In this episode, let’s talk about why, when you’re designing a new category, you need to be very careful who you listen to. Often times, listening to customers is the worst thing you can do.

Christopher shares one of the things that they discussed in their book Play Bigger, that new categories are often only obvious in hindsight. He further advises that if you’re designing a new category, it’s critical to be very, very careful whose feedback you listen to.

“You don’t never forget. Nobody wanted a horseless carriage, never forget.” – Christopher Lochhead

We should not listen to customers and most people, when we’re designing a breakthrough because most people can’t see it. Now, when you’re doing incremental things, customer feedback is awesome. But in general, most people cannot see a breakthrough, whether they’re customers, partners, potential employees, or even potential investors.

“You want to talk about your new category in the early stages with people who can engage in what you might think the art of the possible with you.” – Christopher Lochhead

To know more why you should not listen to customers when creating a legendary category, download and listen to this episode.

Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.

He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.

Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.

In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive.

Hewlett-Packard acquired the company in 2006, for $4.5 billion. He also co-founded the marketing consulting firm LOCHHEAD; was the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.

We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on Apple Podcast! You may also subscribe to his newsletter, The Difference, for some amazing content.