Christopher Lochhead is a co-author of one of the top 1% selling business books of all time (Play Bigger), the host of the #1 business podcast on all of Apple,  co-author of a top 15% newsletter on Substack (Category Pirates), and the self-proclaimed "Godfather of Category Design," a discipline that has completely transformed my life.Given that success, I was SHOCKED with what Lochhead told me that for 30 years only 20% of people he worked with bought into his methodology and that he thought he was destined to "be the old guy at the bar mumbling to himself about how no one listened."As a guy that believes he's unlocked a new bulletproof methodology for business growth, myself, I had to pick his brain about how he endured, what changed, and what he would do if he was me.What ensued is a conversation I'll never forget.  Lochhead is a real hero of mine, and I feel very fortunate to have been able to host him on the show.Connect with Christopher Lochhead!Read Play Bigger (my all-time favorite business book) Listen to Follow Your Different or Lochhead on Marketing (two of the top podcasts on my rotation)Subscribe to Category Pirates (the only email newsletter I've ever opened and read religiously.  It's like the Harvard Business Review... for pirates)On Linked In: HEREConnect with ME! Also, I'd love it if you connected with me on LinkedIn or Instagram. Or shoot me an email at youshould@connectwithpablo.com with the "Heard B2BCB Lochhead" in subject. This that's a genius email address?  Me too, but I didn't come up with it.  It was the idea of my good friend, and super talented web designer, Nathan Ruff. If you want your website redone, updated, and managed with unlimited updates for just $250/month (CRAZY GOOD DEAL RIGHT??), go to Manage My Website and hookup with one of the smartest, most talented guys I've ever met- THE Nathan Ruff.Support the show (https://connectwithpablo.com)