In this engaging discussion, Christopher Lochhead, a three-time CMO and acclaimed author, dives deep into the art of category creation. He challenges the notion of personal branding, asserting it's often misguided and critiques comparison marketing as ineffective. Lochhead uses examples from industry giants like MrBeast and Peloton to illustrate how unique positioning and audience engagement can redefine markets. Tune in for insights that disrupt typical marketing beliefs and encourage authentic brand identities.
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insights INSIGHT
Different, Not Better
Most businesses mistakenly focus on competing in existing markets with better products and brands.
True success comes from creating new categories and being different, not just better.
insights INSIGHT
Category Design Dominance
Category designers dominate market value, capturing 76% of market capitalization in tech.
Competing in an existing category means fighting for the remaining 24%.
question_answer ANECDOTE
MrBeast's Category of One
MrBeast's success stems from creating a unique category of digital entertainment and leveraging innovative business models.
His ghost kitchen model exemplifies this, adding new product categories through different distribution channels.
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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.
Snow Leopard
How Legendary Writers Create A Category Of One
Category Pirates
Snow Leopard is the first writing advice book written through a Category Design lens. It guides writers on how to frame their ideas, stories, and insights to resonate with the most people possible. The book, written by the Category Pirates (Christopher Lochhead, Eddie Yoon, and Nicolas Cole), focuses on creating a category of one, mastering Obvious and Non-Obvious content, and monetizing writing in new ways. It includes frameworks such as the 5 levels of content creation (Consumption, Curation, Obvious Connection, Non-Obvious Connection, and Category Creation) and how to apply these to achieve independence, creative freedom, and exponential financial upside[1][3][5].
One More
One More
The Unwavering Belief in Yourself
Ed Mylett
Ed Mylett's "One More" isn't just about adding one more item to your to-do list; it's a philosophy of consistent, incremental progress. The book encourages readers to push beyond their comfort zones and embrace the power of small, consistent actions. Mylett emphasizes the importance of mindset and perseverance in achieving long-term goals. He shares personal anecdotes and practical strategies to help readers develop a growth mindset and overcome obstacles. The core message is that consistent effort, even in small increments, leads to significant results over time.
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.