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

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.