Two New Category Pirates Business Books Hit #1 at the Same Time

 Category Pirates, the leading digital-first business publisher, announced that their first two full-sized books, “The Category Design Tool Kit” and “A Marketer’s Guide To Category Design,” successfully achieved number one status in multiple categories on Amazon.com at the same time on Monday, December 6, 2021.

“Category Design has emerged as the most powerful business skill on the planet,” said Category Pirates Co-Creator, Nicolas Cole. “Over the past 20 years, Category Creation 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.”

Christopher Lochhead, Eddie Yoon, and Nicolas Cole—otherwise known as the Category Pirates—are thought leaders of Category Creation and Category Design thinking in the digital age.

What is Category Design?

Category Design is the management discipline of creating and dominating markets. It is a strategy used by entrepreneurs, executives, marketers, and creators to build business breakthroughs through establishing radical differentiation.

On average, category leaders earn 76% of the total value created in their market and have market capitalizations that are five to eight times higher than comparable high-growth companies. As a result, successful Category Designers are the people who earn the vast majority of the economic value created in a given market—and are the ones best positioned to make an outsized difference in the world.

Given the global success of Harvard Business Review articles such as “Why It Pays to Be a Category Creator” and “Category Creation Is the Ultimate Growth Strategy” (authored by Category Pirate, Eddie Yoon) and the first book on Category Design, “Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets” (Co-Authored by Category Pirate Christopher Lochhead), there has been a growing understanding in business that in order to have a meaningful impact, in order to “become known for a niche you own,” and in order to dominate an industry, you must create a new category for yourself (or redesign an existing one in your favor).

“The Category Design Toolkit”

In The Category Design Toolkit, readers discover 15 mind-altering frameworks for how to see business, life, and the way people organize information into “categories” in their minds. Are you a B2B enterprise software company? Do you sell plastic widgets on Amazon? Maybe you’re a small business owner, a biotech entrepreneur, or a YouTuber. It doesn’t matter who you are or what you do—category design thinking matters.

In this book, people will learn:

– How to objectively measure whether you and your company are creating a new category versus competing in someone else’s (existing) category.

– How to prosecute The Magic Triangle: product design, company/business model design, and category design.

– How to find your Superconsumers, and leverage Superconsumer data to discover new potential categories.

– How to engineer a category breakthrough (even if you think your industry is “too saturated” or “all the good ideas are taken”).

– The importance of being a missionary versus a mercenary—and why mercenary entrepreneurs and executives unknowingly compete over 24% of the market.

– The 8 category differentiation levers, and all the ways you can create a defensible moat around your business.

– How you can apply category creation & category design principles even as a small “e” entrepreneur or local business owner.

– How category design can also be applied to your career (and why you should aim to become known for a niche you own, not “build a personal brand).

– What happens if you neglect your category—and how to rage category violence industry leaders who make this mistake.

– How to write a legendary S-1 and raise hundreds of millions (even billions) of dollars in your company’s IPO by making a case for the future growth of your category (which you created & designed).

– Why “Blue Ocean” isn’t what you are looking for. And if you want to truly create a category of your own, you should execute a No Ocean Strategy.

The Category Design Toolkit is everything people need to know in order to learn, practice, and master the skill of category design.

“A Marketer’s Guide To Category Design: How To Escape The ‘Better’ Trap, Dam The Demand, And Launch A Lightning Strike Strategy”

In A Marketer’s Guide To Category Design, people will learn:

– There is a new category of “human” in today’s world: Native Digitals (people under the age of 35 years old). And if you are a Native Analog, then all of your marketing efforts need to sit in this new context called, “For Native Digitals, the digital world is the real world.”

– Why so many marketers, entrepreneurs, executives, and even investors fall for The Big Brand Lie (falsely believing it’s the company’s “brand” customers care about).

– The “Better” Trap: why comparison marketing never works, and causes comparison-focused companies to fight over only 24% of the market.

– How to successfully execute a Dam The Demand strategy, stopping customers in the “old” world and moving them over to the new & different future you are creating.

– How to launch a Lightning Strike Strategy—and why “Peanut Butter Marketing” (spread out evenly throughout the year) is a guaranteed path to irrelevancy.

– What most marketers don’t understand about Black Friday, and why discount campaigns and coupons are a bad way to grow your business.

– And finally, the difference between content marketing that captures people’s attention and makes a difference versus content that goes nowhere.

About Category Pirates

Category Pirates is the leading authority on category design and category creation. We publish newsletters and books for the radically different—who want to see, design and claim the future.

Category Pirates’ newsletter is in the top 1% paid of paid newsletters on the Internet, and currently at charting at #7 in the subcategory of “business” on Substack. Category Pirates has published over 20 books with multiple books achieving #1 status on Amazon.com in multiple business, strategy, and marketing categories.

