How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more)

The point being now's the greatest time in history to be a creator, to be an entrepreneur, to to be a marketer. I've been a marketer for my entire adult life. It's never been greater than it is right now. And so here's the big thing that I would share. If you're somebody for whom you want to make an exponential difference, you want to innovate. You want to create new value where there wasn't you want to have a legendary career where you can look back on your career and go, you know what? I was part of this and that and I was on this team and now's the greatest time in history. And what I would say to you is the future needs you. Welcome to Lenny's Podcast, where I interview world class product leaders and growth experts to learn from their hard-won experiences building and growing today's most successful products. Today my guest is Christopher Lockhead. Кристофер і за Тертин тайм номер вам бесселин ко автор.

Including books like Play Bigger and Nish Down, he's also a popular podcaster. Co creator of the excellent sub stack category pirates. And is best known as the godfather of kategory design. He's also an advisor to over fifty venture back startups and a former three time public company CMO. In our conversation, we dig deep into all things category design, including what exactly is category design?

Why, in order to build a legendary business, it's so essential to build your own category versus trying to become the best in an existing category. Also, how to actually go about creating your own category, a ton of examples of companies that did this well and didn't do this well, what we could learn from them, plus a ton of practical frameworks, including something Chris calls the better trap. Also, why he thinks product market fit is a very dangerous idea. Chris is such a character and had such a blast speaking with Chris. With that, I bring you Christopher Lockhead after a short word from our sponsors.

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