Breakthrough Lessons: Design your category

Startups change the future so they MUST be different, rather than better. Christopher Lochhead shows us how category designers realize that different is believable from a startup, but better is not. Any powerful startup idea pre-supposes an exponentially different future, which means your startup MUST change the way the people think about the future rather than incrementally improve on the products they already use. Different forces a choice rather than a comparison. And different sticks, while better gets lost in the noise. In this lesson of greatness, we cover the specific steps involved in applying category design to your startup. Check out the Pattern Breakers Blog at patternbreakers.substack.com for even more Pattern Breaking content from Mike. Mike's book Pattern Breakers is available now wherever you buy books. Follow Mike on X!