What if the key to thriving in our unequal, unstable world lies in the tactics of 18th-century pirates? Entrepreneur Sam Conniff’s book Be More Pirate reveals how these outcasts built wildly successful crews by rejecting the rules of their corrupt, unstable world—and argues you can do the same today.
This guide breaks down the strategies that made Golden Age pirates legendary, from their disruptive tactics to their pioneering use of branding. You’ll learn how to challenge outdated rules, share power effectively, stay grounded in practical solutions, and tell stories that move people to action—plus how to create your own pirate code to guide your decisions.
Table of Contents
Be More Pirate Overview
When we think about pirates, we usually picture brutal thieves, murderers, and rum lovers terrorizing the seas. In the book Be More Pirate, entrepreneur Sam Conniff offers a new perspective. He demonstrates how, during the Golden Age of Piracy from 1690 to 1725, pirates were innovators and disruptors who challenged an unjust political and economic order, made massive fortunes, and became legends. Conniff argues that our modern era of frequent conflict and growing inequality isn’t all that different from the one the Golden Age pirates inhabited—and that by adopting a pirate mindset, you too can find success and change the world.
In our guide to Be More Pirate, we’ll explore the history of Golden Age Piracy and the four main tenets of piracy: disruption, equality, practicality, and storytelling. We’ll also explain how you can use these pirate tenets to succeed and how to create your own pirate code to live by. Through our commentary, we’ll provide extra pirate history, practical tips for following Conniff’s advice, and extra ways you can embrace the pirate mindset.
Part 1: The Golden Age of Piracy
Before we can explore what it means to be a pirate, let’s discuss who the Golden Age Pirates were. Part 1 of our guide will provide a brief history of the Golden Age of Piracy and dispel a few modern myths about pirates of the past.
A Brief History of Golden Age Piracy
Conniff explains that the Golden Age of Piracy began in the late 17th century, a chaotic, rapidly changing period of history. Europe had just emerged from a half-century of constant, destructive warfare, and the old medieval feudal system was giving way to a capitalist economy. Elites consolidated their wealth and power through violent colonial ventures abroad and a thriving slave trade—leading to an unstable, unequal world.
Golden Age Pirates rejected the status quo. Some began as privateers hired by European kingdoms to fight in the various wars of the 17th century. Mercenary sailor crews were granted special permission to attack and steal from ships of certain nations, and many of these privateers went beyond their contracts, choosing to work for themselves instead of distant monarchs. They turned pirate, forming crews alongside other outcasts: escaped slaves, naval deserters, mutinous sailors, petty criminals, and so on.
At their height, the Golden Age Pirates were well-known and feared throughout the seas. They seized thousands of ships, sacked entire cities, and amassed incredible wealth. The pirates’ success, daring exploits, and defiance of tradition and authority made many of them into enduring legends; we’ll discuss some notable pirates’ legacies throughout this guide.
Common Myths About Pirates
As we all know, pirates became legendary figures. But Conniff stresses that historical pirates didn’t follow all of the tropes we see in modern media. He identifies two major pirate myths:
Myth #1: Pirates Were Savage Killers
We often think of Golden Age pirates as villains who killed anyone they came across. But Conniff explains that in reality, a majority of pirate crews avoided violence whenever possible because fighting was risky and expensive. Instead, they preferred to use threats of violence to extort cargo from their targets. Conniff emphasizes that pirates usually stole from brutal empires that exploited Native Americans and from slave traders, not from everyday merchants, whom they generally regarded as kind and honest.
Myth #2: Pirates Were Disorganized
The second myth Conniff dispels is the idea that Golden Age pirates were scattered, disorganized bands of random looters. In reality, pirates were organized both within their crews and on a broader social level. Members of a pirate crew had positions, rights, and responsibilities they collectively agreed on. On a broader social level, pirate crews worked together to form their own pirate republics on the African island of Madagascar and the Caribbean island of Nassau with working governments and legal codes (we’ll discuss what these laws looked like later on in Part 3).
