Lightning Strike Marketing: The Secret Playbook for Printing Money, Category Designing Your Market, & Driving ROI

Our new book is out.

Dear Friend, Subscriber, and Category Pirate,

Marketing that doesn’t drive revenue is called arts & crafts.

Today, we end that premise for good.

Lightning Strike Marketing reveals the secret playbook used by Category Kings to make the market stop, look, and talk. It’s how to turn marketing from a cost center into a profit center—and create word of mouth on purpose, not by accident. Inside, you’ll learn how to:

• Design Lightning Strikes so powerful they force belief in your category.

• Align your Information, Air, and Ground Wars into one unbeatable strategy.

• Build the muscles to make Strikes not just a campaign, but your company’s operating system.

This is a field guide forged from real-world strikes by companies like Apple, Tesla, Salesforce, Anheuser-Busch, Hershey, DUDE Wipes, Patagonia, Barbie, Chegg, Amazon, and more.

You’ll also get the complete toolkit to plan your own Lightning Strike:

• 70-Point Pre-Strike Checklist so you never waste a dollar on arts and crafts marketing

• 130-Question Readiness Assessment to test if your strike will tip your market

• One-Page Lightning Strike Template to design events that drive ROI and WOM

Whether you’re a startup founder, CMO, solopreneur, or creator, Lightning Strike Marketing shows you how to:

• Make your marketing make money

• Drive near-term revenue and long-term belief

• Create moments that tip your category

Read it in the morning. Plan your Strike by the afternoon.

This book is a 200-page battering ram built to blow a hole through “peanut-butter marketing” and replace it with a system that makes the cash register sing.

It’s the first full-scale field manual for Category Designers who are done talking about marketing and ready to put a Lightning Strike into action.

Because it doesn’t just tell you what to do—it shows you how to do it, and why it works.

The kind of book CFOs highlight, CMOs fear, and founders thank you for handing them.

👉 Get the book → Buy Lightning Strike Marketing for $100 here

What’s inside:

• The 6 types of Lightning Strikes (and how to use them to hijack culture).

• The 12 tailwinds and 6 muscles you need to make every strike legendary.

• The A–G chain that turns one strike into a cultural moment.

• Real-world playbooks from Tesla, DUDE Wipes, Patagonia, Apple, Hershey, and more.

• The math for turning marketing from cost center → profit center

This is the new standard for marketing that actually makes money.

🏴‍☠️ Here’s Where It Gets Legendary

If you want to go beyond reading and start launching Lightning Strikes of your own, there’s only one place to do it: The Category Design Academy.

Everyone who’s already joined the upcoming Academy cohort (which starts November 3) gets Lightning Strike Marketing free—plus an exclusive seat at the private Lightning Strike AMA with Pirate Christopher on October 22.

In the AMA, Christopher will go live to jam with Academy students how to plan, position, and build their own strike plans—and how to turn their marketing into money, and their moments into momentum.

If you’ve been waiting for a reason to apply, this is it.

Because today, October 20, is your final day to apply for the Category Design Academy.

If you’re accepted and join the Academy, you’ll:

• Get your copy of Lightning Strike Marketing ($100 value)

• Get your seat at the Lightning Strike AMA with Christopher on Oct 22

• And join the only business training program in the world where you learn to design a different category

This book is the marketing playbook for the next decade. The Academy is where you learn to execute it in real time.

The book gives you the strike plan. The Academy turns you into the one striking.

👉 Apply before midnight PST tonight to be considered for the next cohort →

Every legendary company—Tesla, Apple, Salesforce, Patagonia, DUDE Wipes—runs on Lightning Strikes.

The difference between companies that hope and companies that dominate?

Lightning Strikes.

The difference between people who read about category design and people who live it?

The Category Design Academy.

Arrrrrrr,

Category Pirates 🏴‍☠️

Eddie Yoon

Christopher Lochhead

Katrina Kirsch

P.S. - The Lightning Strike Marketing book is live. It’s the best $100 you’ll ever spend.