How to Write a Book That Designs a New Market Category & Positions You as The Leader
How to Write a Book That Designs a New Market Category & Positions You as The Leader
August 25, 2025 02:45 PM 03:30 PM
Want to escape the content creation rat race? Instead of competing in overcrowded categories, learn how to design your own. The most successful content entrepreneurs don’t just create content—they create entirely new conversations. In this high-energy session, Fernando will show you how to write a “Startup Book” that designs and defines a new market category with you as its leader.
Through real-world examples of content entrepreneurs who’ve done this successfully (including Joe Pulizzi who designed the “content entrepreneur” and “content marketing” categories), you’ll discover how to transform your expertise into a book that doesn’t just establish thought leadership—it creates a new space for you to dominate. The best part? Fernando reveals how to leverage your book into speaking gigs, podcast appearances, social media authority, and high-ticket client opportunities that naturally flow from being the category queen or king.
Key Takeaways:
- Learn how to identify and articulate an “obvious problem with a non-obvious solution” (or vice versa) that becomes the foundation of your new category.
- Discover the 7 critical elements every category-designing book must include to effectively establish your thought leadership.
- Master the three-phase strategy for using your book to wage the “information war,” “air war,” and “ground war” that establishes category dominance.