RecommendsHow to become a category pirate
“Richard Bach, Illusions.”
← All resourcesbook
Illusions
By Richard Bach
1 recommend/use · 1 sourced episode
Every sourced reference
Short attributed excerpts only. Timestamps are approximate.
Related frameworks
Innovation3 steps
Backcasting & Reject the Premise
Stand in the future you designed and look back — don't forecast forward from today's constraints.
Read →
Strategy4 steps
Category Design: Create Demand vs. Capture Demand
Design your own market category instead of competing for a slice of someone else's.
Read →
Strategy3 steps
Damming the Demand
Compete category-to-category against the status quo, never product-to-product against a rival.
Read →
Marketing4 steps
Frame, Name, Claim the Problem (Languaging & Point of View)
Use new language to reframe a problem so people see it differently and want a new solution.
Read →
Marketing5 steps
Lightning Strike Go-to-Market (Supers, POV & Word of Mouth)
Concentrate firepower on super consumers with a reframing POV to ignite word of mouth.
Read →
Marketing3 steps
The Better Trap
A 'better' copy of an existing solution to a well-understood problem almost always fails.
Read →
People in these episodes
Related resources
- Apple Podcasts
- Apple Store
- Category Pirates
- CategoryPirates.com
- Floodgate
- Forrester
- Gartner
- Gong
- Google Analytics
- GPT
- Harvard Business Review
- Inventing Anna
- iPhone
- Lenny's Newsletter
- lennyspodcast.com
- Lomi
- Meta
- Microsoft
- Mixpanel
- MySpace
- Nielsen
- OpenAI
- Peloton
- Rivian
- SAP
- Spotify
- Starbucks
- Substack
- TechCrunch
- Tesla
- The New York Times
- Threads
- Vanta
- What They Don't Teach You at Harvard Business School
Spot an error or want this page removed? Request a correction or removal.