific Ocean-Sized Differentiation Moat","description":"\u003cdiv data-mce-fragment=\"1\"\u003eWhat happens when you take management principles and run them through the category design lens? \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eWhat happens when you think about every function in your company and ask, “How is this function helping us design and dominate our category?”\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eWell...\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThe way you think about each function changes.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eOne of the big mistakes people make is they think of category design as some kind of marketing exercise.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eWhen really, category creation \u0026amp; category design have to do with the entire company. When you can view each of these different levers within your business through a category lens, you can achieve radical differentiation by implementing category design thinking on a 360 degree level.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe 8 levers of category differentiation, and how each one of them work.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy Price, Branding, and Manufacturing are overrated differentiation levers, and which ones you should be focused on improving instead.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow Royal Canin has grown the pet food category AND stolen market share from Hill’s by pushing and pulling multiple category levers.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow Amazon has turned expenses into revenue streams and achieved and unparalleled level of category differentiation.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eAnd more\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” is an actionable guide to creating massive differentiation in your business.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450427220101,"sku":"EHT_LVR_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450427252869,"sku":"EHT_LVR_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/The8Category-Social.jpg?v=1764624159"},{"product_id":"the-art-of-fresh-thinking-how-to-create-obvious-non-obvious-content","title":"The Art Of Fresh Thinking: How To Create Obvious \u0026 Non-Obvious Content","description":"\u003cdiv data-mce-fragment=\"1\"\u003eActual “thinking” is not reflexive. It’s reflective.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eAlmost all thinking is reflexive (having an unconscious “reflex” in response) versus “reflective” (taking a moment to consciously reflect on how the past may have created a preexisting mental model keeping you from considering a new and different future).\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eBut reflexive thinking causes a scarcity of fresh thinking in the world.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eIn order to build the skill of coming up with fresh, new ideas, we have to first define what it means to “think.”\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow Sequoia Capital's mental awareness to ask a \"thinking\" question led to investing in Airbnb—and earning more than $12 billion.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eStrategic ways to move up and out of Obvious, incremental instruction and into exponential Non-Obvious thinking.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy languaging your thinking is the secret to being seen as a brilliant thinker and writer.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe 5 archetypes of highly effective creators, writers, and entrepreneurs who create Non-Obvious ideas.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eTips to become legendary by knowing the people you're creating for, what their expectations are, and why it matters to them.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003ePacked with incredibly valuable insights, this short “mini-book” shows how to spot, create, or unlock Non-Obvious problems and solutions to come up with the most valuable ideas.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450427515013,"sku":"ART_THK_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450427547781,"sku":"ART_THK_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/TheArtofFresh-Social.jpg?v=1764624200"},{"product_id":"the-better-trap-why-comparison-marketing-leads-to-fighting-for-only-24-of-the-market","title":"The \"Better\" Trap: Why Comparison Marketing Leads To Fighting For Only 24% Of The Market","description":"\u003cdiv data-mce-fragment=\"1\"\u003eComparison marketing isn’t just bad marketing. It’s bad business strategy. \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eMost marketers and entrepreneurs spend their entire careers competing for only 24% of the value opportunity of the category. They compare themselves to the Category King (who, by definition, takes the lion’s share of the economics), and as a result, live forever in their shadow.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eAnd yet, conventional wisdom in the world of business and marketing says “comparison marketing” is one of the best things you can do.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eWe disagree.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eIf the category king earns 76% of the category’s total value, that means everyone else is left to fight over the remaining 24%. Within that remaining 24% is a barrel of brands all trying to “out-better” each other. “We’re cheaper! We’re faster! We’ve got this feature! We’re free for 30 days! We’re free for 31 days!” And so on.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThis is what we like to call The “Better” Trap.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy the critically acclaimed “Pepsi Challenge” was the single greatest marketing mistake of all time.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow much money ($$$) Fortune 500 companies waste of comparison marketing, and what category defining acquisitions they could have made instead.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy aiming for your marketing to be “creative” is the wrong goal—and what you should be focused on instead.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eEasy to spot examples of companies falling into The “Better” Trap.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eAnd more.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” is a rally cry for companies to be DIFFERENT, not “better,” and the rewards that get unlocked as a result\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450432987269,"sku":"BTR_TRP_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450433020037,"sku":"BTR_TRP_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/TheBetterTrap-Social.jpg?v=1764624233"},{"product_id":"the-big-category-lie-the-8-reasons-everyone-says-category-creation-is-a-bad-idea","title":"The Big Category Lie: The 8 Reasons (Everyone Says) Category Creation Is A Bad Idea","description":"\u003cdiv data-mce-fragment=\"1\"\u003eMost people believe Category Design is who-ha, malarkey, and\/or B.S.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eAnd you can’t blame them, really. There are over 50,000 marketing books, 30,000 business strategy books, and 20,000 entrepreneurship books on Amazon.