In 1973, Martin Cooper invented the cell phone.

How?

• He started with a problem (the Chicago police needed an alternative to bulky 2-way radios)


• He synchronized the Magic Triangle (product, company, & category design)


• He executed a Lightning Strike (a publicized call to his competitor)

And he won the category.

• How Martin Cooper led the creation of the world’s first cell phone at Motorola-and made the first publicized call on it.


• The Category Design frameworks Cooper used to invent the cell phone and dominate the new and different category.


• The steps Cooper and his team took to create a product and experience that solved the problem with immobile phones.


• The 3 major issues in healthcare, education, and energy that Cooper believes can be solved with efficient, accessible technology.


• Sage advice for Category Designers who dream to change the world with technology.

Short, sweet, and jam-packed with incredibly valuable insights, this Pirate Profile tells the story of a radically different engineer who used Category Design to achieve a technology breakthrough.