Reframing the Future: Category Design & Thriving Amid Overload – DisrupTV Episode 292

In Episode 292 of DisrupTV, hosts R “Ray” Wang and Vala Afshar welcome:

  • Christopher Lochhead, 12-time #1 bestselling author, leading voice in Category Design, and top business podcaster.
  • Ross Dawson, futurist, parallel entrepreneur, and author of Thriving on Overload.

Their discussion centers on how leaders can create new market categories and help teams thrive rather than suffer in an era of accelerating change and information overload.

Key Takeaways

1. Designing New Categories for Market Leadership

Christopher Lochhead asserts that the most impactful businesses don’t just compete—they create entirely new categories. By defining a category’s problem, name, and narrative, leaders can reshape customer expectations and capture lasting differentiation.

Takeaway: Bold leaders can dominate by designing categories—not just products.

2. Thriving in a World of Overload

Ross Dawson explores how professionals can "thrive on overload" rather than succumb to it, by building mental filtering systems, embracing uncertainty, and staying future-ready. His five powers for success include adaptability, selective focus, and cognitive resilience.

Takeaway: Success today requires mastering information overload—not avoiding it.

Standout Quotes

“If you're not moving to create a new category, you're just playing in someone else's sandbox.” — Christopher Lochhead
“Overload isn’t the enemy; it’s the environment. Learning how to thrive in it is the advantage.” — Ross Dawson

Final Thoughts

Episode 292 of DisrupTV offers a powerful pairing: Christopher Lochhead challenges leaders to go beyond competition and create new categories, while Ross Dawson equips them to flourish in complex, information-rich environments. Together, they provide a compelling roadmap: define your space in the market and build the cognitive capacity to lead effectively in a world of constant change.

Related Episodes