Christopher Lochhead
@christopher-lochhead
Author of "Play Bigger"; category design expert and contrast strategist.
#strategy#category-design#positioning#differentiation#marketing
Lightning strikes vs. peanut butter: Most marketers spread budget evenly all year. Category designers concentrate spend into 1-3 massive moments. I'd rather matter for one week a year than be irrelevant for 52 weeks. Borrow Hollywood's movie launch model.
#strategy#design#b2c#startups#leadership#podcast
The company that creates the languaging for the category wins. Starbucks taught consumers to say 'double grande latte' so they could charge $3 for something that cost a dime. OpenAI created 'LLMs' and 'training data.' New language creates new thinking, which creates new value.
#strategy#design#b2c#startups#leadership#podcast