Christopher Lochhead

Category Pirates

Category design godfather: co-author of Play Bigger and host of Lochhead on Marketing

Why they're worth your time

He makes the case that the biggest GTM lever is not out-competing rivals in a known category but defining a new one and teaching the market its language. His frame it, name it, claim it sequence is the practical version of that, and he is blunt about when a company has no business attempting it.

Background

Christopher Lochhead is a former three time public tech company CMO who co-wrote Play Bigger, the book that named category design as a discipline, followed by Niche Down and The 22 Laws of Category Design. He co-creates Category Pirates, a mini book newsletter on category design, and hosts the Lochhead on Marketing podcast. He has advised more than fifty venture backed startups.

Known for

Category design Positioning Inbound & content

Where they're public

Their own channels. Read the work first.

LinkedIn X Newsletter Podcast Website

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