Eddie Yoon, Nicolas Cole and Christopher Lochhead are the Co-Creators of Category Pirates.

Contact:

Categorypirates@gmail.com

Category Pirates

Nicolas Cole

573-864-5929

www.categorypirates.com

ContactContact

Categories

  • Arts & Entertainment
  • Books
  • Business
  • Communications & Marketing
  • Publishing

Hong Kong – Health risk category for Air Quality Health Index reaches “Serious” level

Health risk category for Air Quality Health Index reaches “Serious” level

***********************************************************************************


     The Environmental Protection Department (EPD) has recorded higher than normal pollution levels since noon today (September 15). At 2pm, the Air Quality Health Index (AQHI) at the Tap Mun general monitoring station reached 10+, corresponding to the “Serious” health risk category. The air pollution levels are expected to remain higher in the next two days.
 
     Hong Kong is under the influence of a high-pollution background airstream. The weather today is mainly fine with light winds. Light wind hindered the effective dispersion of air pollutants. The sunshine enhanced photochemical smog activity and the rapid formation of ozone and fine particulates in the Pearl River Delta region. The high level of ozone has also promoted the formation of nitrogen dioxide.
 
     According to the Hong Kong Observatory, a broad area of low pressure will bring unsettled weather early next week. It is expected that air quality levels will improve by then.
 
     With a health risk category in the “Very High” or “Serious” levels, children, the elderly and persons with existing heart or respiratory illnesses are advised to reduce physical exertion and outdoor activities to a minimum or avoid such activities. The general public is advised to reduce, or reduce to a minimum, outdoor physical exertion, and to reduce time staying outdoors, especially in areas with heavy traffic. As health effects of air pollutants may vary for individuals, persons who are in doubt or experience discomfort should seek advice from health-care professionals. The public may visit the Centre for Health Protection’s website (www.chp.gov.hk/en/content/9/460/3557.html) for more information on health effects of air pollution and relevant health advice.
 
     The Education Bureau (EDB) urges all schools to visit the EDB’s website for appropriate measures to safeguard students’ health and take note of changes in the index. The relevant hyperlink is as follows:
www.edb.gov.hk/en/sch-admin/admin/about-activities/sch-activities-guidelines/index.html.
 
     When the AQHI is at the “Very High” level, employers of outdoor workers performing heavy manual work are advised to assess the risk of outdoor work and take appropriate preventive measures to protect the health of their employees, such as reducing outdoor physical exertion and the time of their stay outdoors, especially in areas with heavy traffic. At the “Serious” level, employers of all outdoor workers are advised to assess the risk of outdoor work and take appropriate preventive measures to protect the health of their employees.
 
     Members of the public can check the current AQHI readings at the EPD’s website (www.aqhi.gov.hk/en.html) or by calling the hotline 2827 8541.

Hong Kong – Health risk category for Air Quality Health Index may reach “Serious” level

Health risk category for Air Quality Health Index may reach “Serious” level

*************************************************************************************


     The Environmental Protection Department (EPD) has recorded higher than normal air pollution since yesterday (September 11). According to the EPD’s forecast, it is expected that the AQHI at some general and roadside air quality monitoring stations may reach the “Serious” level later in the afternoon, and the air pollution levels are expected to remain higher in the next two days.

     Under the influence of the subsiding air of Tropical Cyclone Chanthu, the weather in Hong Kong is very hot, with moderate westerly winds today, which is bringing an airstream with high regional ozone and particulate background pollutant concentrations and is unfavourable for pollutant dispersion. The intense sunshine enhances photochemical smog activity and the rapid formation of ozone and fine particulates in the Pearl River Delta region. The high level of ozone has promoted the formation of nitrogen dioxide.

     According to the Hong Kong Observatory, winds are expected to be light over the coast of Guangdong early to midweek this week. It is expected that the air pollution level will remain higher than normal until the advent of stronger wind.

     With a health risk category in the “Very High” or “Serious” levels, children, the elderly and persons with existing heart or respiratory illnesses are advised to reduce physical exertion and outdoor activities to a minimum or avoid such activities. The general public is advised to reduce, or reduce to a minimum, outdoor physical exertion, and to reduce time staying outdoors, especially in areas with heavy traffic. As health effects of air pollutants may vary for individuals, persons who are in doubt or experience discomfort should seek advice from health-care professionals. The public may visit the Centre for Health Protection’s website (www.chp.gov.hk/en/content/9/460/3557.html) for more information on health effects of air pollution and relevant health advice.

     The Education Bureau (EDB) urges all schools to visit the EDB’s website for appropriate measures to safeguard students’ health and take note of changes in the index. The relevant hyperlink is as follows:
www.edb.gov.hk/en/sch-admin/admin/about-activities/sch-activities-guidelines/index.html.
 
