Christopher Lochhead

Guest: Christopher Lochhead - Author of "Play Bigger" and "Niche Down." Christopher is a renowned expert in category design, a 13-time bestselling author, and a former three-time public company CMO. He is known as the Godfather of Category Design and advises over 50 venture-backed startups. Key Takeaways: Category Design vs. Competing: Instead of competing in an existing category, focus on designing a new category to capture two-thirds of the market value. This approach is more sustainable and profitable than fighting for a share of existing demand. Framing, Naming, and Claiming: Successful category design involves framing a new or existing problem in a unique way, naming it to create a new market category, and claiming it by educating the market about this new perspective. The Better Trap: Simply having a better product in an existing category is often insufficient for success. Instead, focus on creating a new category that redefines the problem and solution. Languaging: The strategic use of language can change thinking and create new market categories. For example, Starbucks used unique language to differentiate and elevate its product from a 10-cent coffee to a $3 experience. Lightning Strikes vs. Peanut Butter Marketing: Focus marketing efforts on impactful, concentrated campaigns (lightning strikes) rather than spreading resources thinly (peanut butter approach) to create significant market impact. Topics Covered: Category design, framing and naming problems, the better trap, languaging, lightning strikes marketing, product market fit, differentiation, word of mouth marketing.