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:
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
While everyone else teaches tactics and funnels, this is about owning the entire category.
This is the only event where veterans, mission-driven entrepreneurs, and creators learn Category Design directly from the people shaping the movement.
This day will not just shift your strategy. It will shift how you see business forever.
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
Event Access & Pricing
Seats are limited to 60.
Category Design Intensive Access
$797
Includes:
Intensive + Creator Pass
$1,146
Includes everything in the Intensive, plus full access to Military Creator Con from April 17–19:
Total VIP Experience (VIP + Inner Circle)
$1,899
Includes Category Design Intensive + Military Creator Con access
(You will be redirected to the official
MilitaryCreatorCon.com
registration page in a new tab.)
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.
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.
If you want to stop competing and start leading, this is your moment. Join us in Arlington and design your future.
Invite Your Friends
Let’s spread the word and make this event even bigger!