検索キーワード： 著者 "Category Pirates" すべてのカテゴリー

Category Pirates - Christopher Lochhead, Eddie Yoon, and Nicolas Cole - walk listeners through arguably the most important aspect of going public: writing the S-1. If there was ever a way to measure public company readiness, the S-1 document would be it. Within the first few lines of a company’s S-1, you can immediately tell whether they are positioning themselves in the context of the past, or are educating investors on a different (and exponentially more valuable) future.

Category Pirates — Christopher Lochhead, Eddie Yoon, and Nicolas Cole — see a meaningful percentage of marketers, entrepreneurs, and executives trapped in what they like to call the "Brand Cult". These are professionals who have been taught the best (i.e., the most well known) brand wins. And this is a lie. The biggest brands in the world didn’t become successful because of their brand. They became successful by creating and dominating a new and differentiated category with which their brand became synonymous. Because categories make brands. Not the other way around.

A small start-up based in Chicago came up with a radically different idea to help small businesses generate buzz, awareness, and customer acquisition. These digital coupons were called Groupons. Ten years later, Groupon has become a thing of the past, with a market cap of less than $1 billion.

Business media “platforms” and social media platforms have a problem. The way content gets created, distributed, and monetized today is being radically transformed—and most people haven’t noticed yet. And up until now, creators have not been paid (fairly) for their work. Short, sweet, and jam-packed with incredibly valuable insights, this audiobook is the ultimate guide for creators who want to understand how to make the most of the changing media landscape.

Ninety percent of what we’ve been taught about entrepreneurship, business strategy, and marketing is wrong. Without a differentiated POV, you are just like everyone else. No matter how cool, clever, or expensive your branding is. Short, sweet, and to the point, this is an audiobook for how you can attract customers, clients, fans, and followers.

The Magic Triangle is the combination of product design, company design, and category design that produces legendary outcomes in the world of business. All three elements—company design, product design, and category design—work together and balance each other to exert great force on a company’s success and value. And the legendary, enduring companies get these three elements of company design, product design, and category design in such a state of synchronicity that they reinforce each other.

From early in life, we’re taught to compete in a preexisting game of comparison designed by someone else (listen to this sentence three times). And in doing so, we unconsciously submit to someone else’s rules. In business, this seems smart. Buy Google Ads for the keywords that indicate someone is already shopping and yell, “Pick me! Pick me!” The unquestioned rationale is: Demand exists, and if our business can tap into that existing demand, we will find customers—and customers lead to profits.

The same way startups work hard to one day achieve a legendary liquidity moment and go public, the same can be said about individuals who achieve a certain level of autonomy and financial freedom in their personal lives. And in the wake of the 2020 COVID-19 pandemic, it’s clear this desire for freedom is more desirable than ever.

Why do some writers and creators become known for a term, a phrase, or even an entire category, while others (talented as they might be) fade away? Because the most memorable writers and creators become known for a niche they own. And, more importantly, they invented new language to help them show the world how and why they are different.

In 2005, a little book called Blue Ocean Strategy grew into a global best seller. With over four million copies sold and industry recognition as “one of the most iconic and impactful strategy books ever written”, Blue Ocean Strategy changed the way many people thought about business. We tip our hats to the title, and the framing of the idea, because it is a legendary example of languaging. More than 15 years later, you will still hear people in business meetings referencing “blue oceans” and “red oceans”. But...there are a few problems.

Short, sweet, and jam-packed with incredibly valuable insights, this audiobook busts common product myths and shows how to make a place in the world for your product.

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.

Short, sweet, and jam-packed with incredibly valuable insights, this audiobook explains why year-long marketing should not be your dominant focus, and explains the exponential benefits of mattering to your most loyal customers just a few times per year.

Short, sweet, and jam-packed with incredibly valuable insights, this audiobook is an actionable guide to creating massive differentiation in your business.

Some writers don’t want to think about the money side. The question of how to monetize as a writer, creator, and thought leader is a bit loaded—because it requires you to address a deeper question, first.

In 2016, Category Pirate Eddie Yoon wrote the seminal book on business growth, called Superconsumers. A Superconsumer is the kind of person who knows your category better than anyone else—and as a result, is willing to spend 30 percent to 70 percent more with you than other less enthusiastic customers. And in this “mini-book,” the pirates follow up with an equally groundbreaking discovery: A Super of one category is also a Super of nine others.

The content marketing category is a $400 billion industry. And it’s estimated that by 2024, the content marketing industry will grow by another $270 billion, bringing the grand total to nearly $700 billion. But how much of the content being created (especially by enterprise companies and B2C companies) is actually worth reading? The truth is, most of it isn't.

A mediocre category designer will beat a world-class marketer every day of the week. The reason is because all marketing sits within a context. "He or she who frames the problem owns the solution." Without this context—without a category—your marketing becomes nothing but screaming, shouting, and pitching customers with deals, discounts, and other short-term tactics in the hopes of landing a sale.

Over the past 20 years, category creation and category design has gone from being a little-known "positioning" secret from advertising legends like David Ogilvy, Leo Burnett, Al Ries, Jack Trout, Gary Halbert, and more, to now becoming the single most in-demand skill among business leaders, Fortune 500 executives, Silicon Valley entrepreneurs, marketers, and even the next generation of digital creators.

Category Neglect doesn’t come from people being stupid or lacking sufficient data and resources to spot the headwinds and tailwinds of the future. It comes from a refusal to acknowledge which direction the wind is really blowing.