Lenny's Podcast: Product | Growth | Career cover image

How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more)

Lenny's Podcast: Product | Growth | Career

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The Power of Languaging in Category Design

This chapter delves into category design and the impact of strategic language in marketing innovations, exemplified by Alicia Otis's framing of elevators as 'vertical railways.' It also discusses how brands like Starbucks have successfully used unique terminology to enhance perceived value, resonating across various industries, including technology.

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