Lochhead on Marketing

007 Category Creation is the Strategy

In this episode, Christopher Lochhead discusses why category creation is the new growth strategy for legendary marketing. Great companies do not focus on incremental growth, rather, they focus on being exponentially different. These leading companies introduce people to new businesses and provide them with new ways of doing things. Making A Different…

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   What Does Christopher Lochhead Mean by a Category-changing Company?

   at 1:17 · Transcript

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   Christopher Lochhead says a legendary company is not trying to be a bit better than the incumbent. It aims at an exponential difference and opens a new category, a new way of living, thinking, or doing business. Category makers design a different future. Others profit from the world staying put. His examples are Airbnb, which sounded absurd when the offer was a couch; Google; Amazon, one person about 25 years before the episode; Palo Alto Networks; Cisco; and Salesforce. Each built an offering, an organization, and a category together. He also points to Cards Against Humanity co-creator Max Temkin, a guest on Lochhead's other show, Follow Your Different.