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The densest short read on the model: the 76 percent category king number, the Magic Triangle, and the full seven step category design journey in one page.
"Play Bigger: The How and Why of Category Design" - An Interview with Christopher Lochhead
From The Marketing Journal by Christopher Lochhead About 12 min read
- Lochhead's core number: the category leader takes about 76 percent of the category's market cap.
- Most customers have to buy into the new category before they will consider buying your product.
- The Magic Triangle is product, company, and category strategy designed together, not separately.
- Categories move through explosion, consolidation, and dominance, and the game is winner takes all.
