Welcome to a new feature of the pod: Let's Write a Book. Josh and Ben talk through ideas for the first chapter of the Category First book, entitled “Strategy Is Thinking”.

Highlights include:

<ul><li>Why "Strategy is thinking about what you do, before you do it" is such a powerful first principle to begin category creation from.</li><li>When thinking is not actually thinking.</li><li>Why all great category creators rebel against the status quo.</li><li>And why, when changing the trajectory of your company, the CEO is your greatest point of leverage.</li></ul>

Did you know there's a newsletter too? Check it out at: categoryfirst.substack.com

Q&A: Creating Your Own Mediabrand

Host Josh Lowman, and guests, share mini-masterclasses in category creation, strategy and brand design. Join us for Listener Q&amp;A episodes and interviews with category creators at companies like Gong, Squarespace, Zapier and more.