Introduction

Today is a fun conversation with my fellow Pirates Eddie Yoon and Katrina Kirsch, as we talk about the importance of Framing, Naming and Claiming a problem, to create a different solution for your business. From time to time, we drop these video discussions that three of us have in Category Pirates, and this one I thought you might also enjoy. If you do enjoy this kind of content, you can check us out at CategoryPirates.com And subscribe to the Category Pirates newsletter. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The Importance of Naming, Framing, and Claiming in Business When asked by Kristina on what “problem” does category design “Name, Frame, and Claim”, Christopher responds that category design solves the fundamental challenge of defining and owning a distinct market space. It asserts that successful companies excel in three areas: creating legendary business models, products/services, and categories. He emphasizes that a company must recognize category design as a crucial third of its success. Eddie reinforces this, highlighting the importance of capturing a significant portion of the market share by framing, naming, and claiming a category. He argues that failing to do so results in competing for a smaller market share, which is familiar but less lucrative. Ultimately, effective category design enables a company to articulate its unique value proposition clearly, ensuring it stands out to customers, investors, and employees. The Value of being an "Exponential Different" in Business The next part of the conversation delves into the concept of being an “exponential difference” in business, emphasizing the contrast between incremental improvements and exponential innovations. Christopher reflects on his career, realizing that focusing on exponential changes often leads to friction within companies geared towards incremental progress. He highlights the importance of recognizing when to contribute to exponential shifts and when to step back, as pushing too hard on exponential change can disrupt the organization. This understanding prompts a shift in perspective, reframing what was once seen as a career obstacle into a strategic advantage. Overall, it underscores the necessity of balancing incremental improvements with exponential innovations for sustainable growth and success in business. If you want to join in the discussion, subscribe to Category Pirates and find more Pirates Perspective buried around the beach. Don’t forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer’s Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!