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eMost of them say similar things, and most of these teachings share the same contextual scaffolding: that the path to success is about competing in an existing market category; that your goal as an entrepreneur, executive, investor, or middle-market manager is to build a better product, build a better brand, or execute sales better than the competition.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThe bummer is, business doesn’t really work this way. New products do not take over old markets. Instead, new categories displace old categories. And the two are not the same.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eBut the competitor\/product lens is so deeply ingrained in the average business person’s brain, it would never occur to them to think about or challenge this premise—nevermind reject it.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe 8 reasons why business leaders and executives think Category Design doesn't work.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow companies like Netflix, Amazon, Uber, and Chipotle prove the vast majority of people spend their money on Category Creators.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eLessons on inventing a new category from Steve Jobs, Apple, and the iPad launch.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy capitalizing on trends was the downfall of companies such as Yoplait, Blockbuster, Levi's.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe one thing that creates a strong, valuable community of Superconsumers.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003ePacked with incredibly valuable insights on the biggest myths in Category Design, this “mini-book” is a valuable tool for entrepreneurs, innovators, and small business owners who want to change the rules of the game completely.\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"Default Title","offer_id":39953506926725,"sku":"CTG_LIE_MBK","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/TheBigCategory-Social.jpg?v=1764624318"},{"product_id":"the-big-product-lie-why-minimum-viable-product-product-led-growth-and-product-market-fit-are-myths-and-misleading-startup-frameworks","title":"The Big Product Lie: Why Minimum Viable Product, Product-Led Growth, And Product-Market Fit Are Myths (And Misleading Startup Frameworks)","description":"\u003cdiv\u003eSilicon Valley says, \"The best product always wins.\" But does it?\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eThe goal of every entrepreneur, then, is to build the best product. How? Put the incumbent of the industry you want to “disrupt” in your sights, funnel tens (or hundreds) of millions of dollars into your scope, and build a “monster” product. Wipe them off the face of the earth. Show their customers how much better you are than them. And when you’re done? Hire a new CEO, bump yourself up to Chairman, and go on a speaking tour spreading the good word: “The best product always wins.”\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eThere’s just one problem.\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eThe best product does not always win.\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cp\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eWhat entrepreneurs, founders, executives, investors, and artists get wrong when they believe \"the best product wins.\"\u003cimg\u003e\n\u003c\/li\u003e\n\u003cli\u003eThe three most repeated “product” myths in the business world and how they can prevent pioneering a new industry.\u003c\/li\u003e\n\u003cli\u003eWhy it’s often the DIFFERENT product that wins and how the FANS (aka the category) make it successful.\u003c\/li\u003e\n\u003cli\u003eThe product strategy that helped Dropbox grow from 100,000 users to four million users in 15 months.\u003c\/li\u003e\n\u003cli\u003eWhy no legendary company has ever created a product that fits into an existing category.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003cdiv\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” busts common product myths and shows how to MAKE a place in the world for your product.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450428203141,"sku":"PRD_LIE_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450428235909,"sku":"PRD_LIE_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/TheBigProduct-Social.jpg?v=1764624357"},{"product_id":"the-breakthrough-game-an-exercise-in-category-creation","title":"The Breakthrough Game: An Exercise In Category Creation","description":"\u003cdiv data-mce-fragment=\"1\"\u003eHow do you see the future before anyone else?\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eYou play The Breakthrough Game—with your co-founder(s), your team of executives, your investors, your employees, and even your customers.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003ePlaying “The Breakthrough Game” is how you form a category thesis—which inevitably leads to an investment thesis. Before any professional investor or partner at a VC firm makes an investment, these are the sorts of questions they are asking (and rigorously stress-testing) before writing up their rationale for why the firm should make an investment. \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to play The Breakthrough Game to see the future before anyone else.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to pay attention to industry headwinds and tailwinds and invest in new and different futures that can fundamentally change the trajectory of your category and business.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe 8 questions you can ask yourself to determine where your industry and category are headed next, and how you can best take advantage of the changing times.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow Campbell’s Soup created one of the most legendary breakthroughs in business in the late 1800s by betting on a different future.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eAnd more\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” is a guide for how you and your team can think about where the world is moving next (and then make business decisions accordingly).\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"Default Title","offer_id":39953518264453,"sku":"BRK_GME_MBK","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/TheBreakthroughGame-Social.jpg?v=1764624388"},{"product_id":"the-category-design-scorecard","title":"The Category Design Scorecard","description":"\u003cdiv data-mce-fragment=\"1\"\u003eCategory design is the strategy for dealing with the  “winner take all” reality that has taken hold in business. \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003eOnly 19 percent of Fortune’s 100 fast-growing companies are category designers. And yet, they captured 51 percent (of the prior three years cumulative) of the revenue growth, and 80 percent (of the prior three years cumulative) of the market capitalization.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003eBut how do you know when you’re looking at a category creator versus just another high-growth company fighting tooth and nail for market share in an existing category?\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003eThe Category Design Scorecard will tell you.