Christopher Lochhead

A mediocre category designer will beat a world-class marketer every day of the week. The reason is because all marketing sits within a context....

Whether you are a writer, creator, entrepreneur, executive, public speaker, investor, or industry thought leader, Snow Leopard is your guide for becoming known for a niche you own....

This book is for a very small percentage of business people. You see, most people in business are not trying to use Category Design to create a new category that changes the future and generates exponential new value....

The founders of a respected Silicon Valley advisory firm study legendary category-creating companies and reveal a groundbreaking discipline called category design. Winning today isn’t about beating the competition at the old game. It’s about inventing a whole new game—defining a new market...

Over the past 20 years, category creation and category design has gone from being a little-known "positioning" secret from advertising legends like David Ogilvy, Leo Burnett, Al Ries, Jack Trout, Gary Halbert, and more, to now becoming the single most in-demand skill among business leaders....

Because the most memorable writers and creators become known for a niche they own. And, more importantly, they invented new language to help them show the world how and why they are different....

Ninety percent of what we’ve been taught about entrepreneurship, business strategy, and marketing is wrong. Without a differentiated POV, you are just like everyone else. No matter how cool, clever, or expensive your branding is....

Short, sweet, and jam-packed with incredibly valuable insights, this audiobook is an actionable guide to creating massive differentiation in your business....

Category Pirates - Christopher Lochhead, Eddie Yoon, and Nicolas Cole - walk listeners through arguably the most important aspect of going public: writing the S-1. If there was ever a way to measure public company readiness, the S-1 document would be it....

The Magic Triangle is the combination of product design, company design, and category design that produces legendary outcomes in the world of business....

The content marketing category is a $400 billion industry. And it’s estimated that by 2024, the content marketing industry will grow by another $270 billion, bringing the grand total to nearly $700 billion....

Category Pirates — Christopher Lochhead, Eddie Yoon, and Nicolas Cole — see a meaningful percentage of marketers, entrepreneurs, and executives trapped in what they like to call the "Brand Cult"....

Short, sweet, and jam-packed with incredibly valuable insights, this “mini-book” shares unique insight into what it takes to become a thought leader and successfully build a unique and differentiated category....

Almost all thinking is reflexive (having an unconscious “reflex” in response) versus “reflective” (taking a moment to consciously reflect on how the past may have created a preexisting mental model keeping you from considering a new and different future)....

From early in life, we’re taught to compete in a preexisting game of comparison designed by someone else (listen to this sentence three times). And in doing so, we unconsciously submit to someone else’s rules....

The same way startups work hard to one day achieve a legendary liquidity moment and go public, the same can be said about individuals who achieve a certain level of autonomy and financial freedom in their personal lives....

Short, sweet, and jam-packed with incredibly valuable insights, this audiobook explains why year-long marketing should not be your dominant focus, and explains the exponential benefits of mattering to your most loyal customers just a few times per year....

In 2016, Category Pirate Eddie Yoon wrote the seminal book on business growth, called Superconsumers. A Superconsumer is the kind of person who knows your category better than anyone else....

Category Neglect doesn’t come from people being stupid or lacking sufficient data and resources to spot the headwinds and tailwinds of the future. It comes from a refusal to acknowledge which direction the wind is really blowing....

Business media “platforms” and social media platforms have a problem. But all that is changing. Short, sweet, and jam-packed with incredibly valuable insights, this audiobook is the ultimate guide for creators who want to understand how to make the most of the changing media landscape...