Welcome To Category Pirates! 🏴‍☠️

Explore different ways to create your category of one.

Most newsletters are noisy.

That’s because most people are stuck competing in someone else’s game.

• Drowning in sameness.

• Fighting over market share.

• Shouting louder instead of standing out.

Not you.

You’re here to build something so different, the world can’t ignore it.

At Category Pirates, we don’t teach you how to build a better product or beat the competition. (That’s called the “Better” Trap.) Instead, we teach you how to make the competition irrelevant by creating, designing, and owning a new category.

So if you're asking:

• “How do I stand out instead of just fit in?”

• “How do I create something truly original?”

• “How do I make my business or career legendary?”

You're in the right place, and this is your compass.

The Category Design Guide 🏴‍☠️

To get started, you’ll find everything we’ve published organized into five categories.

1. Content for new Category Designers

2. Content to clarify your strategy

3. Content to grow and scale your category

4. Content to help you design a legendary career

5. Content to help you shift how you think and lead

Click into any category to explore mini-books, conversations, and frameworks.

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1. Design A Category Of One

Start here if you’re new to category design and need the foundations.

• What is Category Design (and why it matters)

• Shift from a “better” to a “different” mindset

• Identify the problem only you can solve

• Explore frameworks and tools to start creating your category

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2. Clarify & Validate Your Strategy

Cut through complexity, focus your ideas, and build a different business strategy.

• Align your company, category, and product

• Language your POV to frame, name, and claim your category

• Build a different strategy that no one can compete with

• Figure out if you’re on the wrong path (before it costs you)

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3. Grow Your Category

Get noticed, build trust, and attract the right people—and only them.

• Understand and serve your Superconsumers

• Leverage Category Science to uncover “weird” opportunities

• Create a Lightning Strike marketing plan

• Generate word of mouth that grows your category for you

• Create marketing that matters

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4. Design A Legendary Career

Turn your ideas and knowledge into income to build a life that pays to be you.

• Escape the “Career Ladder” trap

• Discover the value of your value

• Accelerate your career

• Design a category-of-one career

• Create, package, and price your offers

• Spot non-obvious opportunities others miss

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5. Think “Different” About The World

Expand your mind and sharpen your category lens.

• Get insights from Category Queens & Kings

• Learn from legendary Category Designers

• Sharpen your category lens

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Have A Category Question?

Want to pressure-test your POV? Need help navigating the content?

Founding subscribers get access to the Pirate Eddie Bot—an on-demand GPT jam partner trained on all our content.

Ask it anything. It’ll point you to the gold!

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Dive Into Our Courses

• Creator Capitalist – The proven career design system to escape traditional paths. This async course will help you build a career that gives you freedom, leverage, and income on your terms. You’ll get guided exercises, AI prompts, and a map to help you stop trading time for money and become a Creator Capitalist.

• Category Design Academy – Master category design with 1:1 mentorship, workshops, and 5 months of category design training in our community. You’ll join entrepreneurs, executives, and creators learning to refine their unique category point of view, attract their Superconsumers, and own new markets.

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Check Out Bestselling Category Design Books

• Snow Leopard

• The 22 Laws of Category Design

• The Category Design Toolkit

• A Marketer’s Guide to Category Design

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Stop playing someone else’s game, and start designing the future.

If you’re tired of:

• Competing on price

• Trying to “out-market” the competition

• Playing small in someone else’s sandbox

Remember: You're not just reading a newsletter.

You're learning to think “different”—and create a category of one.

Arrrrrr,

Category Pirates 🏴‍☠️

Eddie Yoon

Christopher Lochhead

Katrina Kirsch

P.S. - If you’re ready to unlock the top-shelf, category design gold…

Our Founding subscription gives you access to the full treasure chest. You’ll get:

• Instant access to the Pirate Eddie Bot to ask questions, get reading recommendations, and jam on your category design work

• Full access to the Category Pirates library with 200+ mini-books, audiobooks, and video conversations that share frameworks, tools, and real-world examples from Category Kings and Queens

• Weekly Founder-only posts with new category design frameworks, stories, and insights sent straight to your inbox

• Access to Founder-only comments, exclusive virtual events, and free digital copies of our four full-size books

You can click here to sign up or upgrade to a Founding subscription.