Category Pirates

Whether you are a writer, creator, entrepreneur, executive, public speaker, investor, or industry thought leader, Snow Leopard is your guide for becoming known for a niche you own....

This book is for a very small percentage of business people. You see, most people in business are not trying to use Category Design to create a new category that changes the future and generates exponential new value....

Over the past 20 years, category creation and category design has gone from being a little-known "positioning" secret from advertising legends like David Ogilvy, Leo Burnett, Al Ries, Jack Trout, Gary Halbert, and more, to now becoming the single most in-demand skill among business leaders....

A mediocre category designer will beat a world-class marketer every day of the week. The reason is because all marketing sits within a context....

One of the most common questions entrepreneurs and small business owners ask is, “how do I create a category if I’m not a heavily funded startup?" This reveals maybe the single greatest benefit of category design: anyone can do it, at any stage of their life.

In 2005, a little book called Blue Ocean Strategy grew into a global best seller. With over four 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....

From early in life, we’re taught to compete in a preexisting game of comparison designed by someone else (listen to this sentence three times). And in doing so, we unconsciously submit to someone else’s rules....

Short, 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....

Short, sweet, and jam-packed with incredibly valuable insights, this audiobook is an actionable guide to creating massive differentiation in your business....

Ninety percent of what we’ve been taught about entrepreneurship, business strategy, and marketing is wrong. Without a differentiated POV, you are just like everyone else. No matter how cool, clever, or expensive your branding is....

Category Pirates — Christopher Lochhead, Eddie Yoon, and Nicolas Cole — see a meaningful percentage of marketers, entrepreneurs, and executives trapped in what they like to call the "Brand Cult"....

Short, sweet, and jam-packed with incredibly valuable insights, this audiobook 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....

Almost 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)....

Because 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....

Short, 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....

Short, sweet, and jam-packed with incredibly valuable insights, this audiobook busts common product myths and shows how to make a place in the world for your product....

Category Neglect doesn’t come from people being stupid or lacking sufficient data and resources to spot the headwinds and tailwinds of the future. It comes from a refusal to acknowledge which direction the wind is really blowing....

Business media “platforms” and social media platforms have a problem. But all that is changing. Short, sweet, and jam-packed with incredibly valuable insights, this audiobook is the ultimate guide for creators who want to understand how to make the most of the changing media landscape...

Some writers don’t want to think about the money side. The 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....

Christmas is a lightning strike for Christianity (not unlike how Salesforce created Dreamforce, their yearly conference)....