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Most marketing is broken.

Not because teams are dumb or products are weak, but because the playbook is stale.

Peanut butter marketing (marketing spread evenly across every platform) creates noise, not momentum. That’s why Category Designers don’t do campaigns. They do Lightning Strikes.

This mini-book is your guide to designing a strike that makes the market move toward you—whether you’ve got $10K or $10M to spend.

Inside, you’ll learn why great marketing isn’t about being everywhere. It’s about one explosive moment that rallies your team, gets your Superconsumers talking, and punches the category in the mouth.

Here’s what you’ll get inside:

[00:01:09] – Why Most Marketing Fails (And What to Do Instead). Traditional marketing calendars spread effort across too many channels with no clear POV. Learn why a Lightning Strike (a single, aligned, company-wide campaign) creates gravity, belief, and word of mouth on purpose.

[00:07:08] – Outcome First: The High Note of the Strike. A Lightning Strike is only as strong as its outcome. Whether you need to save your business, challenge a Category King, or crown yourself as one, this chapter explains how to define the emotional, financial, and strategic outcomes that will rally your company and move your market.

[00:11:02] – The Dumbest First Question You Can Ask. It’s not “How much should we spend?” It’s “What outcome do we need to create?” You’ll learn why Honda’s expensive, ineffective rebrand failed—and why belief, not budget, is what makes a strike legendary.

[00:12:00] – The 5 Lightning Strike Types That Drive Word of Mouth. From Stunt Strikes to Culture-Creating ones, this section breaks down the five types of strikes that move the needle. You’ll see real-world examples from DUDE Wipes, Tesla, Janus Motorcycles, YC, Nike, and more.

[00:30:39] – How to Match the Strike to Your Outcome. Strikes are not one-size-fits-all. This final section helps you choose the right strike based on your goal—and previews what’s coming next in Part 2, where you’ll learn how to plan and price your strike (whether you’ve got $10K, $100K, or $1M to spend).

When it’s done right, a Lightning Strike doesn’t just drive leads. It rewires your company and redefines what your category believes is possible.

Arrrrrrr,

Category Pirates 🏴‍☠️

Eddie Yoon

Christopher Lochhead

Katrina Kirsch