Category Pirates

Beyond Marketing: 15 Frameworks for Creating & Dominating Your Niche

The Category Design Toolkit

How to Escape the Better Trap, Dam the Demand, and Launch a Lightning Strike Strategy

A Marketer's Guide to Category Design

How Legendary Writers Create a Category of One

Snow Leopard

Become Known For A Niche You Own

15 Frameworks for Creating & Dominating Your Niche

Category Design Toolkit : Beyond Marketing

Marketer's Guide to Category Design

The Power Of A Point Of View

This book is for a very small percentage of business people. You see, most people in business are not trying to use Category Design to create a new category that changes the future and generates exponential new value. Instead, many people in business are trying to "not get fired." Many people want to go to work, make a contribution, and go home. But Category Design is purpose-built for people who want to make an exponential difference, not an incremental better. Category Design is a business discipline that helps companies earn the majority of the value created in a specific new or different category of products or services. (Primary research on Category Design in Play Bigger, the first Category Design book, shows that in technology categories, one company earns 76% of the total market cap value created.) The 22 Laws Of Category Design is specifically tailored for entrepreneurs, marketing professionals, business leaders, solopreneurs, and consultants who "think different." It challenges conventional business and marketing wisdom, teaching you how to leverage the power of Category Design to create new markets, dominate existing ones, and build lasting companies. In this book, you will learn: 22 Category Design principles that, when combined together, can help you become a Category King or Queen and make it impossible for someone else to "do what you do" How to create new categories and redefine existing ones using a unique POV, Languaging, and a powerful marketing strategy called a Lightning Strike Detailed, real-life case studies on companies that designed and dominated new categories-from Apple's redefinition of the mobile phone category to Lululemon's reign over athleisure, Liquid Death's rise above bottled water brands, and more How to immediately begin applying what you learn, and work towards the outcomes you want, with seven in-book exercises that help you engage your thinking, defy conventional business strategies, and drive company growth Why marketing your brand, instead of your category, is a faulty and selfish strategy, and how companies like Southwest Airlines win by putting Superconsumers first Lessons and quotes to help you continually reflect on Category Design so you can transform your thinking, actions, and outcomes forever, instead of for a few months You will start applying these principles through 11 in-book exercises: Start Rejecting the Premise How to Find Your Superconsumers Put Your Category First, and Your Brand Second How to Frame, Name, and Claim a Category Be Different, Not Better Create Net-New Demand For Your Category and Company Build Your DAM the Demand Strategy Create Your Digital Air Offerings Figure Out Your Pricing Innovate Your Business Model Find Your WOM Super-Geos The 22 Laws Of Category Design is specifically tailored for entrepreneurs, marketing professionals, business leaders, solopreneurs, and consultants who "think different." Through powerful insights and practical advice, this book will give you a unique roadmap to defy conventional thinking and create categories of consequence.

Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different

The 22 Laws of Category Design

Eddie Yoon

Christopher Lochhead

Nicolas Cole

Legendary writers, the ones who stand the test of time, create a category of one. 

They’re snow leopards.

Snow Leopard is the first writing advice book ever written through a Category Design lens. Inside, what you will not find are a bunch of nose-picky suggestions for how you can make your writing “better.” There will be no talk of comma placement, grammatical correctness, or a recap of Joseph Campbell’s “Hero’s Journey.”

Instead, you will internalize a completely new way of framing your ideas, stories, and insights to reach and resonate with the most people possible. Written by the world’s first “business writing band,” Category Pirates—made up of Christopher Lochhead, Eddie Yoon, and Nicolas Cole—Snow Leopard shows you how to create a category for yourself, master the art of Obvious & Non-Obvious content, monetize in new ways, and enjoy a lifelong career of independence, creative freedom, and exponential financial upside.

In decades past, David Ogilvy, Gary Halbert, Leo Burnett, Gary Bencivenga, Al Ries & Jack Trout, and many more master communicators have all written about the psychology behind how messages spread. Snow Leopard builds on their work and, along with dozens of new insights and frameworks, roots this thinking in the Digital Age.

In this book you will find:

The Content Pyramid: A proven framework for becoming a differentiated Creator or Curator
Writer Business Models: A comprehensive guide breaking down all the different ways writers & creators can monetize their work in the Digital Age.
Content Marketing Opportunities: An insider’s take on why the growing content marketing industry is becoming more and more saturated (and the opportunity this creates for you).
The Art Of Fresh Thinking: A timeless framework for ensuring your ideas are original, unique, and highly differentiated.
The Power of a POV: A new way of thinking about “scaling yourself” on the Internet–and why you never want to be a “better version” of an existing thing.
Quick Guide To Languaging: A never-before-shared model for inventing new language to get ideas to “stick”—and the unfair advantage this creates.
How To Write A Book That Scales: And dozens of insights from the world’s largest non-fiction study of business books, reverse-engineering books that grab people’s attention from books that flop.


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.

And experiencing the life-changing outcomes that come with being completely differentiated.

How Legendary Writers Create A Category Of One

Category Pirates

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