See our interview with Christopher Lochhead Christopher Lochhead Christopher Lochhead is a three - time public company CMO and best - selling author of Play Bigger , Niche Down , and The Existing Market Trap . He is recognized as one of the leading voices in category design , helping companies create and dominate new markets rather than compete in existing ones . Christopher is also the host of the top - rated business podcast Follow Your Different , where he interviews founders , innovators , and thought leaders shaping the future of business and technology . Entrepreneur & Best Selling Author