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

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Everything 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 the United States), when a new POV emerged.

Equal Pay For Equal Work.

Five small, strategically placed words didn’t just change the way people thought about work or the way people thought about the role women played in society.

THEY CHANGED THE LAWS for Canada, then the United States, and then most of the western world.

Whether you are willing a new sector into existence or trying to change laws of government to spearhead social change, Category Design is the art of changing people’s minds.

In this ‚mini-book‘ you will learn:

• Why executives, entrepreneurs, employees, and investors who are standing on the sidelines in the face of a major injustice or evil is not ‚being neutral.‘


• How to think up a new and radically different POV-and then educate the world on the benefits of adopting that POV.


• What Global Warming and The Patriot Act teach about the power of languaging when establishing a unique POV.


• Where to find the Superconsumers most likely to hop aboard your pirate ship and fly the flag of your mission.


• Why Lightning Strike Marketing efforts, like the ALS Ice Bucket Challenge and Black Lives Matter, spark effective social change.

Short, engaging, and jam-packed with incredibly valuable insights, this ‚mini-book‘ outlines how to change the world through Category Design.