Podcast · Long-form interview

Christopher Lochhead, Friend to the Different, Category Design, Author & Pirate, Arrr

Christopher Lochhead · The G&T Sessions Podcast Free Intermediate

Christopher Lochhead, Friend to the Different, Category Design, Author & Pirate, Arrr

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.

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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. Two ideas you can use immediately: category names come before company names, and reading acquisition news as the purchase of a... Lochhead on Marketing Podcast · Short episode 025 Category Creation & Category Design: A New Lens On Business Christopher Lochhead
  3. Video · Short explainer Christopher Lochhead on What It Means to Be a Category King Christopher Lochhead
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