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003eWe created this scorecard after reviewing companies from the Fortune 100 Fastest-Growing Companies list and analyzing their 10Ks, Annual Reports, Investor Presentations, and Investor Relations websites. \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to tell if a company can frame a powerful problem, articulate a compelling vision, and most importantly, communicate the core compromises, trade-offs, and problems inherent to the way the category is today.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhether or not a company has a compelling future—free of these fundamental problems, compromises, and trade-offs inherent to the category.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to score a company based on its ability to generate data about customer\/consumer demand\/preferences that creates a unique opportunity and advantage to anticipate the future of consumer demand and any category shifts.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe 3 category buckets that all companies, entrepreneurs, and creators fall into, with examples from Tesla, Ford, Delta, Verizon, Spotify, and more.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to use the Category Design Scorecard to objectively tell you what type of company you are.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\n\u003cbr data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” will give you a good sense of how relevant your business will be 10 years from now.\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450431512709,"sku":"CTG_SCR_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450431545477,"sku":"CTG_SCR_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/CategoryDesign-Social.jpg?v=1764624462"},{"product_id":"the-category-king-of-crypto-the-value-of-bitcoin-most-people-cant-see","title":"The Category King Of Crypto: The Value Of Bitcoin Most People Can't See","description":"\u003cdiv data-mce-fragment=\"1\"\u003eWhat is Bitcoin?\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eIf you ask Warren Buffet, Bitcoin is “rat poison squared.” If you ask Tyler or Cameron Winklevoss, Bitcoin is “the sunlight that shines through the darkness of centralized money.” If you ask the 2017 version of Jamie Dimon, Bitcoin is “worse than tulip bulbs” and anyone who buys it is “stupid.” And if you ask the 2020 version of Jamie Dimon, Bitcoin is “not [my] cup of tea,” while J.P. Morgan’s Global Markets Strategy group calls Bitcoin “an emergence as an alternative to gold among millennials.”\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eSo, which one is it?\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eIn order to answer this question, we need to examine Bitcoin through a category lens.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eA category lens is what we call examining a company, an asset, or an idea in the world not as it is, but in the context of its category.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhich lens you need to look at Bitcoin through in order to “get it.”\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy, as the Category King of Crypto, Bitcoin will most likely take 76% of the market (leaving all other store-of-value tokens in the dust).\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow the story of Bitcoin has changed over time, and how that story has also changed the market’s perception of its value.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhat happened when Bitcoin stopped being valued as a “currency” and started being valued as a store of value.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eAnd more\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” will help you understand how to think about Bitcoin and the impact it will likely have in the years to come.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"Default Title","offer_id":39953528324229,"sku":"BTC_KNG_MBK","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/TheCategoryKing-Social.jpg?v=1764624517"},{"product_id":"the-christmas-gift-growth-strategy-how-to-turn-the-holiday-into-a-lightning-strike-marketing-event-for-your-superconsumers","title":"The Christmas Gift Growth Strategy: How To Turn The Holiday Into A Lightning Strike Marketing Event For Your Superconsumers","description":"\u003cdiv data-mce-fragment=\"1\"\u003eThe greatest category marketing event ever is not a commercial, billboard, viral video, or festival.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eIt’s a religious holiday.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eToday, Christianity (brand) is the largest religion (category) in the world. And the reason is because you don’t have to be Christian to celebrate Christmas. The holiday is incredibly inclusive. \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eChristmas is a lightning strike for Christianity (not unlike how Salesforce created Dreamforce, their yearly conference). It happens once per year, and introduces the masses to the POV of Christianity (“Jesus died for our sins”) without requiring any real religious participation. If you want to go to Christmas Eve mass, churches are open. And if you just want to Amazon Prime a bunch of gifts for your nieces and nephews and get drunk on spiked eggnog, God bless you! \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eWhich begs the question…\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eHow can you hijack the holidays (or any other time of the year) through radical gift-giving to create a lightning strike of your own?\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eChristmas Gift Marketing best practices, and how to turn the holiday into an event for your category's Superconsumers.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhere corporate gifting goes wrong (and the legendary opportunity you have to empower employees, vendors, and partners with gifts that matter).\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe key to running holiday campaigns and promotions.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to educate your Superconsumers on how to become your greatest holiday evangelists.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eAnd more\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” is everything you need to know about how to make the most of your holiday marketing efforts and launch a lightning strike this Christmas.\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450428399749,"sku":"XMS_GFT_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450428432517,"sku":"XMS_GFT_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/TheChristmasGift-Social.jpg?v=1764624562"},{"product_id":"the-content-pyramid-the-5-levels-of-becoming-a-legendary-writer-creator-and-thought-leader","title":"The Content Pyramid: The 5 Levels Of Becoming A Legendary Writer, Creator, and Thought Leader","description":"\u003cdiv data-mce-fragment=\"1\"\u003eThere are 5 levels to becoming a legendary writer, creator, and “thought leader” in your field.