Positioning Vs. Category Design, Pot, AI Medical Breakthroughs, Rise of Creator Capitalists & Scooby Snacks

Thanks for reading ??

Welcome to The Different Newsletter.

Musings for entrepreneurs, marketing leaders, and creators with a different mind.

Sponsored by Bad Tuna Industries.

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The Difference Between Positioning and Category Design

??Positioning is what you do when you want to compete in a market

??Category Design is what you do when you want to create the market

Category Designers earn 76% of the value of the market they create ??

Positioners fight for 24% of a market created by someone else ??

Translation:

Positioning is the act of deliberately seeding the category king position to someone else, and fighting over 24% of the value left in your market.

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Pot Good For Your Brain

Researchers at the?State University of New York Upstate Medical University?found that nonmedical cannabis use—regardless of how or how often it was consumed—lowered a person’s odds of subjective cognitive decline (SCD) by 96%.

The results were published in February in the journal?Current Alzheimer Research.?

Smoke ‘em if you got ‘em ??

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Moderna CEO says AI will help scientists understand ‘most diseases’ in 3 to 5 years

“Moderna CEO Stéphane Bancel said Thursday that with the help of AI scientists will likely “understand most diseases” in the next three to five years, in what will be a “first for humans on the planet.”

“If you understand the disease, you will find a way to go fix it,” Bancel said at Semafor’s World Economy Summit.

“The reason we still have people dying of cancer, people suffering from Alzheimers, is we do not understand the fundamental biology of those diseases.”'

For more read this fascinating post in Semafor.

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“You play golf. No one plays boxing” - Sugar Ray Leonard

…This week I was talking to a legendary CEO.

I asked him.

“Are your employees less aggressive then employees 10, 15, 20 years ago?”

“They sure are. About 50% less aggressive,” he said.

It amazes me how many people in the high-growth, new product, new company world are mentally mushy.

Lack of “eye of the tiger”.

It’s as if people do not know what’s at stake in business.

In new category, after new category the data shows, one company wins.

Yet few in business fight to be the category designer.

That’s why the people who "play" business, get knocked out by those of us who are not playing.

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The Rise of Creator Capitalists

Unless you swing a hammer or push a mop, you’re a knowledge worker. And up until very recently being a knowledge worker put you on the top rung on the work value ladder.

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For 65 years.?

Not now.

ChatGPT 4 currently has an IQ of 155, while Einstein is thought to have an IQ of 160. Same for Elon Musk.

GPT 4 is ten times smarter than 3.5.

And GPT 5 is thought to be another exponential jump.

“Think of artificial intelligence being able to comprehend and understand not just words but images, sounds, and diverse data forms swiftly and accurately.

The big idea, which feels very futuristic, is centered around an AI that can think on its own, making more AI like itself without humans having to watch over it.”

What most knowledge workers do not realize (but will learn very soon)...

In an AI world, people who get paid to apply existing knowledge are in massive jeopardy.

People who learn to use use AI to create net new knowledge.?

Win.

You are a Creator Capitalist—and you might not even realize it.

• Anytime you create a process for yourself,?you are a Creator Capitalist.
• Anytime you execute your own problem-solving framework,?you are a Creator Capitalist.
• Anytime you create an asset (even an Excel spreadsheet) for a domain-specific purpose,?you are a Creator Capitalist.
• Anytime you create a template to improve your own efficiency,?you are a Creator Capitalist.
• Anytime you design a purposeful experience,?you are a Creator Capitalist.
• Anytime you solve a problem for someone else in a different way,?you are a Creator Capitalist.
• Anytime you improve your customer’s life in a meaningful, yet different way,?you are a Creator Capitalist.
• Anytime you improve?your own life?in a meaningful, yet different way,?you are a Creator Capitalist.

For your entire career, you have been creating Creator Capital for yourself.?

Did you know that about yourself?

Did you know you were a super-legendary awesome -tastic, mega good-looking creator? ??

After all, it’s in our DNA as humans to create.

(Just watch little kids play)

Which begs the question: have you been?leveraging?your Creator Capital?

In your career, you're always creating Creator Capital.

• You’re creating it for yourself—if for no other reason than to get what you need to get done,?done, so you can leave the office and spend time with your family & friends.
• You’re creating it for other people—like team members, employees, customers, or clients, in an effort to make everyone more successful.
• And you’re creating it for shareholders—who own a piece of the business (yours or your employer’s) and the net-total of all the Creator Capital being invented under one roof.

The difference, however, between people who climb the ladder of their career the fastest (or leave to do their own thing) and those who plateau and remain stuck at different “levels” usually comes down to?awareness of Creator Capital.?

(If this sounds like a new idea, that’s because it is. And if this does not sound like a new idea, please, pretty please, with whisky on top, read it three times.)

If a company understands the unique CC you invented (and/or are continuing to create) for the company,?and you don’t, they have no incentive to give you more than your annual 1-2% raise.?

Whereas if?you?do understand the unique CC you have created (and/or are continuing to create) for the company,?and you leverage it, you’d be surprised how much more willing a company is to include you in more impactful projects and give you more challenging opportunities to push yourself, increasing responsibility and influence over time.

They will also pay you more.

The same is true for clients if you are a solopreneur or small business owner.

(We’ll be writing a lot more about how to be a legendary Creator Capitalist soon!)

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Shalom my Pirate friend,

Christopher Lochhead

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The creator of this Different Newsletter failed cutting & folding in kindergarten.

People who subscribe on Substack get this Different newsletter first.

And are considered to be 27% more attractive then non-subscribers*

Copyright Category Pirates, LLC

#NeverAgainIsNow ????

#SaveGazaFromHamas

Meet the father & son who lost their son/brother on Oct 7th who are building an Israeli startup for every life lost or taken on that horrible day.