     When the AQHI is at the “Very High” level, employers of outdoor workers performing heavy manual work are advised to assess the risk of outdoor work and take appropriate preventive measures to protect the health of their employees, such as reducing outdoor physical exertion and the time of their stay outdoors, especially in areas with heavy traffic. At the “Serious” level, employers of all outdoor workers are advised to assess the risk of outdoor work and take appropriate preventive measures to protect the health of their employees.

     Members of the public can check the current AQHI readings at the EPD’s website (www.aqhi.gov.hk/en.html) or by calling the hotline 2827 8541.

New product category of Green Room Air Conditioners launched on Government e-Marketplace (GeM) to mark the World Environment Day today

Today on the occasion of World Environment Day, a new product category of Green Room Air Conditioners was launched on the Government e-Marketplace (GeM). The Secretary, Department of Commerce, Shri Anup Wadhavan  launched  it. The launch event was organized in association with United Nations Environment Programme (UNEP).

Shri Anup Wadhavan said on the occasion that Public procurement spend in India is nearly 15-20% of its GDP. Introducing SPP to this huge quantum of government procurement will further complement the country’s climate policy objectives. The addition of Green Room Air Conditioners on GeM is another example of GeM being a futuristic and technology driven platform, focusing on environmental, social and economic pillars of sustainable public procurement

Shri P K Singh, CEO, GeM, said, “We have Gross Merchandise Value of about 15 billion dollars, with a little under 2 million sellers, and 52,000 government agencies, as buyers, and that is why it not only becomes critical but also urgent for GeM to facilitate the use of sustainable and eco-friendly procurement practices.”

He further added, “We recognize the potential GeM has in nudging our government buyers to choose green and sustainable products and services, and the many positive externalities this can cause by driving innovations and reforming supply chains. This innovation can provide financial savings for government buyers and will meet evolving environmental challenges by moving towards a circular economy. We have also recommended to the UNEP to examine  the top three services which have been procured by government agencies and how they can be made more sustainable.” 

The GeM portal will enable and encourage all central and state government agencies to buy efficient and environment friendly green ACs, thereby paving a way for Sustainable Public Procurement in India. The purchase of Green RACs shall be a voluntary approach.

Last year, the GeM portal saw sales of over 44,000 air conditioners worth Rs 1.7 billion, and it continues to grow. Additionally, public procurement spend in India is estimated to be 15-20% of its GDP. Leveraging the procurement power and promoting sustainable public procurement that align with India’s climate policies and priorities would play a key role in achieving India’s Nationally Determined Contributions and its commitment towards relevant SDGs particularly SDG 12.7. Green Room Air Conditioner integration within the public procurement system is a catalyst for market transformation towards sustainable cooling.

The Government of India is taking proactive steps towards a circular and green economy. In March 2018, the Ministry of Finance constituted a Task Force on Sustainable Public Procurement. Additionally, the draft National Resource Efficiency Policy (2019) includes the agenda of Sustainable Public Procurement, that suggests establishing green procurement guidelines providing information on resource efficiency criteria to be used in the procurement processes for the prioritized products/service categories.

United Nations Environment Programme (UNEP) in collaboration with other partners is supporting the Sustainable Public Procurement (SPP) initiative of the Government of India with initial focus on three prioritized product categories including paper, disinfectant and Green Room Air Conditioners.

Jigmet Takpa, Joint Secretary MoEFCC, stated, the launch of Green Room Air conditioners on the Government e-Marketplace is an appropriate celebration of World Environment Day as an urgent, substantive and transformative system to reverse the damage done to our ecosystem. SPP is a key element in attaining a wide range of goals in strategic spending and implementation as a policy instrument to support programmes in priority areas and formulating national sustainable development strategies.

Saurabh Kumar, Executive Vice Chairperson, EESL Group, said public procurement most of the times moves the market towards better efficiency. There is an enormous demand for air conditioners in government offices and departments and led by such demands, with awareness outreach campaigns, we as public policy proponents have a massive opportunity to transform the market. This is what has inspired EESL to start with a super-efficient AC programme, and we would be happy to partner with GeM to move this movement towards super efficiency.

Aaron Bishop, USAID Acting Deputy Mission Director, said, USAID is honored to support the Government of India’s priorities and objectives in greening the supply chain. It is inspiring to see that GeM has taken a lead by integrating green room air conditioner criteria onto its platform. This pioneering effort will propel the market towards adopting and expanding these green and sustainable products and services.

Aul Bagai, UNEP Country Head, highlighted that UNEP aims to support the government in establishing business models and policies for accelerating sustainable consumption and production, including through resource-efficient and circular approaches and sustainable public procurement will be a key enabling tool in this direction.

                                                       *******

YB/SS

(Release ID: 1724823)
Visitor Counter : 3