Start creating a radically simple growth strategy in just 5 days.
Start creating a radically simple growth strategy in just 5 days.
We believe every business owner deserves to unlock the hidden equity value within their business and achieve a profitable, stress-free exit. We’re not just another business resource—we’re your guide to becoming an Exit Strategist, equipped with the mindset, tools, and frameworks to create extraordinary outcomes for your business, your legacy and your life.
Our vision is to redefine the entrepreneurial journey by making strategic exits a cornerstone of business success. We believe the a successful exit is the pinnacle of success and we aim to bridge the knowledge gap and empower business owners to take control of their exit planning, ensuring they achieve maximum value and leave a lasting impact.We envision a world where entrepreneurs think beyond day-to-day operations, build businesses designed to thrive without them, and walk away with transformative wealth—all while creating a culture of ambition and innovation that endures long after their departure.
1. Exitpreneur Newsletter
Your go-to resource for actionable insights and the latest trends in business exits. From practical strategies to case studies of visionary entrepreneurs, our newsletter delivers valuable content straight to your inbox.
2. Digital Academy
A comprehensive learning platform designed to transform you into an Exit Strategist. Explore training modules on topics like: Selling Your BusinessCapital and FundingExitpreneurship FrameworksNavigating Mergers and Acquisitions
3. Paid Downloadable Monthly Issues
Dive deeper into advanced topics with exclusive, high-value monthly issues. Each edition is packed with expert advice, real-world examples, and actionable strategies to help you achieve a winning exit.
4. In-Depth Articles and Insights
We cover everything you need to know about business news, exit strategy planning, funding opportunities, and building a scalable, sellable business.
The reality is daunting: half of all businesses fail within five years, and only 1 in 700 entrepreneurs successfully sells their business. Even among those who do sell, many regret the terms of their deal just one year later. Why? Because they were unprepared.Exitpreneur is here to change that.Unlike traditional business courses or media outlets, we focus exclusively on the "art of the exit." Business schools rarely teach it, coaching programs overlook it, and the mainstream media hardly touches it. We’re filling this critical gap by providing the education, tools, and community entrepreneurs need to achieve strategic, high-value exits.
We are dedicated to highlighting the world’s most visionary entrepreneurs—those who are driven by innovation, impact, and a commitment to making a difference. These are the elite entrepreneurs who inspire us all, and through Exitpreneur, we celebrate their achievements while helping others follow in their footsteps.
Becoming an Exitpreneur means taking control of your future, building a legacy, and achieving outcomes that go beyond your wildest expectations. Whether you’re just starting to think about selling or you’re ready to create your exit strategy today, Exitpreneur is your trusted partner every step of the way.
You have the right strategy, category problem, and unique POV. But you can’t explain it exactly how you want to your team, investors, and board. Or even worse, your customers.
Your strategy takes too long to explain, and no one can remember (or repeat) it to others. You can’t pierce through the noise. So your team, investors, and customers aren’t on the same page.
Your words are clear and compelling. So good that no one tells you the brutally honest truth—the problem you’re solving (and thus, your strategy) is wrong.
You get to be brutally honest about your strengths and weaknesses to uncover what sets you apart.
You build the courage to embrace your strengths and differentiate yourself.
Once you know where you are and where you want to go, you can simplify your strategy to fit on one page.
You get to be brutally honest about your strengths and weaknesses to uncover what sets you apart.
You build the courage to embrace your strengths and differentiate yourself.
Once you know where you are and where you want to go, you can simplify your strategy to fit on one page.
2. How special, courageously different, and valuable is your “one thing” to customers?
3. How does your “one thing” impact your company and category?
Previously, Eddie was one of the senior partners at The Cambridge Group, a strategy consulting firm. His work over the past two decades has driven over $8 billion dollars of annual incremental revenue. In particular, eight of his clients have doubled or tripled in revenue in less than eight years. Eddie is one of the world’s leading experts on finding and monetizing Superconsumers to grow and create new categories.
He’s the author of the book, Superconsumers: A Simple, Speedy and Sustainable Path to Superior Growth (Harvard Business School Press, 2016), which was named one of the Best Business Books of 2017 by Strategy & Business.
Eddie has been helping companies build winning strategies for three decades. He knows the power of Strategy Therapy frameworks (because he designed many of them)—and he’s ready to help you apply them to your business.
