In order to create a new category, you must prosecute The Magic Triangle: Category, Product, and Company/Business Model.
Read more about The Magic Triangle
Languaging is the strategic use of language to change people’s thinking. Which means for customers to remember, talk about, and evangelize your new category, you must Frame It, Name It, and Claim It.
Master the art of Languaging
Your Superconsumers spend 30% to 70% more than your other customers. Use Category Science to find your Superconsumers, build your data flywheel, and unlock your next breakthrough category opportunity.
Become a Category Scientist
Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different
How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy.
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The Category Is The Business Strategy
Using Category Science To Discover Breakthrough Opportunities
Framing, Naming, and Claiming A New Problem In The World
The Magic Triangle Of Product, Company, And Category
How To Avoid The “Better” Trap
The 8 Category Levers Of Radical Differentiation
Executing A Lightning Strike Marketing Event To Launch Your New Category
3x CMO. #1 Apple business podcaster and #1 Amazon marketing author. Christopher's first book, Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets, has been called “the bible of category design” and is in the top 1% of business books.
Eddie has written more on Category Creation & Design than any person living or dead for The Harvard Business Review. He is the author of the breakthrough bestseller Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth. He also runs a think tank and advisory firm on growth strategy, called EddieWouldGrow.
Katrina brings structure and a sharp editing eye to legendary business content. She has collaborated with B2B, B2C, and non-profit companies like HubSpot, Digital Press, and Photographers Without Borders. To date, she has helped bring over 573 articles and dozens of Category Pirates books to life.
