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A Marketer's Guide to Category Design
- How to Escape the "Better" Trap, Dam the Demand, and Launch a Lightning Strike Strategy
- Narrated by: Jason DeFillippo
- Length: 4 hrs and 18 mins
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Publisher's Summary
A mediocre category designer will beat a world-class marketer every day of the week.
The reason is because all marketing sits within a context. "He or she who frames the problem owns the solution." Without this context—without a category—your marketing becomes nothing but screaming, shouting, and pitching customers with deals, discounts, and other short-term tactics in the hopes of landing a sale. But are you building your business? More importantly, are any of these efforts going to compound over time and establish you as the category leader?
Christopher Lochhead, Eddie Yoon, and Nicolas Cole—otherwise known as the Category Pirates—are the authorities of category creation and category design in the digital world. Pirate Christopher is a three times CMO, Pirate Eddie has driven over eight billion dollars in annual sales generated for companies, and Pirate Cole is a serial writing entrepreneur. Together, they have put together A Marketer's Guide To Category Design.
In this book, you will learn:
- There is a new category of "human" in today's world: Native Digitals (people under the age of 35 years old). And if you are a Native Analog, then all of your marketing efforts need to sit in this new context called, "For Native Digitals, the digital world is the real world."
- Why so many marketers, entrepreneurs, executives, and even investors fall for "The Big Brand Lie" (falsly believing it's the company's "brand" customers care about).
- The "Better" trap: Why comparison marketing never works, and causes comparison-focused companies to fight over only 24 percent of the market.
- How to successfully execute a "Dam the Demand" strategy, stopping customers in the "old" world, and moving them over to the new and different future you are creating.
- How to launch a "Lightning Strike Strategy"—and why "Peanut Butter Marketing" (spread out evenly throughout the year) is a guaranteed path to irrelevancy.
- What most marketers don't understand about Black Friday, and why discount campaigns and coupons are a bad way to grow your business.
- And finally, the difference between content marketing that captures people's attention and makes a difference, versus content that goes nowhere.
If you are a marketer, entrepreneur, or an executive who wants to approach marketing through a category lens, this is the book for you.
You may also enjoy...
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The Category Design Toolkit: Beyond Marketing
- 15 Frameworks for Creating & Dominating Your Niche
- Written by: Category Pirates, Christopher Lochhead, Eddie Yoon, and others
- Narrated by: Jason DeFillippo
- Length: 8 hrs and 48 mins
- Unabridged
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Overall
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Performance
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Story
Over the past 20 years, category creation and category design has gone from being a little-known "positioning" secret from advertising legends like David Ogilvy, Leo Burnett, Al Ries, Jack Trout, Gary Halbert, and more, to now becoming the single most in-demand skill among business leaders, Fortune 500 executives, Silicon Valley entrepreneurs, marketers, and even the next generation of digital creators.
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Become Known for a Niche You Own
- Why Legendary Writers Use Languaging to Design New & Different Categories
- Written by: Category Pirates, Nicolas Cole, Christopher Lochhead, and others
- Narrated by: Christopher Lochhead
- Length: 1 hr and 22 mins
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Overall
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Performance
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Why do some writers and creators become known for a term, a phrase, or even an entire category, while others (talented as they might be) fade away? Because the most memorable writers and creators become known for a niche they own. And, more importantly, they invented new language to help them show the world how and why they are different.
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Excellent! So many ideas a true reference material!
- By Kim on 2022-12-21
Written by: Category Pirates, and others
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The Content Pyramid
- The 5 Levels of Becoming a Legendary Writer, Creator, and Thought Leader
- Written by: Category Pirates, Christopher Lochhead, Nicolas Cole, and others
- Narrated by: Jason DeFillippo
- Length: 45 mins
- Unabridged
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Overall
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Performance
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Short, sweet, and jam-packed with incredibly valuable insights, this “mini-book” shares unique insight into what it takes to become a thought leader and successfully build a unique and differentiated category.
Written by: Category Pirates, and others
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The 22 Laws of Category Design
- Name & Claim Your Niche, Share Your POV, and Move the World from Where It Is to Somewhere Different
- Written by: Category Pirates, Christopher Lochhead, Eddie Yoon, and others
- Narrated by: Jason DeFillippo
- Length: 5 hrs and 59 mins
- Unabridged
-
Overall
-
Performance
-
Story
This book is for a very small percentage of business people. You see, most people in business are not trying to use Category Design to create a new category that changes the future and generates exponential new value. Instead, many people in business are trying to “not get fired.” Many people want to go to work, make a contribution, and go home.
