Why the Best Teachers Are Different — and What That Costs You — Bonus Episode with Christopher Lochhead

The man who co-created category design — the strategic framework behind companies like Salesforce, HubSpot, and Drift — has a blunt message for principals: your recruiting ads are announcing that nobody wants to work at your school. Christopher Lochhead is co-author of Play Bigger , Niche Down , and Category Pirates , the wildly popular business newsletter read by some of the sharpest operators in tech and venture. His latest book, Creator Capitalist , makes the case that the creator economy isn't a trend — it's the future of every career, including the ones you're trying to build on your campus. Most principals spend their careers trying to fix a reputation problem they don't realize they have. This conversation with Christopher Lochhead lands like a two-by-four: your school's reputation is built entirely by what people say when you're not in the room, and most of the signals you're sending are saying the opposite of what you intend. The connection between category design, teacher recruitment, AI in education, and what it means to do school different turns out to be a single through-line — and it starts with the courage to be different. 🤩 What You'll Learn Why "we need teachers"...