My guest today is Christopher Lochhead, the co-author of “Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets”. He is an unlikely 8-time #1 bestselling Amazon author, #1 charting Apple podcaster, top 1% business newsletter creator, (Category Pirates) and is best known as a "godfather" of Category Design. He's on a mission to help people design a different future. And ALL of Lochhead's work is co-created with legendary friends and partners who he is beyond grateful for.

The topic is his book Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets.

In this episode of Trend Following Radio we discuss:

• Disrupting the marketplace
• Product marketing
• Teaching consumers about your product
• Creating new market categories
• The anchoring effect
• Thunder lizards
• Category kings
• The Innovator’s Dilemma
• Category design

Jump in!

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I’m MICHAEL COVEL, the host of TREND FOLLOWING RADIO, and I’m proud to have delivered 10+ million podcast listens since 2012. Investments, economics, psychology, politics, decision-making, human behavior, entrepreneurship and trend following are all passionately explored and debated on my show.

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