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eLevel 1: Consumption\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eLevel 2: Curation\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eLevel 3: Obvious Connection\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eLevel 4: Non-Obvious Connection\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eLevel 5: Category Creation\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eUnfortunately, most people who aspire to be a “thought leader” (by any definition of the term) struggle to make it past Levels 2 or 3 on The Content Pyramid. They mistake passionately sharing someone else’s ideas, or stating a “Blinding Glimpse of the Obvious,” for thought leadership.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eAgain, while this might be a terrific strategy for getting short-term likes, followers, and approval, there is a giant difference between Gary Vee and Nassim Nicholas Taleb. Because in order to be a “thought leader,” you must be willing to LEAD WITH YOUR THOUGHTS.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow legendary writers, creators, entrepreneurs, executives, and industry thought leaders measure success and understand Category Design.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy so many aspiring thought leaders don't actually “lead thoughts” in a different direction.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe number one mistake aspiring writers and creators make when trying to be thought leaders.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy people consume empty intellectual calories and how to develop enriching content by creating your own category and becoming known for a niche you own.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eTips to apply the five levels of the Content Pyramid to become a legendary writer, creator, and “thought leader” in your field.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” shares unique insight into what it takes to become a thought leader and successfully build a unique and differentiated category.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450428563589,"sku":"CNT_PYR_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450428596357,"sku":"CNT_PYR_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/TheContentPyramid-Social.jpg?v=1764624592"},{"product_id":"the-digital-education-crisis-how-native-analog-teaching-is-failing-native-digital-students-the-massive-opportunity-ahead","title":"The Digital Education Crisis: How Native Analog Teaching Is Failing Native Digital Students \u0026 The Massive Opportunity Ahead","description":"\u003cdiv data-mce-fragment=\"1\"\u003eRight now, we’re experiencing a fundamental change in how humans experience life — and how they learn.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThat's because there are two types of people on planet earth today:\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe first are Native Analogs. These are Baby Boomers and Gen-Xers born anywhere from the 1940s all the way up to the early ‘80s. Today, they range between the ages of 40 and 75+, and make up approximately 136.8 million Americans.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe second are Native Digitals. These are Millennials and Gen-Zers born between the early 1980s to as recently as the 2010s. These demographics are around 35 years of age on the high end today, down to as young as 6 years old, and make up approximately 140.1 million Americans.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThe fundamental difference between the two, however, is not age (which is what the “Millennial vs Baby Boomer” debate is often reduced to), but a definition of reality.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThe aim of this mini-book is to help educators and parents understand just how powerful of a shift this is—why a Native Analog teaching system is failing Native Digital students, and how the legacy education category is three generations away from being rendered obsolete.\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy there is a Grand Canyon-sized chasm between what Native Analog educators know and what Native Digitals want and need to learn.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe problem with being three generations away from Native Digitals having the power to design legacy education curriculums.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhat the Netflix movie 'Don't Look Up' highlights the failures of the education system as people try to make sense of the cataclysmic digital shift happening in plain sight.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow the atomization of education will increasingly cause students to seek out teachers who have done the thing they themselves want to do.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow Native Analog educators can best facilitate Native Digital learning, and what tech companies are already doing to equip learners with the expertise and skills they need to thrive.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eJam-packed with incredibly valuable and actionable insights, this short “mini-book” shares the shortcomings of Native Analog education and how to prep students to be a leader in the Native Digital transition.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450429743237,"sku":"EDU_CRY_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450429776005,"sku":"EDU_CRY_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/TheDigitalEducation-Social.jpg?v=1764624625"},{"product_id":"the-digital-american-dream-life-liberty-and-the-exponential-pursuit-of-capital-online","title":"The Digital American Dream: Life, Liberty, And The Exponential Pursuit Of Capital (Online)","description":"\u003cdiv data-mce-fragment=\"1\"\u003eThere are two types of people on planet earth today.\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003col data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eNative Analogs: These are Baby Boomers and Gen Xers born anywhere from the 1940s all the way up to the early ‘80s.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eNative Digitals: These are Millennials and Gen Zers born between the early 1980s to as recently as the 2010s.\u003c\/li\u003e\n\u003c\/ol\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThe difference?\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eNative Analogs grew up in a time when technology was an addition, or better yet, a distraction from their real lives. Whereas Native Digitals grew up in a time when their “real” lives were a distraction from their (primary) digital lives.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThis change of both identity and reality is one of the most profound shifts happening in the world.\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eAnd no one seems to be talking about it.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003eIn this “mini-book” you will learn:\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy the most desirable forms of freedom and agency no longer require your physical presence in Analog America.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow remote work, cryptocurrencies, automation, digital businesses, and access to capital create tailwinds for legendary Digital opportunity.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow the shift from Laborer to Knowledge Worker to Intellectual Capitalist has slowly reshaped the American Dream over the last 50 years.