Most marketers take their products to existing markets without realizing that the odds are stacked against them from the beginning. Creating a unique spot and conditioning the world to think about a problem differently is the only way to make the market come to you. Christopher Lochhead has been the CMO for 3 different companies and has given many lectures on the importance of Category Design. What you’ll Learn Why introducing a product into an existing market can be a risky decision How to use category design in your business How to make people want your solution See acast.com/privacy for privacy and opt-out information.