Position Yourself Or Be Positioned: The Personal Category Design Playbook

By Nicolas Cole, Christopher Lochhead and Eddie Yoon

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:

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Human beings are not brands.

Listen closely...

Oprah Winfrey is not a brand. Oprah is a Black woman who was born into

• Language: English
• Publisher: Nicolas Mather
• Release date: Mar 13, 2022
• ISBN: 9781956934311

Nicolas Cole

Nicolas Cole is an author, founder, and viral writer best known for his conversational style of telling stories.He has accumulated more than 100 million views on his writing to date.Cole rose to internet stardom in 2015 when he became the #1 most-read writer on Quora, accumulating tens of millions of views on his viral articles about personal development, and how to remain in a constant state of learning about oneself. His work began being republished in TIME, Forbes, Fortune, Business Insider, CNBC, The Chicago Tribune, and many more of the internet's most popular publications.In 2016, Cole then became one of Inc Magazine's Top 10 contributing writers, accumulating millions of views on his business & creativity column, and in 2017 he founded a ghostwriting and thought leadership agency called Digital Press, writing on behalf of more than 300 different Silicon Valley founders, company executives, venture capitalists, Grammy-winning musicians, Olympians, NYT best-selling authors, international public speakers, and more.Today, in addition to regularly authoring new books and articles online, Cole also publishes a weekly paid newsletter, called "How I Wrote This," sharing insight about both the art and business of becoming a writer in the digital age.You can subscribe here: https://howiwrotethis.substack.com/He currently lives in Los Angeles, but will forever be from Chicago.

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Category Pirates

Position Yourself Or Be Positioned

The Personal Category Design Playbook

First published by Category Pirates 2022

Copyright © 2022 by Category Pirates

All rights reserved. No part of this publication may be reproduced, stored or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise without written permission from the publisher. It is illegal to copy this book, post it to a website, or distribute it by any other means without permission.

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First edition

ISBN: 978-1-956934-31-1

Narration by Eddie Yoon

Narration by Nicolas Cole

Narration by Christopher Lochhead

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. Personal Branders market themselves. Category Designers market the category.

2. Who would your Superconsumers say you are?

3. What is personal category design?

4. Step 1: Get in the game and start creating categories.

5. Step 2: Pick a specialty.

6. Step 3: Pricing.

7. Step 4: Hitch your niche to a rocketship.

8. The first niche down is scary.

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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 successfully 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