Shows
The Profitable CreativeHow Do You Stand Out in a Crowded Market? | Christopher LochheadSend us Fan MailPROFITABLE TALKS...On this episode of The Profitable Creative, host Christian Brim sits down with Christopher Lochhead, entrepreneur, bestselling author, and co-creator of the Category Design movement. Christopher shares why legendary businesses don't compete for existing demand—they create entirely new categories. The conversation explores how language shapes markets, why most companies struggle to define the problem they solve, and how category designers create different futures instead of incremental improvements. Christopher also discusses his latest book, Creator Capitalist, and explains why AI is shifting value away from knowledge and ex...
2026-06-0251 min
Christopher Lochhead Follow Your Different™Why the Best Teachers Are Different — and What That Costs You with Christopher Lochhead | Better Leaders Better Schools with Danny BauerWhat does it truly mean to make a difference in someone’s life? According to Christopher Lochhead, Category Design pioneer and author, the answer is surprisingly simple: you have to be different. On this episode of Christopher Lochhead: Follow Your Different, Danny Bauer, founder of the Ruckus Maker Club and Better Leaders Better Schools, and Christopher unpack why the education system often functions like a manufacturing process and what teachers, school leaders, and educators can do to break free from that mold.
Together, they explore the new American digital dream, the power of reputation capital, and why gi...
2026-05-131h 00Christopher Lochhead Follow Your Different™Knowledge is Not Power Anymore: Creation Is Your New SuperpowerOn this episode of Christopher Lochhead: Follow Your Different, Christopher Lochhead moves over to the guest chair and answer our questions about AI, Creator Capitalists, and the future of work.
At the AI and Copilot Summit in San Diego, Christopher Lochhead had a conversation that resonated far beyond a typical business keynote. Speaking to hundreds of executives, he challenged the dominant narrative around artificial intelligence. Instead of focusing on fear, disruption, and job loss, he reframed AI as the greatest creative unlock in human history. His message was not about survival in an automated world, but about r...
2026-04-0123 minChristopher Lochhead Follow Your Different™AI Agent & Copilot Podcast: Christopher Lochhead on Creator Capitalists and the Future of WorkArtificial intelligence is rapidly transforming the business landscape, redefining how value is created and where human work fits within the new paradigm. Long-standing advice to amass knowledge and out-execute others is now running up against sophisticated AI agents that can process information and perform tasks at speeds and scales unattainable by humans. In this emerging era, Christopher Lochhead’s insights point to a critical shift from being a traditional “knowledge worker” to embracing the future as a “creator capitalist.”
On this episode, Christopher Lochhead moves over to the guest chair and answer our questions about AI, Creator Capitalist...
2026-03-0425 minChristopher Lochhead Follow Your Different™The Transformation Economy with Joe Pine, World-wide Bestselling Author of “The Experience Economy”This episode of Christopher Lochhead: Follow Your Different reunites us with the renowned business thinker Joe Pine, whose work on the experience economy transformed how organizations define value.
We join Christopher and Joe in tracing the progression from products and services to experiences, and now to transformations, where companies move beyond creating memorable moments to helping people achieve meaningful change. Through examples, definitions, and personal stories, they clarify what distinguishes an experience, why it has become central to modern economies, and how the emerging transformation economy repositions businesses as guides in their customers’ journeys toward their aspirations....
2026-02-181h 14Christopher Lochhead Follow Your Different™The Rise of the Creator Capitalist with Christopher Lochhead | The Podcast Interview Marketing ShowOn this episode of Christopher Lochhead: Follow Your Different, Christopher yielded his host chair as he joined Tom Schwab in The Podcast Interview Marketing Show to discuss the rise of the Creator Capitalist.
Through their dialogue, Christopher Lochhead and Tom Schwab explored why the foundational model of “knowledge work” is swiftly becoming obsolete in the age of artificial intelligence. More importantly, they charted a path forward for professionals and entrepreneurs seeking to not just survive but thrive by transitioning from knowledge workers to what Lochhead calls “creator capitalists.”
This episode unpacked how AI is upending the valu...
2025-11-1747 minChristopher Lochhead Follow Your Different™Out Of The Existing Market Trap with Christopher LochheadChristopher Lochhead, the renowned “Godfather of Category Design,” recently took the stage at the Constellations Connected Enterprise 2025 conference and delivered a blistering wake-up call to every business leader, entrepreneur, and innovator hoping to surf the current wave of AI disruption.
Far from celebrating the AI gold rush, Lochhead warned that almost everyone is about to repeat the same mistakes of the past, chasing after existing markets, adding AI features like “copilots” or assistants, and calling it innovation. Drawing from his decades of expertise and path-breaking research, He then laid out a blueprint for actually leveraging AI for exponent...
2025-11-0334 minChristopher Lochhead Follow Your Different™Listen To Your Top 3% Superconsumers And Find What's WeirdOn this episode of Christopher Lochhead: Follow Your Different, the script is flipped and we listen to Christopher Lochhead explore the critical theme of customer obsession, especially within startups on the Building with Buyers podcast, hosted by Anna Furmanov.
This conversation focuses on the importance of empathy, both for customers and within teams, and advocates for breaking down departmental silos to foster collaboration and drive sustainable growth.
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 pla...
2025-06-021h 00Christopher Lochhead Follow Your Different™Character and Leadership: The Power of Ethics in an Uncertain World with Dr. Susan LiautaudOn this episode of Christopher Lochhead: Follow Your Different, we engage in a thought-provoking dialogue with Dr. Susan Liautaud, a renowned ethicist and professor at Stanford University.
With Dr. Liautaud, we explore the complexities of ethical decision-making in today’s fast-paced world, focusing on leadership, resilience, and the impact of emerging technologies like AI. Dr. Liautaud also emphasizes the importance of character in leadership and the ethical implications of technology.
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 d...
2024-08-121h 47
Lochhead on MarketingThe Category Makes the Brand: Unpacking Brand Hierarchy in Category Design | Pirates PerspectiveOn this episode of Lochhead on Marketing, Christopher Lochhead, a three-time CMO and a leading figure in category design, gives his Pirates Perspective into the critical concept that “the category makes the brand, not the other way around.”
This principle underscores the importance of understanding and defining a category in marketing, as it can profoundly influence consumer perception and the overall success of a brand. Through engaging stories and practical examples, Christopher illustrates how effective category design can lead to market dominance. Additionally, Christopher highlights Microsoft’s strategic shift in the tech industry, emphasizing the importance of a unif...
2024-07-2432 minLochhead on MarketingApple’s Strategic Mastery: Unpacking the Category of Personal Intelligence | Pirates PerspectiveOn this episode of Lochhead on Marketing, Christopher Lochhead and Eddie Yoon dissects Apple’s latest announcements from the 2024 Worldwide Developers Conference (WWDC) on an all-new Pirates Perspective.
The conversation centers around Apple’s introduction of Apple Intelligence, a cutting-edge AI-driven personal intelligence system, and their strategic partnership with OpenAI. They break down the key insights from their discussion, offering actionable advice and thorough explanations for marketers and tech enthusiasts alike.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
Apple Inte...
