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

Lochhead on Marketing

CHAPTER

The Importance of Understanding the Problem and 'Back Casting'

Discover why spending more time on understanding the problem is crucial when designing a new category. Learn about a security startup in the AI space and their founder's obsession with understanding customer perspectives, as well as a powerful framework called 'back casting' for creating a new category.

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