Podcast appearances and mentions of eddie yoon

We are living through a fundamental shift in how businesses operate, compete, and create value. The Pirate Street Journal, hosted by Christopher, Eddie, and Bri, breaks down three major business stories through the category design lens, revealing a common thread that most mainstream business coverage misses entirely. That thread is AI data, and how the companies and individuals who understand it best are quietly rewriting the rules of entire industries. From energy infrastructure to ice cream shops to management consulting, the signal is clear and growing louder. This is just one of the topics that Pirates Christopher Lochhead, Eddie Yoon and Bri Clark discuss on this episode of Pirate Street Journal. Each week, the Category Pirates pick three headlines worth paying attention to and break down the category underneath. 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.   Portable Power and the AI Energy Race China now controls 90% of the world’s battery storage cells, and the top ten storage cell manufacturers on Earth are all Chinese. The easy read on this is that the centralized, top-down model has already won. But the more interesting story is happening on the other side of the equation, where pioneers are refusing to wait for governments to build grids and are instead making power portable, distributed, and locally owned. Elon Musk quietly acquired a mobile power company capable of deploying a functional power plant in 30 days and driving it wherever demand exists. Tesla is simultaneously selling Mega Packs to cities experiencing brownouts while offering Powerwalls to individual homeowners. The insight here is that AI data is driving the need for entirely new power infrastructure, and the winners will not necessarily be the nations with the biggest grids. They will be the builders who understand that decentralized, distributed power networks can outmaneuver any centralized system when speed and flexibility matter most. Eddie raises the concept of a “Mega Pod,” a combination of batteries and GPUs in a scalable unit that could allow businesses, farms, and institutions with unused land to generate power, offset costs, and participate in a distributed data center economy. This is AI data infrastructure being rebuilt from the bottom up, and the annuity potential mirrors what Alaskan citizens receive from oil revenues every year.   Niche Down AI Data and the Rise of the Small Company Ben Affleck sold a stealth AI startup called Inner Positive to Netflix for $587 million. The company trained small models on individual film footage, replicating a director’s lighting style and visual language to accelerate post-production. An ice cream shop in downtown Los Angeles used prediction markets to hedge against cold weather, covering nearly half its monthly rent. A seven-person software company hit $10 million in revenue doing the work that once required 50 employees. These three stories appear unrelated on the surface, but they share a single strategic insight. Each one identified a narrow, specific type of AI data that nobody else was paying attention to and built an economic advantage around it. The Ben Affleck startup did not steal from other artists. It used a creator’s own footage as training data, producing tools that serve the creator rather than extract from them. The ice cream shop owner recognized that temperature data was weakness data for his business and converted it into a revenue stream through smart financial instruments. What AI is doing for smaller operators and independent entrepreneurs is lowering the barriers to prosecuting what Christopher Lochhead calls the magic triangle, building a legendary company, product, and category simultaneously. The surplus economics of AI are not accruing only to OpenAI, Anthropic, or the Mag Seven. They are flowing toward anyone willing to identify the weird data specific to their own situation and build something original with it.   Consulting and the Death of the Billable Hour McKinsey now ties 25% of its global fees to outcomes rather than hours. Bain reports that 30% of its business is AI and tech enabled, with ambitions to reach 50%. BCG expects AI work to jump from roughly 20% of revenue to 40% within a year. These are not small firms experimenting at the margins. These are the most conservative, hour-worshipping institutions in the professional services world, and they are cracking under the pressure of a new reality driven by AI data and what it makes possible. The billable hour was always a proxy for value, not a measure of it. What consulting firms are beginning to acknowledge is that AI data and the tools built around it can compress the time required for entry-level analytical work dramatically, which means the old pricing model no longer reflects what clients are actually buying. The shift from time-based to outcome-based compensation is not unique to consulting. It is the direction that professional compensation has been moving across all sectors for decades, from hourly wages to salaries to bonuses to equity. Eddie frames this shift clearly. People who are naturally oriented toward outcomes and who understand how to use AI data to drive measurable results are going to be rewarded more generously than ever before. Those who have relied on time as their unit of exchange, without a clear connection to the value they produce, are entering genuinely uncertain territory. The consultants are the last ones you would expect to change. The fact that they already are should function as a signal flare for every professional in every industry paying attention. To hear about all the topics in this week's The Pirate Street Journal, download and listen to this episode. You can also read more Pirate Street Journal entries in the Category Pirates newsletter.   We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, X (formerly Twitter), LinkedIn, and subscribe on Apple Podcast / Spotify!

