Category Pirates – Strategy Therapy

Category Pirates - Strategy Therapy

Strategy Therapy is a self-paced course that helps entrepreneurs create a business strategy fast — and without any complicated BS.

But unlike traditional strategy planning, you’ll honestly assess your company to see what makes it different. You’ll get detailed feedback and attend live workshops to evaluate your company through a category lens. And you’ll leave with a one-page strategy to drive your category forward.

Strategy doesn’t have to be complicated. Simplify it, and start owning your category.

The honesty and clarity you need to become known for a niche you own.

All entrepreneurs struggle with “lost in translation” problems.

You can’t get everyone on the same page, because you don’t have a compelling strategy on 1 page.

If you’re reading this, chances are one (or more) of these problems are keeping you up at night:

1. You have the right strategy but the wrong words.

You have the right strategy, category problem, and unique POV. But you can’t explain it exactly how you want to your team, investors, and board. Or even worse, your customers.

2. You have the right strategy but too many words.

Your strategy takes too long to explain, and no one can remember (or repeat) it to others. You can’t pierce through the noise. So your team, investors, and customers aren’t on the same page.

3. You have the wrong strategy but the right words.

Your words are clear and compelling. So good that no one tells you the brutally honest truth—the problem you’re solving (and thus, your strategy) is wrong.

These problems lead to wasted time and lost revenue. But you can solve them with a clear, powerful strategy.

Strategy Therapy is an emotional, introspective process that helps align your business with category design principles.

It consists of three pillars:

1. Brutal honesty

You get to be brutally honest about your strengths and weaknesses to uncover what sets you apart.

2. Radical courage

You build the courage to embrace your strengths and differentiate yourself.

3. Simplicity through clarity

Once you know where you are and where you want to go, you can simplify your strategy to fit on one page.

Once you embrace Strategy Therapy, everything changes.

You’ll be able to answer 3 questions:

1. What “one thing” honestly makes your business different, not better?
2. How special, courageously different, and valuable is your “one thing” to customers?
3. How does your “one thing” impact your company and category?

And you’ll have a coherent one-page plan that helps align your team before you launch, before you raise capital, or before you blow all your capital.

Meet Your Strategy Captains — The Category Pirates

Eddie Yoon has written more for the HBR on category strategy than any other person.

Eddie is the founder of EddieWouldGrow, LLC, a think tank and advisory firm on growth strategy, and a co-creator of Category Pirates.

Previously, Eddie was one of the senior partners at The Cambridge Group, a strategy consulting firm. His work over the past two decades has driven over $8 billion dollars of annual incremental revenue. In particular, eight of his clients have doubled or tripled in revenue in less than eight years. Eddie is one of the world’s leading experts on finding and monetizing superconsumers to grow and create new categories.

‍He’s the author of the book, Superconsumers: A Simple, Speedy and Sustainable Path to Superior Growth (Harvard Business School Press, 2016), which was named one of the Best Business Books of 2017 by Strategy & Business.

Eddie has been helping companies build winning strategies for three decades. He knows the power of Strategy Therapy frameworks (because he designed many of them)—and he’s ready to help you apply them to your business.

Christopher Lochhead is co-author of Play Bigger and Niche Down and a “godfather of category design.”

Lochhead is a #1 Apple Business Podcaster, #1 Amazon Marketing author, a category designer, and co-creator of Category Pirates.

He hosts the award-winning dialogue podcast “Follow Your Different” and the award-winning “Lochhead on Marketing” podcast. The Marketing Journal says he’s “one of the best minds in marketing”, Podcast Magazine says he’s “the best business podcaster,” NBA legend Bill Walton calls him “a quasar,” and The Economist calls him “off-putting to some.”

Lochhead has been an advisor to over 50 venture-backed startups, is a venture capital limited partner, a former three-time Silicon Valley public company CMO (Vantive, Scient, Mercury Interactive), and an entrepreneur.

With over 35 years in the entrepreneurial foxhole, he’s experienced the bliss of winning, the pain of losing, made a lot of friends and a few enemies, and learned to laugh about the whole thing. He’s raised venture capital, taken companies public, helped create billions in market cap, been part of countless M&A transactions, served on many boards, been on the cover of few magazines and has failed a lot, been publicly criticized, humiliated, and fired. A bunch.

‍He’s been featured in/on Harvard Business Review, CNBC, CNN, Fox Business, Associated Press, The Economist, CBS News, Fortune, Forbes, Business Insider, and countless podcasts.

He thinks George Carlin was right, whisky is a good thing, The Ramones are legendary, Tom Waits is a gift, K.D. Lang and Leonard Cohen are angels, and social media “influencers” and “hustle porn stars” are a scourge on the earth.

He also believes that if you don’t have a one-page strategy, you don’t have a strategy.

Katrina Kirsch is the Head of Publishing & Operations for Category Pirates.

Katrina Kirsch has worked behind the scenes as a writer and ghosteditor for Silicon Valley founders and multi-billion dollar tech startups, helping entrepreneurs position, edit, and publish their work. She has collaborated on several books and 530+ articles for HubSpot, Photographers Without Borders, Digital Press, M1 Finance, and more.

Discovering category design changed the course of her career.

Today, she runs Category Pirates, Strategy Therapy, and the Category Design Academy—the training ground for category design consultants and advisors ready to grow their businesses, 3x their pricing, and design a legendary career.

You’ll get feedback on your strategy in monthly live workshops with the Category Pirates.

Ask questions, get answers, and pitch your strategy alongside other students. You’ll connect with fellow category designers and refine your one-page strategy.

Who is Strategy Therapy for?

Not everyone is the right fit for this course.

**You’re not a good fit for this course if:**

You believe entrepreneurs can’t do strategy themselves and need a Big 3 consulting firm to hold your hand and tell you how to be “better.”

You want your strategy handed to you.

You’re not willing to do the hard, deep-thinking work required to create a different category.

You play it safe by managing existing things, driving incremental improvements, and keeping the trains running.

You believe success is about beating the competition, being better, and playing a comparison game.

You’re a good fit for this course if:

You’re willing to reassess or even pivot from your existing business strategy.

You’re willing to receive brutally honest feedback about whether or not your company or category is special.

You want to stand out and make your place in the business world.

You want to remove complexity and focus on the one thing that makes your company special to your customers.

You know that success is about creating net new value, new offerings, and new categories.

Ready to hone your strategy?

Here’s everything you get instant access to once you join Strategy Therapy.

33+ lessons to help you create a simple, powerful strategy
Develop a strategic plan in one week with step-by-step guidance. No need to sift through endless free content – it’s all here in one place.
8 AI prompts to help you be brutally honest about your business
Get immediate insights into your strategy’s weaknesses and strengths. Hear feedback you won’t get from your team, friends, or investors.
1-Page Strategy Narrative Template
Quickly create a clear strategy one-pager that aligns your team. No need to start from scratch.
Monthly 60-minute live workshops to get feedback
Continuously improve your strategy with live workshops, where you’ll get coaching from the Category Pirates and listen in on the feedback we give to others. This is the only way to access the knowledge we’ve gained from decades of strategy experience that’s produced billions in revenue for businesses, beyond a 5-figure coaching call or a 7-figure advisor investment (only available in Strategy Therapy).
13+ strategy case studies from past students
Avoid common mistakes by seeing feedback from past students. Get insights you can implement in your own one-page strategy.
Lifetime updates & access
You’ll always have access to the most current Strategy Therapy training and tools. No need to pay for future updates.

Ready to design a different strategy and own your category?

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