Work
Clients & methods
My mission is to educate and inspire entrepreneurs, executives, and investors to create categories — the ultimate growth strategy.
What makes me different
A different kind of partner
I focus on building thought leadership over building a firm. No one has written more about Category Creation in the Harvard Business Review than I have.
I am selective and particular, choosing clients who are Category Kings such as Keurig, HydraFacial and DUDE Wipes.
You receive only Senior Partner time and attention. I personally accept and personally work on 1-2 clients at a time; there is no bait and switch.
I build bespoke consumer fact bases. In order to create a unique point of view, I craft, append, and bridge atypical data sets.
Eddie personally works with 1-2 clients at a time. Advisory inquiries are reviewed for fit.
What I do
Day to day
- I started my career helping the Fortune 500 solve growth problems.
- I now help VC/PE-backed, high growth companies create and design new categories.
- I author books and articles, give speeches, appear on TV, speak on podcasts, and conduct research about superconsumers and category creation.
- I co-founded Category Pirates, a Top 5 Substack newsletter. As my co-founder Christopher Lochhead likes to call it, "It's like Harvard Business Review, but for pirates."
- In total, I have helped companies realize $10 billion in annual, incremental revenue, and even more in market capitalization.
How I partner
Questions worth answering
- “How "high" is high for my new category?”
- “Who is the most valuable consumer who can see the future?”
- “How can I simplify and accelerate my growth?”
- “What kind of offer, business model innovation, and M&A can amplify my valuation?”
- “How do I tell investors my story to receive the full multiple we are worth?”
Eddie Bot
Try the Eddie Bot
- Eddie built an AI chat trained on everything he's ever written: Hundreds of Category Pirates mini-books, 60+ HBR articles, dozens of TV appearances and podcasts, 7+ books including Superconsumers published by the Harvard Business Press.
- Join hundreds of folks who want 24/7 access to Eddie's brain via chat, text or phone.
- $375/year gets you the Eddie bot, access to the Category Pirates library and tons of scooby snacks.
My methods
The toolkit
- Category Creation & Design
- Superconsumer & Super Geo Growth Strategy
- Size the Prize / TAM Fact-Base
- Product, Business Model & Flywheel Innovation
- Investor Narrative & IPO Support
- Think Like a Pirate
Credibility
Also a partner at Greyspace Holdings
Eddie is a partner at Greyspace Holdings, “The World’s First People Equity Firm,” alongside founder Clint Carnell, working with founders and investors on growth and category strategy. greyspaceholdings.com →
How it starts
How an engagement starts
1. An introductory conversation
About your category and fit.
2. A bespoke consumer fact base
Crafting and bridging atypical data sets to find your superconsumers.
3. Senior-partner advisory
Through the category build — Eddie personally, not a team.