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe power of digital leverage—and why Digital Intellectual Capitalists out-earn everyone else by an astonishing amount.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to become an Intellectual Capitalist like Joanne Molinaro, “The Korean Vegan,\" and many other successful entrepreneurs, digital writers, executives, and startup founders.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” shares the new Digital American Dream and how to make your place in the world as an Intellectual Capitalist.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"Default Title","offer_id":39953583276165,"sku":"AMR_DRM_MBK","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/TheDigitalAmericanDream_a792cf25-6f0d-47b4-ad26-e2966e894c2f.jpg?v=1764624745"},{"product_id":"the-ism-schism-why-asian-bias-is-costing-corporate-america-a-trillion-dollars-the-untold-story-of-zoom","title":"The \"Ism Schism\": Why Asian Bias Is Costing Corporate America A Trillion Dollars (The Untold Story of Zoom)","description":"\u003cdiv data-mce-fragment=\"1\"\u003eMost people don’t know that the man who built Zoom into the world’s most-used video conferencing platform, Eric Yuan, is a twinkly-eyed, happiness-obsessed, Asian American immigrant.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eIn 1997, Eric came to Silicon Valley from China despite having his visa rejected eight times.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHe joined a startup called WebEx as an engineer, which at the time had just a dozen employees. WebEx was one of the first companies to introduce the world to video conferencing technology.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003e10 years later (2007), WebEx was acquired by Cisco for $3.2 billion, where Eric became Cisco’s Corporate VP of Engineering. He was responsible for more than 750 engineers.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\n\u003cbr data-mce-fragment=\"1\"\u003eBy every definition, Eric had reached what most people would consider the “pinnacle of success.\" But the truth is, he wasn’t happy.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003eA few years later, Eric pitched the idea of Zoom to his team of executives.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003eImmediately, he was met with hesitation.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003eWell, as the story goes, Eric left WebEx to build Zoom in 2011.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003eWas this just another classic example of an entrepreneur leaving a large company to pursue his or her dream? Maybe. But one has to wonder to what extent Eric’s experience is yet another data point in a longstanding pattern of talent mismanagement in corporate America rooted in bias, and an undervaluing of Asian American workers.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eAsianisms that exist in corporate America, and how major corporations are screwing over Asian people—and in doing so, screwing themselves.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy talented Asian Americans are choosing entrepreneurship and founding high-growth companies like Nvidia, Gusto, and Doordash.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow Category Design can help you switch from “operating from a binary bias” to “operating with a spectrum mindset.”\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eA framework for Asian Americans to know their ‘walkaway position' for business negotiations.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy Category Design can spark social change and stop people from jumping to judgment.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\n\u003cbr data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” shares why talented Asian Americans are leaving white corporate America and creating more value elsewhere.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"Default Title","offer_id":39953586651269,"sku":"ISM_SCM_MBK","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/TheIsm-Social.jpg?v=1764624778"},{"product_id":"the-lightning-strike-strategy-how-to-plan-an-annual-marketing-strategy-that-solidifies-your-leadership-position","title":"The Lightning Strike Strategy: How To Plan An Annual Marketing Strategy That Solidifies Your Leadership Position","description":"\u003cdiv data-mce-fragment=\"1\"\u003eListen to the way most CMOs talk about their budget, and what you’ll hear is this:\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e“I’m not sure that’s in my budget.”\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eAs a result, most marketing budgets get treated like a service bureau where everyone in the company gets a say as to where money should be spent. The result? “Peanut butter marketing” that gets spread around equally, yielding little to no meaningful results for the company.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eWant to know how legendary CMOs create annual marketing plans that make a huge difference in the marketplace?\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy the CMO needs to build a legendary relationship with the CFO (and the marketing \u0026amp; finance departments need to work together).\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to throttle your marketing budget at the end of every quarter.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy Reach \u0026amp; Frequency marketing strategies don’t work, and the reason companies should operate on a 2-3x per year Lightning Strike marketing model.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow Hershey, Macy’s, Apple, Chegg, and Amazon have executed some of the greatest Lightning Strike marketing campaigns in history.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eAnd more\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” explains why year-long marketing should not be your dominant focus, and explains the exponential benefits of mattering to your most loyal customers just a few times per year. \u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450428727429,"sku":"LGT_STK_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450428760197,"sku":"LGT_STK_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/TheLightningStrike-Social.jpg?v=1764624805"},{"product_id":"the-magic-triangle-why-category-design-is-the-single-point-of-failure","title":"The Magic Triangle: Why Category Design Is The Single Point Of Failure","description":"\u003cdiv\u003eThe Magic Triangle is the combination of product design, company design, and category design that produces legendary outcomes in the world of business.\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eAll three elements—company design, product design, and category design—work together and balance each other to exert great force on a company’s s\u003cimg\u003euccess and value. And the legendary, enduring companies get these three elements of company design, product design, and category design in such a state of synchronicity that they reinforce each other.