Christopher Lochhead, an author and expert in category design, dives into the essentials of building unique brands. He argues that companies should focus on creating new market categories rather than imitating giants like Apple. Lochhead shares insights from his book 'Play Bigger,' emphasizing courage and originality in entrepreneurship. He tackles the challenges of 'samey' brands, illustrates with examples like Dude Wipes, and discusses the importance of being an evangelist for one's category amidst criticism. Creativity and innovative thinking take center stage in shaping the future of business.

Christopher Lockhead, a category creation expert, and Nilan Peiris, a word of mouth specialist, discuss topics such as category creation, word of mouth marketing, abandoning business frameworks, and the shutdown of Google Podcasts. They also touch on their experiences with COVID shots, sharing content lists, and transitioning to a new podcast player. In addition, they talk about the importance of customer value, counterpositioning, and their criticism of a previous guest's behavior.