Category Pirates

Making a difference, for people who make a difference. Writing, teaching, and podcasting about the greatest (underground) skill in business. Category design. With the legendary Eddie Yoon & Katrina Kirsch.

Co-creator

Airspeed

Helping the Airspeed team cure the Digital Disconnect.

Advisor

Christopher Lochhead Follow Your Different

CoAuthor Niche Down

Podcaster

Lochhead on Marketing

#1 apple business podcast focused on marketing & category creation/design

HarperCollins Publishers

Every entrepreneur looking to alter the landscape and every CEO looking to reimagine their business can learn from this book. Play Bigger provides inspiration and a framework for building companies that transcend gravity.” — Marc Benioff, Chairman and CEO, Salesforce

“Play Bigger is the new how-to guide for entrepreneurs and executives who want to build legendary, enduring companies.” — Jim Goetz, Partner, Sequoia Capital

In this widely acclaimed, farsighted new book, the authors rely on experience, data analysis and interviews to understand the inner workings of “category kings”— companies such as Amazon, Salesforce, Uber, and IKEA—that give us new ways of living, thinking or doing business, often solving problems we didn’t know we had. 

Crossing the Chasm revolutionized how we think about new products in an existing market. The Innovator’s Dilemma taught us about disrupting an aging market. Now, Play Bigger is transforming business once again, showing us how to create the market itself with the new discipline of "category design."

CoAuthor: Play Bigger How Pirates, Dreamers, and Innovators Create and Dominate Markets

HalloApp

Play Bigger Advisors, LLC.

Advised over 30 Silicon Valley venture-backed startups in strategy, marketing & category design.
CoAuthored Harper Collins "Instant Classic" Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets.

co-founding partner

LOCHHEAD Enterprises, Inc.

Advised over 20 Silicon Valley venture-backed startups on Strategy, Marketing and Category Design

Founder

Orchestria

Board Director

Mercury Interactive (Acquired by HP)

I was lucky to be with a great team of people @ Mercury. HP Acquired the company for $5B in November of 2006, after Mercury had grown to over $1B in sales.

Chief Marketing Officer

Ever notice how much content is actually content-free-content?

Thanks for stopping by.  I’m a friend to the different and am  best known for Play Bigger, Category Pirates and being a Godfather of Category Design.
🏴‍☠️

I help startup founders, CEOs, marketers, creators, and ambitious professionals category design legendary markets and careers in a post-AI world.

**Why Category Design & Creator Capitalism?**

Category designers create markets, not competition, capturing **76% of the value** in the spaces they pioneer. 

Creator Capitalists unlock their different **superpower**—that unique edge only they bring—to build wealth and impact in an AI-driven economy. 

Whether you’re launching a company or redefining your career, I’ll show you how to own your niche and thrive.

**What I Do:**

With my partners at Category Pirates 🏴‍☠️ I empower you to:

*Design & dominate new markets through writing, courses, and community.

*Discover your superpower to become a Creator Capitalist, mastering your career in the AI era.

*Build legendary businesses & careers with strategies from our #1 Amazon-charting books.

Join us at **www.categorypirates.com** to start pirating.

**My Track Record:**

*Author: Co-authored 14 #1 bestsellers, including *Play Bigger* (the first book on category design), *Niche Down*, and *Snow Leopard*.

*Podcaster: Host of Follow Your Different* (“Best Business Podcast” – Podcast Magazine) and Lochhead on Marketing (#1 charting).

*Newsletter: Run Category Pirates 🏴‍☠️ Substack (top 0.5% paid business newsletter).

*Career: Former 3X Silicon Valley public company CMO, advisor, and VC limited partner.

**What People Say:**

*Play Bigger is required reading for entrepreneurs altering the landscape.” *Marc Benioff, CEO, Salesforce
*“A quasar of energy and ideas.” – Bill Walton, NBA Legend
*“Off-putting to some, but undeniably brilliant.” – The Economist

*The Future Needs You

If you’re ready to category design a market or unleash your superpower? 

Connect with me or visit **www.categorypirates.com**. 

Let’s build something legendary—together. 
🏴‍☠️

Christopher Lochhead🏴‍☠️

My brother Tushar Atre was murdered 2,228 days ago. Today, we head back to court. This is the third of four trials for the men who killed him.

