#14: Christopher Lochhead, On Radical Differentiation and Creating Your Own Category


Manage episode 304611616 series 2872095
By Sandro Meyer. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.

Topics Discussed:

  • What is category creation
  • How can a company differentiate itself
  • Dealing with a boss who doesn’t believe in radical differentiation
  • The distinction between missionaries and mercenaries in business
  • Category creation for small businesses
  • Focus on one thing and be the best at it
  • Category designers change the world to their image
  • The hero's journey and how you tell a brand story
  • Why people love change and how you can capitalize on it

Resources mentioned:

17 episodes