\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eFinally, the elite Category Kings \u0026amp; Queens recognize that each area of The Magic Triangle generates data about the future of the category. \u003cbr\u003e\u003cbr\u003eMost companies with data scientists focus on gathering data about the product to improve the product. Or, they gather data about the company to improve the company. Or, they do “deep data dives” on customer behavior for the myopic purpose of improving “customer experience.” But very few companies gather and leverage data naturally generated by their products and company to forecast the future of the category.\u003cbr\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003eThis is what we call the Data Flywheel, which creates momentum for all three sides of The Magic Triangle: \u003c\/div\u003e\n\u003cul\u003e\n\u003cli\u003eThe product\u003c\/li\u003e\n\u003cli\u003eThe company \u0026amp; underlying business model\u003c\/li\u003e\n\u003cli\u003eAnd the company’s leadership position in their chosen category\u003c\/li\u003e\n\u003cli\u003eWhen entrepreneurs successfully prosecute this Magic Triangle, they change the world.  \u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003cp\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eHow The Magic Triangle works.\u003c\/li\u003e\n\u003cli\u003eWhy great products, alone, rarely become category queens (as told through the story of the invention of the wheel).\u003c\/li\u003e\n\u003cli\u003eThe difference between having a mercenary business model versus a missionary business model.\u003c\/li\u003e\n\u003cli\u003eThe problem with entrepreneurial mantras like “product-market fit” and “minimum viable product,” and why you should instead aim for Maximum Viable Category.\u003c\/li\u003e\n\u003cli\u003eHow a company’s data flywheel can create massive category advantages.\u003c\/li\u003e\n\u003cli\u003eAnd more\u003cbr\u003e\u003cbr\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” illustrates the 3 most important parts of building a company of consequence.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450428989573,"sku":"MGK_TRI_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450429022341,"sku":"MGK_TRI_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/TheMagicTriangle-Social.jpg?v=1764624833"},{"product_id":"the-me-disease-why-personal-branding-is-a-lie","title":"The \"Me\" Disease: Why Personal Branding Is A Lie","description":"\u003cdiv data-mce-fragment=\"1\"\u003ePersonal branding is a lie.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eAnd being known for the sake of being known is not the goal.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eInstead, today’s creators, entrepreneurs, digital writers, marketers, and even executives and investors should aim to become known for a niche they own—to create a category of expertise built on their reputation to deliver legendary results. \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003eUnfortunately, this is not the way most people think about differentiating themselves today. Instead, much of the business world is consumed in a game of “more content, more outrageous.” \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003ePersonal branding is all about capturing attention for attention’s sake—and the idea is that once you have people’s attention, once you have hundreds of thousands of followers, then you can figure out what to do with all that attention (monetize it in some way). \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003eBut this is misleading thinking, and has unknowingly educated an entire generation of entrepreneurs to use gimmicks to rack up views on social media opposed to building differentiated assets and publish valuable content that allows them to become known for a niche they own.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow an article in the late 1990s called “A Brand Called You” set off an entire movement of individuals becoming infatuated with the idea of personal branding.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eA brief history of how social media turned everyday actions into “content,” and how personal branding gurus like Gary Vaynerchuk preached the importance of “documenting everything.”\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe “Me” Disease, and why the next generation (86% of young Americans) want to be influencers when they grow up.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eAnd the big personal branding lie: why people are not brands, and just like The Big Brand Lie, thinking people care about “you” is one of the biggest mistakes you can make as a creator.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” is a Rally Cry for creators to unhook their mindset from caring about building a “personal brand,” and instead focusing on investing in their personal category design.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450431938693,"sku":"MEE_DSE_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450431971461,"sku":"MEE_DSE_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/TheMeDisease-Social.jpg?v=1764624858"},{"product_id":"the-meta-problem-will-facebook-s-new-category-brand-work","title":"The Meta Problem: Will Facebook’s New Category \u0026 Brand Work?","description":"\u003cdiv data-mce-fragment=\"1\"\u003eWhen you hear the word “Facebook,” what comes to mind?\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eIs it a fun blue logo?\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eIs it bubbly emojis and Like buttons that bounce when you tap them?\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eOr is it…\u003c\/div\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eFacebook's track record on free speech?\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eLying about their record on hate speech?\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eRacially insensitive comments on overly sensational news articles going viral?\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\n\u003cbr data-mce-fragment=\"1\"\u003eFacebook is like the friend we all had in junior high and high school that you liked and enjoyed being around, even shared things with—but deep down you wondered if this person was gossiping about you behind your back.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eYou are wary about this person, but also can’t resist hearing the gossip about other people’s lives.\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eNow what do you do?\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow Facebook prioritizes itself over its users, and why the information people hand over doesn't justify the return.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy Google is the most trusted brand in the world, and why Facebook lacks trust.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow The Facebook Files, an investigative journalism series by the Wall Street Journal, highlights flaws with the platform.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhat can happen when companies choose profits over safety, and why Meta can't shake Facebook's reputation.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy the CEOs, entrepreneurs, and small business owners doing the Category Design matter just as much as the Category Design.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\n\u003cbr data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” discusses how Meta's vision for a fully immersive future will flop if it doesn't give to people, help people, and protect people.