Christopher Lochhead is podcast host, best selling author, and 3x Silicon Valley, public company CMO.  He stands out for his unique point of view, sense of humor, hard-fought experience, and whiskey stained mind.  He is also the author of a new book called "Niche Down: How to Become Legendary by Being Different. During our interview we discuss: - Christopher shares why being different is better than better and why top entrepreneurs become category owners. - We talk about a few current examples of the best category designers when it comes to business. - Christopher shares the difference between how category designers market their product vs the rest of the market. - We talk about his favorite growth tool/software - Then Christopher shares his favorite book. - And much more. Christopher's websites: www.nichedownbook.com www.legendsandlosers.com