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- Legendary startups focus on creating new market categories instead of competing in existing ones.
- Category design involves evangelizing a unique problem-solving approach to shape new market categories.
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Category Design and Marketing Expertise of Christopher Lockhead
Christopher Lockhead, known as the 'godfather of category design,' emphasizes the distinctive skill required to create and dominate markets instead of just competing within existing ones. He believes that the traditional approach to marketing, focused on gaining market share in existing categories, is flawed. Legendary entrepreneurs like Steve Jobs and Sarah Blakely didn't seek to be compared to others but aimed to create new market categories, thus driving demand rather than capturing it.
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