Dying-From-Home

To read this “mini-book,” as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:


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The COVID-19 pandemic has opened the door for radical innovation-specifically in the work-from-home category. But the opportunities “at home” go far beyond just work.


• Home is a schoolhouse.
• Home is a gym.
• Home is a restaurant.
• Home is a television or podcast studio.
• Home is a therapy room.
• And so on.


Through a category lens, anything-from-home has the opportunity to be transformed over the next decade. And many entrepreneurs and companies are already leveraging this tailwind in legendary ways.


But there is one category that has been completely ignored.


And it's one of the categories entrepreneurs and small business owners need to redesign the most.


In this “mini-book” you will learn:


The reason dying-from-home is such a radical and under-discussed category design.What “completing” is, why it's a transformative event, and how it's the ultimate expression of love.Why outsourcing end-of-life experiences to the healthcare system is not a great category design for dying.The astronomical spending differences between the birth category and the death category.How the American church can use category design to “redesign death” and become relevant once again.

Short, sweet, and full of incredibly valuable insights, this “mini-book” will provoke hard questions around death and explain how the industry can be redesigned around love.