We recently hosted a conversation between Christopher Lochhead, bestselling author and #1 charting podcaster, and Chris Guest, Lean Startup Co. Advisor, about why category design is so powerful, how to best wield it, and why entrepreneurs should naturally embody it.

In the conversation, they discuss:

- What is category design and who are some companies that have successfully implemented it.

- How category design gets you out of the comparison trap.

- What it takes as an entrepreneur and intrapreneur to implement category design.

And much, much more…

Christopher Lochhead values standing out over fitting in. He wants entrepreneurs to create markedly different products, not just better versions of old standbys. His #1 charting podcasts, "Follow Your Different" and "Lochhead on Marketing," and bestselling books Niche Down: How To Become Legendary By Being Different and Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets instruct entrepreneurs on developing and dominating new categories of products and services—and shifting consumer paradigms in the process. Lochhead eschews conventional marketing wisdom and evangelizes “category design,” which he calls “a secret art built on the thinking of legends.”

Lean Startup Co. advisor Christopher Guest recently chatted with Lochhead to understand why category design is so powerful, how to best wield it, and why entrepreneurs should naturally embody it.

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