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"Default Title","offer_id":39953601101957,"sku":"MTA_PRB_MBK","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/TheMeta-Social.jpg?v=1764624890"},{"product_id":"the-next-10-years-for-netflix-how-the-streaming-giant-can-create-the-next-giant-film-category","title":"The Next 10 Years For Netflix: How The Streaming Giant Can Create The Next Giant Film Category","description":"\u003cdiv data-mce-fragment=\"1\"\u003eIn the summer of 2021, Netflix announced its plans to offer gaming products on its streaming platform.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThe first games launched on Android in early November 2021 and are included alongside the streaming service’s movies and TV offers, bundled within the same monthly price.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eBut this category adjacency strategy (growing into adjacent markets) isn’t Netflix’s golden opportunity. Growing into adjacent markets makes the most sense when it allows a company to cross-sell or create an entirely new kind of revenue-generating business.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eNeither is true in this case. Instead, Netflix is signaling it might be about to make the single greatest category design mistake in the book.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy Netflix may be making the same category design mistake as Red Bull and Microsoft.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy giving away gaming for free is putting out all the wrong signals to customers.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow Google and Square effectively redesigned categories and impaired competition.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy Netflix can create the next giant film category with digitally-savvy independent talent.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow content creators like MrBeast and Charli D'Amelio can help Netflix secure its golden opportunity.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\n\u003cbr data-mce-fragment=\"1\"\u003eA quick read that's jam-packed with incredibly valuable insights, this “mini-book” reveals Netlfix's current blindspot and tells what it can do to compete with Amazon, YouTube, and the next generation of native digitals.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"Default Title","offer_id":39953603395717,"sku":"NET_FLX_MBK","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/TheNext10Years-Social.jpg?v=1764624917"},{"product_id":"a-pirates-guide-to-a-legendary-ipo-how-to-write-an-s-1-that-tells-a-story-of-a-different-future","title":"A Pirate's Guide To A Legendary IPO: How To Write An S-1 That Tells A Story Of A DIFFERENT Future","description":"\u003cdiv data-mce-fragment=\"1\"\u003eThere is an art to taking a company public.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eIf you have ever wondered why some startups command high-flying valuations when they IPO, and others barely reach a quarter of the value of the current category leader, then you need to read this. Category Pirates—Christopher Lochhead, Eddie Yoon, and Nicolas Cole—walk readers through arguably the most important aspect of going public: writing the S-1.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eIf there was ever a way to measure public company readiness, the S-1 document would be it. \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003eWithin the first few lines of a company’s S-1, you can immediately tell whether they are positioning themselves in the context of the past, or are educating investors on a different (and exponentially more valuable) future. Of all the Wall Street books out there, you won’t find one that explains in such brutal clarity why the words you use in your S-1 are so important—and are the difference between going public with a $5 billion market cap, or a $50 billion market cap.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eVenture capital strategy 101, and why the best venture capital firms and private equity firms invest in companies betting on a “different” future.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy the S-1 document is so important, and the business case for “rejecting the premise” of the current category.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow you can prepare your company for a legendary IPO by Naming \u0026amp; Claiming a new category, and creating a differentiated Point Of View of the future of your industry.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy every startup should write an internal S-1 at the beginning of their journey (and the clarity this brings for founders).\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eAnd why companies that try to go public with a “comparison” strategy end up being significantly devalued in the public markets (and how to fix this in your fundraising documents and S-1).\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, the information in this book can make the difference of billions of dollars worth of market cap for your company. \u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450423124101,"sku":"IPO_GDE_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450423156869,"sku":"IPO_GDE_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/APirate_sGuide-Social.jpg?v=1764624957"},{"product_id":"the-power-of-a-point-of-view-everything-is-the-way-it-is-because-someone-changed-the-way-it-was","title":"The Power Of A Point Of View: Everything Is The Way It Is Because Someone Changed The Way It Was","description":"\u003cdiv data-mce-fragment=\"1\"\u003e90% of what we’ve been taught about entrepreneurship, business strategy, and marketing is wrong.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eConventional business advice and marketing strategies tell us the best way to “stand out” is to compare ourselves to the competition, and to explain to customers why our new carbadingulator is better, faster, smarter, cheaper, and that’s why they should buy from us (not “them”).\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eIn reality, this is a death sentence.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eChristopher Lochhead, Eddie Yoon, and Nicolas Cole (otherwise known as Category Pirates), break down in this “mini-book” the power of creating a differentiated Point Of View: of the future, for your customers, and of whatever new category you are creating and\/or designing. With a differentiated POV, customers can clearly articulate what makes you different and why it matters (and will do so enthusiastically on your behalf—which is what sparks word-of-mouth marketing). \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eBut without a differentiated POV, you are just like everyone else. No matter how cool, clever, or expensive your branding is.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book,” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow Picasso became one of the most well-known (and highly valued) painters in the world by creating a new category of art (Cubism), reflecting his unique POV of the world.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy your POV is the script\/soundbites customers use in word-of-mouth marketing when talking about your business and brand.