Dominate a Category Through Education, Not Sales

Here’s a transcript of an interview I did with Chris Lochhead, the Godfather of category design. The interview is a key part of my upcoming book, but I wanted to share it with you now so you can start thinking about writing your own category creation book. Here’s my interview with Chris. Christopher Lochhead, Chief Category … Read more

🚀 ‘They who control the vocabulary, control the industry.’ My interview with Bryan Eisenberg

Are you familiar with the internet marketing terms “conversion rate optimization”, “bounce rate”, and “persuasion architecture”? These are terms that us digital marketers take for granted. Did these terms just appear out of thin air? Did they spontaneously roll of the lips – or keyboards – of digital marketers? Of course not Those terms were … Read more