He hosts the award-winning dialogue podcast “Follow Your Different” and the award-winning “Lochhead on Marketing” podcast. The Marketing Journal says he’s “one of the best minds in marketing”, Podcast Magazine says he’s “the best business podcaster,” NBA legend Bill Walton calls him “a quasar,” and The Economist calls him “off-putting to some.”
Lochhead has been an advisor to over 50 venture-backed startups, is a venture capital limited partner, a former three-time Silicon Valley public company CMO (Vantive, Scient, Mercury Interactive), and an entrepreneur.
With over 35 years in the entrepreneurial foxhole, he’s experienced the bliss of winning, the pain of losing, made a lot of friends and a few enemies, and learned to laugh about the whole thing. He’s raised venture capital, taken companies public, helped create billions in market cap, been part of countless M&A transactions, served on many boards, been on the cover of few magazines and has failed a lot, been publicly criticized, humiliated, and fired. A bunch.
He’s been featured in/on Harvard Business Review, CNBC, CNN, Fox Business, Associated Press, The Economist, CBS News, Fortune, Forbes, Business Insider, and countless podcasts.
He thinks George Carlin was right, whisky is a good thing, The Ramones are legendary, Tom Waits is a gift, K.D. Lang and Leonard Cohen are angels, and social media “influencers” and “hustle porn stars” are a scourge on the earth.
He also believes that if you don’t have a one-page strategy, you don’t have a strategy.
Discovering category design changed the course of her career.
Today, she runs Category Pirates, Strategy Therapy, and the Category Design Academy—the training ground for category design consultants and advisors ready to grow their businesses, 3x their pricing, and design a legendary career.
You believe entrepreneurs can’t do strategy themselves and need a Big 3 consulting firm to hold your hand and tell you how to be “better.”
You want your strategy handed to you.
You’re not willing to do the hard, deep-thinking work required to create a different category.
You play it safe by managing existing things, driving incremental improvements, and keeping the trains running.
You believe success is about beating the competition, being better, and playing a comparison game.
You’re willing to reassess or even pivot from your existing business strategy.
You’re willing to receive brutally honest feedback about whether or not your company or category is special.
You want to stand out and make your place in the business world.
You want to remove complexity and focus on the one thing that makes your company special to your customers.
You know that success is about creating net new value, new offerings, and new categories.
33+ lessons to help you create a simple, powerful strategy
Develop a strategic plan in one week with step-by-step guidance. No need to sift through endless free content – it’s all here in one place.
8 AI prompts to help you be brutally honest about your business
Get immediate insights into your strategy's weaknesses and strengths. Hear feedback you won’t get from your team, friends, or investors.
1-Page Strategy Narrative Template
Quickly create a clear strategy one-pager that aligns your team. No need to start from scratch.
Monthly 60-minute live workshops to get feedback
Continuously improve your strategy with live workshops, where you’ll get coaching from the Category Pirates and listen in on the feedback we give to others. This is the only way to access the knowledge we’ve gained from decades of strategy experience that’s produced billions in revenue for businesses, beyond a 5-figure coaching call or a 7-figure advisor investment (only available in Strategy Therapy).
13+ strategy case studies from past students
Avoid common mistakes by seeing feedback from past students. Get insights you can implement in your own one-page strategy.
Lifetime updates & access
You’ll always have access to the most current Strategy Therapy training and tools. No need to pay for future updates.
BONUS: Free eBook copies of The Annual Strategy Planning Trap and Competition Derangement Syndrome by Category Pirates
Avoid common strategy planning pitfalls, break free from a competition mindset, and learn the fundamentals of Category Design ($35.99 value)
BONUS: 1 free month of the Category Pirates newsletter (79+ mini-books)
Reject the premise of traditional business and start thinking “different” with a top 10 paid business Substack newsletter focused on category design insights and ideas. Dive into category design principles and stories of real-life Category Kings, without extra cost ($20 value)
The answer is Category Pirates.
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.
A one-page strategy is designed to distill the most critical elements of your business into a clear, actionable plan. It focuses on what truly matters, ensuring simplicity without sacrificing depth. Even complex companies like Amazon and Tesla have simple strategies. For example, the Master Plan Tesla shared in 2006 was:
1. Build sports car.
2. Use that money to build an affordable car.
3. Use that money to build an even more affordable car.
4. While doing above, also provide zero emission electric power generation options.
In business, simplicity is velocity.
