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    The Art Of Fresh Thinking: How To Create Obvious & Non-Obvious Content
    The Art Of Fresh Thinking: How To Create Obvious & Non-Obvious Content
    The Art Of Fresh Thinking: How To Create Obvious & Non-Obvious Content
    Ebook52 pages52 minutes

    The Art Of Fresh Thinking: How To Create Obvious & Non-Obvious Content

    By Christopher Lochhead, Nicolas Cole and Eddie Yoon

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    About this ebook

    To read this "mini-book," as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:


    categorypirates.substack.com


    Actual "thinking" is not reflexive. It's reflective.


    Almost all thinking is reflexive (having an unconscious "reflex" in res

    LanguageEnglish
    PublisherNicolas Mather
    Release dateMay 12, 2022
    ISBN9781956934410
    The Art Of Fresh Thinking: How To Create Obvious & Non-Obvious Content
    Author

    Christopher Lochhead

    Christopher Lochhead is a co-founding partner of Play Bigger Advisors. Christopher is a CEO marketing coach and category designer, keynote speaker, mediocre blogger, ski and surf bum. He has been called a "Human Exclamation Point" by Fast Company and "slightly off-putting" by The Economist. Christopher served as CMO of Mercury Interactive, co-founded marketing consulting firm LOCHHEAD, was the founding CMO of Scient, and served as head of marketing at Vantive. He is living happily ever after in Santa Cruz, Calif.

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      Book preview

      The Art Of Fresh Thinking - Christopher Lochhead

      Category Pirates

      The Art Of Fresh Thinking

      How To Create Obvious & Non-Obvious Content

      First published by Category Pirates 2022

      Copyright © 2022 by Category Pirates

      All rights reserved. No part of this publication may be reproduced, stored or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise without written permission from the publisher. It is illegal to copy this book, post it to a website, or distribute it by any other means without permission.

      Category Pirates asserts the moral right to be identified as the author of this work.

      Category Pirates has no responsibility for the persistence or accuracy of URLs for external or third-party Internet Websites referred to in this publication and does not guarantee that any content on such Websites is, or will remain, accurate or appropriate.

      Designations used by companies to distinguish their products are often claimed as trademarks. All brand names and product names used in this book and on its cover are trade names, service marks, trademarks and registered trademarks of their respective owners. The publishers and the book are not associated with any product or vendor mentioned in this book. None of the companies referenced within the book have endorsed the book.

      First edition

      ISBN: 978-1-956934-41-0

      Narration by Christopher Lochhead

      Narration by Nicolas Cole

      Narration by Eddie Yoon

      This book was professionally typeset on Reedsy

      Find out more at reedsy.com

      Publisher Logo

      Contents

      Meet The Pirates

      What Other Pirates Have To Say

      Introduction

      1. The Obvious/Non-Obvious Spectrum

      2. How To Generate Non-Obvious Ideas

      3. How To Build Your Pirate Ship: The 5 Archetypes Of Highly Effective Creators

      Subscribe To Category Pirates

      Meet The Pirates

      What is Category Pirates?

      Category Pirates is the authority on Category Creation and Category Design.

      Every Wednesday (ish), we publish a mini-book for the radically different—who want to see, design, and dominate categories of consequence.

      Topics include:

      How to create new categories and redesign old ones.

      The Magic Triangle, The 9 Levers, The Category Design Scorecard, and dozens of frameworks for how to create and design new categories in the world.

      Case studies for how successful companies have successfully created and/or redesigned existing categories (and where other companies have gone wrong).

      Motivational examples of the power of creating and investing in category creators such as Tesla, Netflix, Amazon, Airbnb, and more.

      Every new edition of the newsletter goes directly to your inbox.

      Free subscribers receive one out of every four mini-books.

      Paying subscribers receive mini-books every week.

      Why join the Navy if you can be a pirate? - Steve Jobs

      If you are reading this mini-book, that means you stumbled upon Category Pirates somewhere else (like Amazon). Instead of buying & reading each mini-book on its own, we encourage you to subscribe and receive each mini-book in your inbox each week (you also receive access to our entire archive of previously published mini-books).

      You can subscribe to Category Pirates here: https://categorypirates.substack.com

      Meet The Pirates: Eddie Yoon

      Eddie Yoon has written more on category strategy for Harvard Business Review than

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