The “legal” warnings.

(and the Scooby Snacks ??)

All newsletters contain nuts ??

This product is a solution to a problem that most people don’t have.

Did we mention….

This Different newsletter contains content known to The State of California that causes radically different futures, new category designs, legendary careers, and upset readers.

The State of Youdahoe has declared (by law) Category Pirates New Strategy Therapy a must take course for CEOs, Founders & Marketers

The creator of this Different Newsletter:

-can’t find his dog

-does not possess a GED

-is friendly with Mary Jane

-was thrown out of school at 18

-has been fired more times than he can count

-possess multiple learning differences

(aka superpowers)

There are two types of executives:

1. Ass kissers
2. Ass kickers

Learn to kick-ass, and create a bold, category-leading strategy.

Join Category Pirates NEW Strategy Therapy mini-course to build a strategy around the one thing that makes your business different.?

Don’t be an ass kisser ??

Be an ass kicker ??

Enroll now.

You’ve done dumber things with $1K

Book reviewers on the internet have called Lochhead’s work:

“Very shallow”

“Incredibly mediocre”

“Easily one of the worst things I've had the displeasure of listening to.”

And one of the all-time greatest business book reviews:

“This book reads more like an MLM or cult brochure.”

The Economist called Lochhead, “off-putting to some”.

There are (random) strategically placed spelling, grammar and formatting mistakes in this newsletter.

If you think Elon Musk and “The Globalists” are partnering with our friends at Dude Wipes to build autonomous ass-cleaning robots, then consider these strategic mistakes part of a secret code that unlocks Federal Government servers in Bumsquat Youdaho that reveal who actually built the Statue of Limitations.

If you’re not a Elon Musk Dude Wipes person, the errors herein exist because Lochhead is lazy…

…and wants to write in an unfettered, real(ish) time way and an editor would slow the roll.

I don’t feel tardy.

A crocodile cannot stick its tongue out.

Bra stops bullet

The different shall inherit the earth.

Taylor Swift breaks Spotify records for most-streamed album, most-streamed artist in a single day

When was the last time you clicked on a company blog post, opened a company newsletter, or listened to a corporate podcast and said to yourself,

“Wow, I sure am glad I clicked on that!”

How do you get on Shark Tank?

Get $ from Mark Cuban?

And build the category dominating butt wipes brand for men? All this & more with Sean Riley Chief Dude at DUDE Wipes on this shitty podcast ??

Paleontologists have discovered the largest marine reptile ever found.

Microsoft will invest $1.5 billion in a technology company backed by the United Arab Emirates, a deal that includes an intergovernmental pact to ensure artificial-intelligence security as the U.S. and China?increasingly compete for influence?in the Gulf.?

(You’ll notice that Microsoft (and all other US tech cos invested zero in Gaza or The West Bank ??)

To make sure grandmas like his don't get conned, he scams the scammers

A coffee roastery in Finland has launched an AI-generated blend. The results were surprising

There is no secret guide to the top.

No special map.

No 7 steps.

Just become known for a category you own.

Nearly two-thirds of US young adults unaware 6m Jews killed in the Holocaust....23% said they believed the Holocaust was a myth?

The Nova Music Festival in Israel on October 7th 2023.

Hear the real.

Shocking.

Story.

Of what actually happened at the October 7massacre? in Israel w/ survivor Natalie Sanandaji on this riveting podcast.

Man Barred from Taking Kitten to Florida Strip Club

Sal the Cat summoned for jury service... and court rules he 'must attend'

Florida iguana gets stuck in waterslide, lays 30 eggs in resort swimming pool

Airplane passenger fined in Sydney for urinating in a cup

Is this thing still going?

Right?

This guy needs an editor.

Exactly.

He’s very unprofessional.

Ya.

This is actually a pretty shitty newsletter.

You got that right!

But… if we think his newsletter is shitty, why are we still reading it?

I don’t know?

We’ve got nothing better to do?

Should we be scrolling Insta?

Only old people call it Insta now.

Is anyone even on Insta anymore?

Zuck is spooky.

He sure is.

HEY!

What?

We’re doing it again.

Doing what?

Talking to each other at the end of this ??

Talking to who?

Who are we talking to?

Can a newsletter make you nuts ?? ?

This one can.

If you're not enjoying this (different) newsletter, you're among the vast majority of people on planet earth.

If (by some breach of your better judgement) you are enjoying this Kentucky bourbon smooth read, with just the right level of AD/HD insanity…

you might get fired up about our real work:

books, paid/real newsletter, and/or podcasts.

Ever sit next to a loud chewer on a plane?

How about someone clipping their toe nails. Next to you. On a plane!?

Gaza could Have Been Singapore. Hamas Turned It Into ISIS?

Big Foot Lives: Colorado tourists share video a Bigfoot

Marketing is sales at scale.

Podcasts are the only media for authentic conversation.

What’s it like to be “Queer In The C-Suite”? Meet Jim Fielding. Author of “All Pride, No Ego”.

Don’t forget to join:

Category Pirates NEW Strategy Therapy mini-course to build a strategy around the one thing that makes your business different.?

Have you seen the UK dating show where people get fully fucking naked and they show it ALL?

(It’s a kids show ??)

Contrary to the rumors, This Different Newsletter is not associated with Harvard University.

We are in no-way-shape-or-form funded or produced by Harvard.

This Different Newsletter really ties the room together.

Never miss it. Subscribe here.

Did you know, your ears never stop growing.

Hey, thanks for hanging out for the extra (silly) scooby snacks at the end...hope you have a legendary day…..

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Hold Fast.

Published by Category Pirates.

Sponsored By Bad Tuna Industries.

Makers of Bad Tuna Baby Wipes?