Why The Future of Business Is Transforming Lives, Not Selling Stuff

A podcast video with the Category Pirates

Jan 20, 2025

I love the Category Pirates – Christopher Lochhead, Eddie Yoon, and Katrina Kirsch – and how they view the world. They absolutely are, as their website says, “the authority on Category Creation and Category Design — the business discipline that helps companies create, develop, and dominate new categories of products and services.” And their authority extends to all economic offerings!

In fact, I’m on Substack because of them, and in particular their book Snow Leopard. It helped me realize the value of directly connecting with people who love my ideas and my category of experiences & transformations. I so value this connection, the feedback I’ve received, the lessons I’ve learned, that I thank them again for sparking it. And I thank you for coming along on this journey.

Last month we sat down and talked about moving beyond the memorable experiences of the Experience Economy to the effectual transformations of the emerging Transformation Economy. They published it on their own Substack – which I cannot recommend highly enough – and here I am publishing it on mine:

Click Here to Watch on YouTube

Enjoy our discussion, and then check out the Category Pirates and subscribe to their Substack as well.

Joe