About Category Pirates

Category Pirates is the strategic framework developed by Christopher Lochhead, Eddie Yoon, and Nicolas Cole — three practitioners with direct experience building and advising companies that have defined new market categories rather than fighting for position in crowded existing ones. Their work has influenced how founders, CEOs, and growth-stage companies think about positioning, narrative, and long-term competitive strategy.

Strategy Therapy is their applied program — designed to take the Category Pirates framework and turn it into a concrete, actionable strategy for your specific business within a defined timeframe.

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What the Program Covers

33 Expert Lessons Across a Seven-Day Framework

The core curriculum runs through 33 lessons structured around a seven-day strategy-building process. The pacing is deliberate — fast enough to maintain momentum and produce a completed strategy within a week, structured enough that the output is a real, usable strategic framework rather than a collection of half-finished ideas.

For founders and leadership teams who have been meaning to clarify their strategy for months but haven’t created the space to do it, the seven-day structure provides the necessary constraint to actually get it done.

AI-Powered Business Assessment

The program includes eight AI prompts specifically designed to help you assess your current business reality honestly — identifying genuine strengths, blind spots, and strategic gaps that are easy to overlook when you’re close to the business. This kind of structured self-assessment is where the strategy-building process starts, because a strategy built on an inaccurate picture of where you currently stand tends to solve the wrong problems.

The One-Page Strategy Template

One of the more practically useful components of the program is the one-page strategy template — a format that forces clarity by constraining scope. A strategy that can’t be expressed clearly on a single page usually isn’t clear enough to be executed consistently across a team. This template is designed to align leadership and teams around a shared, coherent strategic direction rather than a lengthy document that few people read and fewer internalize.

Monthly Live Workshops

The program includes access to monthly live workshops where participants can bring their specific strategic questions and get direct feedback from the Category Pirates team. For a strategy course specifically, this ongoing access is meaningful — strategy questions are rarely answered by rewatching a recorded lesson. Having a live forum to pressure-test your thinking against experienced practitioners is a different and more useful kind of support.

Real Case Studies From Past Students

The program includes 13 case studies drawn from actual student businesses — covering what worked, what didn’t, and what the strategic shifts looked like in practice. Real examples from businesses that have gone through the process are more instructive than hypothetical illustrations because they reflect the actual friction and ambiguity involved in applying strategic frameworks to real companies.

Bonus Resources

The program includes two bonus resources that address common strategic mistakes directly: The Annual Strategy Planning Trap covers the problems with conventional annual planning cycles and how to approach strategy as an ongoing practice rather than a once-a-year exercise. Competition Derangement Syndrome addresses the tendency for companies to define themselves in relation to competitors rather than around the category they’re trying to own — one of the more common and costly strategic errors the Category Pirates framework is designed to correct.

Students also receive a free month of the Category Pirates Newsletter, which includes access to 79-plus business strategy mini-books covering a wide range of strategic topics in the Category Pirates style.

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Who This Program Is For

Strategy Therapy is designed for founders, CEOs, and leadership teams who are ready to think seriously about their strategic positioning — whether they’re building something new, trying to differentiate in a crowded market, or scaling an existing business that has grown faster than its strategic clarity. It’s particularly relevant for companies that feel like they’re competing on features and price rather than occupying a distinct and defensible position in their market.

It’s not a foundational business course for people who are new to entrepreneurship. The value is in the Category Pirates framework applied to businesses that already exist and are trying to get clearer on where they’re going and why they’re different.

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Honest Expectations

Building a clear, differentiated business strategy in seven days is an ambitious goal — and the program delivers a structured framework for doing it. What it produces is a strategic starting point that needs to be pressure-tested, refined, and executed over time rather than a finished product that requires no further iteration. The monthly workshops are designed to support that ongoing refinement.

The Category Pirates framework is specific and opinionated — it reflects a particular view of how markets and categories work that not every business context will fit equally well. Founders who engage with the material critically and apply it to their specific situation will get more from it than those who follow it prescriptively without questioning how it applies to their business.

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Product Description

Category Pirates – Strategy Therapy

A seven-day business strategy program from Category Pirates — Christopher Lochhead, Eddie Yoon, and Nicolas Cole — covering category design, strategic positioning, narrative development, and business differentiation. Includes 33 expert lessons, AI business assessment prompts, a one-page strategy template, monthly live workshops, 13 real case studies, and lifetime access with ongoing updates.

What you’ll learn:

• How to assess your current business reality honestly — identifying genuine strengths, blind spots, and strategic gaps using structured AI-powered prompts before building your strategy on top of them
• The Category Pirates framework for defining your market position — moving from competing in existing categories to designing the category where your business becomes the obvious choice
• How to build a complete, one-page business strategy in seven days — clear enough to align your entire team and specific enough to guide real decisions
• What separates strategic positioning that produces durable competitive advantage from positioning that sounds differentiated but collapses under competitive pressure
• How to avoid the most common strategic mistakes — including conventional annual planning cycles and the tendency to define your business in relation to competitors rather than around the category you’re building

Who this is for: Founders, CEOs, and leadership teams with existing businesses who want to clarify their strategic positioning, build a more differentiated market narrative, and make decisions from a clearer, more coherent strategic framework.

Key benefits: Structured seven-day process that produces a usable output, monthly live workshops for ongoing feedback, real case studies from actual student businesses, lifetime access with updates, and a framework developed by practitioners with direct experience building and advising category-defining companies.

If you’ve been operating without a clear, differentiated strategy and want a structured process to build one — from practitioners who have applied this thinking at a serious level — Category Pirates Strategy Therapy gives you the framework and the support to do it properly.

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