Christopher Lochhead 🇺🇸🇮🇱🏴‍☠️

“A quasar, a godfather of category design” Bill Walton | “Off-putting to some” The Economist | 15X #1 author Play Bigger & Category Pirates 🏴‍☠️| #1 Charting Apple Business Podcast

My friend brother Tushar Atre was killed 2,228 days ago. Today, we head back to court. This is the third of four trials for the men who murdered him. 

Open article: Walking Through Fire: 2,228 Days Since My Brother’s Murder by Christopher Lochhead 🇺🇸🇮🇱🏴‍☠️ • 4 min read

Walking Through Fire: 2,228 Days Since My Brother’s Murder

Today is Al Ries Day. Yeah, I’m celebrating. And you should too. Because the man earns his own damn holiday. If you care about marketing, entrepreneurship, category design, business strategy, or frankly winning, then you owe Al Ries more than a polite nod. You owe him a standing ovation.

Today is Al Ries Day. Yeah, I’m celebrating. And you should too. Because the man earns his own damn holiday. If you care about marketing, entrepreneur

Open article: Happy Al Ries Day by Christopher Lochhead 🇺🇸🇮🇱🏴‍☠️ • 3 min read

I always love it when people (donkeys) say, “category design is hard”… to which I respond. 

As compared to what?

Building a legendary company. Hard. 

Building a legendary product. Hard. 

Category designing a new market. Hard. 

If you don’t like to do hard legendary things. 

Get a job at the DMV.

Thank you for risking your lives, to save our lives.

No alternative text description for this image

Black Friday Is Stupid. Here’s Why: Every November, companies reenact the same clown show 🤡

•Slash prices. 
•Torch margins.
•Fight for existing demand.

Call it “strategy.”
It’s not strategy.
It’s surrender.

Black Friday is when a business publicly announces:
“We have no real category, no real POV, and no real value… so here’s 40% off.”

If you want to see how this movie ends, just look at Groupon. 
The company that turned Black Friday into a business model.

At IPO, Groupon was worth around $13B.
Today it’s limping along under $1B.

A 95% vaporization of value.
All because it trained customers to only show up when prices were in the basement.

That’s what happens when you live by discounting:

•You become a commodity.
•You teach your buyers to wait you out.
•And you die slowly, on sale.

Every business running Black Friday is doing a Mini-Groupon.

•A little hit of the same drug.
•A little erosion of brand, belief, and pricing power.
•A little “race to the bottom” disguised as “a busy weekend.”

Legendary category designers don’t bribe people to buy.
•They create value.
•They create demand.
•They create word of mouth.
So yeah.

Black Friday is stupid.
And to celebrate the stupidity?

Our new #1 bestselling Lightning Strike Marketing book is $100.
A middle finger to the publishing industry. 🖕
And to the Black Friday discount death cult. 🖕

Be legendary or be discounted.
Pick one.
🏴‍☠️

Most people. Accept the premise. If you want a legendary career, you gotta stop playing by inherited rules. 🏴‍☠️

Most people. Accept the premise. If you want a legendary career, you gotta stop playing by inherited rules. The fastest way to stay average is to acce

Open article: Reject the Premise by Christopher Lochhead 🇺🇸🇮🇱🏴‍☠️ • 3 min read

Most people have no idea how to value their value. And most companies? Even worse. 

They spend 51 weeks out of the year trying to convince the world they’re of value.

Only to torch their own brand. 
In one glorious, annual, self-inflicted ritual of value destruction: 
Black Friday.
🤡

Next week, you will witness the single greatest mass devaluation event in modern commerce.

A global orgy of:
“Please, please, PLEASE buy from us...we’ll do ANYTHING!”
The sad part?

None of the companies doing this actually need to.
They’re just trapped in the herd.

Following the script someone else wrote.
(Like the sad-uniformed donkey's they are)

Here’s the uncomfortable truth no one in marketing wants to admit:
The easiest way to crush yourself is to make your category worthless.

And nothing makes your category worthless faster than telling the world:
“Hey! Remember everything we said about being:

•scarce
•quality
•crafted
•curated
•premium
•advanced
•meaningful
•purpose-built 
•and category-defining?

Yeah. 
Forget all that. 
"Today we’re cheap.”

Once you burn belief. 
It doesn’t (just) grow back.

Legends don’t participate in the annual race to the bottom.
•They reject the premise.
•They set their value.
•Their own rules.
•Their own POV.

