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