← Christopher LochheadNiche Downby Christopher LochheadMarket positioning and competitive advantage through focused niche specializationFind on Amazon↗About the authorChristopher LochheadChristopher Lochhead is a marketing executive and author who developed the concept of Category Design, arguing that the biggest business wins come not from beating competitors but from creating and dominating entirely new market categories.More by Christopher LochheadPlay BiggerCreating and dominating market categories through category design strategy→Category PiratesFramework for creating market-leading categories and dominating customer perception→