How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more)
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Christopher Lochhead (00:00:00): The point being, now is the greatest time in history to be a creator, to be an entrepreneur, to be a marketer. I've been a marketer for my entire adult life. It's never been greater than it is right now. And so here's the big thing that I would share....
The opener starts with biography before advice. That order makes the guest legible as a person before the listener extracts tactics.
Lenny (00:00:35): Welcome to Lenny's Podcast, where I interview world-class product leaders and growth experts to learn from their...
Uses we/us, uncertainty, or learner framing instead of performing authority.
Christopher Lochhead (00:52:12): A vertical railway, thank you. You can have a new category of building. This is no different than anybody today, for example, in the technology...
Accepts praise without shrinking from it or turning it into a performance.
your website, and it was hilarious because you have all these testimonials of your book and podcast and you have a lot of negative reviews, like "Off-putting, or, "Very disappointing," or, "Absolute crap."...
Names a concrete strength, artifact, or contribution instead of offering generic praise.
Christopher Lochhead (00:04:34): No, you need to get it. You are a beacon in an ocean of crapola. You...
Matches the guest's warmth and keeps the social temperature generous.
the conversation. One is positioning. That's something you hear a lot about. How do you think about positioning versus categorying? Are they essentially the same thing? Is positioning just a way to phrase and describe...
Turns a moment that could become critique into a question about the guest's thinking.