Category Creation Versus Category Design
Category creation and category design are often confused or thought to be synonyms of each other. Those two, however, are different but closely related. Category Creation Category creation often gets conflated with “first mover”. That is to say, that a category is created by the first company to introduce a new offering. That is radically…
First Ad Campaign Featuring Negative Reviews By Podcaster
#1 Charting Business Podcaster Christopher Lochhead wants to empower creators to embrace the haters. In another first for the Podcasting category, Christopher Lochhead, announced a new marketing campaign in Podcast Magazine featuring negative reviews. “There are many creators who get crushed by one negative review,” said Christopher Lochhead. “Fear of rejection is something that stops many people…
The Business Case For Becoming A Category Creator In 2021 (And Why Most People Ignore It)
Originally published by Category Pirates ?☠️☠ Dear Friend, Subscriber, and fellow Category Pirate, Category designers introduce the world to new ways of living, working and playing. They are people and companies who move the world from the way it is, to the way they think it should be—often by solving a problem people didn’t know they had, or by reimagining a…
All Press Is Good Press, Right?
I recently got invited to be featured in a publication that spotlight’s “influencers”. If you know anything about me, you know, I believe most social media influencers are hustle pornstars, selling bullshit. Assholes who want to be famous for the sake of being famous, selling courses to people they’ve duped into thinking, that being famous…
Why Every Marketer Should Be Thinking About Category Creation
Most marketers and entrepreneurs are fighting for only 24% of their market. And they don’t even know it. We did some primary research, which we published in Harvard Business Review, that shows category designers earn 76% of the total value created in their categories. Despite this reality, most people would rather copy than create. Most…
What’s the right competitive marketing strategy for 2021?
“What’s the right competitive marketing strategy for 2021? The entrepreneur asked. Please. Don’t do “competitive marketing”. I responded. “Huh?” she responded. Please. Do not. Compete. I begged. You see…… Legends don’t want to fight over old things. They want to create new things. Legends like Kara Goldin, founder/CEO of Hint Water do not compete in…
How Loss, Cancer and Despair Led Me To Create A New Category For Families With Special Needs Loved Ones
Guest post by Eric Jorgensen, MS, MBA, ChSNC Those who know me understand I speak from personal experience when I say sometimes life’s obstacles are our greatest opportunities. Most recently I finally had the courage to start Special Needs Navigator. What gave me the impetus I needed? Two things – my cancer diagnosis and the…
Every Marketing Term You Need To Know
The world of marketing is filled with jargon, like category creation. So it pays to pay attention. Marketing terms to get comfortable with: Analytics – Refers to the tracking and analysis of data used about prospects, customers and competitors. Legendary marketing leaders, learn to love data. Data should inform all marketing efforts. Data used in…
Could Gen Z Consumer Behavior Make Capitalism More Ethical?
by Eddie Yoon, Christopher Lochhead, Dave Ferguson, and Quentin Mumphery Article originally published on Harvard Business Review In June of 2020, Netflix announced it was moving 2% of its cash, or $100 million, to bolsters Black-owned or Black-run banks, allowing those banks to lend more. Since then, Twitter has announced its plan to move 1% of its cash, or…