Written by: Category Pirates, and others
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The Power of a Point of View
- Everything Is the Way it Is Because Someone Changed the Way It Was
- Written by: Category Pirates, Nicolas Cole, Christopher Lochhead, and others
- Narrated by: Christopher Lochhead
- Length: 48 mins
- Unabridged
-
Overall
-
Performance
-
Story
Ninety percent of what we’ve been taught about entrepreneurship, business strategy, and marketing is wrong. Without a differentiated POV, you are just like everyone else. No matter how cool, clever, or expensive your branding is. Short, sweet, and to the point, this is an audiobook for how you can attract customers, clients, fans, and followers.
Written by: Category Pirates, and others
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The 8 Category Levers
- How To Build a Massive, Pacific Ocean-Sized Differentiation Moat
- Written by: Category Pirates, Eddie Yoon, Nicolas Cole, and others
- Narrated by: Jason DeFillippo
- Length: 52 mins
- Unabridged
-
Overall
-
Performance
-
Story
Short, sweet, and jam-packed with incredibly valuable insights, this audiobook is an actionable guide to creating massive differentiation in your business.
Written by: Category Pirates, and others
-
The Category Design Toolkit: Beyond Marketing
- 15 Frameworks for Creating & Dominating Your Niche
- Written by: Category Pirates, Christopher Lochhead, Eddie Yoon, and others
- Narrated by: Jason DeFillippo
- Length: 8 hrs and 48 mins
- Unabridged
-
Overall
-
Performance
-
Story
Over the past 20 years, category creation and category design has gone from being a little-known "positioning" secret from advertising legends like David Ogilvy, Leo Burnett, Al Ries, Jack Trout, Gary Halbert, and more, to now becoming the single most in-demand skill among business leaders, Fortune 500 executives, Silicon Valley entrepreneurs, marketers, and even the next generation of digital creators.
Written by: Category Pirates, and others
-
Become Known for a Niche You Own
- Why Legendary Writers Use Languaging to Design New & Different Categories
- Written by: Category Pirates, Nicolas Cole, Christopher Lochhead, and others
- Narrated by: Christopher Lochhead
- Length: 1 hr and 22 mins
- Unabridged
-
Overall
-
Performance
-
Story
Why do some writers and creators become known for a term, a phrase, or even an entire category, while others (talented as they might be) fade away? Because the most memorable writers and creators become known for a niche they own. And, more importantly, they invented new language to help them show the world how and why they are different.
-
-
Excellent! So many ideas a true reference material!
- By Kim on 2022-12-21
Written by: Category Pirates, and others
-
The Content Pyramid
- The 5 Levels of Becoming a Legendary Writer, Creator, and Thought Leader
- Written by: Category Pirates, Christopher Lochhead, Nicolas Cole, and others
- Narrated by: Jason DeFillippo
- Length: 45 mins
- Unabridged
-
Overall
-
Performance
-
Story
Short, sweet, and jam-packed with incredibly valuable insights, this “mini-book” shares unique insight into what it takes to become a thought leader and successfully build a unique and differentiated category.
Written by: Category Pirates, and others
-
The 22 Laws of Category Design
- Name & Claim Your Niche, Share Your POV, and Move the World from Where It Is to Somewhere Different
- Written by: Category Pirates, Christopher Lochhead, Eddie Yoon, and others
- Narrated by: Jason DeFillippo
- Length: 5 hrs and 59 mins
- Unabridged
-
Overall
-
Performance
-
Story
This book is for a very small percentage of business people. You see, most people in business are not trying to use Category Design to create a new category that changes the future and generates exponential new value. Instead, many people in business are trying to “not get fired.” Many people want to go to work, make a contribution, and go home.
Written by: Category Pirates, and others
-
The Power of a Point of View
- Everything Is the Way it Is Because Someone Changed the Way It Was
- Written by: Category Pirates, Nicolas Cole, Christopher Lochhead, and others
- Narrated by: Christopher Lochhead
- Length: 48 mins
- Unabridged
-
Overall
-
Performance
-
Story
Ninety percent of what we’ve been taught about entrepreneurship, business strategy, and marketing is wrong. Without a differentiated POV, you are just like everyone else. No matter how cool, clever, or expensive your branding is. Short, sweet, and to the point, this is an audiobook for how you can attract customers, clients, fans, and followers.
Written by: Category Pirates, and others
-
The 8 Category Levers
- How To Build a Massive, Pacific Ocean-Sized Differentiation Moat
- Written by: Category Pirates, Eddie Yoon, Nicolas Cole, and others
- Narrated by: Jason DeFillippo
- Length: 52 mins
- Unabridged
-
Overall
-
Performance
-
Story
Short, sweet, and jam-packed with incredibly valuable insights, this audiobook is an actionable guide to creating massive differentiation in your business.
Written by: Category Pirates, and others