Let's Write A Book

Welcome to a new feature of the pod: Let's Write a Book. Josh and Ben talk through ideas for the first chapter of the Category First book, entitled “Strategy Is Thinking”. Highlights include: Why "Strategy is thinking about what you do, before you do it" is such a powerful first principle to begin category creation from. When thinking is not actually thinking. Why all great category creators rebel against the status quo. And why, when changing the trajectory of your company, the CEO is your greatest point of leverage. Did you know there's a newsletter too? Check it out at: categoryfirst.substack.com