582: Niche Down and Play Bigger: Evangelize and Redesign the Problem, Market Differently, and Master Category Design with Christopher Lochhead

Christopher Lochhead, author of Play Bigger (and now, Niche Down) is THE person to listen to if you're looking for the courage to stand out (in your life and business) using what's called "category design."

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If you'd like to become LEGENDARY by carving out your own category -- in the same way Apple, 5 Hour Energy, CarMax, Goldiblocks, and The World's First Arcade Bar (Barcade) did -- then you'll need to market AND redesign the problem you're solving so you can't be compared to anyone else.

Teach the world to think in a different (NOT better) way!

Quotes:                                                                                                                                   

“Legendary entrepreneurs are intuitive category designers. They realize that the way they're going to be successful is actually not marketing a product and its features, but marketing a problem and a point of view about why that problem matters.” – Christopher Lochhead

“Legends don't want to be compared to anyone else. They want everyone that comes after them to be compared to them. They want to break and take new ground.” - Christopher Lochhead

“The number one problem in business today is failure to niche down or set a different way. Nobody buys a solution without a problem.” - Christopher Lochhead

Takeaways:

03:24 The most impactful innovators don't compete in existing markets - they create entirely new ones by reimagining problems.

05:46 Stop trying to be better than competitors. Create a unique market category that solves problems differently.

12:03 Successful entrepreneurs evangelize a problem, not just sell a solution. They teach people to see challenges from a new perspective.

29:28 Niching down isn't just for big companies. Small businesses and individuals can carve out specialized spaces by focusing on specific problems.

35:30 Your unique difference is your greatest strength. Have the courage to stand out and create your own path.

Resources

• Legends and Losers (Podcast)
• Niche Down: How To Become Legendary By Being Different (Book)
• Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets (Book)
• Christopher Lochhead (LinkedIn)

Podcast: Play in new window | Download (Duration: 37:12 — 34.1MB) | Embed

Subscribe: Apple Podcasts | Spotify | Amazon Music | iHeartRadio | Podchaser | RSS

Filed in: Archive 3: 2018-2020 • Business • Interview • Podcast