2024-06-1827 minChristopher Lochhead Follow Your Different™2024 Is 1939 (Again) In AmericaOn this episode of Christopher Lochhead: Follow Your Different, the conversation takes a deep dive into the complex and sensitive situation in Gaza, Palestine, Israel, and the broader Middle East, and how our perception here in America is being warped by misinformation from different sides.
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.
A Feeling of Déjà Vu for America
On the evening of Feb. 20, 1939, the mar...
2024-05-2700 minLochhead on MarketingComplexity Is The Enemy of Revenue: Why It’s Time to Shave The Marketing DogOn this episode of Lochhead on Marketing, it’s time again to shave that Marketing Dog with Christopher Lochhead.
If you’re an avid listener of the podcast, you probably think you’re experiencing déjà vu. But we think that people still don’t get this simple concept, that it merits a replay. It is also a good reminder for others who may be falling into the trap of overcomplicating their marketing strategies.
So strap in, and get ready for some timeless advice from yours truly.
Welcome to Lochhead on Marketing. The number one...
2024-04-1014 min
The G&T SessionsChristopher Lochhead, Friend to the Different, Category Design, Author & Pirate, ArrrIn this latest The G&T Sessions episode, Christopher Lochhead discusses the importance of category design and being different in business. He shares insights from his book 'Play Bigger' and emphasises the need for companies to create their own market categories rather than competing in existing ones. Lochhead also highlights the role of courage and originality in building legendary startups and brands. He challenges the notion of emulating successful companies like Apple and emphasises the importance of standing out and creating new paths. The conversation also touches on the epidemic of "samey" brands and the challenges of modeling new...
2024-02-201h 51Christopher Lochhead Follow Your Different™How To Become A Category Pirate | Christopher Lochhead on Lenny’s Podcast with Lenny RachitskyThis week on Christopher Lochhead: Follow Your Different, we’re presenting to you Christopher’s appearance on Lenny’s Podcast, hosted by Lenny Rachitsky.
Lenny Rachitsky runs the #1 Business Substack newsletter, Lenny’s Newsletter. It is legendary especially for people in tech marketing, product marketing, and startups. It’s so legendary that even Christopher pays for it. And now, he’s in it.
This is one of the more in-depth discussions Christopher has had with a very smart person about category design in a while. So settle in for a good listen and great lesson about categor...
2024-01-091h 48Lochhead on MarketingA Wish for Different in 2024First and foremost, we at Lochhead on Marketing would like to wish everyone from the bottom of our hearts, happy holidays. Christopher Lochhead hopes that you have an opportunity to be with the people you love this time of year, and enjoy some happiness and peace.
That said, there seems to be a lot going on lately. Be it about antisemitism, diversity, equality, and inclusion, and sort of the core values that the United States will be governed by and will latch on to. So I wanted to take this time and have a talk between you...
2023-12-1845 minChristopher Lochhead Follow Your Different™A Wish for Different in 2024First and foremost, we at Christopher Lochhead: Follow Your Different would like to wish everyone from the bottom of our hearts, happy holidays. We hope that you have an opportunity to be with the people you love this time of year, and enjoy some happiness and peace.
That said, there seems to be a lot going on lately. Be it about antisemitism, diversity, equality, and inclusion, and sort of the core values that the United States will be governed by and will latch on to. So I wanted to take this time and have a talk between...
2023-12-1845 min
Marketing Over CoffeeCatching up with Christopher LochheadIn this Marketing Over Coffee: Christopher talks about the 22 Laws of Category Design and more! Direct Link to File Warning: Explicit language Previous interview on Category Design (includes that time Lochhead destroyed our marketing department) Mike Damphousse on Category Design A tip of the hat to the 22 Laws of Branding Category Pirates - The Writing Band d'Skills and Acadium Christopher talks about what CMOs need to consider regarding the recent attacks in Israel The world said "Never again." Do we...
2023-11-0356 minLochhead on MarketingHow To Become A Category Pirate | Christopher Lochhead on Lenny's Podcast with Lenny RachitskyThis week, we’re presenting to you Christopher Lochhead’s appearance on Lenny’s Podcast, hosted by Lenny Rachitsky.
Lenny Rachitsky runs the #1 Business Substack newsletter, Lenny’s Newsletter. It is legendary especially for people in tech marketing, product marketing, and startups. It’s so legendary that even Christopher pays for it. And now, he’s in it.
This is one of the more in-depth discussions Christopher has had with a very smart person about category design in a while. So settle in for a good listen and great lesson about category design.
Welcome to L...
2023-10-251h 48
Knucklehead PodcastCarving Your Unique Future with Christopher LochheadFor some lucky souls, the universe lays out a space for them, a place where they can fit into society. There are, however, others who do not conform to the traditional spaces and roles. They are square pegs in a round hole world. How can these individuals defy the conventional narrative and resist the constraints of societal norms? In this episode of the Knucklehead podcast, Stephen talks with Christopher Lochhead. A dyslexic paperboy from Montreal who got thrown out of school at 18, Christopher talks about how he created his own place in this world. With few other o...
2023-09-2835 minLochhead on MarketingWhat Barbie Can Teach Tech CEOs About MarketingOn this episode of Lochhead on Marketing, let’s take a look on what the movie Barbie did to reach such an overwhelming success, and what Tech CEOs can learn about their approach to marketing.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
Barbie’s Approach to Marketing
Christopher Lochhead opens up the dialogue with pointing out the things that the Barbie producers did that made it a blockbuster win, particularly with what they did on the marketing side. According to Ch...
2023-08-1608 minLochhead on MarketingUntold lessons from the SVB bank run | Christopher Lochhead on Starting Greatness with Mike Maples Jr.Pirate Lochhead is sailing the seven seas this week, so we’re dropping a legendary conversation that he had recently with Mike Maples Jr. and Ann Miura on the Starting Greatness Podcast.
They discuss the recent SVB bank run that lead to a variety of situations and accusations by “experts” on social media. They also discuss what lessons a Founder can learn by studying the cause and effect of such crisis and circumstances.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
How a...
2023-04-1234 minLochhead on MarketingWhy Treating Your Creative Marketing Like It's Not Tied To Revenue Will Get You More Revenue | Christopher Lochhead on Modern Startup Marketing with Anna FurmanovPirate Lochhead is sailing the seven seas this week, so we’re dropping a legendary conversation that he had recently with Anna Furmanov on the Modern Startup Marketing podcast.
They discuss creative marketing category design, guns, human composting and more. Yes, human composting. Just… listen, trust me.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
What does “Creative” mean to you?
The conversation starts off with Anna asking for Christopher’s definition on being a creative.
Christopher...
2023-03-2947 minLochhead on MarketingHow to be a Legendary Creator/Writer: Sachit Gupta & Christopher Lochhead Unpack #1 Bestseller Snow LeopardRecently, I was a guest with the legendary Sachit Gupta on his fantastic podcast called Conscious Creators, which I highly recommend. During our conversation on his podcast, we unpack Category Pirates’ most recent book Snow Leopard. Our producer Jason DeFilippo heard this podcast and thought it’d be a great idea to drop it here for you.
What you’re about to hear is me and Satya go deep on what it takes to be a successful native digital creator slash writer.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, categor...
