Lenny's Podcast: Product | Growth | Career

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

365 snips

Sep 17, 2023

Christopher Lochhead, a 14-time bestselling author and the 'godfather' of category design, dives into the powerful concepts of defining your market. He breaks down the 'Frame It, Name It, Claim It' framework and why traditional notions like product-market fit can be misleading. Lochhead emphasizes the importance of 'languaging' in marketing, showcasing how it can transform brand perception. He urges entrepreneurs to innovate rather than just compete, offering insights on creating unique market categories for lasting success.

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INSIGHT

Category Design vs. Competition

Most businesses compete with "better" products in existing markets, fighting for a smaller share of the value.
Category design, however, focuses on creating new markets and capturing larger value.

ANECDOTE

Purell's Category Design Success

Purell's parent company, Gojo Industries, first designed the "liquid soap" category.
Later, they designed the "hand sanitizer" category with Purell, demonstrating the power of problem-focused innovation.

ANECDOTE

Gong's Missed Opportunity

Gong succeeded initially by dominating a niche within the emerging RevOps space.
However, they failed to expand their category vision, allowing Clary to define the broader market and dominate.

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Play Bigger

Pirates, Dreamers, and the Power of Decisive Action

Christopher Lochhead

Play Bigger, co-authored by Christopher Lochhead and several others, provides a framework for businesses to dominate their markets by creating new categories. The book emphasizes the importance of defining a unique market space, crafting a compelling narrative, and building a strong brand identity. It offers practical strategies for businesses to differentiate themselves from competitors and establish themselves as category leaders. The book's insights on category design, brand building, and market leadership have made it a valuable resource for entrepreneurs and business leaders. Its practical advice and real-world examples make it accessible and applicable to a wide range of businesses.

Illusions

The adventures of a reluctant Messiah

Richard Bach

In 'Illusions', Richard Bach tells the story of two barnstorming pilots who meet in the Midwest of the United States. The protagonist, Richard Bach, a disillusioned writer and pilot, meets Donald Shimoda, a self-described messiah who teaches him about the illusory nature of reality. Through their journeys in vintage biplanes, Richard learns to deconstruct his perceived limitations and understand the underlying reality behind the world's illusions. The novel emphasizes themes of spiritual growth, self-discovery, and the power of human imagination. Donald Shimoda's teachings, as outlined in the 'Messiah's Handbook', guide Richard towards ultimate enlightenment and freedom.

The 22 Laws of Category Design

Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different

Christopher Lochhead

The 22 Laws of Category Design provides a roadmap for entrepreneurs and marketers to create new categories, redefine existing ones, and build lasting companies. It offers practical advice and case studies on how to apply Category Design principles to achieve exponential growth and market dominance.

What They Don't Teach You at Harvard Business School

Notes From A Street-Smart Executive

Mark H. McCormack

This book highlights the human aspects of running a business, focusing on personal relationships and self-discipline as key factors for success. It emphasizes that understanding people and their motivations is more crucial than just analyzing data. McCormack shares insights from his experiences in building IMG into a global sports management powerhouse.