As entrepreneurs we usually try to think of the next best product people will want. We come up with an idea, make it happen, and expect to see success. We know our products are better than anyone else’s on the market, and that’s all we need to be the successful – right?
It’s that mentality that cost Microsoft billions of dollars in research and development when they created Bing. Although it’s better than Google’s search engine and algorithm, it was essentially one of the largest tech flops. You can’t have a mentality that marketing is for those who don’t have a good product. Marketing is everything.
If you want to be successful you have to be the king of your category. You can’t do that by giving people something better, or by giving people a solution. You need to announce yourself, be loud and proud, and tell people what problem you are solving. That’s right, you can’t sell a solution. We are surrounded by solutions. You have to let the people know they have a problem, what it is, then they will naturally be attracted to your solution.
On this episode of Creative Warriors, we are joined by Christopher Lochhead. Christopher is well-known in Silicon Valley, having been Chief Marketing Officer for three successful companies. He is the co-author of the book Play Bigger and host of the podcast Legends and Losers. More importantly, Christopher is a category designer, which is one of the most powerful things and entrepreneur can be.
Download this episode now and learn what it means to be a category designer, and how you can dominate the market your business is in.
“Position yourself or be positioned.” -Christopher Lochhead
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In LINGO, serial entrepreneur, business coach, and host of Creative Warriors podcast, Jeffrey Shaw reveals how to make your business irresistible to your ideal customers by speaking their Secret Language.