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Lenny's Podcast / episode intelligence

How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more)

17 Sept 2023 17 published claims 2 attributable people

Speakers in the public record

Claim mix

belief 5prediction 4observation 3recommendation 2evaluation 2preference 1

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The useful parts, with receipts.

17 published records

01 / recommendation

Recommends What They Don't Teach You At The Harvard Business School.

“Richard Bach, Illusions. And then in terms of business books, I'll share with you one, because I know people recommend all the same shit. I'll share with you one that I think it may still be in print, but if not, it's easy to get. Mark McCormack's What They Don't Teach You At The Harvard Business School. So on the personal side, Richard Bach, Illusions. And for one that you may not have heard of Mark McCormack, What They Don't Teach You At The Harvard Business School.”
Publisher
Lenny's Podcast

02 / belief

If you're doing positioning in that context, you just decided you're fighting for 24% of the demand designed by somebody else. And we think in the tech space where one company earns two thirds of the economics, if that's your starting point, you fuck yourself from the start.

“If you're doing positioning in that context, you just decided you're fighting for 24% of the demand designed by somebody else. And we think in the tech space where one company earns two thirds of the economics, if that's your starting point, you fuck yourself from the start.”
Publisher
Lenny's Podcast

03 / belief

" Whatever they're going to say. But, it is a purposely provocative question with one of, I think, the most powerful words in the English language, because I want to get a read on that person and how they respond to a purposely provocative question about themselves.

“" Whatever they're going to say. But, it is a purposely provocative question with one of, I think, the most powerful words in the English language, because I want to get a read on that person and how they respond to a purposely provocative question about themselves.”
Publisher
Lenny's Podcast

04 / belief

The impasses is on the product. Because we live in a world where just like the availability of oxygen, we believe the best product wins.

“The impasses is on the product. Because we live in a world where just like the availability of oxygen, we believe the best product wins.”
Publisher
Lenny's Podcast

05 / observation

" The founder literally said to me, "I would love it if you would be willing to invest some time in listening to some of our customers to hear from their perspective what the problem is and what the solution could be, not just from me and our team.

“" The founder literally said to me, "I would love it if you would be willing to invest some time in listening to some of our customers to hear from their perspective what the problem is and what the solution could be, not just from me and our team.”
Publisher
Lenny's Podcast

07 / belief

We'd never heard the term training data, and I'm still frankly looking for a breakthrough in languaging to describe it to people, because I think when most people realize the difference between data/content and training data, there's a massive breakthrough that can occur there.

“We'd never heard the term training data, and I'm still frankly looking for a breakthrough in languaging to describe it to people, because I think when most people realize the difference between data/content and training data, there's a massive breakthrough that can occur there.”
Publisher
Lenny's Podcast

08 / evaluation

The problem is for them and all the others in this space who didn't do that, if they were to do it today, well over a year after Clari did, they're just a Clari copycat.

“The problem is for them and all the others in this space who didn't do that, if they were to do it today, well over a year after Clari did, they're just a Clari copycat.”
Publisher
Lenny's Podcast

09 / prediction

I think all the indicators show that the amount of innovation that is going to happen in the next five years will eclipse the amount of innovation that happened in the last 20 years.

“I think all the indicators show that the amount of innovation that is going to happen in the next five years will eclipse the amount of innovation that happened in the last 20 years.”
Publisher
Lenny's Podcast

10 / prediction

In the Peloton example, you're both creating that new demand and you're getting your start. And this is where I think a lot of the discussion that you have and a lot of your work, Lenny, around growth, is really powerful, because what's really going on when growth works is effective digital damning of demand.

“In the Peloton example, you're both creating that new demand and you're getting your start. And this is where I think a lot of the discussion that you have and a lot of your work, Lenny, around growth, is really powerful, because what's really going on when growth works is effective digital damning of demand.”
Publisher
Lenny's Podcast

11 / observation

It turns out that in business, most people, and in life for that matter, make a unquestioned, unconsidered, undialogued, unthought of decision that they don't know they made. And the decision they make is, "What I'm going to do, is I am going to compete in a market with demand, with a better product/service/brand, maybe a better business model, maybe a better set of growth hacking ideas that I learned on the Lenny Podcast.