And the market comes them.
So please (with whiskey on top) value your value.
🙏

Stop teaching people to expect less.
Stop training your customers to wait for discounts.
Stop telling the world your product isn’t worth what you say it is.

Because if you don’t value your value…
No one else will.
(Read this three times)

And next week, while everyone else is lighting their brand equity on fire for sport?

You’ll be building yours.
Strengthening your category.
And proving what legends already know:

Price isn’t a number.
Price is belief.

And belief, once broken, is hell to rebuild.
Hold the line.

Protect the premium.
And for the love of all things holy.
Don’t Black Friday your future.
🏴‍☠️

Ps. Our new Lightning Strike Marketing book, is the first $100 book to hit #1 on the Amazon Global Marketing Chart.

It will not be on sale next week.
Hit the l!nk in comments to pick up yours.
The book also makes a legendary (not-discounted) gift.
😎

Josh Otero

Elanah.AI

Elanah.AI is an AI-driven mental health platform purpose-built for service members and veterans—think BetterHelp meets JARVIS. It delivers confidential, culturally-informed support exactly when and how it’s needed, using real-time data and predictive AI to proactively engage before stress becomes a crisis.

Designed to integrate seamlessly into enterprise and government environments, Elanah.AI offers personalized coaching, adaptive microlearning, and continuous engagement across voice, text, and desktop platforms. By supporting employees and their families through every stage—active duty, transition, and civilian life—Elanah.AI improves resilience, reduces turnover, and drives measurable organizational ROI.

What sets us apart is our military and veteran-specific focus and human-centered approach. Elanah.AI enables organizations to meet the growing demand for scalable mental health solutions while building healthier, more resilient workforces and communities.

Co-Founder and CEO

Warrior GMR Foundation

About Warrior GMR Foundation:

Warrior GMR Foundation leverages gaming to enhance veterans' mental health and wellness. Our mission is to provide innovative solutions that support veterans and military personnel.

Key Responsibilities and Achievements:

Leadership and Strategic Innovation:

>Led the development of mental health tools tailored for veterans and military needs.
>Built the Veteran Resilience Support System (VRSS), a microlearning course designed to enhance veterans' resilience and support.
>Implemented strategic programs improving mental health outcomes.

Veterans and Mental Health Initiatives:

>Established the Peer2Peer support initiative for veterans.
>Organized a Mental Health and Gaming Summit with the Secretary of Veterans Affairs.
>Partnered with top mental health organizations to enhance veteran support.

Gaming Events and Management:

>Orchestrated large-scale gaming tournaments and events for the veteran community.
>Developed gaming experiences that promote mental wellness and community building.
>Managed community outreach programs leveraging gaming for veteran support networks.

Areas of Growth and Impact:

>Increased revenue and scaled operations with customized solutions for government contracts.
>Expanded program reach and effectiveness through strategic partnerships and technology.
>Enhanced foundation visibility through industry conferences and thought leadership.

Conclusion:

Under my leadership, Warrior GMR Foundation is a pioneer in delivering innovative solutions at the intersection of gaming, veterans, and mental health, driving impactful results and enhancing the well-being of veterans and military personnel.

Visit us at warriorgmrfoundation.org to learn more about our work and how you can get involved.

Founder and Chairman

Stadia Ventures

Stadia Ventures is the global Sports Innovation Hub for early-stage investment in sports and esports. The three pillars of the ecosystem include a broad, independent growth fund, a deeply connected global network of sports and esports executives, and a world-class business development accelerator which combine to create unprecedented deal flow, new technology discovery and investment opportunities. Since late 2015, Stadia Ventures has invested in almost 50 portfolio companies and experienced 5 exits. The success of the Stadia portfolio companies has led to Stadia Ventures being one of the longest-running and truly global players in the sports and esports technology space.

Advisor/ Judge

Grouper

Strategic Partnerships: Spearheaded the development and execution of a landmark nationwide partnership with a leading healthcare provider, significantly broadening our market reach and enhancing service accessibility.

Financial Growth: Led comprehensive business operations, including budgeting and financial projections.

Team Leadership: Successfully recruited, onboarded, and mentored a highly efficient team of 12 professionals within six months, fostering a culture of excellence and innovation.

Operational Excellence: Oversaw strategic management of operations, setting new standards for efficiency and effectiveness in service delivery.

