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Most companies calculate TAM like accountants.

But Category Designers? They size it like visionaries.

Because belief beats spreadsheets.

And when you combine both? That’s how you unlock The Trillion Dollar Future.

In this audiobook, you’ll learn how to:

Avoid the traps that led McKinsey to underestimate mobile phones by 100x

Fuse math + belief to tell a credible story about exponential outcomes

Deploy a fleet of 11 specialized agents to turn TAM into a living, breathing treasure map

Whether you’re designing your first pitch or preparing for a billion-dollar breakout, this playbook helps you stretch the ceiling of what your category could become—and back it up with real proof.

Here’s what you’ll get inside:

[00:01:06] – TAM Is Belief Disguised as Math: Most founders either underbuild their TAM (too spreadsheet-heavy) or overbuild it (too dreamy). The unlock? Supers.

[00:04:42] – When Experts Are Too Smart to See the Future: In the 1980s, AT&T hired McKinsey to forecast cell phone demand by 2000. They guessed 900,000. The real number? 109 million.

[00:10:00] – Find Hidden Growth in Adjacent Quests: Supers don’t just buy one thing. They buy in patterns. Your agent helps you map those adjacent categories—like Red Bull did with F1 and cliff diving.

[00:13:19] – Maximize Your Existing Revenue: What if the next big unlock isn’t a new product—it’s one your supers haven’t bought yet? These agents help you spot partial buyers, missed bundles, and quest-aligned purchases to dramatically increase customer lifetime value.

[00:19:03] – Would You Like Fries With That? McDonald’s turned a single line into a global revenue reflex. This chapter shows how to train an agent to find your “fries”—the high-leverage upsell that makes you more money and makes your supers happier.

[00:22:04] – Lifequake Agents: Where Exponential Spend Hides in Plain Sight: Supers move faster through life-changing moments—births, deaths, moves, marriages. If you can spot the quake, you can predict the spend.

[00:26:32] – The Living TAM Model That Grows with You: This simple math becomes exponential when you apply insights from the other 10 agents.

Most people try to forecast the future based on the past.

Category Designers build the future by listening to their supers.

This is how you turn belief into math, and math into momentum.

Arrrrrrr,

Category Pirates 🏴‍☠️

Eddie Yoon

Christopher Lochhead