One of the biggest reasons we knew the world needed the Category Thinkers Community (apart from our own desire to talk category strategy all day) is that there are many misconceptions about the discipline of category design, and who it's for.

In fact, the term "category thinking", expands the tent on category design in a way that allows us to use it more freely in our efforts to create businesses, careers, or social impact. Where category design was the discipline we all flocked to, category thinking is the daily muscle memory that brings categories to life.

That's why we brought the inimitable godfather of category design, Christopher Lochhead, to talk about:

• Why there is an increasing rate of category design successes
• How to convince a CEO that category design is for them
• What "small 'e' entrepreneurs" seem to understand that  "Big 'E' entrepreneurs" keep getting wrong