How To Create A Category As A Small "e" Entrepreneur

By Christopher Lochhead, Nicolas Cole and Eddie Yoon

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One of the most common questions entrepreneurs and small business owners ask is, "How do I create a category if I'm not a heavily funded startup or some

• Language: English
• Publisher: Nicolas Mather
• Release date: Jan 12, 2022
• ISBN: 9781956934199

Christopher Lochhead

Christopher Lochhead is a co-founding partner of Play Bigger Advisors. Christopher is a CEO marketing coach and category designer, keynote speaker, mediocre blogger, ski and surf bum. He has been called a "Human Exclamation Point" by Fast Company and "slightly off-putting" by The Economist. Christopher served as CMO of Mercury Interactive, co-founded marketing consulting firm LOCHHEAD, was the founding CMO of Scient, and served as head of marketing at Vantive. He is living happily ever after in Santa Cruz, Calif.

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Category Pirates

How To Create A Category As A Small e Entrepreneur

7 Legendary Ways To Niche Down

First published by Category Pirates 2022

Copyright © 2022 by Category Pirates

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First edition

ISBN: 978-1-956934-19-9

Narration by Nicolas Cole

Narration by Christopher Lochhead

Narration by Eddie Yoon

This book was professionally typeset on Reedsy

Find out more at reedsy.com

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Contents

Meet The Pirates

What Other Pirates Have To Say

Introduction

1. WHAT do you do… that you are uniquely known for?

2. WHO do you do it for… who are surprisingly willing to pay large premiums?

3. WHEN do you do it… that sits at the peak intersection of Important and Urgent?

4. WHERE do you do it… that if money were no object, everyone would want it?

5. WHY do you do it… that is so in sync with the Superconsumer, word of mouth spreads like wildfire?

6. What OUTCOME do you unlock… that is 100x more valuable than what you charge?

7. How much and how does it COST… that is both a value and a premium, and the ‘way you pay’ is a benefit in itself all at the same time?

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Meet The Pirates

What is Category Pirates?

Category Pirates is the authority on Category Creation and Category Design.

Every Wednesday (ish), we publish a mini-book for the radically different—who want to see, design, and dominate categories of consequence.

Topics include:

How to create new categories and redesign old ones.

The Magic Triangle, The 9 Levers, The Category Design Scorecard, and dozens of frameworks for how to create and design new categories in the world.

Case studies for how successful companies have successful created and/or redesigned existing categories (and where other companies have gone wrong).

Motivational examples of the power of creating and investing in category creators such as Tesla, Netflix, Amazon, Airbnb, and more.

Every new edition of the newsletter