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Every legendary category starts by naming the problem only they can see.

Then they plant a flag with a manifesto.

A Category Manifesto is your movement’s founding document.

Not copywriting. Not a positioning statement. It’s the emotional and strategic narrative that rallies your customers, unites your team, and reframes the market.

In this mini-book, you’ll learn the 8-part manifesto framework we’ve used (and watched others use) to launch million- and billion-dollar categories.

You’ll also see how to co-write it with your AI co-founder—whether you’re starting from scratch or pressure-testing a draft.

Here’s what you’ll get inside:

[00:02:18] – Why Every Category Needs a Manifesto: You don’t win by building a better product. You win by introducing a new worldview. How brands from Qualtrics to Clari used manifestos to name the problem, invite others into the solution, and ignite a movement.

[00:08:36] – The 8-Part Framework for Manifesto Magic: From naming the enemy to defining the stakes, this is the playbook for writing a manifesto people believe in.

[00:18:40] – What Great Manifestos Sound Like (And Why Most Fall Flat): The difference between a forgettable brand story and a rallying cry people can’t stop repeating.

[00:25:12] – How to Co-Create Your Manifesto With AI: Skip the blank page. Use AI to help brainstorm, structure, and refine a manifesto that still sounds unmistakably human.

[00:32:05] – One Manifesto Can Become a Movement (If You Dare to Ship It): What happens when you actually ship it—and how one document can anchor your strategy, content, and go-to-market for years.

This isn’t about slogans or headlines.

It’s about writing the story that defines your category—and claiming the future before someone else does.

Arrrrrrr,

Category Pirates 🏴‍☠️

Eddie Yoon

Christopher Lochhead

Katrina Kirsch