Part 2: Why Become a Pirate?
Conniff explains that many of the same circumstances that pushed the Golden Age Pirates into their lifestyle exist in our modern world. And while we may not be able to steal a ship and raid the high seas, there are plenty of good reasons to embrace the pirate way of life. Conniff notes three similarities between the modern world and the world of the Golden Age Pirates: inequality, economic instability, and political instability.
Similarity #1: Inequality
During the Golden Age of Piracy, monarchs and aristocrats accumulated wealth and power by taking it from others, be they peasants, slaves, or colonized indigenous people. Similarly, in the 21st century, the wealth gap between the elite class and everyone else keeps growing larger. Conniff suggests these are circumstances worth pushing back against and that you can do so by going pirate.
Similarity #2: Economic Instability
In the Golden Age of piracy, industrialization and the development of capitalism led to uncertainty and economic instability. Millions of people had their livelihoods upended by new technologies that made them redundant. Peasants were forced off their land and into sweatshops. Nowadays, new automation and computer technologies threaten to do the same to countless industries, forcing people out of their jobs and into an insecure lifestyle—or, as Conniff suggests, pushing them to go pirate.
Similarity #3: Political Instability
The Golden Age of Piracy was an era of increased political repression and conflict—something not unfamiliar to our modern world. Many pirates were uprooted by wars, belonged to groups that lacked rights, or were subjugated by increasingly powerful, tyrannical monarchs. In the modern world, war and political violence remains common, and many nations are growing undemocratic and rolling back civil liberties. Conniff argues that if you find this unjust and want to push back against it, you should go pirate.
Part 3: How to Be a Pirate
Now that we’ve provided some background on who the Golden Age Pirates were and why you should go pirate, we’ll explain what “going pirate” means. Conniff identifies four key traits that help pirates succeed: disruptiveness, equality, practicality, and storytelling ability. We’ll take a look at how to use these traits in your own life and provide examples from both Golden Age Pirates and those Conniff considers modern-day pirates.
Trait #1: Pirates Are Disruptive
The first and most important pirate trait Conniff discusses is disruptiveness, or the willingness to break rules and defy the mainstream. When used properly, disruption is a powerful force for positive change. We often accept the rules and norms around us without really considering why we should follow them or why they exist. But when someone stands up and openly rejects a rule they believe is wrong, they call attention to it—and can inspire others to do the same. This can call attention to an issue and pressure those in power to fix it.
The classic example of Golden Age Pirate disruption is mutiny. Many pirate crews started as legitimate sailors for naval or merchant vessels. These positions came with low pay, a strict hierarchy, and frequent abuse and mistreatment. When disgruntled sailors became fed up with this, they could conspire to seize control of the ship and rewrite the rules—in other words, they’d commit mutiny and become pirates.
Practicing Disruption
Conniff explains that being disruptive in the modern day doesn’t mean embracing anarchy and random destruction. Instead, he argues you should identify rules and norms that don’t make sense and challenge them. Stand up for what you believe—and if the establishment won’t accept your ideas, go off on your own. Conniff emphasizes that your disruption doesn’t need to be massive—it can be as simple as speaking up in a work meeting to voice your opinion to your boss.
For an example of modern-day disruption, Conniff discusses Apple founder Steve Jobs and the start of the streaming industry. In the early days of the internet, people dissatisfied with the high prices of music turned to a different form of piracy—internet piracy. Websites like Napster and Limewire became popular destinations for illegally downloading free music. While many in the industry sought to shut down these websites, Jobs saw an opportunity for positive disruption. This opportunity eventually became iTunes, a massively successful platform that embraced the accessibility of internet piracy without breaking the law.
Trait #2: Pirates Are Equal
The most disruptive ideas Golden Age Pirates had were often related to equality. This is why the second key pirate trait is egalitarianism, or treating everyone equally. Conniff explains that treating everyone equally is not only morally correct, but it’s also often the smart move for running a business or other group effort. When everyone feels like they have an equal say and will benefit equally from success, they’ll feel like they are part of a team. This will motivate them to work harder. In addition, when you treat people equally regardless of their background, you’ll often find overlooked talent and new perspectives you wouldn’t otherwise.