The Pirate Street Journal takes a sharp look at business through the category design lens, and this episode delivers three stories that reveal how the decisions made today will define economic winners and losers for decades. From data center legislation in New York to Apple raising prices and a Costco cashier becoming a millionaire, each story points to the same underlying truth: the category you choose matters more than almost anything else. Whether you are a governor, a tech executive, or an hourly worker, picking the right side of the S-curve is everything. This is just one of the topics that Pirates Christopher Lochhead, Eddie Yoon and Bri Clark discuss on this episode of Pirate Street Journal. Each week, the Category Pirates pick three headlines worth paying attention to and break down the category underneath. 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.   New York Said No to Data Centers and It Will Pay the Price On July 10th, New York became the first state in America to ban new data centers, with Governor Kathy Hochul signing a freeze on permits for hyperscale facilities for up to a full year. She cited higher power bills, water use, and grid strain as her reasons. Meanwhile, legislation is already being introduced to extend that freeze to three years. This is happening at the same time a study revealed New York has lost $11 billion in taxes due to millionaires leaving the state, and the city recently implemented rent control that has effectively killed new housing development. Compare that to Boise, Idaho, where four people started a memory chip company called Micron in the basement of a dental office back in 1978. Today, Micron employs more than 6,000 people, stands as the third largest private employer in Idaho, and just committed to a $15 billion expansion, the largest private investment in the state’s history. One town said yes 48 years ago and is still cashing that check. The next Boise could be anywhere someone decides to welcome the future, including, perhaps, the Big Island of Hawaii. The smarter move for any governor would not be a blanket freeze but a proof of concept, a small data center pilot that generates real-world data instead of relying on academic spreadsheets. Governors today have more power and agency than they may realize, and the choice between welcoming AI infrastructure or blocking it is really a choice between the future and the past.   Apple’s Price Hikes Signal the Return of On-Premise AI Apple recently raised prices across its lineup, with the Mac Studio jumping $1,300 and even entry-level MacBooks climbing $100. Tim Cook called the memory shortage a hundred-year flood, and he is not entirely wrong. DRAM and NAND prices surged roughly 60% last quarter and are projected to climb another 13 to 18% this quarter, with some analysts expecting memory costs to double again before the cycle ends. The AI hardware boom is still in its early innings, and anyone due for an upgrade should know that prices are only heading one direction. But the deeper story here is about data ownership and the return of on-premise computing. When businesses send their data into cloud-based AI platforms, those platforms can see everything. The controversy around Anthropic launching a product that competed directly with Cursor, a development tool built on top of Anthropic’s cloud, illustrated exactly why enterprises cannot afford to hand over their intellectual capital. Goldman Sachs, Merck, Citibank, none of them can afford to have an AI provider see their most sensitive work and potentially act on it. Apple’s privacy-first approach and its push to run more AI directly on device is not just a marketing position. It is a strategic response to a real problem. As LLMs commoditize, Apple is positioning itself as the gateway that routes your queries to the right model for the right task, while keeping your data on your device and out of someone else’s servers. Dell is also worth watching here, as its infrastructure business is growing at 40% while its consumer hardware grows at just 5%, a clear signal that the on-prem shift is accelerating.   The Costco Cashier Proves Category Kings Build Millionaires The Wall Street Journal ran a story about a Costco cashier who makes $32.90 an hour, started at $5.85 back when it was still Price Club, owns a three-bedroom home with a pool, and has a 401(k) worth over one million dollars. He is not an outlier. Costco’s CFO confirmed that many thousands of their hourly workers have crossed the seven-figure mark in retirement savings, and the company’s annual turnover sits at just 7% compared to a retail industry average of 60%. This story is really about category design in action. Costco became a category king in retail by capping its markups at 15% when every other retailer was charging 35 to 40%, offering generous health benefits even to part-timers, and building a culture that retains people for decades. When you combine low turnover with a growing stock, mission-driven leadership, and a business model that serves customers, employees, and investors simultaneously, you get the kind of compounding wealth that turns a cashier into a millionaire. The lesson applies whether you are scanning groceries or launching a startup. The category you pick matters more than the salary on your offer letter. Finding a company on the left side of the S-curve, one that treats its customers, its people, and its investors well while still growing, is the real career decision. The title and the paycheck matter far less than whether the category you join is heading toward abundance or quietly flatlining on the way down. To hear about all the topics in this week's The Pirate Street Journal, download and listen to this episode. You can also read more Pirate Street Journal entries in the Category Pirates newsletter.   We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, X (formerly Twitter), LinkedIn, and subscribe on Apple Podcast / Spotify!

