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The Big Strategy Lie: Why Strategy Is Not As Complex, Hard, Or Intellectual As You've Been Taught
  • The Big Strategy Lie: Why Strategy Is Not As Complex, Hard, Or Intellectual As You've Been Taught
The Big Strategy Lie: Why Strategy Is Not As Complex, Hard, Or Intellectual As You've Been Taught

The Big Strategy Lie: Why Strategy Is Not As Complex, Hard, Or Intellectual As You've Been Taught

$10.00 USD

To read this “mini-book,” as well as our entire archive of writing on Category Design, subscribe to Category Pirates here: categorypirates.substack.com

Strategy isn’t complex, unless someone’s trying to sell it to you that way.

In The Big Strategy Lie, Category Pirates—Eddie Yoon, Christopher Lochhead, and Katrina Kirsch—dismantle the myth that business strategy must be hard, intellectual, and reserved for elite consultants.

You'll discover how modern strategy consulting often confuses complexity for intelligence. And leave leaders overwhelmed and stuck in outdated paradigms. Because true strategy is about clarity, simplicity, and courage—especially the courage to create a different future.

Drawing from real-world examples like Nvidia’s zero-billion-dollar markets, Tesla’s one-page master plan, and McKinsey alum insights, this mini-book teaches you how to reframe strategy through the lens of category design.

It delivers a wake-up call to founders, executives, and creators:

Strategy is not reserved for “smart” people—it’s a tool anyone can learn, wield, and master.

If you’ve ever felt confused by jargon-filled decks or unsure how to set a bold direction for your business, this is your map.

In this “mini-book” you will learn:

  • Why most strategic plans are just fancy ways to compete for scraps, instead of creating new market categories.
  • How to use the category design Magic Triangle framework to design simple, high-impact strategies your team can actually remember—and act on.
  • The 5 Big Strategy Lies keeping you from seeing how straightforward business strategy really is.
  • Why the phrase “the category is the strategy” flips conventional consulting wisdom on its head.
  • How to simplify your strategy into a powerful, one-page narrative that aligns your team and ignites growth.

Short, sweet, and jam-packed with valuable insights, this “mini-book” will help you ditch the complexity, claim your category, and lead with a clear, unforgettable strategy your team can rally behind.