GLC #14 with Christopher Lochhead: On Radical Differentiation and Creating Your Own Category
October 14, 2021
by
Sandro Meyer
in
Growth Leadership Podcast
This episode is brought to you by The Growth Report.
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About the guest
Chris Lochhead is the leading voice in the field of category design and radical differentiation. He’s also the co-author of two Amazon bestselling books on the topic called Niche Down and Play Bigger.
Topics Discussed
What is category creation
How can a company differentiate itself
Dealing with a boss who doesn’t believe in radical differentiation
The distinction between missionaries and mercenaries in business
Category creation for small businesses
Focus on one thing and be the best at it
Category designers change the world to their image
The hero's journey and how you tell a brand story
Why people love change and how you can capitalize on it
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