This episode is brought to you by The Growth Report.
growthreport.ch and receive a free weekly briefing on growth marketing and personal leadership.
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
Resources: Follow Chris:
Who wrote this essay?
Nice to meet you! We are Growth Bay, a growth marketing agency based in Zurich, Switzerland.
The Growth Report
Every Friday, you receive three stories into your inbox. Woven together from the books, articles and trends we consider most relevant for mindful and curious marketing leaders just like you. Hand-picked and crafted with love by the GrowthBay Crew 😘