2022-11-161h 37Lochhead on MarketingCrossing the Chasm & 22 Immutable Laws of Marketing: Through the Category Lens with Matt Johnson of the One Book That Changed My Life PodcastOn this episode of Lochhead on Marketing, Matt Johnson and I have a conversation about the book that changed my life. In my case, it was two books in particular that changed my life. We look into them through a category lens perspective in Matt Johnson’s new podcast, One Book That Changed My Life Podcast.
Matt Johnson is the founder of PursuingResults.com. Matt and his firm were the original producers of my original Oddcast back in the Legends and Losers days, and he’s taught me a ton about podcasting. He’s got a legendary podcas...
2022-08-3154 min
d'Skills in ActionNative Digital Warzone: Virtual Sex, Masculinity, and Category Design, with 3X Silicon Valley CMO, Christopher LochheadThis episode was recorded at the beginning of March 2022, when the conflict between Russia and Ukraine was first beginning.In today’s very special episode, we’re dissecting everything from internet sex to the conflict in Ukraine, to category design.Christopher Lochhead is a legendary founder of the management discipline, Category Design. But more than that, he’s someone I admire greatly, and my honorary uncle who tells me shit when I need to hear it.He describes himself as a dyslexic paper boy from Montreal, who got thrown out of school at 18. So, wi...
2022-03-221h 34Lochhead on Marketing105 Value is 100% PerceptionIn this episode, Christopher Lochhead talks about value, and how it is 100% dependent on people’s perception. That is to say, nothing has any intrinsic value until someone believes it has value.
You can also learn about one of the greatest stories about how an entrepreneur and category designer created value, that is to say, the perception of value for a product that left a lot of people scratching their heads.
Gary’s Pet Rock
Gary Dahl and his pet rock is an amazing study on how people assign value to something based on t...
2021-03-3108 minLochhead on Marketing099 Why CMOs Get Fired: Results Do Not Equal No Results Plus An ExcuseOn this episode, let’s talk about producing legendary results in the context of CMO tenure. According to the Wall Street Journal, based on research from Spencer Stewart, the median tenure of a CMO was only 27 and a half months in 2019, which was down from 31 months in 2017. This is in stark contrast to the CEO’s average tenure of 88.4 months or about seven and a half years. CFOs have roughly 63 months or nearly five and a half years.
Success is about producing legendary results. So on this episode, let’s talk about that.
Marketing Is A C...
2021-02-1015 minLochhead on Marketing095 How To Secure Your Financial FutureIn 2019, CNBC reported that 27% of Americans “would have to borrow or sell something to pay for a $400 emergency. Further, Nation.com reports in 2018, 4% of American adults reported not having enough food and by July of 2020, that figure had exploded to 11% and they say it will probably continue to increase as the pandemic worsens.
Most recently, Pew Research finds that one in four American adults have had trouble paying their bills since the coronavirus outbreak started. So the reality is, this pandemic has exposed how financially vulnerable many of us are.
So in this episode, let’s ta...
2021-01-2718 minLochhead on Marketing094 Clubhouse – Category Creation In Action, or Not So Much?Many people reached out to Christopher and asked for more episodes on category design. In future episodes, he will dig into a specific category and/or brands, and analyze what’s going on and how that can be illustrative for the rest of us.
So for this episode, Christopher talks about a buzzy application in the social media world called Clubhouse. Today, let’s examine the question: is clubhouse a legendary category queen in the making or a dumb idea?
New Hot Category, As They Claim
If you check Clubhouse’s valuat...
2021-01-2211 minLochhead on Marketing091 The Marketing Multiplier EffectOn episode 90, we talked about how complexity is the enemy of revenue and how to shave the marketing dog down. Now let’s talk about what we do once we shaved the dog down. We talk about the powerful marketing execution concept called the multiplier effect. The concept means taking our precious marketing dollars and getting maximum impact for them.
“Imagine you’re going to make a $10,000 investment in some kind of marketing initiative. The question is how do you make it feel like a hundred or a hundred thousand dollar investment? How do you make it feel l...
2021-01-1312 minLochhead on Marketing090 Complexity Is The Enemy of Revenue: Why It’s Time to Shave The Marketing DogIf you’re currently doing a big initiative, say a new product launch, a new campaign, a sales kickoff or a lightning strike, let’s talk about why you are also, most probably, making a huge mistake. Shit sometimes, gets too complex and we know that complexity is the enemy of revenue. So on this episode, let’s talk about why it’s time to shave the marketing dog.
Doing Too Much
There’s 99.9% chance you are doing too much in marketing. Christopher candidly shares that sometimes in life, it is not about winning th...
2021-01-0814 minLochhead on Marketing089 The Future Needs YouJust because it turned January 1st and we’re into a new year doesn’t mean anything is going to change unless people make it change. We are all in a cocoon time and it means that we, as marketers, entrepreneurs and category designers can design the future of our choosing.
The Future Is Not Like The Weather
Christopher poses his observation on some people and how they comment about the future. Some people wish to have a better 2021 but do not think about who is responsible for positive change to happen.
“I...
2021-01-0613 minLochhead on Marketing086 Are You Wasting Your Career?According to the January 2018 report from the Bureau of Labor Statistics, the average person changes jobs 10 to 15 times within their career. If you take it from that perspective, if you’re 25 years old and you are serious in your career, you still get seven chances to do something legendary in your career before you hit the big 6-0.
So in today’s episode, we ask, are you wasting your career?
Make Every Career Count
You get a very few chances to do something legendary, so make them count. Mike Maples of podc...
2020-12-1814 minLochhead on Marketing084 Creating a Category? Do NOT listen to customersIn this episode, let’s talk about why, when you’re designing a new category, you need to be very careful who you listen to. Often times, listening to customers is the worst thing you can do.
Whose Feedback Matters?
Christopher shares one of the things that they discussed in their book Play Bigger, that new categories are often only obvious in hindsight. He further advises that if you’re designing a new category, it’s critical to be very, very careful whose feedback you listen to.
“You don’t never forget. Nobody wanted a hor...
2020-12-1105 minLochhead on Marketing083 The Problem With Your Marketing PlanOn this episode, let’s talk about what the problem with your marketing plan might be in specifically three areas. Number one, calling it a “plan” might be a problem. Number two, it’s actually a legendary marketing plan that is about more than just marketing. Lastly, number three, your relationship with your CFO and finance team might be a problem, but I’m hoping it won’t be when we’re done.
Create A Marketing Framework
Chris describes what a “plan” entails and how an actual marketing plan should be fluid and should be consiste...
2020-12-0913 minLochhead on Marketing077 How Marketing Drives Market Cap / Company ValuationEvery time a tech company launches a successful IPOs, we end up hearing a lot of negation from the media. Claims such as “I can’t believe this company is worth so much” or “so much money invested it must be crazy because they hardly have any revenue” or “they hardly have any profits or they rent.”
So in this episode, Christopher gives us a low-down on why market cap or valuation (the value of a company) is not only a function of financial metrics. He also talks about the crucial role marketing plays to actually help drive market c...
2020-10-1411 minLochhead on Marketing076 Fighter or Farmer Chief Marketing OfficerIn today’s episode, Christopher Lochhead’s answer addresses a listener question, “what kind of CMO should we hire?” He further discusses what’s the difference between a fighter and a farmer CMO and what you, as a marketer, should keep in mind when you plan to pursue this role.
