Snow Leopard
How Legendary Writers Create a Category of One
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Narrated by:
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Jason DeFillippo
About this listen
Legendary writers, the ones who stand the test of time, create a category of one.
They’re snow leopards.
Snow Leopard is the first writing advice audiobook ever made through a Category Design lens. Inside, what you will not find are a bunch of nose-picky suggestions for how you can make your writing “better.” There will be no talk of comma placement, grammatical correctness, or a recap of Joseph Campbell’s The Hero’s Journey.
Instead, you will internalize a completely new way of framing your ideas, stories, and insights to reach and resonate with the most people possible. Written by the world’s first “business writing band,” Category Pirates—made up of Christopher Lochhead, Eddie Yoon, and Nicolas Cole—Snow Leopard shows you how to create a category for yourself, master the art of obvious and non-obvious content, monetize in new ways, and enjoy a lifelong career of independence, creative freedom, and exponential financial upside.
In decades past, David Ogilvy, Gary Halbert, Leo Burnett, Gary Bencivenga, Al Ries, Jack Trout, and many more master communicators have all written about the psychology behind how messages spread. Snow Leopard builds on their work, and along with dozens of new insights and frameworks, roots this thinking in the digital age.
In this audiobook, you will find:
- The content pyramid: A proven framework for becoming a differentiated creator or curator.
- Writer business models: A comprehensive guide breaking down all the different ways writers and creators can monetize their work in the digital age.
- Content marketing opportunities: An insider’s take on why the growing content marketing industry is becoming more and more saturated (and the opportunity this creates for you).
- The art of fresh thinking: A timeless framework for ensuring your ideas are original, unique, and highly differentiated.
- The power of a POV: A new way of thinking about “scaling yourself” on the Internet–and why you never want to be a “better version” of an existing thing.
- Quick guide to languaging: A never-before-shared model for inventing new language to get ideas to “stick”—and the unfair advantage this creates.
- How to write a book that scales: And dozens of insights from the world’s largest non-fiction study of business books, reverse-engineering books that grab people’s attention from books that flop.
Whether you are a writer, creator, entrepreneur, executive, public speaker, investor, or industry thought leader, Snow Leopard is your guide for becoming known for a niche you own.
©2022 Category Pirates (P)2023 Category PiratesListeners also enjoyed...
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Paul Jarvis left the corporate world when he realized that working in a high-pressure, high profile world was not his idea of success. In Company of One, Jarvis explains how you can find the right pathway to do the same, including planning how to set up your shop, determining your desired revenues, dealing with unexpected crises, keeping your key clients happy, and of course, doing all of this on your own. Company of One is a refreshingly new approach centered on staying small and avoiding growth, for any size business.
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Starts out strong...
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Now that 75 percent of screen time is spent on connected devices, digital strategies have moved front and center of most marketing plans. But what if that's not enough? What if most people ignore company messages? What if consumer engagement never goes further than the "like" button? A sobering reality is hitting marketers. Technology hasn't just reshaped mass media, it's altering behavior as well. And getting through to customers will take some radical rethinking.
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Needed. Valuable. Welcome contribution.
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In Silicon Valley slang, a "bozo explosion" is what causes a lean, mean, fighting machine of a company to slide into mediocrity. As Guy Kawasaki puts it, "If the two most popular words in your company are partner and strategic, and partner has become a verb, and strategic is used to describe decisions and activities that don't make sense"...then it's time for a reality check.
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The Reality of Reality Check
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Winning today isn't about beating the competition at the old game. It's about inventing a whole new game - defining a new market category, developing it, and dominating it over time. You can't build a legendary company without building a legendary category. If you think that having the best product is all it takes to win, you're going to lose. In this farsighted, pioneering guide, the founders of Silicon Valley advisory firm Play Bigger rely on data analysis and interviews to understand the inner workings of "category kings".
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Courtney and Carter Reum have years of experience in the field, from investing in over 130 companies, including Lyft, Pinterest, Warby Parker, and ClassPass, to driving the success of their own liquor brand, VEEV Spirits. The Reum brothers have learned from every triumph and tribulation and over the years have developed an effective and easy-to-understand guide to help entrepreneurs through the startup journey from inception to sale.
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A must read for start ups
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Whether you're an entrepreneur, an intrapreneur, or a not-for-profit leader, there's no shortage of advice on such topics as writing a business plan, recruiting, raising capital, and branding. In fact there are so many books, articles, and websites that many startups get bogged down to the point of paralysis, or they focus on the wrong priorities and go broke before they discover their mistakes.
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Like a collection of about.com articles
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What listeners say about Snow Leopard
Average customer ratingsReviews - Please select the tabs below to change the source of reviews.
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- Sean
- 08-20-23
Category King
This is hands down one of my favorite books. It's a gem that I feel will help people be more successful in business and in writing.
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- Reviewer
- 12-09-23
A fresh take brought down by hacky self-promotion
The book's approach to lambasting conventional, generic marketing and social media content is refreshing and valuable. However, the constant self-promotion and self-references significantly detract from the educational content. By the time you get halfway through the book, you will be sick and tired of hearing about "category pirates" and what "pirate Christopher" has accomplished in his life. We get it. You want to invent new languaging and hope it catches on, just like what you talk about in your book. I don't see it happening in this case though, guys.
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- Spencer Claeys
- 05-23-23
Great book!
Be different. Own your category, a great book for thinking better. Definitely recommend to anyone who’s a writer or creative.
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- Rich
- 08-14-24
Different as In Better
Nicolas Cole, and his trio of friends, think for themselves and have found best solutions for today’s digital writer. I’m onboard.
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- Ian Garlic
- 10-07-23
Must Listen/Read Book for Creators and Marketers
This book really lays out the most important details in becoming a legendary content creator. It also shines bright light on the marketing industry (which I am a part of) and its real failures in content. It's a must read if you want to be a writer, content creator, change the world, make a living or use content for marketing your business.
I feel this is literally the entire United States right now, but thats another discussion.
The only drawback. There are three authors so the narrator refers to them as "pirate christopher". Pirate etc...
It's not bad enough to take away a star, but for some reason it really bugs me.
The content is legendary enough to look past that.
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- Professional Customer
- 11-14-23
Good but profanity doesn't win smart listeners
First, the general content is great, but as another reader mentioned, it is not a new book as much as it is a packaging of the modular mini books which the authors have made available through their premium substack subscription. Thus, if you haven't read the mini books - look at the back cover on the Amazon page to see what's included - then this will be fairly high value content for you. However, if you have read the authors other works, then this will be marginally valuable to the degree you needed a refresher.
Second, the author's references to other books as examples often includes books from the category which use an expletive in the title. While this may not be frustrating to the eye, it is extremely frustrating to the ear for those who do not appreciate having to hear expletives when listening. While expletives may not seem offensive when watching a television show or movie or in a novel's dialogue, they can be extremely offensive in several other settings where you might be listening to a book on your own or with someone else. The authors would have been better served to have had the narrator instructed to bleep out the expletives - just like they are on the title of those books.
In sum, the content - minus the off-putting language moments which hinders my recommending to certain colleagues - is worth knowing and applying. The all in one nature of this book versus several mini books is great, but just know that it can be found elsewhere from the authors if you look.
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- Paul Dandurand
- 10-25-23
Almost Same Content As “21 Laws of Category Design” Book
There are many passages that are copy and paste from the author’s other book titled “21 Laws of Category Design”. I read the other one first, which was great, but wasted my money on this one since it’s repetitive and verbatim in many spots. I suggest you read one or the other, but not both.
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