Business news rarely gets examined through the lens of category design, but when it does, the insights are striking. From charitable investing to the economic impact of the World Cup and the marketing brilliance of Black Rifle Coffee Company, a new way of thinking about business is emerging. At the center of one of the most compelling stories is Micron, a company that just made the largest corporate commitment of its kind to the Invest America program, seeding up to one million children’s investment accounts with $250 million. This is just one of the topics that Pirates Christopher Lochhead, Eddie Yoon and Bri Clark discuss on this episode of Pirate Street Journal. Each week, the Category Pirates pick three headlines worth paying attention to and break down the category underneath. 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.   Micron and the Birth of Charitable Investing For over a century, philanthropy followed a predictable pattern. A billionaire writes a check, a foundation cuts a grant, and the money gets spent. Micron’s $250 million commitment to Invest America accounts breaks that pattern entirely. Instead of routing funds through a nonprofit or NGO, Micron is directly seeding investment accounts for up to one million children, turning them into shareholders in the S&P 500 from a very young age. What makes this genuinely different is the alignment of incentives. When Micron contributes stock into these accounts, every child who benefits now has a reason to care about Micron’s success. Both the company and the child are pulling in the same direction, which creates a virtuous cycle that traditional charitable giving has never been able to produce. This is charitable investing, and it is an entirely new category. The long-term implications are profound. If those dollars sit in an index fund and compound over 18 years at the S&P 500’s historical average of approximately 10% per year, the financial transformation for underprivileged communities could be generational. Micron is not handing out fish. It is teaching an entire generation how to fish.   Why the Old Model of Charitable Giving Is Broken Charitable giving, as a category, has deep structural problems that most people do not discuss openly. As organizations grow, they often become more focused on their own survival than on delivering value to the people they intend to help. Administrative overhead, bureaucratic inefficiency, and misaligned incentives mean that only a fraction of donated dollars actually reach those who need them most. The peer-to-peer structure of Invest America accounts eliminates that problem entirely. There is no NGO taking a cut along the way. Contributions go directly into governed investment accounts with clear rules about how and when the funds can be accessed. This direct model, made possible by the internet, is a harbinger of what charitable investing can look like at scale. Beyond efficiency, the greatest flaw in traditional charitable giving is that it creates dependency rather than capability. Micron’s approach forces financial literacy by making children stakeholders in the market itself. The account becomes a lived lesson in compounding, patience, and long-term thinking, skills that are rarely taught in schools, colleges, or even households.   What Micron’s Move Tells Us About the Future of Corporate Philanthropy Micron did not stumble into this decision. As a category king in the memory chip space, Micron understands that the most durable competitive advantages are built on ecosystem relationships, not just product performance. By seeding one million children’s investment accounts, Micron is building a generation of stakeholders who are emotionally and financially connected to the company’s future. This is a model that other major corporations are likely to follow. When the incentives are aligned this clearly, and when the marketing and goodwill benefits are this visible, it becomes increasingly difficult for other companies to justify staying on the sidelines. The prediction is straightforward: the category of charitable investing will grow steadily as the limitations of traditional charitable giving become harder to ignore. The Invest America program, championed by Brad Gerstner and now powered by commitments from Micron and others like SpaceX president Gwynne Shotwell, is showing the country what it looks like when capital is deployed with purpose and precision. Micron’s $250 million is not just a donation. It is a category-defining move that could reshape the entire landscape of corporate philanthropy for decades to come. To hear about the other topics in this week's The Pirate Street Journal, download and listen to this episode. You can also read more Pirate Street Journal entries in the Category Pirates newsletter.   We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, X (formerly Twitter), LinkedIn, and subscribe on Apple Podcast / Spotify!

