Christopher Lochhead, who co-wrote Play Bigger, argues that markets are winner take most: the category leader, what he calls the category king, commands around 76 percent of the market capitalisation of its category. So competing on being better inside someone else's category is a fight for the remaining quarter. His Magic Triangle says company strategy, product innovation and category strategy have to be designed together rather than in sequence, and most founders skip the third because they believe technology and sales prowess are what matter, at which point the market will slap a tag on you on someone else's terms. His sequence is concrete: articulate the founding insight, identify the unique solution, name the category, define the point of view, blueprint the product, execute lightning strikes as go to market, then align the culture. Two observations make it practical. Category names come before company names, because people have to understand what a thing is before they care who makes it, and a lot of acquisition activity is really a purchase of category position rather than a company.
4 hand-picked resources, 4 link-checked. Pick how you want to dig in.
Why we picked it A short, plainly worded explainer of what a category king is and how a company becomes one, good for briefing a team that has not met the idea before.
On Grow Wire by Christopher Lochhead Short explainer
Why we picked it Two ideas you can use immediately: category names come before company names, and reading acquisition news as the purchase of a category position rather than a company.
On Lochhead on Marketing by Christopher Lochhead Short episode
Open lochhead.com →Why we picked it The long form version, where he makes the harder argument that being different is a discipline you have to hold under pressure, not a positioning exercise you do once.
On The G&T Sessions Podcast by Christopher Lochhead Long-form interview
Why we picked it 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.
From The Marketing Journal by Christopher Lochhead About 12 min read
Open marketingjournal.org →How how great operators think reads from a different seat.
