Christopher Lochhead

Al Ramadan

Kevin Maney

Dave Peterson

The founders of a respected Silicon Valley advisory firm study legendary category-creating companies and reveal a groundbreaking discipline called category design. Winning today isn’t about beating the competition at the old game. It’s about inventing a whole new game—defining a new market category, developing it, and dominating it over time. You can’t build a legendary company without building a legendary category. If you think that having the best product is all it takes to win, you’re going to lose. In this farsighted, pioneering guide, the founders of Silicon Valley advisory firm Play Bigger rely on data analysis and interviews to understand the inner workings of “category kings”— companies such as Amazon, Salesforce, Uber, and IKEA—that give us new ways of living, thinking or doing business, often solving problems we didn’t know we had. In Play Bigger, the authors assemble their findings to introduce the new discipline of category design. By applying category design, companies can create new demand where none existed, conditioning customers’ brains so they change their expectations and buying habits. While this discipline defines the tech industry, it applies to every kind of industry and even to personal careers. Play Bigger revolutionized how we think about new products in an existing market. The Innovator’s Dilemma taught us about disrupting an aging market. Now, Play Bigger is transforming business once again, showing us how to create the market itself.

How Pirates, Dreamers, and Innovators Create and Dominate Markets

Play Bigger

Hal Elrod

Heather Clancy

How to Become Legendary by Being Different

Niche Down

Eddie Yoon

Nicolas Cole

Category Pirates

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

Snow Leopard

Christopher Lochhead

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