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Superconsumers

A Simple, Speedy, and Sustainable Path to Superior Growth

by Eddie Yoon ...

Not your average consumer.Pork dorks. Craftsters. American Girl fans. Despite their different tastes, these eclectic diehards have a lot in common: they’re obsessed about a specific brand, product, or category. They pursue their passions with fervor, and they’re extremely knowledgeable about the things they love. They aren’t average consumers-they’re superconsumers.Although small in number, ... Read more

$23.09 USD or Free with Kobo Plus

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Not your average consumer.Pork dorks. Craftsters. American Girl fans. Despite their different tastes, these eclectic diehards have a lot in common: they’re obsessed about a specific brand, product, or category. They pursue their passions with fervor, and they’re extremely knowledgeable about the things they love. They aren’t average consumers-they’re superconsumers.Although small in number,
... Read more

Also available as: Audiobook
Paid To Create

How To Leverage Your Intellectual Capital To Accelerate Your Career & Achieve Financial Freedom

by Christopher Lochhead, Nicolas Cole, Eddie Yoon ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comYou are an Intellectual Capitalist-and you might not even realize it.Anytime you create a process for yourself, you are an Intellectual Capitalist.Anytime you execute your own problem-solving framework, you are an Intellectual Capitalist.Anytime you ... Read more

$7.99 USD

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comYou are an Intellectual Capitalist-and you might not even realize it.Anytime you create a process for yourself, you are an Intellectual Capitalist.Anytime you execute your own problem-solving framework, you are an Intellectual Capitalist.Anytime you
... Read more
Writer Business Models

How Writers, Creators, And Thought Leaders Monetize

by Nicolas Cole, Christopher Lochhead, Eddie Yoon ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comSome 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.Two questions, actually...Question #1: What ... Read more

$7.99 USD

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comSome 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.Two questions, actually...Question #1: What
... Read more
Engineering Exponential Moments

How To Recognize & Capitalize On Opportunities To Create A New & Different Future

by Nicolas Cole, Christopher Lochhead, Eddie Yoon ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comIf your career starts at 25, and the average retirement age is 65, and each role (each "swing") is roughly a 5-year journey, that's 8 trips to the plate and then you're done.Whatever you accomplish for yourself in those 8 trips-whether it be playing ... Read more

$7.99 USD

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comIf your career starts at 25, and the average retirement age is 65, and each role (each "swing") is roughly a 5-year journey, that's 8 trips to the plate and then you're done.Whatever you accomplish for yourself in those 8 trips-whether it be playing
... Read more
Living Your Category POV

Why Founder/CEO-Problem Fit Defines Whether You Are A Missionary Or A Mercenary

by Eddie Yoon, Christopher Lochhead, Nicolas Cole ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comMany years ago, Kraft ran an internal survey.The survey asked the company's top 100 executives which Kraft products they ate. "Which products do you buy a lot of? Which of these products do you love?"Turns out, only 3 of the top 100 executives were ... Read more

$7.99 USD

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comMany years ago, Kraft ran an internal survey.The survey asked the company's top 100 executives which Kraft products they ate. "Which products do you buy a lot of? Which of these products do you love?"Turns out, only 3 of the top 100 executives were
... Read more
How To Have A Legendary Career

Ask Yourself These 8 Questions

by Christopher Lochhead, Eddie Yoon, Nicolas Cole ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comHow are you investing your life?Some of the most-asked questions in business are career-related:"How do I decide when to leave my current company?""How do I pick which company I should join?""How do I get a bigger job?"Where you choose to work and ... Read more

$7.99 USD

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comHow are you investing your life?Some of the most-asked questions in business are career-related:"How do I decide when to leave my current company?""How do I pick which company I should join?""How do I get a bigger job?"Where you choose to work and
... Read more
How To Become A Top 444 Author

How To Scale Breakthrough Ideas

by Nicolas Cole, Eddie Yoon, Christopher Lochhead ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comThe pinnacle of sharing your insights with the world is writing a book, whether you are a writer, a creator, an entrepreneur, or an executive.If you want to make a difference in the world and you want the best possible shot at producing a best ... Read more

$7.99 USD

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comThe pinnacle of sharing your insights with the world is writing a book, whether you are a writer, a creator, an entrepreneur, or an executive.If you want to make a difference in the world and you want the best possible shot at producing a best
... Read more
Missionaries vs Mercenaries

Are You Competing Or Are You Creating?

by Nicolas Cole, Eddie Yoon, Christopher Lochhead ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comMost entrepreneurs and business strategists believe Cirque du Soleil created something new by doing what had come before in new & different ways.But that's not really what happened.The untold story of Cirque du Soleil reveals the importance of ... Read more

$7.99 USD

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comMost entrepreneurs and business strategists believe Cirque du Soleil created something new by doing what had come before in new & different ways.But that's not really what happened.The untold story of Cirque du Soleil reveals the importance of
... Read more
Category Design For Social Change

How Languaging, Superconsumers, And Lightning Strike Marketing Can Change The World For Good

by Nicolas Cole, Christopher Lochhead, Eddie Yoon ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comEverything is the way it is because someone changed the way it was.For example, in the early 1900s, women and men were not paid the same amount of money for the same amount of labor.Because it was the law.That is, until 1972 (in Canada) and 1963 (in ... Read more

$7.99 USD

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comEverything is the way it is because someone changed the way it was.For example, in the early 1900s, women and men were not paid the same amount of money for the same amount of labor.Because it was the law.That is, until 1972 (in Canada) and 1963 (in
... Read more
Category Design 101

End Of Year 2022 Q&A

by Christopher Lochhead, Nicolas Cole, Eddie Yoon ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comCategory Design is about educating the world on something that doesn't exist or isn't commonly understood.This means educating people on something they don't know anything about-yet. But in order to properly teach people, you have to ask the right ... Read more

$7.99 USD

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comCategory Design is about educating the world on something that doesn't exist or isn't commonly understood.This means educating people on something they don't know anything about-yet. But in order to properly teach people, you have to ask the right
... Read more
Position Yourself Or Be Positioned

The Personal Category Design Playbook

by Nicolas Cole, Christopher Lochhead, Eddie Yoon ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comHuman beings are not brands.Listen closely...Oprah Winfrey is not a brand. Oprah is a Black woman who was born into poverty in Mississippi to a single teenage mother who used her challenging and troubling childhood to inspire her to create a new ... Read more

$7.99 USD

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comHuman beings are not brands.Listen closely...Oprah Winfrey is not a brand. Oprah is a Black woman who was born into poverty in Mississippi to a single teenage mother who used her challenging and troubling childhood to inspire her to create a new
... Read more
Radical Resilience

How To Be Mission-Driven When The Odds Are Against You

by Eddie Yoon, Katrina Kirsch, Christopher Lochhead ...

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here: categorypirates.substack.comAs a category designer, you must develop a sense of radical resilience in order to bring about a different future.Hold fast. It means holding tight to the rigging to ride out a storm. You don't let go or give up. You bear down. You stay the course. ... Read more

$7.99 USD

To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here: categorypirates.substack.comAs a category designer, you must develop a sense of radical resilience in order to bring about a different future.Hold fast. It means holding tight to the rigging to ride out a storm. You don't let go or give up. You bear down. You stay the course.
... Read more

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Superconsumers

Paid To Create

Writer Business Models

Engineering Exponential Moments

Living Your Category POV

How To Have A Legendary Career

How To Become A Top 444 Author

Missionaries vs Mercenaries

Category Design For Social Change

Category Design 101

Position Yourself Or Be Positioned

Radical Resilience

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