Tesla dropped a 216-page impact report, and while most people were expecting a flashy product announcement, what they got was something far more strategic. The Pirate Street Journal team broke down three major themes from the report: privacy, climate, and safety innovation. Viewed through the category design lens, each topic reveals how Tesla is not just building cars but actively designing and dominating an entirely new category of company. Here is what stood out and why it matters beyond the headlines. This Breaking News is brought to you buy the Pirates Christopher Lochhead, Eddie Yoon and Bri Clark on this episode of Pirate Street Journal. Each week, the Category Pirates pick three headlines worth paying attention to and break down the category underneath. 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.   Tesla Is Building Privacy Into Its DNA Tesla has published its privacy principles, promising customers data choices, transparency, and personal data protection. This mirrors the playbook Tim Cook ran at Apple for a decade, turning privacy into a marketing weapon and a category moat. The difference is that Apple’s product can sit in a drawer. Tesla’s product watches the road, monitors the cabin, and tracks your location every mile you drive, making the privacy commitment far more consequential. The deeper lesson here applies to every AI company operating today. As technology becomes more embedded in daily life, through scheduling agents, health monitors, and connected vehicles, trust becomes the foundation everything else is built on. Tesla charging a premium for its vehicles removes the incentive to monetize user data as a commodity, which is exactly the structural choice that creates lasting category leadership.   Tesla Invented the Climate Scoreboard It Now Leads Tesla reported that its customers avoided emitting 37 million metric tons of CO2 in 2025, equivalent to taking roughly 8 million gas-powered cars off the road. What makes this remarkable is not just the number but the fact that Tesla created the metric itself. Legacy automakers do not report avoided emissions because they never built a product that made the concept relevant. Tesla built the scoreboard and then placed itself at the top of it. There is also a broader cultural opportunity emerging here. The environmental conversation has fractured to the extremes, leaving a wide open space for what might be called the sensible environmentalist, someone who wants a strong economy and a cleaner world simultaneously. Tesla, whether intentionally or not, is occupying that center ground by delivering measurable environmental impact through a for-profit, product-driven model that operates within free market principles.   Tesla Is Turning Safety Into Updatable Software Tesla’s airbags deploy up to 70 milliseconds before impact, while conventional airbags deploy roughly 50 milliseconds after impact. That combined gap of 120 milliseconds translates to about six feet of additional protection at highway speeds, potentially reducing crash force by as much as 25 percent. With approximately 36,000 fatal crashes occurring in the United States each year, even a meaningful percentage reduction in fatalities represents billions of dollars in societal value and, more importantly, thousands of lives. What separates Tesla from traditional automakers is that its safety systems are not frozen in place at the factory. Because crash response runs through the same over-the-air update pipeline used for new features, a Tesla can theoretically become safer after purchase. This transforms safety from a fixed specification into a living software product, and it represents one of the clearest examples of how Tesla continues to redefine what a car company can be at a foundational level. To hear about this breaking news on The Pirate Street Journal, download and listen to this episode. You can also read more Pirate Street Journal entries in the Category Pirates newsletter.   We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, X (formerly Twitter), LinkedIn, and subscribe on Apple Podcast / Spotify!

The business world is shifting in ways that most mainstream financial media is failing to capture. From Microsoft launching a consulting arm to Starlink eyeing your cell phone and Europe refusing to adopt air conditioning, the stories shaping our economic future are being misread at every turn. The Pirate Street Journal exists to fix that by examining these stories through a category design lens, revealing what is actually happening beneath the surface of the headlines. This is just one of the topics that Pirates Christopher Lochhead, Eddie Yoon and Bri Clark discuss on this episode of Pirate Street Journal. Each week, the Category Pirates pick three headlines worth paying attention to and break down the category underneath. 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.   Microsoft Bets on Humans to Sell AI Microsoft launched a new company called Microsoft Frontier, backed by $2.5 billion, with the goal of sending engineers directly into client organizations to make AI actually work. On the surface, this looks like the world’s highest-margin software business voluntarily stepping into one of the lowest-margin businesses in tech. Wall Street called it a stumble. It is actually a masterstroke. The real reason Microsoft is doing this comes down to a simple problem. Most enterprises have run AI pilots but have not reoriented their businesses around the technology. They are stuck, not because of technical limitations, but because they lack the vision for what AI could actually do for them. Microsoft is bridging that gap the same way early software companies always have, by pairing smart people with customers to find the use cases that matter before building the products that serve them.   The Consulting Industry Failed First The fact that Microsoft, OpenAI, and Anthropic are all standing up consulting operations is not a sign of weakness. It is a signal that the legacy consulting firms and professional services startups have massively failed to step into this moment. There is no modern version of the great internet-era consulting firms helping enterprises think through AI as a business strategy first and a technology second. The incentive structure of traditional consulting firms makes transformation from within nearly impossible. Senior partners earn significant cash compensation but lack the equity upside that a technology company can offer. That means the talent most capable of driving real enterprise AI transformation is sitting in firms that are too slow, too legacy-focused, and too comfortable to lead the charge. Microsoft has the opportunity to change that by recruiting those senior partners directly and giving them the equity that their current firms never could.   What This Means for the Future of Enterprise AI The company that owns the business agenda around AI in the enterprise will ultimately win the market. This has always been true in technology. The high-order bit in enterprise selling is never the technology itself. It is the business transformation narrative that wraps around the technology and gives customers a reason to fully commit rather than just run another pilot. Microsoft is essentially acting like a startup right now, using consultants to learn from customers, discover real use cases, and generate the category insights that will eventually shape its software roadmap. This is the same playbook that built some of the most successful technology companies in history. The irony is that it is a $3 trillion company that is playing the startup role, because no actual startup has yet been bold enough to do it first. To hear about the other topics in this week's The Pirate Street Journal, download and listen to this episode. You can also read more Pirate Street Journal entries in the Category Pirates newsletter.   We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, X (formerly Twitter), LinkedIn, and subscribe on Apple Podcast / Spotify!  

