DisrupTV Live: Niche Down — How Differentiation Becomes Legendary

In this live DisrupTV segment, hosts R “Ray” Wang and Vala Afshar facilitate a dynamic discussion with Christopher Lochhead—renowned CMO-turned-category designer and coauthor of Niche Down—and Heather Clancy, award-winning journalist and coauthor. Together, they unpack the power of carving a radical niche, explaining how differentiation fuels category design, legendary brands, and meaningful impact.

Featured Guests

  • Christopher Lochhead – Veteran CMO, entrepreneur, and bestselling author (with Niche Down and Play Bigger) whose career-defining philosophy is category design and owning a niche. lochhead.com+1
  • Heather Clancy – Editorial Director at GreenBiz Group, acclaimed journalist and coauthor, exploring how "being different" can be a business superpower.

Key Takeaways

  1. The power of being different: Lochhead argues that "being different is the best way to become legendary", urging audiences to niche down instead of competing in crowded spaces. 
  2. Create your own category: Differentiation means designing a new market where you define the rules rather than competing in existing ones. The category makes the brand, not the other way around.
  3. Niche brings clarity: Heather emphasizes how focusing on the intersection of your skills and vision empowers authentic expression and purposeful positioning. 
  4. Category design is strategic storytelling: Lochhead frames category design as teaching customers what to believe—reframing problems and shaping categories through narrative.

Notable Quotes

  • “Being different is the best way to become legendary.” — Christopher Lochhead
  • “Category makes the brand.” — Christopher Lochhead
  • “What makes you different? What did you choose to do that others didn’t?” — Heather Clancy

Final Thoughts

This session clarifies that niching down isn’t limiting—it’s elevating. By owning a specific category and crafting a compelling narrative, individuals and organizations can move beyond competition and shape markets. Lochhead and Clancy remind us that true impact comes by leaning into what sets us apart—and turning difference into distinction.

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Business Research Themes

Future of Work, Marketing Transformation, New C-Suite, Tech Optimization

Roles

Chief Customer Officer, Chief Digital Officer, Chief Marketing Officer