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For 30 years, books have been one of the only products in the world that haven’t increased in price.

A hardcover business book in 1997? $27.

A hardcover business book today? $28.

Meanwhile:

Gas, meals, and movie tickets have doubled.

College tuition has tripled.

Book publishers are making more money than ever.

Where is all that value going?

Not to authors. Because the traditional publishing system is rigged. And until now, no one had the courage to call the bluff and raise the price.

This mini-book is both a battle cry and a blueprint.

It’s for authors, thinkers, and creators ready to stop selling their brilliance for $30—and start commanding what their ideas are actually worth.

Here’s what you’ll get inside:

[00:01:06] – Why Book Pricing Makes Smart People Look Stupid: Books are one of the only modern products that haven’t kept up with inflation. Not because readers won’t pay more—but because authors never challenged the system.

[00:08:10] – The Publishing House Always Wins—Even When You Don’t: Traditional publishers make money whether your book succeeds or not. They lean on old backlist hits, force authors to do their own marketing, and pay royalty rates that haven’t changed in decades.

[00:15:23] – Business Books Are Outcome Products: A great business book isn’t entertainment—it’s leverage. It can land a new job, inspire a company pivot, or generate millions in downstream revenue.

[00:22:38] – How to Reposition Your Book as a Premium Product: Pricing isn’t just a number—it’s a story. When you set a higher price, you teach people how to value your thinking.

[00:29:51] – The $100 Book Is a Category—Not a Gimmick: This is the new frontier of intellectual capitalism. The smartest creators are no longer playing by the old pricing rules.

This isn’t about gouging readers.

It’s about finally telling the truth: your thinking is worth more than $30. Your book is an outcome—not a product.

So price it like one.

Arrrrrrr,

Category Pirates 🏴‍☠️

Eddie Yoon

Christopher Lochhead