Sublime
An inspiration engine for ideas
Ogilvy on Advertising and Geoffrey Moore’s Crossing the Chasm. In
Christopher Lochhead • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
It’s about winning the war for popular opinion, teaching the world to abandon the old and embrace the new.
Christopher Lochhead • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
They don’t sell us better. The most exciting companies sell us different.
Christopher Lochhead • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
“History shows that the first brand into the brain gets twice the long-term market share of the No. 2 brand and twice again as much as the No. 3 brand,”
Christopher Lochhead • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
You have to help them move from the way they used to think, to a new frame of reference.
Christopher Lochhead • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
a category-based strategy requires the design of a great product, a great company, and a great category at roughly the same time.
Christopher Lochhead • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
In as few words as possible, it should lay out the problem and its ramifications, describe a vision for the category, sketch a blueprint for how to build the category, and paint a picture of potential outcomes.
Christopher Lochhead • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
This is why a category-based strategy requires the design of a great product, a great company, and a great category at roughly the same time. They
Christopher Lochhead • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
What does all this mean for a CEO, founder, or category creator of any kind? Your number one job is to change the way people think.