“It turns out that in business, most people, and in life for that matter, make a unquestioned, unconsidered, undialogued, unthought of decision that they don't know they made. And the decision they make is, "What I'm going to do, is I am going to compete in a market with demand, with a better product/service/brand, maybe a better business model, maybe a better set of growth hacking ideas that I learned on the Lenny Podcast.”
Publisher
Lenny's Podcast

12 / preference

" And it's the distinction or delta between create demand and capture demand. So we prefer the term category design, and I can explain why design instead of creation, we don't have anything against creation, but creation creates a confusion in people's mind.

“" And it's the distinction or delta between create demand and capture demand. So we prefer the term category design, and I can explain why design instead of creation, we don't have anything against creation, but creation creates a confusion in people's mind.”
Publisher
Lenny's Podcast

13 / prediction

I will tell you that eight times out of 10, the most important thing about the surgery with your loved one will come after that question.

“I will tell you that eight times out of 10, the most important thing about the surgery with your loved one will come after that question.”
Publisher
Lenny's Podcast

14 / evaluation

The second piece of it is, for a lot of entrepreneurs, marketers, creators, innovators of any kind, we live in this fear that when we launch our thing, whatever our thing is, that we will be criticized by the world and that we will be made fun of. And if you've ever authored a book or done a podcast or done anything, built a product, a software product, built any kind of a product that you feel is part of you, and most innovators, creators, software developers, artists, of course entrepreneurs, feel that way because they put themselves into this stuff.

“The second piece of it is, for a lot of entrepreneurs, marketers, creators, innovators of any kind, we live in this fear that when we launch our thing, whatever our thing is, that we will be criticized by the world and that we will be made fun of. And if you've ever authored a book or done a podcast or done anything, built a product, a software product, built any kind of a product that you feel is part of you, and most innovators, creators, software developers, artists, of course entrepreneurs, feel that way because they put themselves into this stuff.”
Publisher
Lenny's Podcast

15 / prediction

" And they use both personal motivation, nobody likes throwing out garbage, nobody likes a big mess in their kitchen, et cetera, and an altruistic vision, which is... And oh by the way, if we do this, we will do something that governments heretofore have not been able to do, which is take a massive amount of environment hurting gases out of the atmosphere.

“" And they use both personal motivation, nobody likes throwing out garbage, nobody likes a big mess in their kitchen, et cetera, and an altruistic vision, which is... And oh by the way, if we do this, we will do something that governments heretofore have not been able to do, which is take a massive amount of environment hurting gases out of the atmosphere.”
Publisher
Lenny's Podcast

16 / recommendation

Pretty simple way to determine or to distill product market fit. And what product market fit has come to mean is, we're a brew pub, you and I want to start a craft beer place like everybody else on the West Coast, and we're going to make a bunch of samples and shit, and we're going to feed those samples to our friends and to our ideal customer profile that I learned from Lenny.

“Pretty simple way to determine or to distill product market fit. And what product market fit has come to mean is, we're a brew pub, you and I want to start a craft beer place like everybody else on the West Coast, and we're going to make a bunch of samples and shit, and we're going to feed those samples to our friends and to our ideal customer profile that I learned from Lenny.”
Publisher
Lenny's Podcast

17 / observation

If you walk into one of those hipster places and ask for a double grande latte, the super hipster gal or guy behind the counter with the nose ring and shit is going to give you a bit of a grizzle, because you are using Starbucks languaging in their location, and that's the other breakthrough.

“If you walk into one of those hipster places and ask for a double grande latte, the super hipster gal or guy behind the counter with the nose ring and shit is going to give you a bit of a grizzle, because you are using Starbucks languaging in their location, and that's the other breakthrough.”
Publisher
Lenny's Podcast
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