Podcast · 1 hr 20 min

How to become a category pirate | Christopher Lochhead

Lenny Rachitsky · Lenny's Podcast Free Intermediate

How to become a category pirate | Christopher Lochhead

Lochhead walks through frame it, name it, claim it, and is unusually direct about the better trap of competing on incremental product improvement. Good for hearing category design argued by the person who named it.

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It answers 3 questions

  1. We named the problem instead of the product. Is that a positioning mistake?
  2. How did Gong actually create revenue intelligence, step by step?
  3. How do the best teams pick the category name, and what separates a name that sticks?

Read with it

  1. The company's own account of why it moved from conversation intelligence to revenue intelligence, including the buyer problem... Gong Article · 10 min read What is Revenue Intelligence? Why Gong Pioneered The Category in 2019 Jonathan Costet
  2. Two marketers who actually built categories (revenue intelligence and customer success) compare notes on the iterations that... [Un]Churned, Gainsight Podcast · 49 min A Masterclass in Category Creation from the Leaders at Gong and Gainsight Josh Schachter with Udi Ledergor and Lauren Olerich
  3. The five part narrative structure (name the shift, name winners and losers, show the promised land, position capabilities as... Mission.org Essay · 11 min read The Greatest Sales Deck I've Ever Seen Andy Raskin
  4. Pierri has done this on hundreds of early stage homepages, so the advice is unusually concrete: say when someone would use the... Exit Five Podcast · 53 min How to Master B2B Positioning with Anthony Pierri (Fletch PMM) Dave Gerhardt with Anthony Pierri
  5. Their public teardowns and positioning strategies are the fastest way to see the same product framed four or five different... fletchpmm.com Tool · Browse FletchPMM: Homepage Positioning for B2B Software Startups Anthony Pierri and Robert Kaminski
  6. Laja built a business on testing B2B messaging with real buyers, and here he explains how he balances the what and the why in a... Grow & Tell Podcast · 55 min Bootstrapping and Messaging: Peep Laja on growing CXL and Wynter Alex Kracov with Peep Laja
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