Snow Leopard - Dr. Jethro Jones (Pending)

# Snow Leopard ![rw-book-cover](https://m.media-amazon.com/images/I/71VsAFr7-yL._SY160.jpg) ## Metadata - Author: [[Category Pirates, Nicolas Cole, Christopher Lochhead, and Eddie Yoon]] - Full Title: Snow Leopard - Category: #books ## Highlights ###### ID 440939291 > The Content Pyramid The 5 Levels Of Becoming A Legendary Writer, Creator, and Thought Leader ([Location 44](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=44)) ###### ID 440939292 > When these people scroll through their social media feeds, they are (usually) not looking to be challenged. Instead, they are in a state of searching for confirmation bias. ([Location 60](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=60)) ###### ID 440939293 > This is not about being outrageous or controversial for the sake of attention. It’s about taking the world somewhere new because you are already living in the future. ([Location 91](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=91)) ###### ID 440939294 > There are 5 levels to becoming a legendary writer, creator, and “thought leader” in your field. Level 1: Consumption Level 2: Curation Level 3: Obvious Connection Level 4: Non-Obvious Connection Level 5: Category Creation ([Location 97](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=97)) ###### ID 440939295 > In fact, as a rule of thumb: people with giant audiences online tend to create the most surface-level, Obvious, content-free content. Whereas the people with smaller, more niche audiences tend to create Non-Obvious, hyper-relevant content. ([Location 153](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=153)) ###### ID 440939296 > Non-Obvious Connectors are writers, creators, entrepreneurs, and thought leaders who change the world with their thinking. The unfortunate part, however, is that data shows us most people don’t want their thinking changed. ([Location 263](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=263)) ###### ID 440939297 > What readers, listeners, viewers, and potential customers want isn’t you. It’s your category. ([Location 336](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=336)) ###### ID 440939298 > When you successfully build a unique and differentiated category (in which the reader is the Main Character, not you), you can create a dozen different revenue streams giving readers more of what they love [category] in a dozen different ways. ([Location 339](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=339)) ###### ID 440939299 > Question #1: What does the party cost? Question #2: And who is the party for? ([Location 377](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=377)) ###### ID 440939300 > Your “burn rate” is the amount of money it costs to sustain your lifestyle of happy living. ([Location 380](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=380)) ###### ID 440939301 > That’s your burn rate—and what your “party” costs (the party being: living and enjoying life at your current level). ([Location 386](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=386)) ###### ID 440939302 > Your ultimate goal is to make a difference, first, and then to monetize the different you make in such a way that you build a portfolio of intellectual capital that “pays for the party” without you doing anything. ([Location 414](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=414)) ###### ID 440939303 > The point is: what you want is to create and/or acquire assets that pay you dividends regardless of whether or not you show up to the office. ([Location 418](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=418)) ###### ID 440939304 > If you want short-term money, then create Obvious content. If you want long-term dividends, then create Non-Obvious content (your library will last longer). ([Location 551](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=551)) ###### ID 440939305 > If the education world wants to produce more creators in society, it needs to fix their ratio of reading versus writing—input vs output—and move generations of consumers up The Content Pyramid. ([Location 628](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=628)) ###### ID 440939306 > The easiest place to start as a Curator is by curating what you are a Superconsumer of—and sharing that. ([Location 661](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=661)) ###### ID 440939307 > As a Superconsumer of anything, you are sitting on untapped “potential” intellectual capital that has the power to become kinetic just by organizing and distributing it—moving ([Location 672](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=672)) ###### ID 440939308 > “Influencers with a million followers can earn somewhere around $670 per post. A content creator on Instagram with 100,000 followers can earn about $200 per post, while someone with 10,000 followers can make about $88 per post.” ([Location 718](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=718)) ###### ID 440939309 > Monetizing attention is a race to the bottom—and of all the potential business models, it’s one of the worst ones out there. ([Location 725](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=725)) ###### ID 440939310 > Selling your time as a product or service is the primary business model for an Obvious Creator. This means instead of monetizing the “attention” of your collective audience, you are monetizing access—their relationship with you, and the value you provide them directly. ([Location 737](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=737)) ###### ID 440939311 > Which game do you want to play? The “actionable” game? Or the “thinking” game? ([Location 762](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=762)) ###### ID 440939312 > Obvious content is Actionable. ([Location 764](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=764)) ###### ID 440939313 > Non-Obvious content is Thinking. ([Location 765](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=765)) ## New highlights added April 1, 2024 at 11:14 AM ###### ID 700958719 > if you love doing in person workshops, then even though you won’t ever experience the same scale as an Obvious creator in the digital world, you will likely stick with it longer and become the Category King of your niche—earning a whole lot more money than if you tried to monetize in a different, less enjoyable way. ([Location 815](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=815)) ###### ID 700958720 > find the content medium you enjoy most and do that. ([Location 817](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=817)) - Note: So, is my Schtick podcasting? Spoken content? ###### ID 700958721 > The difference is that Obvious creators provide products and services. Whereas Non-Obvious creators provide experiences and transformations. ([Location 854](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=854)) ## New highlights added April 3, 2024 at 11:59 AM ###### ID 701835934 > What most people don’t realize is that almost all of the information that is in Pirate Cole’s $20 book is much of the same information he shares in all of the other ways he monetizes—except with more access. Just like how most of Pirate Christopher’s mental models and high-level frameworks on Category Design are in his book, Play Bigger, but Silicon Valley startups still want to hire him directly. And just like how Pirate Eddie’s entire Superconsumer framework is laid out in his book, Superconsumers, but Fortune 500 companies still want Eddie to walk them through the process and hold their hand. ([Location 968](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=968)) ###### ID 701835935 > To increase the “value of your value,” the key is to make access to you and your specialized knowledge more private and personal. Your book can be $20 but your pre-recorded online course (explaining the same information) can be $200. Why? Because now the reader/listener/ customer can see your face. They can hear your vocal inflections, and gain access to the spontaneous stories and insights you might have forgotten (or chose not to) include in your book. They feel closer to you, and get a different level of experience as a result. ([Location 973](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=973)) ###### ID 701835936 > Translation: of the soon-to-be $700 billion content marketing industry, 20% of the entire market is exclusively dedicated to “managing” the content that gets created. Well, what’s the content? More importantly, how much of the content being created (especially by enterprise companies and B2C companies) is actually worth reading? ([Location 1067](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=1067)) - Note: And this is even more exacerbated by AI! ###### ID 701835937 > How can you get your Superconsumers to hear & adopt your POV? Enabling the most influential people in your category to evangelize your POV is the fastest path to enduring, exponential growth. Which means your primary focus should NOT be to get “anyone” to hear your POV, but to leverage the attention and enthusiasm of your Superconsumers. Your job is to put the right words (your POV) in the right mouths (your Supers, which we’ll talk about how to do in a bit). ([Location 1113](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=1113)) ###### ID 701835938 > For example, we know people in the podcasting category who have between 70-80% audience churn. As a result, they spend increasing amounts of time, money, and technology on “new listener acquisition.” Which they do to keep their download numbers up so they can continue charging their sponsorship rates. ([Location 1137](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=1137)) - Note: This is what I’m doing with production services. What’s my POV on podcasting? Much better to have people talking about your show. ###### ID 701835939 > If you wouldn’t pay for it—either with hours or dollars—why are you putting it out? ([Location 1209](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=1209)) ###### ID 701835940 > (As soon as you change the mindset from “legendary volume” to “legendary content,” you will stand out.) ([Location 1210](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=1210)) ###### ID 701835941 > everyone consumes marketing, so everyone considers themselves a marketer, ([Location 1216](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=1216)) - Note: Much like everyone has been to school so everyone is an expert in education. ###### ID 701835942 > ONLY IF YOU CAN TRANSLATE YOUR JOURNEY INTO SOMETHING THAT MATTERS TO YOUR CUSTOMERS. Because no one cares about you. ([Location 1242](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=1242)) ###### ID 701835943 > Lie #2: “Anything I say is valuable.” ([Location 1264](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=1264)) ###### ID 701835944 > Lie #3: “It’s all about how many people see my content.” No, it’s not. It’s about how many people are moved by your content enough to *share* it. ([Location 1305](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=1305)) ###### ID 701835945 > Actual “thinking” is not reflexive. It’s reflective. ([Location 1421](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=1421)) ###### ID 701835946 > Academia takes it one step further. Academics