Christopher Lochhead

category design / Lochhead on Marketing / Follow Your Different

Former CMO of Mercury Interactive, Scient, and Vignette, now an author and host of the podcasts 'Follow Your Different' and 'Lochhead on Marketing'. Co-authored 'Play Bigger', the book that codified category design as a strategic discipline. Best known for arguing that legendary companies create and dominate new market categories rather than compete in existing ones.