Lochhead: Defining the problem and solution set wins market categories
Christopher Lochhead · How to become a category pirate | Christopher Lochhead (Author of Play Bigger, Niche Down, more) · Sep 17, 2023 · at 20:53
Category design expert Christopher Lochhead explains to Lenny Rachitsky how defining a customer's problem leads directly to dominating a market.
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“The company that designs the space and gets it to tip its scale. And when I say designs the space, what I mean is specifically gets a meaningful percentage of the world to agree with their definition of a problem set, which then leads to their definition of a solution set. The company that does that at any kind of scale wins.”
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