The Category Kings of Category Design.

How legendary entrepreneurs, executives, marketers, and creators build business breakthroughs.


If you liked Play bigger, you'll love Category Pirates

What's next?

Thanks to readers like you, Play Bigger is in the top 1% of business books and has helped educate the business world about the power of Category Design. But this was only the beginning. To continue your journey of becoming a category designer, subscribe to Category Pirates: the authority newsletter that educates entrepreneurs, executives, marketers, and creatives on how to design business breakthroughs.

"Like Harvard business review. But for pirates."

Radically Different
Business Strategy

Most marketers and entrepreneurs spend their entire careers competing for only 24% of the value opportunity of the category.We teach you how to think like Category Designers—and capture 76% of the economics as a result.

The Category Design Scorecard

Companies that create new categories capture 76% of the market. The Category Design Scorecard helps you determine whether you are truly creating a new category—or unknowingly competing in someone else's.

The Magic Triangle

• Product Design
• Company Design
• Category Design
How do you build a legendary business? You have to innovate on all 3 sides of The Magic Triangle. Contrary to popular belief, the best product does not always win.


"Supers" spend 30% to 70% more than your other customers. To discover your next breakthrough category opportunity, find your Superconsumers, build your data flywheel, and the answers reveal themselves.

Christopher Lochhead

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 Yoon

Eddie has written more on category creation and 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.

Nicolas Cole

Cole is one of the most consumed digital business writers in the world with more than 100 million views on his content. He is the author of The Art & Business of Online Writing, a must-read for writers in the digital world, and he is the founder of Digital Press, a ghostwriting agency for 300+ founders, C-level executives, investors, and more.


The Newsletter

Every Wednesday, we publish an in-depth analysis of some component of category design and how to use it. Given that category design is a new lens on business, we also provide and walk through examples that show you how to see through your own category lens, too.Each letter consists of a unique idea, a framework for new thinking, a core story to give the framework context, and data to back it up.The way we describe it is, "It's like Harvard Business Review. But for Pirates."

Category Pirates

A weekly paid newsletter that teaches you how to think like a Category Designer.

  • Category Design frameworks to help you build business breakthroughs and achieve radically different outcomes.

  • Timeless success stories & cautionary tales from both the world's most legendary companies and the niche startups you've probably never heard of.

  • Data to prove these are more than opinions—these are undeniable business and marketing truths.



You can subscribe to Category Pirates monthly or yearly.

NBA Hall of Fame legend

Bill Walton, fellow Pirate

"If you want to know how to change the world, read Category Pirates. You don't win championships by just being normal."

start designing your own category!

Don't be better.
Be different.

New to Category Design and not sure where to start?Learn the fundamentals of Category Design by subscribing to Category Pirates!

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