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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

Highlights –

  • Legendary people position themselves.
  • Most people believe the best product wins, but it’s not true.
  • You have to tell the world about the problem and the solution.
  • Muhammed Ali was a category designer, not just a boxer.
  • You don’t have to be humble.
  • The market is a function of our business.
  • We identify with the first person or company that told us about a product.
  • You have to be different, not better.
  • Market the problem, not your product or company.
  • A category king can be in local marketings, not just global.
  • In business today there are too many solutions without problems.
  • If you have an idea in your head, do it NOW.

Guest Contact –

Resources –

  • 12 Must-Have Mindsets for Uncommon Entrepreneurs! A FREE tool for Creative Warriors to help you get clear on the ways you need to think differently to get the results you want. We’ve been handed a whole bunch of malarky about who we are and how business works that simply doesn’t work for us. It’s time to set it straight! This tool will give you the insights you need to think your way to success as a Creative Warrior and keep you on track.
  • Check out the Creative Warriors RESOURCE page! A collection of the best companies, hand-selected, to help you succeed! You’ll find vendors, services, products, and programs to help you Create, Serve, and Be Prosperous! All these companies have been used and approved by Jeffrey and most are used every day in his business.
  • Music by Jawn

Affiliate Links: Disclosure of Material Connection: Some of the links in the post above are “affiliate links”. This means that if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products and services I use personally and believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”