Category Pirates

Category Pirates, written by a small collective built around Nicolas Cole and Christopher Lochhead, is about the strategy of designing and dominating an entirely new market category rather than competing inside an existing one. It draws on Lochhead's earlier work on "category design" as a deliberate business discipline rather than a lucky accident.

Editions work through frameworks for how companies create demand for something that didn't previously have a name, using real company examples to illustrate the mechanics. It's aimed at founders and marketers thinking about positioning at a strategic level, not day-to-day campaign execution.