Video · Short explainer

Christopher Lochhead on What It Means to Be a Category King

Christopher Lochhead · Grow Wire Free Beginner

Christopher Lochhead on What It Means to Be a Category King

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.

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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. Podcast · Long-form interview Christopher Lochhead, Friend to the Different, Category Design, Author & Pirate, Arrr Christopher Lochhead
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