can’t publish without extensive research about the past. And any new information has to be rigorously peer reviewed by other professors who are experts about the past. The pinnacle of being an economics or business school professor is winning the Nobel prize. But the Nobel prize in economics is typically awarded for work completed decades ago (based on analyses of data even before that)! ([Location 1440](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=1440)) ###### ID 701835947 > Problem, Solution, Outcome However, in order to “sell” the world on your ideas, you need to effectively communicate the value of each idea in a clear and concise manner. ([Location 1490](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=1490)) ###### ID 701835948 > 4 Stages Of Creation As a writer or creator, what you really are is an “Intellectual Capitalist” whose job is to “think”—and then to find ways to leverage that thinking into net-new value. There are 4 stages of creation: Least Valuable: Obvious, Obvious More Valuable Near-Term: Obvious, Non-Obvious More Valuable Long-Term: Non-Obvious, Obvious Too Complicated: Non-Obvious, Non-Obvious ([Location 1504](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=1504)) ###### ID 701835949 > The secret is in the middle: to be Obvious in Non-Obvious ways, or to be Non-Obvious in Obvious ways. ([Location 1515](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=1515)) ###### ID 701835950 > Most writers go their entire careers never realizing that the big secret to being seen as a brilliant thinker and writer tends to come down to languaging. ([Location 1693](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=1693)) ###### ID 701835951 > There are 5 archetypes for people who create Non-Obvious ideas in the world. You are a Superconsumer: You are passionate about something, and so you understand your own problems better than anyone else. You are a Category Designer: You can frame solutions to problems people didn’t know they had. You are a Languager: You can use language to transform a rational problem into an emotional one by “calling” it something. You are a Visionary: You can visualize Non-Obvious outcomes few people believe are possible. You are a Missionary: You are already living in the future, and will excitedly knock on people’s doors in an effort to “spread the good word.” ([Location 1756](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=1756)) ## New highlights added April 16, 2024 at 12:19 PM ###### ID 707595613 > Your POV is the script customers use in word-of-mouth marketing. ([Location 1905](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=1905)) ###### ID 707595614 > Step 1: (Category) Design The Future ([Location 2004](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=2004)) ###### ID 707595615 > Backcasting: Standing in a different future, and living “as if “ that different future already exists today. ([Location 2006](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=2006)) ###### ID 707595616 > Step 2: Visit The Future For POV Hypotheses ([Location 2015](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=2015)) ###### ID 707595617 > Do our category’s customers have “Stockholm Syndrome”? Can we set them free? ([Location 2016](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=2016)) ###### ID 707595618 > Your POV becomes the raison d’etre for why customers are doing and spending what they are doing and spending. (“Don’t go there, live there.”) ([Location 2084](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=2084)) ###### ID 707595619 > Languaging, in the context of category design and writing the POV of the company, can either take the form of 1) inventing new words and/ or language for the new ideas you are looking to communicate, or 2) modifying old words with new words for the new ideas you are looking to communicate. ([Location 2154](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=2154)) - Note: Don't diss ability ###### ID 707595620 > you are successful when you’ve moved their thinking from the old way to the new and different way you are educating them about. The way you do this is with words. Which means if you can’t write what you’re thinking, then you aren’t thinking clearly. ([Location 2164](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=2164)) ###### ID 707595621 > When Henry Ford called the first vehicle a “horseless carriage,” he was using language to get the customer to STOP, listen, and immediately understand the FROM-TO: the way the world was to the new and different way he wanted it to be. ([Location 2185](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=2185)) - Note: The Down syndrome CEO ###### ID 707595622 > The reason this clarity is so important, and why we want to draw lines in the sand between category point of view, languaging, and messaging, is because improving a company’s messaging in absence of a true north category POV is a (and we use this word very intentionally) “meaningless,” money burning project. ([Location 2204](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=2204)) ###### ID 707595623 > A POV is, “What do we stand for?” Languaging is, “How do we powerfully communicate our POV?” And messaging is, “What should we say?” ([Location 2206](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=2206)) ###### ID 707595624 > language has the power to create thinking, which in turn inspires action.” ([Location 2233](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=2233)) ###### ID 707595625 > Category queens deliberately use languaging to do a few things: To differentiate themselves from any and all competition through word choice, tone, and