The Small Business Big Marketing Podcast with Tim Reid · Tim Reid

Discovering Your Unique Business Niche: Lessons from the Master of Category Design, Christopher Lochhead | 651

September 17, 2023·59 min·2 clips

100,000 marketing books all make the same wrong assumption: that you win by having a better product, service, and brand.

Christopher Lochhead, godfather of category design, explains why legendary businesses don't compete for market share but instead design entirely new categories. Using examples from Spanx to a Las Vegas wedding DJ who created MyWeddingSongs.com, he shows how focusing on problems rather than solutions and being different rather than better drives exponential business growth.

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