Get Clear On What You Want
Christopher discusses two things: first, identify the background of the CMO. This is highly specific based on the company and the current stage of the company and its category. Secondly, Christopher points out that it’s very important th...
2020-09-3010 minLochhead on Marketing074 Marketing is Sales at ScaleWelcome to Lochhead on Marketing. In this episode, Christopher Lochhead answers the question, what is the most important skill for marketers to have?
Sales Skills
Christopher shares that his frequent answer to the most important skill for marketers to have is sales skills. He says that a lot of marketing people have no sales experience at all.
“Marketing is actually sales at scale.” – Christopher Lochhead
The Best Marketers Are Salesmen
Christopher recounts that the best marketers he know are those who have sales experience even at a young age.
2020-09-0407 minLochhead on Marketing071 We Reserve The Right To Refuse ServiceOne listener writes: “This is such a confusing time and people are on edge. There’s a lot of arguing and mistrust in the US. It seems like we see more people acting out. In our case, we’ve had some customers behave really badly. When is it okay to turn a customer away?”
In this episode, Christopher shares his views on this matter about your right, as a business, to refuse service to customers.
What The Law Says
The law states that you are allowed to refuse anybody’s service, but you ca...
2020-07-1718 minLochhead on Marketing069 How To Write A BookIn this episode, Christopher answers an email question from an entrepreneur who wants to become an author. We dive deep into the process of becoming an author, from pitching to publishers or agents, to actual writing, to marketing and promoting. He also talks about the pros and cons of self-publishing versus or seeking the help of top-tier publishers.
The Process of Becoming An Author
Christopher shares the question he recently received: “Did you write a book proposal before getting started on the writing? Or did you write the book first? What were your fi...
2020-07-0727 minMarketing Over CoffeeRick Bennett and Christopher LochheadIn this Marketing Over Coffee: We're on Summer Break but Christopher Lochhead offered to share his interview with Rick Bennett! Direct Link to File Brought to you by our sponsors: WordStream and Klaviyo Marketing that causes emergency board meetings and CEO firings at my competitors He tests 20 ideas a day on Facebook "What I do is not politically correct, it's tough to find CEOs who have the guts to do what I do…. Ads that attack like speed crazed wolverines" Ellison's Law: You're not allowed to sa...
2020-07-031h 16Lochhead on Marketing068 Behind The Mic: Inside The 1st Marketing PodStorm / Jaime Jay, Jason Defillippo & Christopher LochheadWe are on our 30th episode of the World’s First PodStorm! We would like to thank everyone who went through the storm with us!
Today, Lochhead on Marketing producers Jason DeFillipo and Jaime Jay joins us and takes us behind the mic. We go deep into the challenges, the wins, and the lessons in creating this PodStorm. We talk about a lot of other matters which you’ll find relatable!
Challenges with Production
Making a podcast comes with its challenges, even more so if it’s the world’s first 30-day Pod...
2020-06-1639 minLochhead on Marketing067 Peanut Butter & Lightning Sandwich A New Model For Marketing Execution | Marketing PodStorm #29
https://lochhead.com/peanut-butter-lightning-sandwich-a-new-model-for-marketing-execution/
We get a shit ton of marketing messages a day. Some experts say we get 40 to 60,000 messages a day if you include everything — from banners on the internet emails, logos on coffee cups, t-shirts, you name it.
Today, let’s talk about the typical marketing execution. It’s predicated on a model called reaching frequency. It’s a very old idea that states the more people see our brand, hears our message, hears our point of view, the better. Let’s find out what peanut butter and lightning sandwich is and why that’s a new mode...
2020-06-1514 minLochhead on Marketing066 Questions and Cocktails: FB Live Q & A (Part 8) | Marketing PodStorm #28During the PodStorm, we’re doing a live Facebook Question and Answer session, every Friday, 11:30 a.m. PST. We are now on our last week for PodStorm Q&A and we hope to hear from you if you want us to do more live Q&As!
Today, podcast living legend Jason DeFillippo of Grumpy Old Geeks joins us to answer some questions about the importance of internal communications, how public relations and investor relations should work together, and a whole lot more!
Importance of Internal Communications
One listener asked about Christopher’s th...
2020-06-1420 minLochhead on Marketing065 Questions and Cocktails: FB Live Q & A (Part 7) | Marketing PodStorm #27During the PodStorm, we’re doing a live Facebook Question and Answer session, every Friday, 11:30 a.m. PST. We are now on our last week for PodStorm Q&A and we hope to hear from you if you want us to do more live Q&As!
Today, podcast living legend Jason DeFillippo of Grumpy Old Geeks joins us to answer some questions about social cause marketing, lightning strikes, and a whole lot more!
What have you learned after Calling For Unity?
Christopher shares that he received a number of backlashes after he...
2020-06-1318 minLochhead on Marketing064 The Secret Hack To Becoming A #1 Author & Podcaster, In 13 Minutes or Less | Marketing PodStorm 26In this episode, Christopher Lochhead shares a secret hack to become a #1 author and podcaster in 13 minutes or less. Basically, the secret hack is to hire a 16-year-old Tiktoker and let her create funny content for you. You can also explore posting provocative poses, drinking provocative drinks, and being in provocative places.
If you know Christopher well, you will be certain, there is sarcasm in the above paragraph. Today, he will discuss the real deal on reaching the top of your game. It doesn’t include any secret hack or how-to of sorts, but a real-life narration of...
2020-06-1223 minLochhead on Marketing063 The Magic Triangle | Marketing PodStorm 25
https://youtu.be/eCp9QLs340s
In this episode, let’s talk about the magic triangle — how the company, the product, and the category come together to make you the category queen or category king in your market category.
Product Design
Product design is the purposeful building of a product and an experience that solves a problem. Most companies, though, opt for a product-market fit. Christopher believes it a dangerous idea because it insinuates that there’s a market out there who would automatically consume whatever is offered to them.
“Typically what hap...
2020-06-1109 minLochhead on Marketing062 How to be a Category Designer | Marketing PodStorm 24
https://youtu.be/Rk9HcOU80Rs
In this episode, an incredibly important topic, we discuss how to be a category designer. Moreover, we dig into how to become the person that drives a new strategy for your company and introduces the world to something new, something different, something that makes a giant difference.
Category Design: A Discipline
Christopher narrates a portion of the book Play Bigger which states: “Category design is the discipline of creating and developing a new market category and conditioning the market so it will demand your solution and crown yo...
2020-06-1016 minLochhead on Marketing059 Questions and Cocktails: FB Live Q & A (Part 6) | Marketing PodStorm 21During the PodStorm, we’re doing a live Facebook Question and Answer session, every Friday, 11:30 a.m. PST. This is the sixth part of the series.
Today, podcast living legend Jason DeFillippo of Grumpy Old Geeks joins us to answer some questions about the gig economy, key traits of a good marketing professional and staging a lightning strike.
Gig economy as displaced creative hubs
The term gig economy has received a lot more negative heat. Christopher says he agrees and disagrees with Jason’s opinions, as he stated in his podcast Grum...
2020-06-0724 minLochhead on Marketing058 Questions and Cocktails: FB Live Q & A (Part 5) | Marketing PodStorm 20During the PodStorm, we’re doing a live Facebook Question and Answer session, every Friday, 11:30 a.m. PST. We did our first and second one last week. We’re going to share with you our third one in this episode.
