---
title: "From Core Desire to Category King"
description: "Finds a market position with no direct competitor."
canonical: https://tomsharman.com/bookshelf/expert-secrets/from-core-desire-to-category-king/
updated: 2026-11-03
---

# From Core Desire to Category King

> Finds a market position with no direct competitor.

Russell Brunson's framework, from Expert Secrets, pp. 24 to 179.

Framework 6 of 28 from [Expert Secrets](https://tomsharman.com/bookshelf/expert-secrets/index.md) by Russell Brunson. Category: Lead generation.

## The steps

1. **Pick one core desire.** Choose health, wealth or relationships and market to only one in each message.
2. **Choose a submarket.** Check the audience would be excited, is irrationally passionate, and is willing and able to pay.
3. **List the niches.** Map every niche inside the submarket.
4. **Create your own category.** Build something new instead of joining someone else's niche, so you can become the category king.

## Where it comes from

From chapter: SECTION ONE: Creating Your Movement, pp. 24–179

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/expert-secrets/from-core-desire-to-category-king.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/expert-secrets/from-core-desire-to-category-king-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/expert-secrets/from-core-desire-to-category-king.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/expert-secrets/from-core-desire-to-category-king-dark.png