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Writing A Book In Public
- Lochhead and partners wrote their book publicly via a paid Substack newsletter called Category Pirates.
- They used writing-in-public and primary research to craft chapters and engage paying readers directly.
Categories Create Market Advantage
- Categories, not brands alone, make markets; designing a category creates exponential advantage.
- Lochhead emphasizes becoming a missionary to create a different future rather than fitting into existing markets.
Use Generosity As A Marketing Lever
- Use promotional generosity (free PDFs) to amplify launch visibility and chart performance.
- Lochhead reports the tactic pushed their books to sustained #1 rankings on Amazon.