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187 How To Become A Category Pirate | Christopher Lochhead on Lenny’s Podcast with Lenny Rachitsky

Lochhead on Marketing

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The Power of Languaging and Category Design

This chapter explores the concept of languaging and its role in framing problems and solutions in category design. It discusses how strategic language can change thinking, create differentiation, and affect value perception, using examples such as Alicia Otis and Starbucks.

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