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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

$18.99 USD

Also available as: Audiobook

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
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
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
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
The Digital American Dream

Life, Liberty, And The Exponential Pursuit Of Capital (Online)

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 are two types of people on planet earth today.Native Analogs: These are Baby Boomers and Gen Xers born anywhere from the 1940s all the way up to the early '80s.Native Digitals: These are Millennials and Gen Zers born between the early 1980s to ... 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 are two types of people on planet earth today.Native Analogs: These are Baby Boomers and Gen Xers born anywhere from the 1940s all the way up to the early '80s.Native Digitals: These are Millennials and Gen Zers born between the early 1980s to
... Read more
Dying-From-Home

Designing A New Category Of Death

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.comThe COVID-19 pandemic has opened the door for radical innovation-specifically in the work-from-home category. But the opportunities "at home" go far beyond just work.• Home is a schoolhouse.• Home is a gym.• Home is a restaurant.• Home is a ... 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 COVID-19 pandemic has opened the door for radical innovation-specifically in the work-from-home category. But the opportunities "at home" go far beyond just work.• Home is a schoolhouse.• Home is a gym.• Home is a restaurant.• Home is a
... Read more
Missionaries vs Mercenaries

Are You Competing Or Are You Creating?

by Nicolas Cole, Eddie Yoon, 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.comMost entrepreneurs and business strategists believe Cirque du Soleil created something new by doing what had come before in new & different ways.But that's not really what happened.The untold story of Cirque du Soleil reveals the importance of ... 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.comMost entrepreneurs and business strategists believe Cirque du Soleil created something new by doing what had come before in new & different ways.But that's not really what happened.The untold story of Cirque du Soleil reveals the importance of
... Read more
Category Design For Social Change

How Languaging, Superconsumers, And Lightning Strike Marketing Can Change The World For Good

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.comEverything is the way it is because someone changed the way it was.For example, in the early 1900s, women and men were not paid the same amount of money for the same amount of labor.Because it was the law.That is, until 1972 (in Canada) and 1963 (in ... 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.comEverything is the way it is because someone changed the way it was.For example, in the early 1900s, women and men were not paid the same amount of money for the same amount of labor.Because it was the law.That is, until 1972 (in Canada) and 1963 (in
... Read more
The Next 10 Years For Netflix

How The Streaming Giant Can Create The Next Giant Film Category

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.comIn the summer of 2021, Netflix announced its plans to offer gaming products on its streaming platform.The first games launched on Android in early November 2021 and are included alongside the streaming service's movies and TV offers, bundled within ... 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.comIn the summer of 2021, Netflix announced its plans to offer gaming products on its streaming platform.The first games launched on Android in early November 2021 and are included alongside the streaming service's movies and TV offers, bundled within
... Read more
Living Your Category POV

Why Founder/CEO-Problem Fit Defines Whether You Are A Missionary Or A Mercenary

by Eddie Yoon, Christopher Lochhead, 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.comMany years ago, Kraft ran an internal survey.The survey asked the company's top 100 executives which Kraft products they ate. "Which products do you buy a lot of? Which of these products do you love?"Turns out, only 3 of the top 100 executives were ... 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.comMany years ago, Kraft ran an internal survey.The survey asked the company's top 100 executives which Kraft products they ate. "Which products do you buy a lot of? Which of these products do you love?"Turns out, only 3 of the top 100 executives were
... Read more

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“christopher lochhead”

Play Bigger

Radical Resilience

Crossing The Chasm With Category Science

Category Science 101

How To Have A Legendary Career

Position Yourself Or Be Positioned

The Digital American Dream

Dying-From-Home

Missionaries vs Mercenaries

Category Design For Social Change

The Next 10 Years For Netflix

Living Your Category POV

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