Episode

How to become a category pirate | Christopher Lochhead (Author of Play Bigger, Niche Down, more)

Christopher Lochhead, known as the 'Godfather of Category Design,' discusses why businesses should create their own categories rather than compete in existing markets. He explains how legendary companies design new problem-solution frameworks, use strategic languaging to change thinking, and focus on customer problems rather than product features to capture the majority of market value.