In tech categories, one company earns 76% of the total market cap/market capitalization in any given market category. What’s up with that?

Christopher Lochhead joins the show to talk ALL about category creation:

• what does the rise of influencers/individual brands mean for category creation
• Creating a personal brand is bull****
• Is being a content creator a real business?
• Have we monetized marketing & entrepreneurship stupidity at scale?
• Why comparison marketing is trash

About Christopher Lochhead:

3x CMO. #1 Apple business podcaster and #1 Amazon marketing author. Christopher's first book, Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets, has been called “the bible of category design” and is in the top 1% of business books.

Check out Christopher’s work!

• Twitter https://twitter.com/lochhead
• LinkedIn https://www.linkedin.com/in/christopherlochhead?original_referer=https%3A%2F%2Flochhead.com%2F
• Category Pirates blog https://www.categorypirates.com/ 

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Host Links:

Kipp Bodnar, https://twitter.com/kippbodnar  

Kieran Flanagan, https://twitter.com/searchbrat 

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.