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Play Bigger

How Pirates, Dreamers, and Innovators Create and Dominate Markets

by Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney ...

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 ... Read more

$20.99 USD

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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
... Read more

Also available as: Audiobook
Radical Resilience

How To Be Mission-Driven When The Odds Are Against You

by Eddie Yoon, Katrina Kirsch, Christopher Lochhead ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here: categorypirates.substack.comAs a category designer, you must develop a sense of radical resilience in order to bring about a different future.Hold fast. It means holding tight to the rigging to ride out a storm. You don't let go or give up. You bear down. You stay the course. ... Read more

$7.99 USD

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here: categorypirates.substack.comAs a category designer, you must develop a sense of radical resilience in order to bring about a different future.Hold fast. It means holding tight to the rigging to ride out a storm. You don't let go or give up. You bear down. You stay the course.
... Read more
Category Science 101

How To Use The Right Historical Data, The Right Way, To Spot Weird Future Exponential Opportunities

by Eddie Yoon, Nicolas Cole, Christopher Lochhead ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comThe entire field of "analysis" (of any kind: habitual, financial, data usage, etc.) is backward-looking. You are analyzing data from the past.The thing is, no one really wants to challenge the past. Not even the smartest people in the most technical ... Read more

$7.99 USD

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comThe entire field of "analysis" (of any kind: habitual, financial, data usage, etc.) is backward-looking. You are analyzing data from the past.The thing is, no one really wants to challenge the past. Not even the smartest people in the most technical
... Read more
Crossing The Chasm With Category Science

7 Ways To Use Historical Data To Spot Future Exponential Growth Opportunities

by Christopher Lochhead, Eddie Yoon, Nicolas Cole ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comThere isn't a tech executive on planet earth who hasn't seen the chart from the book Crossing The Chasm that separates early adopters from later-stage customer segments.Author Geoffrey A. Moore describes (languages) the "chasm" innovative startups ... Read more

$7.99 USD

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comThere isn't a tech executive on planet earth who hasn't seen the chart from the book Crossing The Chasm that separates early adopters from later-stage customer segments.Author Geoffrey A. Moore describes (languages) the "chasm" innovative startups
... Read more
How To Have A Legendary Career

Ask Yourself These 8 Questions

by Christopher Lochhead, Eddie Yoon, Nicolas Cole ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comHow are you investing your life?Some of the most-asked questions in business are career-related:"How do I decide when to leave my current company?""How do I pick which company I should join?""How do I get a bigger job?"Where you choose to work and ... Read more

$7.99 USD

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comHow are you investing your life?Some of the most-asked questions in business are career-related:"How do I decide when to leave my current company?""How do I pick which company I should join?""How do I get a bigger job?"Where you choose to work and
... Read more
Position Yourself Or Be Positioned

The Personal Category Design Playbook

by Nicolas Cole, Christopher Lochhead, Eddie Yoon ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comHuman beings are not brands.Listen closely...Oprah Winfrey is not a brand. Oprah is a Black woman who was born into poverty in Mississippi to a single teenage mother who used her challenging and troubling childhood to inspire her to create a new ... Read more

$7.99 USD

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comHuman beings are not brands.Listen closely...Oprah Winfrey is not a brand. Oprah is a Black woman who was born into poverty in Mississippi to a single teenage mother who used her challenging and troubling childhood to inspire her to create a new
... Read more
Category Design 101

End Of Year 2022 Q&A

by Christopher Lochhead, Nicolas Cole, Eddie Yoon ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comCategory Design is about educating the world on something that doesn't exist or isn't commonly understood.This means educating people on something they don't know anything about-yet. But in order to properly teach people, you have to ask the right ... Read more

$7.99 USD

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comCategory Design is about educating the world on something that doesn't exist or isn't commonly understood.This means educating people on something they don't know anything about-yet. But in order to properly teach people, you have to ask the right
... Read more
Paid To Create

How To Leverage Your Intellectual Capital To Accelerate Your Career & Achieve Financial Freedom

by Christopher Lochhead, Nicolas Cole, Eddie Yoon ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comYou are an Intellectual Capitalist-and you might not even realize it.Anytime you create a process for yourself, you are an Intellectual Capitalist.Anytime you execute your own problem-solving framework, you are an Intellectual Capitalist.Anytime you ... Read more

$7.99 USD

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comYou are an Intellectual Capitalist-and you might not even realize it.Anytime you create a process for yourself, you are an Intellectual Capitalist.Anytime you execute your own problem-solving framework, you are an Intellectual Capitalist.Anytime you
... Read more
Martin Cooper

The Father Of The Cell Phone On Making Technology More Efficient And Accessible For All

by Nicolas Cole, Christopher Lochhead, Eddie Yoon ...

In 1973, Martin Cooper invented the cell phone.How?He started with a problem (the Chicago police needed an alternative to bulky 2-way radios)He synchronized the Magic Triangle (product, company, & category design)He executed a Lightning Strike (a publicized call to his competitor)And he won the category.In this "mini-book" you will learn:How Martin Cooper led the creation of the world's first cell ... Read more

$3.99 USD

In 1973, Martin Cooper invented the cell phone.How?He started with a problem (the Chicago police needed an alternative to bulky 2-way radios)He synchronized the Magic Triangle (product, company, & category design)He executed a Lightning Strike (a publicized call to his competitor)And he won the category.In this "mini-book" you will learn:How Martin Cooper led the creation of the world's first cell
... Read more
The Category Design Scorecard

by Christopher Lochhead, Eddie Yoon, Nicolas Cole ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comCategory design is the strategy for dealing with the "winner take all" reality that has taken hold in business.Only 19 percent of Fortune's 100 fast-growing companies are category designers. And yet, they captured 51 percent (of the prior three years ... Read more

$7.99 USD

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comCategory design is the strategy for dealing with the "winner take all" reality that has taken hold in business.Only 19 percent of Fortune's 100 fast-growing companies are category designers. And yet, they captured 51 percent (of the prior three years
... Read more
The Art Of Fresh Thinking

How To Create Obvious & Non-Obvious Content

by Christopher Lochhead, Nicolas Cole, Eddie Yoon ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comActual "thinking" is not reflexive. It's reflective.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 ... Read more

$7.99 USD

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comActual "thinking" is not reflexive. It's reflective.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
... Read more
The Digital Education Crisis

How Native Analog Teaching Is Failing Native Digital Students & The Massive Opportunity Ahead

by Christopher Lochhead, Nicolas Cole, Eddie Yoon ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comRight now, we're experiencing a fundamental change in how humans experience life.There are two types of people on planet earth today:The first are Native Analogs. These are Baby Boomers and Gen-Xers born anywhere from the 1940s all the way up to the ... Read more

$7.99 USD

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comRight now, we're experiencing a fundamental change in how humans experience life.There are two types of people on planet earth today:The first are Native Analogs. These are Baby Boomers and Gen-Xers born anywhere from the 1940s all the way up to the
... Read more

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Play Bigger

Radical Resilience

Category Science 101

Crossing The Chasm With Category Science

How To Have A Legendary Career

Position Yourself Or Be Positioned

Category Design 101

Paid To Create

Martin Cooper

The Category Design Scorecard

The Art Of Fresh Thinking

The Digital Education Crisis

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