Today, podcast living legend Jason DeFillippo of Grumpy Old Geeks joins us to answer some questions about marketing and generating revenue in times of crisis, becoming a CMO who is hard to fire and masterminds for executives of color.
How do brands figure out what to do and say?
Given the curr...
2020-06-0622 minLochhead on Marketing057 Why Most Marketing Is Bullshit: 5 Marketing Lies | Marketing PodStorm 19Christopher Lochhead debunks five marketing lies in this episode of Lochhead on Marketing. He talks about why so much of marketing thinking is actually bullshit.
Five Marketing Lies and Why
Number one, great marketing is about marketing into an existing market to increase market share.
“Most legendary innovators, creative creators, entrepreneurs, social change, agents, and so forth, did not play by the rules. They establish their own rules. They designed a new way of thinking As a result, they created new market categories. They did not compete in somebody el...
2020-06-0510 minLochhead on Marketing054 Why You Need A Big Hairy Audacious Goal | Marketing PodStorm 16
https://youtu.be/4t9Z3V-CQEo
We are hoping you read Jim Collins two legendary books Built to Last and Good to Great. These are game-changers with insanely great research about businesses. In those books, he introduces the concept of a BHAG, which is an acronym for big, hairy, audacious goal. In this episode, let’s talk about why you need, what legendary author Jim Collins calls, a big, hairy, audacious goal.
Man On The Moon Mission
One of the greatest examples of a BHAG is when John F. Kennedy said: USA is go...
2020-06-0209 minLochhead on Marketing052 Questions and Cocktails: FB Live Q & A (Part 4) | Marketing PodStorm 14During the PodStorm, we’re doing a live Facebook Question and Answer session, every Friday, 11:30 a.m. PST. We did our first and second one last week. We’re going to share with you our fourth part of the Q&A session in this episode. Today, podcast living legend Jason DeFillippo of Grumpy Old Geeks joins us to answer some questions about lightning strikes, taglines, how to launch a new category, and much more.
How long does a Lightning Strike Last?
Christopher answers this question about marketing lightning strikes: it ranges from a day...
2020-05-3118 minLochhead on Marketing051 Questions and Cocktails: FB Live Q & A (Part 3) | Marketing PodStorm 13During the PodStorm, we’re doing a live Facebook Question and Answer session, every Friday, 11:30 a.m. PST. We did our first and second one last week. We’re going to share with you our third one in this episode. Today, podcast living legend Jason DeFillippo of Grumpy Old Geeks joins us to answer some questions about podcasting, creativity and a whole lot more!
Podcasting at home
Christopher, together with Jason, answers a question posted in Follow Your Different Facebook Group asking if “this is the right time to go podcasting.” Both went into an...
2020-05-3022 minLochhead on Marketing050 How to Discover a New Category| Marketing PodStorm #12
https://youtu.be/M-ZwX6Qcbmk
In this episode of the PodStorm. let’s talk about how to discover a category, create massive differentiation, and build a super valuable company, particularly in challenging times.
Designed, Not Discovered
Christopher gets all sorts of questions such as “how do I know if I have a category?” “I think I might have something, how do I discover a category?” “How do I know if this is a new category?” “How do I redesign an existing category, etc.” The first thing Christopher shares to us is: categories are not discovered.
2020-05-2908 minLochhead on Marketing049 Do A Marketing Stunt | Marketing PodStorm #11
https://youtu.be/tiY3tLnVud0
In this episode, let’s talk about the power of a well-timed stunt to gain attention, rise above the noise, and drive revenue. This is how we get our creative juices flowing. Do something that is maybe a little provocative, maybe a little risque. It should be designed to get a lot of attention, and maybe even drive some PR.
Black Friday Sale, Not!
Christopher shares about different brands and their provocative stunts. Max Temkin, founder of the Cards Against Humanity appeared on Follow Your Different Episode 60. Max an...
2020-05-2808 minLochhead on Marketing047 We’re in a cocoon | Marketing PodStorm #9
https://youtu.be/Y0oQrse3rVo
It appears that we are in a great time of transition. There is that “before February” and then there is “whatever comes after Coronavirus.” The present moment seems like we’re in a cocoon. We are at a cocoon time — an incredible in-between zone — where, in business sense, there is a good chance to have massive winners and horrible losers.
Let’s talk about the mindset required to become one of those massive winners.
There’s No “Going Back”
We hear a lot of talk in the media, about op...
2020-05-2609 minLochhead on Marketing046 Don’t stand in front of an empty fire place & expect it to be hot | Marketing PodStorm #8
https://youtu.be/lEm9N828oRU
Today on our Marketing PodStorm, let’s talk about why standing in front of an empty fireplace expecting it to be hot is kind of dumb. You see, oftentimes, CEOs, CFOs, and even CMOs cut down marketing during a downturn.
Marketing In Desperate Times
We understand that some of our business is in a situation where budget cuts are needed to ensure survival. However, Christopher points out that it is not one of the wisest moves to cut down the marketing budget, especially in times that you ne...
2020-05-2507 minLochhead on Marketing045 Questions and Cocktails: Facebook Live Q & A (Part 2) | Marketing PodStorm #7During the PodStorm, were doing a live Facebook Question and Answer session, every Friday, 11:30 a.m. PST. Here is the second part of our recording, for Q&A about marketing and category design. We talk about all things ranging from new category creation, how to craft problems positively, and creating demand during a crisis.
How to know if you have a new category?
As counterintuitive as it might sound, now is a great time to launch a new category. Christopher encourages you to ask yourself a couple of key questions: number 1, “what problem do...
2020-05-2421 minLochhead on Marketing044 Questions and Cocktails: Facebook Live Q & A (Part 1) | Marketing PodStorm #6During the PodStorm, were doing a live Facebook Question and Answer session, every Friday, 11:30 a.m. PST. We did our first one, we’re going to share it with you in two parts. We talk about CEOs who don’t get marketing, the relationship between CMOs and CEOs during times of crisis, and more about evangelizing the brand.
What do I do if my CEO doesn’t get it about marketing?
Christopher shares that very little happens without legendary marketing. He stresses the difference of working on something exponential versus something that is increm...
2020-05-2317 minLochhead on Marketing043 Drive Revenue Now | Marketing PodStorm #5
https://youtu.be/3yCPhiRlVuE
Welcome to Lochhead on Marketing, where we are trying the first world’s Marketing PodStorm — 30 days of strategies and ideas to help you create the future that you want because we believe that nothing legendary is going to happen, at any kind of scale, without legendary marketing.
Today, let’s talk about a few, very simple ideas that can help drive revenue for both B2C companies and B2B companies.
Get Radically Visible
As we are trying to come back and slowly opening up the economy, Christ...
2020-05-2208 minLochhead on Marketing042 Marketing Simple | Beware The “Bag Full of Door Knobs”| Marketing PodStorm #4
https://youtu.be/itibVmOMixM
Welcome to Lochhead on Marketing, where we are trying the first world’s Marketing PodStorm — 30 days of strategies and ideas to help you create the future that you want because we believe that nothing legendary is going to happen, at any kind of scale, without legendary marketing.
