Lochhead on Marketing · 2026-05-27 · 28 min
Most people watch politics the same way they watch sports. Your team, my team, win or lose. We wear our colors, red or blue, and cheer accordingly. But that framing misses something profound about how real change actually happens in political landscapes. There is a different lens worth considering, one borrowed from the world of business strategy called category design. This lens doesn’t just explain who wins elections. It explains how large scale change tips in markets, cultures, and yes, in politics. And right now, California is giving us a live demonstration that is impossible to ignore. Welcome to Lochhead on Marketing . The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The Category Design Lens and Why It Matters In business, most companies obsess over products, better features, better marketing, faster and cheaper solutions. They play a comparison game. But the companies that truly change industries never win on product alone. They win by changing what people think about the problem being solved. OpenAI didn’t position ChatGPT as better search.
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