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Ep. 473: Chris Lochhead Interview with Michael Covel on Trend Following Radio

Chris Lochhead
Chris Lochhead

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My guest today is Christopher Lochhead, the co-author of “Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets”. He is an unlikely 8-time #1 bestselling Amazon author, #1 charting Apple podcaster, top 1% business newsletter creator, (Category Pirates) and is best known as a “godfather” of Category Design. He’s on a mission to help people design a different future. And ALL of Lochhead’s work is co-created with legendary friends and partners who he is beyond grateful for.

The topic is his book Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets.

In this episode of Trend Following Radio we discuss:

  • Disrupting the marketplace
  • Product marketing
  • Teaching consumers about your product
  • Creating new market categories
  • The anchoring effect
  • Thunder lizards
  • Category kings
  • The Innovator’s Dilemma
  • Category design

“The company that designs the space is best positioned to dominate the space.” – Christopher Lochhead

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