nuance. To speak to (and speak “like”) the customers they want to attract—especially the Superconsumers of the category. To further establish their position in the category they are designing or redesigning. To insinuate and give context to other levers of differentiation: price, profit model, branding, etc., and how the company executes any number of them in a different way. ([Location 2240](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=2240)) ###### ID 707595626 > Mavin Bower is the category designer of management consulting. He was a languaging maniac. Under his guide, projects were not called “jobs.” They were engagements—a word that is much more relational than transactional. Internal groups with specific industry or functional expertise were called practices (Like doctors, this is the intentional use of language to create the percep tion of value)—emphasizing that learning was a never-ending endeavor. ([Location 2328](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=2328)) - Note: Some attempts have been made in education to change the name for example lead learner instead of Principal. But these efforts I think have largely failed because there has not been actual change in the system at a high enough level. Micro school is a good example of a category design And a different way that does actually work because it’s changing the system also. ###### ID 707595627 > But if there is one overarching concept Drucker is best known for, it’s his belief that every person was responsible for his or her own acquisition of learning. How Drucker did this himself was through writing. ([Location 2352](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=2352)) ###### ID 707595628 > Use your deep insights & new thinking to speak directly to the reader’s wants, needs, hopes, dreams, desires, and aspirations in life. ([Location 2789](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=2789)) ###### ID 707595629 > Which is why, before you even sit down to start writing, it’s worth considering what type of book you want to write—and whether that type of book has the potential to achieve the goal you desire for yourself. ([Location 2867](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=2867)) ###### ID 707595630 > What this data underscores are Category Design’s core principles proven out in book sales. ([Location 2877](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=2877)) ###### ID 707595631 > The way you increase the likelihood of your idea “scaling,” as well as the likelihood of writing a best-selling book is by ascending up these 7 categories. Because the higher you ascend up these categories, the more timeless the material becomes and the more pricing power you have. ([Location 2898](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=2898)) ###### ID 707595632 > And since you aren’t a celebrity or an industry leader who has millions of followers or is a household name, that means Leadership is one of the worst categories for your book. ([Location 2917](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=2917)) ###### ID 707595633 > And the categories where Idea-Centric books excel are Insights/Thinking and Personal Development (where your personal standing is second priority to the quality of your ideas). ([Location 2919](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=2919)) ###### ID 707595634 > all roads lead back to Insights/Thinking and Personal Development. ([Location 2995](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=2995)) ###### ID 707595635 > you are a beginner looking for a place to start (in a given subject matter), a book that speaks to your Obvious problem (“I don’t know where to start”) and promises Obvious solutions (“a step-by-step guide”) is for you. However, if you are not a beginner and find yourself still buying Obvious/Obvious books, stop. There’s nothing “new” in there for you (no matter how respected the author seems). You’re wasting your money. ([Location 3196](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=3196)) ###### ID 707595636 > You can tell someone is a Superconsumer of a given topic when their bookshelf is lined with Non-Obvious solutions to an Obvious problem. (Pirate Cole has an entire collection of books on writing and copywriting, each providing different Non-Obvious solutions to the age-old Obvious problem, “How do I become a great writer?”) ([Location 3201](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=3201)) ###### ID 707595637 > Step 1: Choose A Top 7 Business Book Category ([Location 3348](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=3348)) ###### ID 707595638 > Step 2: Idea-Centric vs Author-Centric ([Location 3351](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=3351)) ###### ID 707595639 > Step 3: Ascend Up The 7 Categories To A Superior Category ([Location 3360](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=3360)) ###### ID 707595640 > Step 4: Y Do You Write? ([Location 3366](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=3366)) ###### ID 707595641 > Step 5: Make Your Title Best-Seller Worthy ([Location 3375](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=3375)) ###### ID 707595642 > Step 7: Price It High ([Location 3383](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=3383)) ## New highlights added April 5, 2025 at 7:13 PM ###### ID 873334693 > Your ultimate goal is to make a difference, first, and then to monetize the difference you make in such a way that you build a portfolio of intellectual capital that “pays for the party” without you doing anything. ([Location 412](https://readwise.io/to_kindle?action=open&asin=B0B7Z7RT86&location=412))