Simplifying your strategy doesn't mean dumbing it down. Your strategy one-pager will address your unique challenges, which is why the course includes frameworks and AI prompts to consider your specific needs and intricacies.
Elon Musk summed up Tesla’s 10-year master plan in 6 sentences. Jeff Bezos built Amazon as the largest and most convenient online store with a simple strategy: Obsess over customers. To be straightforward—your business can hardly be more complex than that.
If your problem is connected to not having a unique business strategy you can feel 100% clear about and confident in, then this course will help you. If that's not your problem, it won't.
Let’s be brutally honest with each other. Most companies sugar-coat their strategy with complexity. We don't take that approach. We're not here to make you feel good about yourself. We're here to help you create a great strategy.
Many teams feel a sense of "finally, we've cut the BS” relief after taking Strategy Therapy.
If you’re not open to hearing an honest evaluation of your company, this isn't the course for you. We'll help give you the tools and courage to have those tough conversations, but we won't try to convince the unwilling.
Category design and differentiated strategy are inherently risky. We'll help you manage that risk by zeroing in on what makes you uniquely valuable. But the execution is up to you. No guts, no glory.
We don't have a crystal ball. Category creators shape new market realities, so it's impossible to predict with certainty. But our research shows that category designers capture 76% of the value they create. Strategy Therapy helps you craft a strategy that sets you up to win big.
We designed Strategy Therapy for busy entrepreneurs running startups, and we've made efficiency a top priority. The course is self-paced, so you can knock it out over an intensive weekend or spread it out over a week or two.
Most folks spend about 1-2 hours per day on it over a few days.
The course combines video and written lessons and is organized into four training modules. You’ll work through these at your own pace, but you’ll share your one-page strategy at the end of the first module. We give you direct written feedback you can think about and implement while going through the rest of the course.
Once a month, we hold a 60-minute live workshop for students to ask questions and get feedback on their updated strategy one-pagers. These group workshops are small (10-20 people), and everyone is respectful of time. This is a great opportunity to learn from others and ask questions.
We know this training model isn't for everyone—and we’re not here to convince you it's right for you.
If you're close-minded, the Strategy Therapy approach will help you less than a screen door on a submarine.
The whole point of this course is to challenge conventional thinking. If you're open to change, the frameworks are immensely practical, and the 1-page format makes them highly actionable.
It’s kinda like normal therapy. It’s valuable because it’s tough and leads you to incredible transformation.
Business strategy takes time to unfold, and there are no overnight miracles. But by the end of this program, you WILL have a clear, compelling 1-page strategy and a concrete action plan. And you'll be part of a community supporting you as you implement your strategy.
Strategy Therapy revolves around category design principles of radical simplicity, brutal honesty, and differentiation. No one else (that we know of) takes this approach or truly understands it. We've been working on it (successfully) for over three decades. So it'll be tough to find this information anywhere else.
Add to this that most strategy courses (and courses in general) manufacture complexity to sound smart. We get straight to the point.
Three things set us apart:
1) Radical simplicity - we cut the fluff and focus on what matters
2) Category design - we help you create your own market category, not just compete better, and
3) Brutal honesty - we challenge you to confront inconvenient truths and take bold action.No other program combines these critical elements.
If you're okay with the status quo, keep at it—and good luck. This course is for people who want to shake up the status quo and create a different category. You have to want to move from competing to creating. We recognize this isn't the right fit for everyone.
This course doesn't give you “best practices” to take you from ok to good (you can always hire a super ding-dong consulting firm for that).
It gives you radical courage, brutal honesty, and pristine clarity to take you from good to different.
It’s possible. But you might not find much information about the Strategy Therapy framework. That's because, from what we've seen, no one has ever taught how to approach strategy in this way.
We created the course because we heard from so many leaders frustrated with the annual strategy planning process.
They've read all the strategy books and still felt locked into a competition-first approach.
Now, sure, you could go and aggregate our content, chase down senior-level executives to figure out the pitfalls and challenges on your own…
But if we're brutally honest, most people won’t go through the effort of looking for these resources, organizing them, and creating an honest strategy.
If you can, great. You don’t need this course. But you will miss out on the main value of Strategy Therapy - the honest feedback from the pirates and the live workshop to connect with other category design strategists.
Once you checkout, you’ll get an email with instructions explaining how to access the course. This will include a unique link specific to you. You’ll click this link to create an account, and then have immediate access to all of your course materials.