Category Design 101: End Of Year 2022 Q&A

By Christopher Lochhead, Nicolas Cole and Eddie Yoon

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Category Design is about educating the world on something that doesn't exist or isn't commonly understood.

This means educating people on som

• Language: English
• Publisher: Nicolas Mather
• Release date: Jan 9, 2023
• ISBN: 9781956934564

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

Category Design 101

End Of Year 2022 Q&A

First published by Category Pirates 2023

Copyright © 2023 by Category Pirates

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First edition

ISBN: 978-1-956934-56-4

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. How do I design a category for a service most people don’t know anything about or understand?

2. How do I apply Category Design to a company that operates in a niche but has lots of different products? Should each product be targeted at a different niche?

3. How do you differentiate from the competition while still resonating your message with the market?

4. I’m applying Category Design to an IT consulting and contracting service. How do I figure out how to create and own a niche category in such a crowded field?

5. Through a Category Design lens, how do I produce daily content that is engaging?

6. How do you apply Category Design principles in a B2B context?

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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,