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CATEGORY DESIGN

INTENSIVE

JAIME JAY and CHRISTOPHER LOCHHEAD

April 16 | Hilton Arlington, TX.

The Game Has Changed.

Are You Still Playing by the Old Rules?

Most entrepreneurs fight for attention. Category Designers create their own game and make everyone else play it.

Join Christopher Lochhead, the godfather of Category Design, and Jaime Jay, the CEO of Bottleneck Distant Assistants, for a one-day intensive that will completely change how you think about business.

You’ll learn how to:

  • Identify and name your own category

  • Craft a Provocative Point of View that attracts true believers

  • Understand why a Go-To-Market strategy is the wrong approach

  • Create a Lightning Strike that gets attention fast

  • Leave with a Category Blueprint and your Playbook to dominate your market

This is not theory. This is the blueprint for building a business that no one can compete with.

A Strategic Partner Event of Military Creator Con 2026

The Category Design Intensive is proud to partner with Military Creator Con 2026 — a movement that unites military-connected visionaries across art, media, and entrepreneurship.

Military Creator Con (MCC) is a multi-day experience where service members, veterans, families, and supporters discover new tools, share expertise, and celebrate creativity and impact. Through hands-on workshops, keynotes, and networking, MCC empowers creators and entrepreneurs to grow, connect, and drive real change.

The Category Design Intensive happens the day before MCC officially begins, giving attendees a powerful foundation to bring their ideas to life before joining the full community experience.

Learn how to design your category on April 16.

Then share it with the world at Military Creator Con on April 17.

MEET YOUR MENTORS

Christopher Lochhead

Thirteen-time #1 bestselling co-author, top 1% podcaster, and co-creator of Category Pirates,

Christopher Lochhead is known as the “godfather” of Category Design. A former three-time Silicon Valley public company CMO, he has helped shape how the world’s most legendary companies create and own their markets.

JAIME JAY

Founder and CEO of Bottleneck Distant Assistants and creator of Delegation Intelligence

Jaime helps business leaders stop doing the wrong things so they can focus on what gives them energy. A former paratrooper in the United States Army with the 82nd Airborne Division, and author of Quit Repeating Yourself, Jaime is leading a movement to make Delegation Departments a core part of every company’s success.

WHY THIS EVENT IS

Radically Different

Go-To-Market

Category Design

Competes in someone else’s space

Creates a new space

Focuses on product features

Focuses on a Point of View

Asks “How do we sell more?”

Asks “How do we change thinking?”

Wins small battles

Owns the entire game

Veteran Scholarship Opportunity

We are reserving one full scholarship for a veteran who is ready to design their own category and lead with purpose. If you’ve served, this is your chance to bring your discipline, courage, and creativity into a new kind of battlefield — the marketplace.


Tell us your story, your mission, and why this opportunity matters to you.

Event Access & Pricing

Seats are limited to 60.

Category Design Intensive Access

$797

Includes:

  • All-day access to the Category Design Intensive on April 16

  • Personal access to Christopher Lochhead and Jaime Jay

  • Category Design Intensive Playbook, co-created by both speakers

  • Includes the full Category Design process, POV process, and 90-day Lightning Strike plan

  • One-year free subscription to Category Pirates

  • Coffee and snacks included throughout the day

Intensive + 
Creator Pass

$1,146

Includes everything in the Intensive, plus full access to Military Creator Con from April 17–19:

  • Access to the Welcome Social

  • All educational sessions, keynotes, workshops, entertainment, and networking opportunities

  • Special hotel rate ($150/night, extended stays included)

  • Daily lunch provided (Friday & Saturday)

  • Entry to Friday night mid-conference offsite gathering

  • Access to Saturday night’s closing party

  • Participation in closing night raffle

  • Pass-specific sponsored onsite or offsite events

  • Complimentary Event App

  • Conference WiFi

  • Complimentary daily parking

  • Hotel Shuttle service (within 3 miles, based on availability)

Total VIP Experience (VIP + Inner Circle)

$1,899

Includes Category Design Intensive + Military Creator Con access

  • VIP Networking Experience with speakers and industry leaders

  • Inner Circle access for deeper mentorship and collaboration

Enroll Now

Stay where the action is

We have secured a special room block at the host hotel for Military Creator Con 2026. 

Staying at the venue makes everything easier. You are steps away from the sessions, networking, and after-hours conversations that make this event special. 

Rooms are limited and will sell out. 

Lock yours in early so you can focus on showing up, learning, and connecting.

Who Should Attend

Veteran entrepreneurs building new ventures

Founders ready to stand out from competitors

Business owners who support veterans

Creators with a big idea who want to make it legendary

The Countdown Is On

Seats are limited to 60 attendees.

When they’re gone, they’re gone.

There’s what everyone else is doing. And then there’s Category Design.

Invite Your Friends

Let’s spread the word and make this event even bigger!