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The Exitpreneur Newsletter

Master Business Growth & Exit Strategy

Exitpreneur is the leading authority for ambitious business owners who want to scale strategically and exit successfully.

Several times a month, we deliver powerful insights and in-depth strategies—mini-books and expert analysis designed for entrepreneurs, executives, marketers, and thought leaders who are shaping the future.

If you want to dominate your industry, build a business that thrives beyond you and exit on your terms, this is your playbook.

Think of it as the Harvard Business Review—built for Exitpreneurs.

What people are saying about our newsletter!

I supported your work because your insights on category design and creation have been incredibly enlightening. Your unique perspectives from legendary entrepreneurs, executives, marketers, and creators are invaluable for anyone looking to make business breakthroughs. Keep up the fantastic work! 🏴

☠️ Big Hugs from Barcelona

Damian Valenzuela

I like that it is compact and to the point. I am currently reading the 22 Laws of Category Design.

Mike Whims

I’m a Superconsumer of your work 🤓

Saki Elbambo

It helps us get the right focus and strategy within the rollercoaster ride we are currently in.

Emile Coumans

I heard Chris speaking on Lenny's Podcast and fell in love with his teachings and insights. The framework for category design that you guys have developed makes a lot of sense. As a problem and customer-obsessed entrepreneur that spends every waking hour obsessing about building a better future, your insights help me organize and better execute on the millions of variables zapping around my brain.

Alfred

I love you guys! I have nothing else to say. I'm just learning a lot from you people! You guys are awesome teachers

Afi

Read your books, want to access the rest ongoingly.

Alan

Spot on thinking regarding non-obvious solutions won my sub—let's see what other treasures you've shared ;) Thank you.

Brendan Howley

I'm a fan of the mission.

Neil

I believe it is the right way to further build my businesses

Malcolm Bean

I am a pirate 👊🏼🏴☠️

Martin Angehrn

Amazing.

Jeremy

I've read your book and I fully agree with what you say. I think that we all need to care about our customers and create something of true value. Not just copy others mindlessly. Hope I can learn from you and create something great myself

Anna

Lenny has plenty of informative guests, but your talk really resonated w/me as I'm trying to reframe something that has sucked for so long into something completely different - basically wellness after 40 doesn't need to be dysfunctional. We're all sold so much shit (BTW, loved your liberal swearing on the pod) that won't truly help us that influencers say we need. Look forward to learning more.

Jill Consor Beck

I'm leaving the navy to become a pirate after 20 years in the 9-5. I need all the nuggets of insight and advice I can muster.

Olly Whitman

You’ve got the gems that I’m searching for.

Cathryn

Cutting edge.

Jon Talon

Keep telling it like it is, mate!

Kimber Chin

Always insightful.

Craig Park

Category Pirates seems like an invaluable resource to help see things differently and create value in our lives and societies. Pirate on! Yarrr! 🏴☠️

Felipe Bovolon

Chris, you always inspire me to challenge myself, think bigger, play bigger!

Chez Kristi

I supported your newsletter because you provide valuable content!

Jennifer Bruno

It's just dam interesting in a sea of same same thinking.

Lesley Edwards

You are ☠️ 🏴☠️ legends 💜 ✨️ 👏 🙌 Arrrrrrrh 👏

Andrew Turner

Learning from the best in business.

Simon A

More than just value. This mindset of category kings is rare. It is the jewel that is missing that isn't talked about. I just discovered these guys 2 days ago, and I am blown away. The good news for me is that I found a mindset that is exactly what I've been recently studying. I feel blessed beyond measure having found this community.

Rick Green

I am a learner at heart. I love to learn but I also need to leverage my knowledge onto a business like I have been working. I am a Physical Therapist, military spouse and mom. My time is short & precious like a toddler in a tiara--BUT I believe giving my time to read & learn from you will increase my ability to go from $0 small e entrepreneur to impacting lives & making money in my category.

Mandy Johnson

Your writing is just damn relevant!

Sebastian Bechinger

I love your work. Your insights are provocative and contrarian, right up my alley! You offer depth on topics most people skim over or ignore altogether. You are opening my eyes to a different way of thinking and I really like that! Thank you for telling the truth about the way things are. It's so refreshing.

MaryLou Kayser

It makes so much sense and most importantly gives a path to follow with warnings along the way about leaving the path.

Jessica Brennan

If one of the clearest thinkers and speakers I’ve ever read and listened to (Mike Maples Jr.) believes in you, I’d be a fool to not do so as well!

Andrew Grillo

I've learned a lot from you guys!

Chris Maffeo

Your e-books look intriguing and I'm a content marketer looking for valuable content about content. so meta.

