Episode
425 The Category Creation Formula: Why Most Business Strategy is a Trap with Kevin Maney & Mike Damphousse
- Published
- Mar 11, 2026
- Duration seconds
- 4011
- Processing state
not_requested- Canonical source
- https://lochhead.com/fyd-the-category-creation-formula-2026/
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Summary
In a world flooded with content and incremental business strategies, standing out is more than a competitive advantage, it’s a necessity. Legendary Category Designers Kevin Maney and Mike Damphousse joined Christopher Lochhead on this week’s episode of Christopher Lochhead: Follow Your Different to dive into their latest thinking on category creation formula and the evolving marketplace. Having helped shape the category design movement with their previous work on “Play Bigger,” Kevin Maney and Mike Damphousse now bring ten years of new insights, tools, and experiences to the table. Their journey reveals the potential for entrepreneurs and established leaders to move from simply competing in existing markets to creating new market categories entirely. You’re listening to Christopher Lochhead: Follow Your Different . We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go. The Category Creation Formula: Context, Missing, Innovation A central development in Kevin Maney and Mike Damphousse’s new book, “The Category Creation Formula,” is a straightforward equation: context plus missing plus innovation equals a new market category. This reframing shifts the conversation away from finding conventional “problems” and instead asks, “Given the changing context, what’s missing for your target audience?” This subtle change is game-changing. By looking at how context—like technology shifts, societal changes, or policy moves—creates new gaps, innovators can identify true market opportunities. The missing is not just a problem, but an unmet need that, when matched with the right innovation, creates something genuinely new. From Incremental Competition to Defining New…