In a period of history with kings, slaves, and everyone in between, Golden Age Pirates were often far more egalitarian than their law-abiding counterparts. For example, the famous pirate captain Sam Bellamy, known as “Black Sam,” became a pirate in part to escape the harsh treatment of the British Navy. Then, when he had his own successful crew—by some accounts, it made the most money of any pirate crew in recorded history—he split his proceeds equally among everyone.
Most crews divided their loot equally, Conniff explains. They’d even set aside funds to pay out to injured crewmates. Golden Age Pirates also practiced a version of social equality and even democracy decades before any government. They accepted people from all kinds of backgrounds, regardless of social norms, including escaped slaves and women. They also organized their crews horizontally, often having more than one captain and voting on big decisions.
Practicing Equality
Conniff argues that you can practice pirate equality in your own life by sharing your power with the people who help you along the way. In a group setting, power sharing can mean openly sharing your knowledge with others, delegating tasks to them, and letting them pursue those tasks independently—giving them the power to do their jobs. Conniff notes that you should also delegate and recruit people from a wide variety of backgrounds whenever possible, and treat anyone “below” you with respect.
Conniff also recommends sharing your success with others. This can mean different things depending on what success looks like. It means fair compensation in a business context, but elsewhere, it might mean finding ways to show your appreciation. For example, if you win a promotion at work, you might treat your partner and close friends to dinner to express gratitude for their support.
For an example of modern-day pirate equality, Conniff tells the story of hip-hop artist RZA, who belongs to the group the Wu-Tang Clan. Despite having almost no money at the start of his career, RZA rejected any record deal that would restrict who he and the other Wu-Tang artists could sign with. And when the Wu-Tang Clan eventually went platinum and found major success, RZA helped each of its members get their own album deals as individual artists and created a system where they all shared the revenue from their records.
Trait #3: Pirates Are Practical
Conniff explains that while it’s easy to get caught up in the idealism of pirate disruption and equality, you need to stay practical—prioritize pursuing realistic solutions to immediate problems. When you’re focused on your immediate problems, you think in terms of what you have and what you need first. You’re also able to approach problems more flexibly, since you’re committed to doing whatever works best for each specific problem instead of getting tunnel vision on an idea of how things “should” be done.
Conniff explains that Golden Age Pirates were practical out of necessity—they were much fewer, poorer, and less powerful than the massive empires and corporations they stole from. They chose to be disruptive and equal not out of idealism but to address specific, personal problems in their lives—escaping an exploitative job, coordinating a group of disparate outcasts, and so on. They were also willing to be flexible with these tenets when necessary. For example, during a fight or other dangerous situation, pirate crews could temporarily set aside their horizontal structure and put a captain in charge. This ensured that crews had both the benefits of equality and the ability to get everyone on the same page during an emergency.
Practicing Practicality
To adopt pirate practicality in your own life, Conniff recommends you start by questioning your plans for your business, career, or life. Ask yourself if you’re following this path because it’s best for you or because that’s what people say you’re supposed to do. Consider some alternatives to this path that address whatever you truly need.
As an example, Conniff discusses the business dogma of always pursuing exponential growth. Companies often follow this dogma even if it decreases product quality, increases financial risk, or leads to unethical dealings. However, a company could avoid these consequences by rejecting the dogma of exponential growth and pursuing a plan that suits its business model and place in the industry.
Trait #4: Pirates Are Storytellers
The fourth and final pirate trait Conniff discusses is storytelling—or rather, the pirate version of storytelling, which involves committing to your ideas and being unafraid to challenge people with them. He explains that for an idea to really stick, you have to provoke a strong emotional reaction in your audience. You won’t cause these responses through partial commitment, or by only speaking to people who you know agree with you. Instead, you must be willing to test your ideas with potentially unfriendly audiences and be willing to make people uncomfortable.
