Category Pirates

Category Pirates

Share this post

Category Pirates
Category Pirates
Category Design Tip: Don’t Fight Over Existing Demand, Create Net-New Demand
Copy link
Facebook
Email
Notes
More

Category Design Tip: Don’t Fight Over Existing Demand, Create Net-New Demand

If your reference is the competition, you’re done before you’ve begun.

Category Pirates 🏴‍☠️'s avatar
Category Pirates 🏴‍☠️
Dec 30, 2022
∙ Paid
22

Share this post

Category Pirates
Category Pirates
Category Design Tip: Don’t Fight Over Existing Demand, Create Net-New Demand
Copy link
Facebook
Email
Notes
More
5
Share

This is a 🏴‍☠️ Founding Members–Only 🏴‍☠️ post. Founding Members get access to our private AI Librarian, actionable insights, full audiobook library, access to 100+ mini-books, and more. See the Founders Deck here


Dear Friend, Subscriber, and Category Pirate,

This week’s Category Design Tip is about removing yourself from the race to the bottom.

Most businesses fight for demand.

They walk into existing markets saying, “We do the thing the already established Category Queen does, just better/faster/smarter/stronger/cheaper.”

These people are not Pirates.

To chart your own category course (our mini-books are the best maps!), hop aboard The Pirate Ship and subscribe below:

Pirates Don’t Fight Over Existing Demand—They Create Net-New Demand

In business, 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.

But what is “demand” really about?

Demand is fighting over scarce resources. Land. Oil. Gold. Water. It’s a scarcity mindset played out.

And the reality is, only idiots fight over scarce resources.

Think about it: Apple stores are not jammed with customers because “demand for technology retail is on the rise.” If that was true, Microsoft Stores would be jammed too. Demand does not just happen.

It gets created.

Legendary entrepreneurs, creators, and leaders find ways to create net-new resources for everyone.

This post is for subscribers in the Founding plan

Already in the Founding plan? Sign in
© 2025 Category Pirates
Privacy ∙ Terms ∙ Collection notice
Start writingGet the app
Substack is the home for great culture

Share

Copy link
Facebook
Email
Notes
More