Business Category

Innovative concepts, tools, and playbooks for discovering, defining, and taking charge of new market categories, by two of the leaders of the category design movement. The most exciting—and often most valuable—companies create, develop and win new categories of products or services. Examples...

This book is for a very small percentage of business people. You see, most people in business are not trying to use Category Design to create a new category that changes the future and generates exponential new value. Instead, many people in business are trying to “not get fired.” Many people want to go to work, make a contribution, and go home.

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.

Becoming a Category of One reveals how extraordinary companies do what they do so well and gives you the tools and ideas to help your business emulate their success. Packed with real case studies and personal reflections from successful business leaders, it helps you apply the best practices of the best companies to set yourself apart from your competitors and turn your business into a market leader.  

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.

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.

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.

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.

Category Creation is the first and only audiobook on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing and, more importantly, how it can be planned and orchestrated. It's not about luck. You can use the same tactics that other category-defining companies have used to delight customers, employees, and investors. There's no better strategy that results in faster growth and higher valuations for the company on top.

One of the most common questions entrepreneurs and small business owners ask is, “how do I create a category if I’m not a heavily funded startup, or some massively successful company? How can someone like me create a category of my own?” This reveals maybe the single greatest benefit of category design: anyone can do it, at any stage of their life.

Revisit this feel-good millionaire romance from New York Times bestselling author Susan Mallery. Three years ago, millionaire Stone Ward lost his wife in a car accident. Since then, he’s turned to a life of solitude and reclusion. Cathy Eldridge has become Stone’s only company, and although...

Uh-oh. Nicole Beauman had overcome a lot of obstacles in her life, and she sure as heck had never backed down from a challenge. But her boss, Zane Rankin, presented an entirely new sort of dilemma. Sexy and charming, he was like chocolate--sinfully good, but bad for her health. Nicki knew Zane...

Revisit this workplace romance by New York Times bestselling author, Susan Mallery. Lawyer Jack Hanson has a successful career as a junior partner in a law firm, but when his father dies unexpectedly, Jack steps in to run his family’s media company. His goal is to pull the company from the...

Short, sweet, and jam-packed with incredibly valuable insights, this audiobook is an actionable guide to creating massive differentiation in your business.

Revisit these two Small Town Uplifting Romance Books featuring homecoming romances, second chances, family matchmaking, and emotional connection. From #1 New York Times bestselling author Debbie Macomber. Previously published as Valerie and Stephanie. The Unexpected Match When Valerie’s father...

Escape again into Orchard Valley! Enjoy this classic small-town romance from #1 New York Times bestselling author Debbie Macomber. When nurse Sherry Waterman leaves Orchard Valley, Oregon, for Pepper, Texas, a small town in the middle of ranch country, she’s definitely not in the mood to be...

Rediscover this heartwarming small-town romance from New York Times bestselling author Debbie Macomber. Stephanie Bloomfield returns home to Orchard Valley, Oregon; her father has suffered a heart attack, and all three sisters are gathering at his side. But as her father begins to recover...

When best friends spend the night together, will a forbidden kiss change everything? Find out in the next The Carsons of Lone Rock novel by New York Times bestselling author Maisey Yates. It started with one simple favor Now one night together has the promise of more… No one knows...

Category Neglect doesn’t come from people being stupid or lacking sufficient data and resources to spot the headwinds and tailwinds of the future. It comes from a refusal to acknowledge which direction the wind is really blowing.

In 2016, Category Pirate Eddie Yoon wrote the seminal book on business growth, called Superconsumers. A Superconsumer is the kind of person who knows your category better than anyone else—and as a result, is willing to spend 30 percent to 70 percent more with you than other less enthusiastic customers. And in this “mini-book,” the pirates follow up with an equally groundbreaking discovery: A Super of one category is also a Super of nine others.