Business Category

A mediocre category designer will beat a world-class marketer every day of the week. The reason is because all marketing sits within a context. "He or she who frames the problem owns the solution." Without this context—without a category—your marketing becomes nothing but screaming, shouting, and pitching customers with deals, discounts, and other short-term tactics in the hopes of landing a sale.

Short, sweet, and jam-packed with incredibly valuable insights, this “mini-book” is a goldmine of mental pivots and actionable insights that will help you cut through the noise of your industry and become a voice of thought leadership at scale.

Over the past 20 years, category creation and category design has gone from being a little-known "positioning" secret from advertising legends like David Ogilvy, Leo Burnett, Al Ries, Jack Trout, Gary Halbert, and more, to now becoming the single most in-demand skill among business leaders, Fortune 500 executives, Silicon Valley entrepreneurs, marketers, and even the next generation of digital creators.

Some writers don’t want to think about the money side. The question of how to monetize as a writer, creator, and thought leader is a bit loaded—because it requires you to address a deeper question, first.