Today, let’s talk about marketing simple aka beware the bag full of doorknobs.
Biznobabble
A lot of companies communicate and market in very confusing ways. Christopher says a lot of companies share their marketing messages in a “carnival barker kind of...
2020-05-2108 minChristopher Lochhead Follow Your Different™Tangentially Speaking w/ Dr. Christopher Ryan Bestselling Author & PodcasterToday, we continue our run of legendary authors and podcasters with Dr. Christopher Ryan, author of New York Times bestsellers, Sex at Dawn: How We Mate, Why We Stray, and What it Means for Modern Relationships and Civilized to Death: The Price of Progress. He has a chart-topping dialog podcast is called, Tangentially Speaking,
We have a fun, some times provocative discussion about everything from Muhammad Ali, what’s wrong with modernity, how the world is fundamentally changing, why living in a van is awesome, to what it’s like making a living as roving, smart person.
2020-05-201h 19Lochhead on Marketing040 Making Your Market Category A Must Have | Marketing PodStorm Episode 2
https://youtu.be/myKVAJ6nFb0
Welcome to Lochhead on Marketing, where we are trying the first world’s Marketing PodStorm — 30 days of strategies and ideas to help you create the future that you want because we believe that nothing legendary is going to happen, at any kind of scale, without legendary marketing.
In this episode, let’s talk about, arguably, the most important issue facing your marketing as you go forward powerfully: is your category a must-have, a nice to have or a don’t really need to have?
Customers Prioritize Categories When…
Chr...
2020-05-1906 minLochhead on Marketing038 The Future Needs YouToday, let’s talk about why the future needs you and frankly, why the future needs some legendary marketing. Entrepreneurs, pay attention to this episode because the future needs you and your innovations to move the human race forward.
Going Back To How It Was
We hear a lot of discussion about how the business people plan to reopen businesses and how the entire workforce will get back to work. Christopher candidly gives his viewpoint for this: there is no going back to how it was before.
“I think frankly, there is not...
2020-05-0707 minLochhead on Marketing035 Your Brand Will Be Defined By What You Do During CoronavirusExtraordinary times call for legendary leadership. In this episode, we talk about why your brand will be defined by what you do during coronavirus. This is a moment of truth. What leaders do in moments of truth define who they become and what happens to our brand.
“I think people are going to remember what you did or didn’t do during this crisis. How companies treat humanity during this crisis will have a long term impact.” – Christopher Lochhead
Focus on People
Christopher had been speaking with entrepreneurs about the discussions they sho...
2020-04-0209 minLochhead on Marketing032 Want to do Legendary Marketing? Learn to Sell!Did you know, one of the top reasons why CMOs and marketing leaders get fired is: the sales force thinks they are a joke. In this episode, we talk about why it is important for marketers to become great at sales.
Marketing Is Sales Scaled
If you think about what marketing is, it is actually selling at scale. Christopher thinks that in 30 to 90 seconds, a marketer should be able to lay down a point of view that captures the imagination of the audience. If you can’t, you have a serious “sales” issue.
...
2020-03-0606 minMarketing Over CoffeeChristopher Lochhead on The Biggest Mistake Made in MarketingIn this Marketing Over Coffee: Learn about Data Flywheels, The State of Podcasting, Political Marketing Fails and more! Direct Link to File Brought to you by our sponsors: LinkedIn and ahrefs That time Lochhead destroyed my marketing department (previous interview) Niche Down (previous interview) Lochhead on Marketing (his podcast) Interview with DEA guys Niche Design - the leader in Dialog Podcasts The state of Podcasting 8:50 We've got a special offer for Marketing over Coffee Listeners, you can redeem a free $100...
2020-03-0634 min
Marketing GeeksChristopher Lochhead, 3x Silicon Valley CMO & #1 Business Podcaster, on How to Niche Down & Play Bigger with Your Marketing...Ep #92 - Christopher Lochhead, a "war-time" CMO for three Silicon Valley companies (Mercury Interactive, Scient, Vantive), a top business podcaster on Apple (as high as #1 in the rankings), and a best-selling author on Amazon, joins the Marketing Geeks Podcast to talk how to niche down with your marketing efforts, become a category director, and play bigger.
Christopher is the host of two top podcasts including "Lochhead on Marketing" and "Follow Your Different." He is also the best-selling author of two hit books including "Niche Down: How To Become Legendary By Being Different" and "Play B...
2020-01-2555 minLochhead on Marketing030 How To Make Marketing DecisionsIn this episode, let’s talk about the strategic lens required to make marketing decisions.
Marketing Decisions
Marketers, over and over again, continue to make this big mistake: they come up with marketing decisions without having a discussion around its context. Context, in terms of the “lens” they will use to come up with the decision.
“If you’re a regular listener and if you know me, you know one of my favorite expressions is, thinking about thinking is the most important kind of thinking.” – Christopher Lochhead
Overly Simplistic Lens...
2020-01-1607 minLochhead on Marketing029 Disagree and CommitEvery big decision involves a group of people.and so, in business, if you’re going to do something legendary, whether its a strategy or a campaign, it will be a group decision.
In this episode, Christopher Lochhead shares why it is a legendary business trait to be able to get people to disagree and commit.
Everybody has a Marketing Opinion
Recently, Christopher had a discussion on with legendary tech executive Elisa Steele on Follow Your Different Episode 129. She talks about the power of being able to disagree and commit. She al...
2020-01-1410 minLochhead on Marketing028 Is Your Marketing Plan Radical Enough?In this episode, Christopher Lochhead asks the question, “is your marketing plan radical enough?” Most marketing plans are predictable, uncreative and safe. He will share today how to do away with your usual marketing plan and craft a radical one.
3x CMO
Being an advisor to a lot of companies, Christopher shares how he has been part of creating, reviewing and critiquing a lot of these companies’ marketing plans. He further says that there are three things about these marketing plans: they are predictable, uncreative and safe.
Safe as in, most CMOs ar...
2020-01-0713 minLochhead on Marketing022 Is Your Marketing Better or Different?Christopher Lochhead discusses differentiation or differentiators of a brand, product or company. He further shares what legendary marketers do, makes their marketing better or makes it different?
Differentiators
We often hear this word a lot in marketing: differentiation. Christopher poses the question when speaking about a product or brand differentiation, is it really different or is it better?
In reality, when most CEOs, CMOs, entrepreneurs and product investors say differentiators, what really comes out of their mouth is better. Christopher however, believes making a difference is the better choice.
True Differentiation
2019-10-2207 minLochhead on Marketing021 Is Your Brand Blue?In today’s episode, Christopher Lochhead dives down deep into the power of colors and how it affects your brand marketing. In a world where almost all brands are Blue (and some are red), how do you make your brand different and stand out?
What’s With Color Blue?
Christopher recently represented a tech company with a stand-out logo, it’s color pink and orange. According to this company, 70% of B2B company logos are blue.
Christopher researched this claim and indeed found out, 33% of the world’s top brands companies are blue. Some 29...
2019-10-1511 minLochhead on Marketing018 Personal Branding is BullshitIn this episode, Christopher Lochhead talks about a giant topic in business today, personal branding. He further shares the difference between a brand and a person. Moreover, he discusses why legendary executives and marketers don’t give weigh to personal branding much.
