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Centricity Podcast

Nov 21, 2023

In this episode of the Centricity podcast, our host, Will Riley, meets with Eddie Yoon, one of the authors of The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different. They talk about the ultimate business strategy - category design - which uses a passion for change and the need to upend the status quo to drive innovation and growth.

Category Design - The Ultimate Strategy

  • Instead of competing against other businesses or trying to come out at the top of your field, category design is about competing against the status quo.
  • Companies that subscribe to a “Be Different” mentality grow quickly, but many are too risk-averse to go in this direction.
  • Leaders in these businesses care deeply about their products and believe in what the company produces - they’re frustrated by current societal standards and want to create change.

Types of Category Designers

  • Accidental designers are those who create something great that explodes but don’t know why and can’t replicate their success.
  • Serial designers are innovators who consistently create successful products that they support and care about.


Reach out to Eddie via email at

Follow Eddie on Twitter @eddiewouldgrow

The 22 Laws of Category Design by Category Pirates, Christopher Lochhead, Eddie Yoon, Katrina Kirsch, Nicolas Cole - pick it up on Amazon