Podcast · Short episode

025 Category Creation & Category Design: A New Lens On Business

Christopher Lochhead · Lochhead on Marketing Free Intermediate

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.

Open on lochhead.com ↗

The question it answers

  1. Why do the best operators design a category instead of competing inside one?

Read with it

  1. The densest short read on the model: the 76 percent category king number, the Magic Triangle, and the full seven step category... The Marketing Journal Article · About 12 min read "Play Bigger: The How and Why of Category Design" - An Interview with Christopher Lochhead Christopher Lochhead
  2. Video · Short explainer Christopher Lochhead on What It Means to Be a Category King Christopher Lochhead
  3. Podcast · Long-form interview Christopher Lochhead, Friend to the Different, Category Design, Author & Pirate, Arrr Christopher Lochhead
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