Personal Beef with Personal Branding
Personal branding has become a giant issue in business today. It seems like people cannot fire up their social media, such as Linkedin and even Amazon, without personal branding. The idea started around the late 80s or early 90s and has become effed up overtime.
Christopher la...
2019-09-2410 minLochhead on Marketing017 Frame the Problem and WinIn this episode, Christopher Lochhead talks about why the company that frames and markets the problem, the most effectively, wins. To illustrate, he cites a music company, m, and ho they recently pulled something off in the marketing and PR point of view.
Frame the Problem, Not the Solution
Wise marketers and category creators have a strategic way of creating legendary marketing. One of these is framing the problem. This strategy is a sure-fire way to win a category.
“When the world agrees with you about the problem that you solved, and thinks ab...
2019-09-1910 minLochhead on Marketing016 Category Creation CourageIn today’s episode, Christopher Lochhead talks about why courage is a critical ingredient for legendary marketing and category design. He poses the question: “What does it take to make legendary marketing happen?” and he shares some except his book Niche Down to answer this.
Break From The Pack
What does it take to break from the pack? The pack, which usually means the general public, the people who think and does the same kind of marketing. What do we need to enable us to design a category and from then, execute to dominate that catego...
2019-09-1708 minLochhead on Marketing015 Product-Market Fit Is A Dangerous IdeaIn most industries, product-market fit is an unquestioned gospel, even in Silicon Valley. On the contrary, Christopher believes that product-market fit is a dangerous idea. Why? Because legendary marketers create and design their own category, as opposed to competing in an existing category.
Product-Market Fit
In the tech startup world, achieving product-market fit is often considered a major milestone. However, Christopher argues that product-market fit is one of the most dangerous ideas in business today.
“The problem with product-market fit is that language can trick marketers into thinking that what you’re doing is b...
2019-09-1212 minLochhead on Marketing014 Don’t Take My Word For ItIn this episode, Christopher Lochhead talks about how marketers strategically use language. Legendary marketers create a new language that educates the world on how they want their product or service perceived. Customer’s adaptation to that language is also a great tool to measure success.
How People Perceive Us
Christopher recently had Lee Hartley Carter on Follow Your Different Episode 099. Lee and her firm specialize in language strategy. We can infer that marketers pay very close attention to the use of words.
Christopher reminds us that the usage of some phrases undermines a pe...
2019-09-1014 minLochhead on Marketing013 Committees Kill Legendary MarketingIn today’s episode, Christopher gives us a rundown on why he thinks committees kill legendary marketing.
Why is so much marketing, shitty?
Christopher Lochhead candidly shares his honest observation on the industry today: a lot of marketing efforts suck. Aside from bad creatives, much of this onslaught of marketing stems from their inability to make a difference in designing and dominating a market category. Who’s to blame? Christopher says its the committees.
“This is probably true for most major initiatives in business, but it’s especially true in marketing because, fundamentally, legendar...
2019-09-0512 minLochhead on Marketing012 Category Creation Economics 101In this episode, Christopher Lochhead talks about the powerful, surprising winner-take-all realities of categories and why you want to be the category queen/king in your market. Christopher layout facts and data on category creation economics that you’ll find beneficial for your business, whether you’re in the tech industry or not.
Winner Takes All
In Christopher’s first book Play Bigger, they wrote about a research project they conducted on thousands of tech start-ups from 2000 to 2015, determining the market cap or valuation. Specifically, they wanted to know the percentage of the total value goes t...
2019-09-0314 minLochhead on Marketing011 The Perception of Your Product is Your ProductIn this episode. Christopher Lochhead talks about what your real product or real service is. He discusses why product development and marketing should team because the perception of your product is your product.
Marketing Defined
One CEO, who is also a good friend of Christopher, once stated that “Marketing is what you do when you have a shitty product.” He was telling Christopher about their competitor who had a significantly inferior product but is, at that time, out-marketing them. Additionally, quite a lot of people in Silicon Valley also think this way.
Wikipedia defi...
2019-08-2809 minLochhead on Marketing010 Artificial Intelligence In MarketingIn this episode, Christopher Lochhead shares two eye-opening stories about Artificial Intelligence in Marketing. First is about Nike buying an AI marketing analytics company and second, Chase Bank using AI to write marketing copies. He further discusses how these two leverages technology to produce massive results.
Nike Acquires AI Startup
Tech Crunch reported that Nike announced its acquisition of the Boston-area startup Celect. This is to help Nike beef up its predictive analytics strengths. The startup’s tech focuses on delivering data insights based on structured and unstructured retail data.
“What we do know...
2019-08-2612 minLochhead on Marketing009 Marketing Strategy vs. TacticsThe difference between Marketing Strategy and Tactics, oftentimes, confuses most people. In this episode of Lochhead on Marketing, Christopher Lochhead talks about some of the pressing questions people have on strategy and tactics.
Quoting Dushka Zappata
A good friend of Lochhead, Senior Communication and PR Executive Dushka Zappata helps shine a light on this confusion marketers have about strategy and tactics. She has 20 years experience in the tech industry and she amassed 140 million views in Q&A site Quora with her writing.
Strategy
Dushka Zappata answered the distinction between strategy and tacti...
2019-08-2104 minLochhead on Marketing008 7 Recession Marketing IdeasChristopher Lochhead discusses some of his marketing ideas timely for a potential (we hope not, but economists say otherwise) recession. Here are 7 recession marketing ideas for our listeners that you might want to consider for your business.
1. Never Let A Good Recession Go To Waste!
History proved that recessions are the impetus for change. With change comes both threats and opportunities. Ordinary business people usually panic and focus on threats. However, legendary marketers focus on both. Recessions are a great excuse for taking action, especially those that should have been taken anyway.
“Get on...
2019-08-1920 minLochhead on Marketing007 Category Creation is the StrategyIn this episode, Christopher Lochhead discusses why category creation is the new growth strategy for legendary marketing.
Great companies do not focus on incremental growth, rather, they focus on being exponentially different. These leading companies introduce people to new businesses and provide them with new ways of doing things.
Making A Different Future
Legendary companies shape our lives and design a different future. They are on a mission to make the future different. Further, these companies create something exciting — a new way of living, thinking and doing business — category creation. Through category creation, these co...
2019-08-0617 minLochhead on Marketing006 Peanut Butter vs. LightningIn this episode, Christopher Lochhead looks into the age-old marketing approach of peanut butter marketing and why it is not an applicable strategy in today’s world. Instead, he introduces us to the concept of lightning marketing, as mentioned in his first book “Play Bigger.”
PB and Lightning Defined
In Lochhead’s book “Play Bigger,” he defined the terms Lightning Strike and Peanut Butter marketing. With the traditional Peanut Butter approach, marketers spread the marketing and PR across all sorts of markets—over a long period of time—with the hopes that somewhere, somewhat, the message would “stick...
2019-08-0611 minLochhead on Marketing005 Mystery ShoppingRetailers or B2C market often uses the term mystery shopping. It is a concept to understand the customer’s journey in your services. For the fifth episode, Lochhead tackles the importance of mystery shopping for your company.
