Christopher Lochhead & Nicolas Cole 
Category Design 101 [EPUB ebook] 
End Of Year 2022 Q&A

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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Category 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 questions.

In 2022, category designers like you sent our team at Category Pirates hundreds of questions about the fundamentals of category design. So we want to answer them publicly so everyone can learn from them. By the end, you’ll understand how to differentiate the ‘undifferentiable.’

In this ‘mini-book’ you will learn:

• 7 steps to find your different and see ‘the value of your value’ from your own vantage point


• How to design a category for a service most people don’t know anything about or understand


• The process to apply Category Design to a company that operates in a niche but has a lot of different products


• The major mistake most companies make that shatters the clarity of the category


• How to differentiate from the competition while still resonating your message with the market

Short, sweet, and jam-packed with incredibly valuable insights, this ‘mini-book’ shares an overview of the most-pressing category design questions, from aspiring category designers like you.