To read this ‘mini-book, ‘ as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:

categorypirates.substack.com

Many 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 Superconsumers of their own company’s products.

One executive said, ‘I’d never feed my family this stuff.’

There’s an expression in business: ‘Eating your own dog food.’ Whether you ‘eat your own dog food’ is a massive signal to customers, business partners, prospective hires, and investors.

The simplest way to tell when a company is creating a new category is to look at whether the founder(s) eat their own dog food.

Or, said differently: does the founder live their POV?

In this ‘mini-book’ you will learn:

• How interviews with Bill Gates, Steve Jobs, Tim Cook, Sundar Pichai, and other tech CEOs reveal the issues with not ‘eating your own dog food.’


• Examples of living your category POV from leaders like Brian Chesky, Joe De Sena, Jack O’Neill, and Brittany Fuisz.


• How to live, breathe, and sleep your product or service to send a signal of confidence about your business.


• Tips to create a category that makes you feel the most fulfilled and like you’re spending your life doing something that matters.


• How to tell others about the problem you’re determined to solve (and the solution you are bringing to the table), and SHOW them how you ‘eat your own dog food’ too.

Short, sweet, and jam-packed with incredibly valuable insights, this ‘mini-book’ how to develop your own unique category POV and live that POV out in the world.