![Signal From The Noise: By Podcast Notes artwork](https://is3-ssl.mzstatic.com/image/thumb/Podcasts114/v4/60/13/1e/60131e80-8b2a-1400-6229-6588f2d78884/mza_5909066628120344151.png/100x100bb.jpg)
Lessons of Greatness: Design your category
Signal From The Noise: By Podcast Notes
English - June 08, 2021 00:00 - ★★★★★ - 2 ratingsBusiness Health & Fitness podcast notes podcastnotes playlist Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Starting Greatness with Mike Maples: Read the notes at at podcastnotes.org. Don't forget to subscribe for free to our newsletter, the top 10 ideas of the week, every Monday
---------
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.