How and why a small business should design a category and own their niche with Christopher Lochhead. If the idea of standing out, for all the right reasons, in your crowded marketplace appeals (and why wouldn’t it?!), then it’s time you became a category pirate! Arrrrrrrrr, it’s episode 651 of The (14 year-old, award-winning) Small Business Big Marketing podcast.
A little more about Category Design expert author Christopher Lochhead ...
If you’re a regular listener of this podcast, you’ll have heard me bang on about the power of owning a niche an inch wide and a mile deep.
Well, you no longer need to take my word for it, as we’re about to hear from a world-leading expert on this exact topic or as he likes to call it …. Category Design.
Christopher Lochhead is a dyslexic paperboy turned three-time Silicon Valley public company CMO and investor / advisor to 50+ startups; however he’s best known as the Godfather of Category Design, having written numerous best sellers including Niche Down, Play Bigger and The 22 Laws of Category Design; he publishes a newsletter on the topic, plus he has a podcast called Follow Your Different.
Get ready for a captivating conversation on how to think differently and why seeing the world through a category design lens can change the course of your business and your life.
And just a reminder that all Silver Members of my Small Business owners Membership can watch the full video of this interview over at Pateron.com/MarketingPodcast. There’s a free, no-obligation 7-day trial, then it’s 47 tax-deductible dollars per month.
Righto, here’s Christopher explaining what category design is and how it differs from niching.
Businesses that make this podcast possible
eBusiness Institute - Watch eBusiness Institute's free 90-minute Masterclass on how and why to buy, renovate & sell content websites.
StudioHawk - No generalists, just a damn good SEO agency (award-winning actually!).
Patreon - Join Timbo's Business Owner Membership and take control of your marketing.
Book Tim Reid - Keynote or conference emceeing.
As always, thanks for your support. May your marketing be the best marketing.
Timbo Reid
See omnystudio.com/listener for privacy information.
How to launch a product (or service) on a tight marketing budget with Tom Maclean of Sofi Spritz | #404
How using a spokesperson in their marketing has proved invaluable for Terrain Tamer 4WD | #403
Behind-the-scenes with serial entrepreneur Robbie Ball of Uncle Jack Watches and Athletikan sneakers | #402
‘Shi* The Bed’ creator Renae Bunster left a career in journalism to create what is fast becoming Australia’s leading hot chilli sauce | #401
How to sell fresh air. Seriously! Troy Paquette from Vitality Air cans and sells fresh air! | #400
How community notice boards can improve your local area marketing efforts | #399
Hunting For George started as a side-hustle for sisters Jo & Lucy; seven years on it’s turning over $5M per annum | #398
A genuine business purpose enabled Riz Syed to open 30 brow threading bars (and he’s only just begun) | #397
15 year-old entrepreneur Will Deeth made $70,000 selling toys last Xmas | #396
How to motivate employees in 5 easy steps with Jenn Lim of Delivering Happiness | #395
How to create amazing customer experiences using customer relationship management (CRM) software with Salesforce’s Jeremy Smith | #394
Radio advertising guru Dan Presser on how to create radio ads that cut through and sell | #393
Richard Stubbs on how to conduct a world class interview for your content marketing | #392
Joke eBay video selling girlfriend’s old Honda goes viral | #391
Four Pillars Gin creator Stu Gregor on how to build a premium brand (without spending a fortune) | #390
How a small blog turned into a $20 million toxin-free beauty business with Nourished Life’s Irene Falcone | #389
Will It Blend viral video star Tom Dickson has turned an everyday product into a global YouTube sensation | #388
How to create a happy business that thrives with retired “crazy” dentist Paddi Lund | | #387
Must-know tips to grow your salon business (or any retail business really) with Zing’s Lisa Conway | #386
How to have a successful crowdfunding campaign (in fact, one that raises 3,000% more than its target!) | #385
Create your
podcast in
minutes
It is Free
The emPOWERed Half Hour
Communication Research Podcast
newbooksincommunications.com
Powerful Insights
Solo Practice University® Guest Lectures
Podcasts - Autopilot Your Business