Laura T

I am fascinated with the concept of Category Design and want to learn more.

David Johns

I need to learn how to create not compete for scraps. Thanks!

Jason

Pirates need booty to survive and my booty is as good as you’ll find anywhere else.

Adam

I have been following Christopher on LI for a while as well as have listened to several books and find all the teachings easily digestible, no-nonsense and helpful.

Christine

I supported your work because I am building a new category of business and want to use the frameworks I learned in your book.

Patrick

Category talks are a winner.

Andre Pilon

I read "Play Bigger" and have been in love ever since. For the FIRST TIME EVER, I'm working for a med tech company that ABSOLUTELY has the chance to create and dominate a category...and I want to be on that pirate ship!

Dr Mary Callan

So far you all have consistently been bringing actual value. Love your book.

Len Wilson

Ship 30 has changed my life! Without it, I would have never created my own substack, which has gained 1,900 followers in three months.

Audrey Knox

I read Play Bigger, which led me to following the authors on LI... and right now, I am in the middle of launching a breakthrough idea. The writing and thought-leadership provided by Chris is always relevant. I always get something out of it to help me keep pushing forward.

R Thornhill

I teach military- and medical-connected (MILMED) personnel to advise in the medtech and biopharma sectors. I've captured over a quarter billion in non-dilutive funding/ROI for R&D and accelerating tech to markets. We're building a networked MILMED Community with expert MILMED consultants. Category science, category design and every topic of yours I've read will help us navigate and better serve.

Eric Hanson

I want to be a legendary marketer. Argh.

Graham Grieve

Because you (dare to) think different!

Heiki Strengelsrud

I supported your work because it looks like you provide some great, actionable insights.

Nick Nichols

I love you.

Fiona Fitzpatrick

Your bold, relevant, no nonsense and practical advice that can be actioned quickly.

Robert Mac Guyatt

I have learned so much from the excerpts that I get in my Inbox.

Cheri Smith

Non-Obvious Thinking, Straight To Your Inbox

Most of the business content that exists is Obvious. So if you want Non-Obvious content about how to think differently in the business world, where do you go? What do you read?

The answer is Exitpreneur.

By signing up, you agree to our Privacy Policy and consent to receive marketing emails. You may walk the plank at any time. We'll never spam you or sell your data.

📚 Mini-Books

Several times a month, we publish a mini-book (4,000-8,000+ words) on the subject of Category Design. This is where you will find Non-Obvious, radically different ideas, and new ways of thinking about how to unlock exponential opportunities in your business and life.

🥷 Exitpreneur Perspectives

To sharpen your exit planning focus, we break down what's happening in the news and how it connects to exit strategy. You'll see how Category Kings like Apple, Tesla, Microsoft, OpenAI, and more use exit planning principles to lead their industries. It's all about helping you understand how these strategies can shape your own work.

📝 Category Case Studies

Each mini-book shares stories and examples of the world’s most legendary Exitpreneurs, including top executives, investors, inventors, writers, and more. You’ll learn exit-defining lessons, including practical applications you can use to achieve your own business outcomes.

Who Reads Exitpreneur?

If you’re looking for content like “What Elon Musk Eats For Breakfast To Be More Productive,” please don’t subscribe to Category Pirates. Our readers are tired of Obvious content—and are hungry to think in radically new and different ways.

Entrepreneurs

Whether you’re the founder of a high-flying Silicon Valley tech startup, or a solopreneur in a hyper-specific niche, all of the frameworks, mental models, and Category Design strategies still apply.

Executives

Category Design isn’t reserved for early-stage startups. C-level, VP, or mid-level managers all have the potential to play crucial roles in helping a company create and/or defend their category position.

Creators

If you are a writers, podcasters, speakers, or Digital Creator of any kind, then you must become known for a niche you own. Success isn’t about being “better” than everyone else. It’s about being different!

Created by a “Business Writing Band”

Category Pirates is co-written by Christopher Lochhead, Eddie Yoon, Katrina Kirsch, and (formerly) Nicolas Cole. Because of our unique publishing process, all of our books start off as newsletters. We then combine several newsletters, ideas, frameworks, and exercises into full-size books.

Just want to hear the hits? Grab (or gift) one of our books!

The 22 Laws of Category Design

Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different

Snow Leopard

How Legendary Writers Create A Category Of One.

The Category Design Toolkit

Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche.

A Marketer’s Guide To Category Design

How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy.

Start Designing Your Own Category

New to Category Design and not sure where to start?

Take our free 7-Day Category Accelerator email course, walking you through the fundamentals of Category Design and getting you up to speed quickly—so you can start “thinking different.”