Category Design, Competition, and Getting Creatives to Do Legendary Work with Christopher Lochhead

Christopher Lochhead is the co-author of the Harper Collins’ instant classic Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets and he’s the co-host of the Legends and Losers podcast. He is a serial entrepreneur and has served as the CMO of three public companies.

Chris joined Ian to discuss why category design is the most important skill set for a CMO, why competing is bad, and how to get creatives to do legendary work.

4:55 - How category design applies to music, politics, and life.

8:20 - The number one skill set that headhunters look for in a CMO.

11:25 - Why competing is bad.

24:55 - Making category design more than a messaging or branding exercise.

51:10  - How to get creatives to do legendary work for you.

1:06:15 - Why this is the most exciting time to be alive in history.

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