Exploring Category Creation and the Power of Consistent Messaging

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Exploring the process of creating a unique category within a business, focusing on the example of Eight Sleeps and their approach to establishing 'sleep fitness'. The chapter stresses the significance of consistently reinforcing this new category across all aspects of the company.

Welcome to another edition of Cheat Sheet by Outlier Academy. Where each week we compress 6+ hours of research and interviews into 3 big ideas that you can read in 5 minutes. This week we profiled one of the internet’s most-read writers (100M+ views), Nicolas Cole, and his latest book Snow Leopard: How Legendary Writers Create a Category of One with co-authors Eddy Yoon and Christopher Lochhead.

Read the newsletter companion to this episode:

https://www.cheatsheetnewsletter.com/p/category-creation-and-avoiding-competition

Here are the 3 big ideas in this week's Cheat Sheet:

Competition is for losers, avoid it at all costs.

How Eight Sleep created the Sleep Fitness category.

How to find and create your own category of one.

Sign up for the Cheat Sheet newsletter:

https://www.cheatsheetnewsletter.com

Listen, watch, or explore more of this week’s Outlier Academy episodes:

Nicolas Cole, Co-Founder of Category Pirates and Ship 30 for 30 | Favorite Books and Writing Tools, Enduring Boring Things, and Why Great Writing Changes the Reader

Listen Now | Watch Now | Episode Guide | Transcript

Snow Leopard: How Legendary Writers Create a Category Of One | Nicolas Cole, Author and Co-Founder of Category Pirates

Listen Now | Watch Now | Episode Guide | Transcript

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