Category Pirates
"Like Harvard Business Review. But for Pirates."
By Christopher Lochhead, Eddie Yoon, Nicolas Cole
A newsletter so hefty it became a series of "mini books." Free subscribers receive snippets; paying subscribers receive each mini-book in full digital form, delivered straight to their email inbox.
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What is Category Pirates?
Category Pirates is the authority on Category Creation and Category Design.
We write for the radically different — those who want to see, design, and claim the future.
Our content consists of a unique idea, a framework for new thinking, a core story to give the framework context, and data to back it up. This chock-full newsletter is then formatted into a digital "mini-book."
Topics include
- How to create new categories and redesign old ones.
- Motivational examples of the power of creating and investing in category creators such as Tesla, Netflix, Amazon, and Airbnb.
- Case studies for how successful companies have created and/or redesigned existing categories (and where other companies have gone wrong).
Frameworks
How pirates think
The Magic Triangle
How do you build a legendary business? You must innovate on all 3 sides — product design, company design, category design. Contrary to popular belief, the best product does not always win.
The Category Design Scorecard
Companies that create new categories capture 76% of the market. The Category Design Scorecard helps you determine whether you are truly creating a new category, or unknowingly competing in someone else's.
Superconsumers
"Supers" spend 30% to 70% more than your other customers. To discover your next breakthrough category opportunity, find your superconsumers, build your data flywheel, and the answers will reveal themselves.
The co-founders
Meet the pirate co-founders
Christopher Lochhead
A 3x CMO, #1 Apple business podcaster, and #1 Amazon marketing author. His first book, Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets, has been called "the bible of category design" and is in the top 1% of business books.
Learn more →Nicolas Cole
One of the most consumed digital business writers in the world, with more than 100 million views on his content. He is the author of The Art & Business of Online Writing and the founder of Digital Press, a ghostwriting agency for 300+ founders, C-level executives, and investors.
Learn more →Eddie Yoon
Has written more on category creation and design than any person living or dead for the Harvard Business Review. He is the author of the breakthrough bestseller Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth. He also runs a think tank and advisory firm on growth strategy, called Eddie Would Grow.
Learn more →
“If you want to know how to change the world, read Category Pirates. You don't win championships by just being normal.”
Bill Walton
NBA Hall of Fame Legend and Fellow Pirate
Read like a pirate
Free subscribers receive snippets; paying subscribers receive each mini-book in full.
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