This is an inspiring, insightful read for those who want to standout and become known for a niche they own. Because there are riches in niches!
Written by multi-time #1 Amazon bestseller, coAuthor of global sensation "Play Bigger: How Pirates, Dreamers and Innovators Create New Categories and Dominate Markets" and the prolific #1 selling series of Category Pirates ��☠️ books Christopher Lochhead, and renowned #1 bestselling Author and Journalist Heather Clancy.
"Be known for a niche that you own. This is a powerful idea. One that transforms how people think about their lives, careers and business ventures." — Hal Elrod, author of the best-seller, The Miracle Morning: The Not-So-Obvious Secret Guaranteed to Transform Your Life
It is time to stand out?
From the inventor of cubism Pablo Picasso to Spanx founder Sarah Blakely, the people we admire most in the world are original, unique, different. They take risks, claim new ground. They do not fit in, they stand out.
And they do not compete for attention in the traditional sense.
Most of us are tricked into believing that achieving personal and professional success means fitting in. What it really takes is the courage to stand out.
In this dynamic, direct and succinct book, Lochhead and Clancy describe a research-based approach to thinking about your life and business called "category design."
Through a narrative stuffed with inspiring stories, they examine how legendary people — especially legendary entrepreneurs — introduce the world to new ways of thinking and solving problems.
They reveal how to exploit the exponential value of what makes you different vs. the incremental value of what makes you better. And they show how to conquer a marketcategory that you design, becoming its de facto queen or king.
Lochhead is multi-time #1 bestselling Amazon author, #1 charting podcaster, who is best known as a "godfather" of Category Design.
His books Play Bigger and Niche Down were the first on management discipline Category Design. His Category Pirates Series are #1 charting Amazon mini-books.
Lochhead is a dyslexic paperboy who got thrown out of school at 18. With few options, he became an entrepreneur, 3X Silicon Valley public company CMO, & advisor to over 50 venture-backed startups.
The Marketing Journal calls him, "one of the best minds in marketing", NBA Legend Bill Walton calls him a "quasar", The Economist calls him, "off putting to some", and Podcast Magazine calls him, "the best business podcaster".
Clancy is an award-winning journalist and #1 Amazon bestselling author specializing in transformative technology and innovation. Her articles have appeared in Entrepreneur, Fortune, The International Herald Tribune and The New York Times.
She was the launch editor for the Fortune Data Sheet, the magazine's newsletter dedicated to the business of technology.
As editorial director for GreenBiz.com, Heather chronicles the role of technology in enabling clean energy, sustainable business strategy and the low-carbon economy.
When she isn't writing, you can find Heather digging in her garden in Northern New Jersey, singing a cappella or scuba diving with her husband.
Most people and most companies are living inside someone else’s thinking.” — Bix Bickson2, aka the “Future Hacker,”legendary executive mentor