Category Pirates – författare
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To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:
categorypirates.substack.com
Have you ever met someone who''s been drafted into a cult?
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 (aka: "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, of which their brand became synonymous. But move that company''s brand into any other category (in which they have no leadership position) and the brand becomes worthless. Ralph Lauren. Microsoft. Red Bull. Even Google, all launched products in adjacent categories where they had no category ownership, and ended up wasting millions (or, in some cases, billions) of dollars.
Because categories make brands.
Not the other way around.
In this "mini-book" you will learn:
How "The Brand Cult" began, and what branding actually means (it''s not good).Why brand marketing never works, and how much money big brands waste per year racking up meaningless metrics like impressions.Why brand extension never works-and how Disney+ is setting a standard brand marketers everywhere are copying, not realizing the mistake they are making in the process.Your role as a CMO, and why it is the CMO''s job to evangelize the category-not the company''s brand.The role branding should play in category design.Short, sweet, and jam-packed with incredibly valuable insights, this exposes everything that''s wrong with brand marketing-and what you should do instead.
406 kr
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This book is for a very small percentage of business people.
You see, most people in business are not trying to use Category Design to create a new category that changes the future and generates exponential new value. Instead, many people in business are trying to "not get fired." Many people want to go to work, make a contribution, and go home.
But Category Design is purpose-built for people who want to make an exponential difference, not an incremental better.
Category Design is a business discipline that helps companies earn the majority of the value created in a specific new or different category of products or services. (Primary research on Category Design in Play Bigger, the first Category Design book, shows that in technology categories, one company earns 76% of the total market cap value created.) The 22 Laws Of Category Design is specifically tailored for entrepreneurs, marketing professionals, business leaders, solopreneurs, and consultants who "think different."
It challenges conventional business and marketing wisdom, teaching you how to leverage the power of Category Design to create new markets, dominate existing ones, and build lasting companies.
In this book, you will learn:
22 Category Design principles that, when combined together, can help you become a Category King or Queen and make it impossible for someone else to "do what you do"How to create new categories and redefine existing ones using a unique POV, Languaging, and a powerful marketing strategy called a Lightning StrikeDetailed, real-life case studies on companies that designed and dominated new categories-from Apple''s redefinition of the mobile phone category to Lululemon''s reign over athleisure, Liquid Death''s rise above bottled water brands, and moreHow to immediately begin applying what you learn, and work towards the outcomes you want, with seven in-book exercises that help you engage your thinking, defy conventional business strategies, and drive company growthWhy marketing your brand, instead of your category, is a faulty and selfish strategy, and how companies like Southwest Airlines win by putting Superconsumers firstLessons and quotes to help you continually reflect on Category Design so you can transform your thinking, actions, and outcomes forever, instead of for a few monthsYou will start applying these principles through 11 in-book exercises:
Start Rejecting the PremiseHow to Find Your SuperconsumersPut Your Category First, and Your Brand SecondHow to Frame, Name, and Claim a CategoryBe Different, Not BetterCreate Net-New Demand For Your Category and CompanyBuild Your DAM the Demand StrategyCreate Your Digital Air OfferingsFigure Out Your PricingInnovate Your Business ModelFind Your WOM Super-GeosThe 22 Laws Of Category Design is specifically tailored for entrepreneurs, marketing professionals, business leaders, solopreneurs, and consultants who "think different." Through powerful insights and practical advice, this book will give you a unique roadmap to defy conventional thinking and create categories of consequence.
131 kr
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The typical annual strategy planning process is like enduring a taser to the genitals for two whole months.
No one enjoys it.
Most CEOs hate it. Many CEOs have a very strong opinion on strategy and see it as their job. But most know strategy won''t get executed without broad buy-in.Most CFOs hate it. They know annual strategy is where ideas are translated into budgets, KPIs, dashboards, and board of directors decks. But most CFOs are career finance folks, without real operating, cross-functional, or front-line experience, so many feel unsure of their ability to weigh in and provide input.Most salespeople hate it. They know every year (without fail) that whatever sales targets are presented in pretty PowerPoint slides won''t help them sell-and will always increase their targets. In reality, they wish they could play the pirate-y "Strategy Shots" drinking game every time someone says "stretch goals."Most marketing people hate it. They know no matter how slick and savvy their presentations are, the shadow of the famous John Wanamaker quote, "Half the money I spend on advertising is wasted, but I don''t know which half" hangs over their heads.That''s because all of the above is not strategy planning-it''s budgeting disguised as planning, all viewed through the narrow lens of last year''s spreadsheet. It''s a cycle of insanity and everyone, from the CMO to the engineering team, goes through the same mental gymnastics.
This nonsensical hoop-jumping is the Annual Strategy Planning Trap.
In this "mini-book" you will learn:
What perpetuates the Annual Strategy Planning Trap so you can recognize the cycle and break out of itWhy too many executives fall prey to the Competition Obsession Disease and think strategy planning is about competing, not creatingHow the smartest entrepreneurs and VCs in Silicon Valley use a category strategy to lead the agenda in a spaceHow to use the Category Strategy Chessboard framework to evaluate your business strategy in the context of category design to force honest conversations and help you focus on the right actionsWhy Category Kings apply a "Be Different"strategy vs a "Be The Winner" or a "Be The Best" strategy, with case studies and examples from Tesla, Toyota, BMW, and more.Short, sweet, and jam-packed with incredibly valuable insights, this "mini-book" will help you understand what strategy your company is currently using and force honest conversations about how to "Be Different" and do worthwhile annual strategy planning.