Category Categories

Category Pirates — Christopher Lochhead, Eddie Yoon, and Nicolas Cole — see a meaningful percentage of marketers, entrepreneurs, and executives trapped in what they like to call the "Brand Cult". These are professionals who have been taught the best (i.e., the most well known) brand wins. And this is a lie. The biggest brands in the world didn’t become successful because of their brand. They became successful by creating and dominating a new and differentiated category with which their brand became synonymous. Because categories make brands. Not the other way around.

The tiny island of Vieques, located just off the northeastern coast of the main island of Puerto Rico, is trying to recover after hurricane Maria, but the already battered island is now half empty. To make matters worse, as on the main island, developers have come in to buy up the land at a fraction of its worth, taking advantage of the island when it is down. Lupe, Javier, and Marisol are back to investigate a series of murders that follow in the wake of a hurricane and in the shadow of a new supernatural threat.

Almost all thinking is reflexive (having an unconscious “reflex” in response) versus “reflective” (taking a moment to consciously reflect on how the past may have created a preexisting mental model keeping you from considering a new and different future).

Short, sweet, and jam-packed with incredibly valuable insights, this audiobook busts common product myths and shows how to make a place in the world for your product.

The content marketing category is a $400 billion industry. And it’s estimated that by 2024, the content marketing industry will grow by another $270 billion, bringing the grand total to nearly $700 billion. But how much of the content being created (especially by enterprise companies and B2C companies) is actually worth reading? The truth is, most of it isn't.

Short, sweet, and jam-packed with incredibly valuable insights, this audiobook is an actionable guide to creating massive differentiation in your business.

Business media “platforms” and social media platforms have a problem. The way content gets created, distributed, and monetized today is being radically transformed—and most people haven’t noticed yet. And up until now, creators have not been paid (fairly) for their work. Short, sweet, and jam-packed with incredibly valuable insights, this audiobook is the ultimate guide for creators who want to understand how to make the most of the changing media landscape.

Category romance is a precise art. With such a small word count, writing the perfect category romance is a little like writing a haiku. But how do you write a book in 17 syllables? In Crafting Category Romance, two-time RITA™-nominated author of nearly 100 books Amy Lane describes the rules of engagement, traps to watch out for, and how to leverage common tropes to create conflict, craft a character, develop a plot, and leave readers with a happy ever after that's different every time - all in a tidy package.

Are you looking to pass by time, but do not want to be mindlessly scrolling? Are you looking for a trivia game that has interesting topics that will blow your mind? Road Trip Trivia Game Show is a great way to pass time while traveling. In this audiobook, there will be 11 trivia categories to choose from and eight other secret bonus categories. Each category will have 25 questions, and unlike other trivia books, this one allows you to navigate around to each topic you would like to test yourself on!

You are no doubt a busy student with a lot of things going on! It can be challenging to find the time to read your EMT textbook in preparation for the NREMT Exam. However, the truth is that the NREMT is a challenging computer adaptive test, meaning the difficulty of the questions are adjusted based on the responses you provide. It is normal to have some anxiety about taking this test. The NREMT only allows a certain number of attempts to pass the test. Thorough preparation is therefore essential.

Short, sweet, and jam-packed with incredibly valuable insights, this audiobook explains why year-long marketing should not be your dominant focus, and explains the exponential benefits of mattering to your most loyal customers just a few times per year.

Some writers don’t want to think about the money side. The question of how to monetize as a writer, creator, and thought leader is a bit loaded—because it requires you to address a deeper question, first.

Category Pirates - Christopher Lochhead, Eddie Yoon, and Nicolas Cole - walk listeners through arguably the most important aspect of going public: writing the S-1. If there was ever a way to measure public company readiness, the S-1 document would be it. Within the first few lines of a company’s S-1, you can immediately tell whether they are positioning themselves in the context of the past, or are educating investors on a different (and exponentially more valuable) future.

Category Neglect doesn’t come from people being stupid or lacking sufficient data and resources to spot the headwinds and tailwinds of the future. It comes from a refusal to acknowledge which direction the wind is really blowing.

From early in life, we’re taught to compete in a preexisting game of comparison designed by someone else (listen to this sentence three times). And in doing so, we unconsciously submit to someone else’s rules. In business, this seems smart. Buy Google Ads for the keywords that indicate someone is already shopping and yell, “Pick me! Pick me!” The unquestioned rationale is: Demand exists, and if our business can tap into that existing demand, we will find customers—and customers lead to profits.

In 1973, Martin Cooper invented the cell phone. How? He started with a problem (the Chicago police needed an alternative to bulky two-way radios). He synchronized the magic triangle (product, company, and category design). He executed a lightning strike (a publicized call to his top competitor). And he won the category.

Christmas is a lightning strike for Christianity (not unlike how Salesforce created Dreamforce, their yearly conference). It happens once per year, and introduces the masses to the POV of Christianity ("Jesus died for our sins") without requiring any real religious participation. If you want to go to Christmas Eve mass, churches are open. And if you just want to Amazon Prime a bunch of gifts for your nieces and nephews and get drunk on spiked eggnog, God bless you!

A small start-up based in Chicago came up with a radically different idea to help small businesses generate buzz, awareness, and customer acquisition. These digital coupons were called Groupons. Ten years later, Groupon has become a thing of the past, with a market cap of less than $1 billion.

How big is the universe? How many numbers are there? And is infinity + 1 is the same as 1 + infinity? Such questions occur to young children and our greatest minds. And they are all the same question: What is infinity? In Beyond Infinity, Eugenia Cheng takes us on a staggering journey from elemental math to its loftiest abstractions. Along the way, she considers how to use a chessboard to plan a worldwide dinner party, how to make a chicken-sandwich sandwich, and how to create infinite cookies from a finite ball of dough.

Mushroom picking is an incredible hobby. You’re out in the open, enjoying nature and the fresh air, and you’re bringing home something that will have a fantastic impact on your health. Don’t let the fear of the unknown stop you - if you follow the rules closely and always play it safe, you’re in no danger whatsoever. Mushrooms are just like every other type of life on Earth - there are good guys and there are bad guys. All you need to know is how to tell one from the other. And that’s precisely what this guide will help you to do.