Market Expansion: Played a pivotal role in expanding the company's footprint in the healthcare sector, driving growth and establishing Grouper as a key player.

We offer social fitness benefits through contracted health plans across the United States. Our mission is to encourage healthy living through activities that build meaningful social connections and shared experiences. We believe belonging and connection are the foundation of health and happiness throughout life.

Program Director > Executive Vice President

PowerUp Academy

The PowerUp Academy recognizes the need to assess and provide programs that support improved leadership, resiliency and emotional intelligence to both our youth and adult populations.

The PowerUp Academy is a platform built in the metaverse teaching leadership, resiliency and emotional intelligence to current and future leaders and the emerging workforce. We teach the skills necessary to PowerUp their personal and mental performance.  

Our curricula incorporates the core competencies of social and emotional learning (SEL) with our core pillars of success; Leadership, Physical Health, Resiliency, and Mental & Emotional Health.

NutriGMR

NutriGMR provides a product portfolio that boosts our customers global health, wellness and performance in the esports and gaming space. Our mission is to equip gamers with 'better for you' performance backed by innovative nutritional science.

NutriGMR - Unlocking A Better You

Vertex Performance

Results Oriented

We are a success driven practice focused on improving your performance. In doing so, we guide businesses, executives, and financial professionals, and to achieve and maintain improved performance.
 
We work with businesses to help them improve and optimize their sales and business development strategies.  We help hold them accountable to refocus and prioritize what matters most; sales and growth.

5 Keys to Success - Business

Execution - Accountability - Focus - Sales - Teamwork

We help individuals build a peak performance mindset allowing them to improve brain capacity, which leads to exceptional work performance, mental endurance, and sharpened problem solving skills.

5 Keys To Your Success - Individual

Wellness - Nutrition - Physical - Mindset - Execution

Achieving Success

We help you achieve optimal physical and mental health so you can reach your peak performance. The mind is where change is made. We train the mind; the body follows.

www.joshotero.com

Performance Coach

Recover Faster

Recover Faster Improves Athletes' Performance Outcomes

Recover Faster is a technology solution to help athletes know how intensely to train when to rest and teaches them to recover faster.  Recover Faster also helps users manage and track stress levels.

Fun and community-based recovery analysis - Optimize athletic performance - Effectively manage stress - Personal insight into training - Reduce injury risk - Accountability and tracking tool.

Power in Motion CrossFit

Founded and operated Power in Motion CrossFit, a strength and conditioning center geared towards anyone looking to improve their health and performance.  

Focused on building a solid mechanical foundation for our athletes, we used open source fitness with Crossfit as our base. 

Power in Motion was also an official Spartan SGX coaching facility.  Power in Motion partnered with Windhawk Therapy to create a sports therapy center focused around active isolated stretching.

Founder and CEO

Lincoln Financial Group

Built distribuiton channels for multiple divisions of Lincoln Financial Distributors within the Southwest.  

Winner of Lincoln's "Rookie of the Year" award in 2008.  

Re-energized sales territory into a top half performer from a bottom-decile performer within 9 months, leading to improved employee morale and company profitability.

Regional Vice President

AI & Innovation Leader | Veteran Mental Health Advocate | Empowering Veterans Through Technology & Innovation

Harnessing AI to Revolutionize Mental Health for Veterans, Military, and Their Families

As a passionate advocate and innovator at the intersection of artificial intelligence, mental health, and veteran support, I am dedicated to transforming lives by harnessing the power of technology. As the Founder & CEO of Elanah.AI and leader of the Warrior GMR Foundation, my mission is to provide groundbreaking solutions that elevate the mental health and well-being of veterans.

Leveraging my extensive experience in AI-driven innovation, I have spearheaded initiatives that have profoundly impacted the veteran community, enhancing engagement, resilience, and overall well-being. My commitment to innovation and my deep understanding of mental health challenges faced by veterans empower me to build bridges between cutting-edge technology and meaningful social impact.

I believe technology is not only a tool for advancement but also a powerful force for healing and connection. My ongoing focus is to expand the capabilities of AI and innovative solutions, driving collaborations with strategic partners, thought leaders, and industry pioneers committed to making a positive impact in the lives of veterans and their families.

I welcome connections with fellow leaders, innovators, mental health advocates, and anyone passionate about using technology to create lasting change for veterans.