Embracing Mystery Shopping
Retailers employ the concept of mystery shopping—where they pay someone to visit their store and document their experience. This is also applicable to online retailers as they commission mystery shoppers to test their website. It is important for marketers to look into the “funnel” and the “journey” because the key trick is simplifying the process.
2019-08-0607 minLochhead on Marketing004 5 Traits of Legendary BrandsIn this episode, Christopher Lochhead discusses the 5 traits of legendary brands—different, stands for something, point of view, consistent and prioritizes category creation. We’re positive marketers will learn a lot from this mindset-oriented podcast!
1. Be Different
Legendary brands are unique, interesting and groundbreaking. Marketers must continuously ask themselves how to become different from their existing competitors.
“When you hear most CEOs, CMOs, entrepreneurs, business people, talk about their differentiators—most of what comes out of their mouths is a comparison from their competition—as opposed to a distinction from their competition.” – Christopher Lochhead
2. St...
2019-08-0612 minLochhead on Marketing003 What is category creation?On today’s episode of Lochhead on Marketing, Christopher Lochhead delves into the concept of category creation. He discusses why legendary entrepreneurs, CEOs, and marketers see category creation or category design as the new approach to winning.
What is it?
Category design is a new management discipline that is focused on creating and monetizing new markets. Moreover, Lochhead sees category creation or category design as a radical differentiation of oneself.
“Winning today is not about beating the competition. The most legendary entrepreneurs, CEOs and marketers are the people who invent a whole new game...
2019-08-0608 minLochhead on Marketing002 10 Attributes of Legendary MarketingFor the second episode of Lochhead on Marketing, Christopher Lochhead dives into what makes Legendary Marketing, legendary. He discusses the 10 attributes of legendary marketing — which range from creating demand, dominating a niche market to leveraging technologies and changing the world.
1. Creates Demand Rather Than Capturing Demand
In all imaginable areas—books, conversations, podcasts or discussions—marketing is described as “having a market and capturing the demand to increase revenue and growth for your company.”
Legendary marketing, though, is more interested in creating new demand. They are focused on setting that agenda.
2. Designs and Domi...
2019-08-0511 minLochhead on Marketing001 Who is this podcast for?It’s an awesome day to be legendary! This is the first episode of our new podcast, Lochhead on Marketing, hosted by our very own, Christopher Lochhead. In this episode, he talks about who is this podcast for and what sets it apart from other marketing podcasts.
Join us as we define what makes this podcast, different—ultimately, what makes it legendary!
Who’s Who in Marketing
Entrepreneur and VC partner Christopher Lochhead is an advisor to over 50 venture-backed startups. He is a former three-time Silicon Valley public company CMO and co-author of two best...
2019-07-2613 min
UnstructuredChristopher Lochhead is a legendary 3X Silicon Valley CMO, author, and podcasterAn Amazon #1 Best Selling Author, Christopher Lochhead is host of the popular "Legends & Losers," now "Follow Your Different" and creator of "6 Minutes of Legendary Podcast", co-author of "Niche Down: How To Become Legendary By Being Different" and Harper Collins' "instant classic," "Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets."
Lochhead is a former three-time Silicon Valley public company CMO, entrepreneur and category designer. The Marketing Journal calls him "One The Best Minds in Marketing," Fast Company Magazine calls him a "Human Exclamation Point," The Economist calls him "off-putting to some" and NBA legend Bill...
2019-02-181h 10
INspired INsider PodcastDiscover What it Means to be a Category King with Christopher Lochhead Host of Legends and LosersToday we have Christopher Lochhead who started his first company at 18 and retired 30 years later. He is a three-time public company CMO, best selling author, and host of Legends and Losers Podcast. He was a co-founder of Play Bigger Advisors, served as Chief Marketing Officer of Mercury Interactive, a $1B software company that was acquired by Hewlett-Packard in 2006 for $4.5B. He is coauthor with Al Ramadan and Dave Peterson and Kevin Maney of Play Bigger: How pirates, dreamers, and innovators create and dominate markets. Here's a glimpse of what you'll learn: [1:25] Jeremy introduces his guest, Christopher Lochhead. [3:00] The...
2018-07-261h 19
Angels, Exits, & Acquisitions by Angel Investors NetworkChristopher LocheedOn today's episode, Laura speaks with Christopher Lochhead, author and the host of Legends & Losers and producer of 6 Minutes of Legendary Podcasts. Laura and Christopher talk about creating your niche by evangelizing the problem and then marketing the solution! The interview is full of so much valuable insight and information. Listen now!
Christopher Lochhead co-Authored the celebrated
"Niche Down: How To Become Legendary" By Being Different
and
Harper Collins' “instant classic"
"Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets".
Christopher is a former three-time public company CMO, category designer and entrepreneur.
Background:
• He's been an advisor, board dire...
2018-07-2449 min
Angels, Exits, & Acquisitions by Angel Investors NetworkChristopher LocheedOn today’s episode, Laura speaks with Christopher Lochhead, author and the host of Legends & Losers and producer of 6 Minutes of Legendary Podcasts. Laura and Christopher talk about creating your niche by evangelizing the problem and then marketing the solution! The interview is full of so much valuable insight and information. Listen now!
Christopher Lochhead co-Authored the celebrated
“Niche Down: How To Become Legendary” By Being Different
and
Harper Collins’ “instant classic”
“Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets”.
Christopher is a former three-time public company C...
2018-07-2449 minINspired INsider Podcast[One Question] Helping Others Find Financial Success with Christopher Lochhead Founder of Legends and LosersToday we have Christopher Lochhead who started his first company at 18 and retired 30 years later. He is a three-time public company CMO, best selling author, and host of Legends and Losers Podcast. He was a co-founder of Play Bigger Advisors, served as Chief Marketing Officer of Mercury Interactive, a $1B software company that was acquired by Hewlett-Packard in 2006 for $4.5B. He is coauthor with Al Ramadan and Dave Peterson and Kevin Maney of Play Bigger: How pirates, dreamers, and innovators create and dominate markets. Here's a glimpse of what you'll learn: [1:30] Jeremy introduces his guest, Christopher Lochhead. [2:30] Christopher...
2018-01-0915 minMarketing Over CoffeeChristopher Lochhead on Play Bigger and Legends and LosersIn this Marketing Over Coffee: Christopher Lochhead talks about Category Design, Positioning Yourself, and The Future of The Company Direct Link to File Brought to you by our sponsors: StackAdapt and ActiveCampaign Some not safe for work language, if that offends you check out our other episodes. Meeting at DCI Play Bigger - How Pirates, Dreamers and Innovators Create and Dominate Markets Category Kings are the new dynamic - It's not about winning existing market share StackAdapt is the number 1 performance native advertising platform...
2017-10-2652 minMarketing Over CoffeeBonus Content: Christopher Lochhead on Play Bigger and Legends and LosersIn this Marketing Over Coffee: More from Christopher Lochhead! Direct Link to File Brought to you by our sponsors: StackAdapt and ActiveCampaign Some not safe for work language, if that offends you check out our other episodes. Role of companies StackAdapt is the number 1 performance native advertising platform helping brands accelerate customer engagement and acquisition. With StackAdapt's machine learning and data-intelligence capabilities, you can reach web visitors who are actively engaging with topics relevant to your brand or competition, and turn them into customers. Make your marketing dollar...
2017-10-2628 min