B2B Growth Why Category Design is a Marketing Superpower with Christopher Lochhead (1 of 2)
8 snips
Apr 14, 2022 AI Snips
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Entrepreneurship as Self-Bet
- Many entrepreneurs start companies because nobody bets on their future.
- Entrepreneurship is a way to bet on yourself when there's no other path to success.
Lochhead's Marketing Career Highlights
- Christopher Lochhead became CMO of a public company at 27 after starting his first company at 18.
- He sold Mercury Interactive for $5 billion after a difficult period including firing top executives.
Category Design Unlocks Market Dominance
- Category design gives marketers an unfair competitive advantage by shaping how the market defines problems and solutions.
- The category king captures about 76% of the market economics by owning that definition and positioning.