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paid business

Category Design Newsletter

Category Pirates is one of the most-read paid business newsletters on Substack.

It’s like Harvard Business Review, but for Pirates.

Who Reads Category Pirates?

If you’re looking for content like “What Elon Musk Eats For Breakfast To Be More Productive,” please don’t subscribe to Category Pirates. Our readers are leaders, thinkers, and creators who are tired of Obvious content—and are hungry to think in radically new & different ways.


Whether you’re the founder of a high-flying Silicon Valley tech startup, or a solopreneur in a hyper-specific niche, all of the frameworks, mental models, and Category Design strategies still apply.


Category Design isn’t reserved for early-stage startups. C-level, VP, or mid-level managers all have the potential to play crucial roles in helping a company create and/or defend their category position.


If you are a writers, podcasters, speakers, or Digital Creator of any kind, then you must become known for a niche you own. Success isn’t about being “better” than everyone else. It’s about being different!

A “Business Writing Band”

Category Pirates is co-written by Christopher Lochhead, Eddie Yoon, and Nicolas Cole. Just want to hear the hits? Grab (or gift) one of our books!

The Category Design Toolkit

Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche.

Buy on Amazon

Snow Leopard

How Legendary Writers Create A Category Of One.

Buy on Amazon

A Marketer’s Guide To Category Design

How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy.

Buy on Amazon

Start Designing Your Own Category

New to Category Design and not sure where to start?

Take our free 7-Day Category Accelerator email course, walking you through the fundamentals of Category Design and getting you up to speed quickly—so you can start “thinking different.”

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Day 1

The Category Is The Business Strategy

Day 2

Using Category Science To Discover Breakthrough Opportunities

Day 3

Framing, Naming, and Claiming A New Problem In The World

Day 4

The Magic Triangle Of Product, Company, And Category

Day 5

How To Avoid The “Better” Trap

Day 6

The 8 Category Levers Of Radical Differentiation

Day 7

Executing A Lightning Strike Marketing Event To Launch Your New Category