Conniff explains that pirates were incredible storytellers. They created the first international brand with the Jolly Roger, a black and white skull-and-crossbones flag flown by all pirate ships. During the Golden Age, the Jolly Roger was instantly recognizable to any naval or merchant vessel, and it terrified them.
The best Golden Age storyteller of all was the legendary pirate Edward Teach, better known as Blackbeard—a man so good at convincing people he was dangerous that he rarely had to fight. A master of intimidation, he’d tie lit fuses into his massive, dark beard so he was wreathed in smoke and flame, wore all black, and had a habit of randomly firing his pistol in the air just to keep people scared of him. Blackbeard even made under-the-table deals with colonial governors, privately cooperating with them while they publicly reinforced his reputation as a vicious killer. This method worked wonders for him—some historians argue that Blackbeard never even had to kill anyone, because he was so terrifying that everyone he went after surrendered without a fight.
Practicing Storytelling
Chances are, you’re not trying to convince your potential audience that you’re a vicious killer. Nor do you want to make them actively uncomfortable and upset. But Conniff explains that you can still embrace pirate storytelling with three main techniques: First, find your own Jolly Roger—the simple, specific image or concept that represents your idea. Second, find the emotional core of the story you want to tell and focus on it above everything else. Finally, don’t get tunnel vision on who you think wants to hear your story or worry too much about who will like it. Be willing to take risks and bring your ideas to new places.
Conniff’s modern example of a pirate storyteller is blues pianist Daryl Davis. Davis, a Black American, devoted years of his life to befriending members of the Ku Klux Klan and convincing them to leave the hate group. Instead of running away, Davis listened to stories about their lives and talked about his own—presenting himself as a real person and developing a friendship with them. And while he challenged their ideas, he did so calmly and politely until their worldviews eventually fell apart.
Part 4: Developing a Pirate Code
Conniff explains that to fully embrace the pirate life, you need a pirate code. In the Golden Age, these codes were the rules each crew lived by. They were living documents, constantly being updated, but still provided an overall vision and way of life. By creating your own pirate code, you can organize your own goals, values, and plans moving forward. No matter how complicated things get in practice, you’ll always have the code to refer back to when you need to remind yourself of the core values of your organization.
Let’s explore Golden Age pirate codes and Conniff’s advice for creating your own.
Black Bart’s Pirate Code
The codes of Golden Age pirates included plenty of administrative and logistical rules, but Conniff focuses on their core tenets to provide an example of what a pirate code looks like. Specifically, let’s examine the code of Golden Age pirate Black Bart—arguably the most successful pirate of all time, he captured over 400 ships in his brief, three-year career.
Here are a few key points of Black Bart’s code:
1) Everyone gets a vote on major decisions and equal access to food and liquor unless rationing is necessary.
2) Everyone gets their fair share of loot—officers get a bit more, but no more than double shares—and is punished for hoarding more. Anyone injured gets a payout depending on the severity of their wound.
3) No gambling and no women on board, punishable by execution. (Conniff explains this was partially to prevent women from being taken captive and mistreated.)
This code kept the crew organized, held them accountable for their responsibilities, and enshrined their rights as pirates. In other words, it was the rulebook for what it meant to be aboard Black Bart’s ship.
Creating Your Own Pirate Code
Conniff provides two methods you can use to create your own pirate code; let’s explore each.
Method #1: Take Other People’s Good Ideas
Whether they come from other businesses in your industry, people you personally respect, or Golden Age Pirates, you should take any good ideas you find and add them to your code. Conniff emphasizes searching for strategies that are working well in the present—remember, pirates are practical.
Method #2: Focus on What You Love
The second method of creating a pirate code that Conniff recommends involves getting to know yourself on a deeper level. Ask yourself what matters most to you—the projects and values you’d gladly devote your life to. Once you have a better sense of what you really care about, this can inform your pirate code. Conniff also recommends pushing past the normal reasons why you might stop yourself from pursuing these goals, as doubt will only keep you in whatever status quo is making you dissatisfied.