Great to Connect In Person 👥✨

Had an awesome time meeting some of my LinkedIn network in real life, always great when online connections turn into real conversations.

Big thanks to Natalie W. for the invite and for hosting such a great event! And it was a pleasure catching up with Andrea McNamara Singsaas, ACC, MBA, PMP (just as awesome in person as she is on LinkedIn!) and Michelle M Mills, fantastic work putting this together. 

Also great seeing Jesse Sieff, and I couldn’t be prouder of the amazing work he’s doing building a facility where people can record, film videos, and produce podcasts, creating a real hub for creativity and connection. 🎙️📹

Grateful for opportunities to connect, share ideas, and keep building community both online and off. 💬🤝

#Networking #Community #Leadership #Gratitude #LinkedInConnections

Grateful for Great People on the Journey 🚀🤝

Had the chance to catch up with two incredible leaders this week - Jen Sovada, a Senior Advisor to Elanah.AI, and Kristin W., who’s walking the entrepreneurial path right alongside me.

Jenn continues to be an amazing thought partner as we shape Elanah.AI’s mission and growth strategy - her insight and leadership are invaluable. And Kristin and I connect every couple of weeks to stay aligned, keep each other accountable, and share lessons from the frontlines of building our respective companies.

Entrepreneurship can be a lonely road at times, but surrounding yourself with people who challenge, inspire, and support you makes all the difference. Grateful for this community and the mission we’re all building together. 💪💡

#Entrepreneurship #Leadership #AIForGood #ElanahAI #Innovation #Accountability #Community

Building Strong Partnerships for Greater Impact 🤝🎯

Had a great meeting with David Vardeman this past week, always inspiring to connect with leaders who share a passion for innovation and service in the military and veteran space. I was joined by Antony J. Andrious Andrious and Spencer P. from Team Elanah.AI, and together we explored meaningful ways to collaborate and expand our collective impact.

We’re starting our partnership through the Warrior GMR Foundation, leveraging its strong community and mission as a launchpad, and then extending that impact through Elanah.AI, bringing our AI-driven mental wellness platform directly to those who need it most.

Excited for what’s ahead and grateful for partners who believe in turning purpose into action. 💪🧠🎮

Frontier House DC
#Partnerships #MentalHealth #Veterans #AIForGood #ElanahAI #WarriorGMR #Innovation #Community #MissionReady

Had a chance to sneak away to Prescott this weekend with two of my closest friends - guys I’ve known for nearly 40 years.

We kicked things off with a morning run and breakfast, but the real highlight was the time to slow down, recharge, and reconnect. When you’ve shared this much life together, the conversations hit different - strategy, the future, family, what we’re building… all of it.

Grateful for the kind of friendships that stay steady through every stage of life, and for weekends that fill the tank in more ways than one.

Michael Troop, Ed.D Antony J. Andrious

Just wrapped up the Arizona Commerce Authority’s Venture Raise program, and I can honestly say it was a game-changer. 💡

Going through the sessions opened my eyes to how critical it is to have a buttoned-up financial strategy and a clear, investor-ready plan. As founders, we often get caught up in product, growth, and vision, but this experience really drove home how aligning your financials with your story can make all the difference when talking to investors.

Big thanks to Stephanie Sims and the ACA team for creating such a powerful program for Arizona founders. Feeling more confident than ever in how we’re building for the future. 🚀

#VentureRaise #StartupGrowth #FinancialStrategy #Entrepreneurship #ArizonaInnovation

Feeling incredibly grateful today.

Snapped this photo during our weekly Elanah.AI team meeting, and it reminded me just how powerful this group is - not just in talent, but in heart, grit, and shared purpose.

Every week we push a little harder, think a little bigger, and take steps that turn “impossible” into “done.” We’re making real waves, and it’s only the beginning.
Proud of this team. Energized by our mission. And more excited than ever for what’s ahead.

🚀 Onward.

Missing Jen Sovada who had to jump right be the pic.

Edward (Ned) Bailey Matt Meeks Sherry John F. Drozd , Ph.D., ABMP Leela J. Gray, Brigadier General (Retired), Esq., NACD.DC Nicholas Vandre Antony J. Andrious

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The Battle

Christopher Lochhead🏴‍☠️

Josh Otero

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The Battle

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Josh Otero

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Christopher Lochhead🏴‍☠️'s LinkedIn Performance

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