GLC #14 with Christopher Lochhead: On Radical Differentiation and Creating Your Own Category

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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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Resources:

• Niche Down
• Play Bigger

Follow Chris:

• LinkedIn