Lenny’s Podcast110 min
How to become a category pirate
Christopher Lochhead · Sep 17, 2023
Key learnings
- Most businesses unknowingly choose to compete for a slice of an existing category; Lochhead argues category leaders capture about…
- Focus obsessively on the customer's problem, not just your solution, as Gojo did when it reframed hand washing without water to…
- Use new language (languaging) to change how people think about a problem, so they can perceive new value and be open to a new…