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow your POV of the future as a startup, small business, Fortune 500 company, or creator impacts the way you are valued as a result.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy it’s so important to “reject the premise” and evangelize a DIFFERENT future (not just a “better” future in the context of what already exists).\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eAnd how you can create your own differentiated POV—for products, services, and even the purpose of your life.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and to the point, this is marketing strategy at its finest, and a playbook for how you can attract customers, clients, fans, and followers simply based on the way you see the world.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450429186181,"sku":"PWR_POV_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450429218949,"sku":"PWR_POV_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/ThePowerOf-Social.jpg?v=1764625001"},{"product_id":"writer-business-models-how-writers-creators-and-thought-leaders-monetize","title":"Writer Business Models: How Writers, Creators, And Thought Leaders Monetize","description":"\u003cdiv data-mce-fragment=\"1\"\u003eSome writers don’t want to think about the money side.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThe question of how to monetize as a writer, creator, and thought leader is a bit loaded—because it requires you to address a deeper question, first.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eTwo questions, actually…\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eQuestion #1: What does the party cost?\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eQuestion #2: And who is the party for?\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e“What does the party cost?” is your “burn rate\"—the amount of money it costs to sustain your lifestyle of happy living.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e“Who is the party for?” is a deeper, more complicated question—and usually the root issue that keeps so many people from pursuing their passions.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy most people make financial decisions based on what they want other people to think about them, as opposed to what they truly want for themselves.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to determine your \"ultimate goal\" as a writer or creator (hint: it's not how to make money).\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy Ryan Holiday and Malcolm Gladwell are both legendary writers, but one is better than the other at Category Design.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow to monetize content, whether you write a book, create a course, put together a keynote speech, or hold monthly mastermind sessions.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eTips to monetize your audience at each level of the Category Design pyramid, depending on how you build your audience and who’s in it.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” shares how you get people to talk about you and your work, solidify your Category Design position, and build a legendary career that “pays for your party” for the rest of your life.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450429317253,"sku":"WRT_BIZ_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450429350021,"sku":"WRT_BIZ_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/WriterBusinessModels-Social.jpg?v=1764625035"},{"product_id":"become-known-for-a-niche-you-own-why-legendary-writers-use-languaging-to-design-new-different-categories","title":"Become Known For A Niche You Own: Why Legendary Writers Use Languaging To Design New \u0026 Different Categories","description":"\u003cdiv data-mce-fragment=\"1\"\u003eHow do you build a career with meaning?\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eWhy do some writers and creators become known for a term, a phrase, or even an entire category, while others (talented as they might be) fade away?\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eBecause the most memorable writers and creators become known for a niche they own. And, more importantly, they invented new language to help them show the world how and why they are different.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eIn typical Pirate fashion, this “mini-book” is the furthest thing you’ll find to conventional personal branding advice or “the ultimate guide to marketing yourself well.” Christopher Lochhead, Eddie Yoon, and Nicolas Cole (otherwise known as Category Pirates), reveal why it’s not enough to just be “better” than the competition. You have to be different—radically different—and then you have to invent new language that solidifies your new ground. \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eAnd they did it by inventing a new word that means exactly what they are preaching (how meta is that?).\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eLanguaging: The strategic use of language to change thinking.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eLanguaging, according to Category Pirates, is what separates legendary writers, creators, and thinkers who make a dent in the universe from everyone else. It’s word-of-mouth marketing at its finest.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eWant to stand out?\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eYou can’t just “be” different. You have to Name \u0026amp; Claim your “different,” so other people can talk about it.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow legendary writers use languaging: the strategic use of language to change thinking.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy it’s so important to “niche down,” and why the greatest writers \u0026amp; creators become known for a niche they own.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhat makes word-of-mouth marketing work, and how you can use Languaging to put “the right words in the right mouths.”\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow companies like Pfizer, Netflix, and McKinsey \u0026amp; Company all used Languaging to change the way customers perceived the value of their products and services.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow Peter Drucker became one of the most prolific business writers in the world by using Languaging.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow Malcolm Gladwell used Languaging to write one of the best-selling nonfiction books of our generation, The Tipping Point.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eAnd how Languaging + Category Design = a legendary, differentiated career.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and to the point, this is niche marketing at its finest, and a playbook for how you can become known for a niche you own.\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450420830341,"sku":"NCH_OWN_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450420863109,"sku":"NCH_OWN_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/BecomeKnownFor-Social.jpg?v=1764625071"}],"url":"https:\/\/categorypirates.com\/collections\/mini-books.oembed","provider":"Category Pirates","version":"1.0","type":"link"}