Which do you choose: To be better or different?
If you picked being better, today's resource would disagree with you. He would instead suggest that being different is the key to winning.
The companies that win 80+% of the category they compete in do three things:
- They spend time naming the problem
- They have a unique POV
- They position themselves as the best solution to this new or reframed problem
He calls this category design.
Who is he? Christopher Lochhead (a true category pirate 🏴☠️). He is a former 3X Silicon Valley public co CMO (Vantive, Scient, Mercury) and has written two killer books (Play Bigger and Niche Down).
Christopher writes one of the best paid newsletters on the market and has a radically different view on marketing that he shares in the newsletter and his podcast.
Here is the link to that newsletter: https://categorypirates.substack.com
He also hosts a weekly podcast that contains gems as well. Here's a link to check out his podcast:
- Apple: https://podcasts.apple.com/us/podcast/lochhead-on-marketing/id1475593214
- Spotify: https://open.spotify.com/show/6hpLyGiqKo9GXtcJmniFMJ?si=fccafb8896794d52
Why should you listen to him? Lochhead is a contrarian thinker and will share insights about marketing you've never heard of before. He has leveled up my marketing significantly in the last year+ of consuming his content and reading his books.
Another reason to tune into his content is to master category design, which he believes is the number one skill for marketers. He breaks it down and consistently uses real-world examples of how category designers succeed.
If you want to get better at marketing, follow Christopher NOW. Don't wait until everyone is doing category design.
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I hope you have a relaxing weekend, friend!
🧠 + ❤️ // JO