State Farm recently made headlines by flying thousands of its agents to Las Vegas for what turned out to be a dramatic announcement. Behind the Pink concert and Jimmy Fallon selfies, CEO quietly told 19,000 agents he was tearing up their contracts. Anyone staying past 2027 would face lower commissions, lost deferred compensation, and eliminated health benefits. The move signals a massive shift in how one of America’s most storied insurance companies sees its future, and it raises serious questions about what happens when a legacy distribution model collides head-on with a technology-driven competitor. This is just one of the topics that Pirates Christopher Lochhead, Eddie Yoon and Bri Clark discuss on this episode of Pirate Street Journal. Each week, the Category Pirates pick three headlines worth paying attention to and break down the category underneath. 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.   State Farm Built an Empire on Agents, Now It’s Cutting Them State Farm is a 104-year-old company built by one Illinois farmer and a network that grew to serve towns too small for anyone else to bother with. That agent network was the moat, the community trust, and the competitive advantage all rolled into one. For decades, agents generated millions in gross revenue through a subscription-like model where selling a homeowner’s policy meant locking in years of recurring premiums. This year, Progressive took the personal auto crown that State Farm had held since World War Two. Progressive sells more than half its auto policies direct, with no agent, powered by AI. State Farm’s response was to bolt an AI initiative onto the same announcement that gutted its agent program, which is a move that many see as too little, too late.   The Real Opportunity State Farm Is Missing Not all agents are created equal, and this is where State Farm’s leadership may be making its biggest error. There are proactive agents who see disruption as opportunity and reactive ones who are already a cost liability. The CEO’s sweeping contract changes treat both groups the same, when the smarter play would be identifying and doubling down on the proactive agents who are the true super consumers of the agent ecosystem. The same logic applies to policy holders. Insurance is a category that can be Money-balled. Some consumers genuinely love insurance, actively seek coverage, and represent enormous lifetime value. Cutting costs to chase switchers who only care about price is a race to the bottom. State Farm should instead be finding ways to use AI to make its best agents more effective and its best customers more loyal, not abandoning the human relationships that made it dominant in the first place.   The Jevons Paradox and What It Means for State Farm A critical lesson from the technology world applies directly to what State Farm is navigating. When AI began generating code, experts predicted the end of software engineering jobs. New data from Signal Fire, which tracked millions of employees across 80 million companies, shows engineers now represent 55% of all new hires at the biggest tech companies, up from 46% in 2019. AI did not kill the job. It made people who do the job more valuable. The same principle could apply to insurance agents. AI handling the routine, administrative, and analytical parts of an agent’s work should free those agents to do what humans do best, which is build trust. Humans love humans, and in a category as personal as insurance, that truth matters enormously. State Farm’s leadership would be wise to remember that the agent on Main Street is not just a cost line. That agent is often the only reason a customer stayed loyal through decades of competing offers. To hear about the other topics in this week’s The Pirate Street Journal, download and listen to this episode. You can also read more Pirate Street Journal entries in the Category Pirates newsletter.   We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, X (formerly Twitter), LinkedIn, and subscribe on Apple Podcast / Spotify!

Eddie Yoon and Jan Rogers Kniffen discuss why weak consumer sentiment may not tell the full story. They point to falling oil prices easing inflation and strong spending from higher-income and middle-class consumers, with Macy's (M), Tapestry (TPR), Ralph Lauren (RL), Walmart (WMT), and Amazon (AMZN) showing solid results. While lower-income consumers remain pressured, lower gas prices could unlock spending and support a stronger holiday season.======== Schwab Network ========Empowering every investor and trader, every market day.Subscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribeDownload the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watchWatch on Vizio - https://www.vizio.com/en/watchfreeplus-exploreWatch on DistroTV - https://www.distro.tv/live/schwab-network/Follow us on X – https://twitter.com/schwabnetworkFollow us on Facebook – https://www.facebook.com/schwabnetworkFollow us on LinkedIn - https://www.linkedin.com/company/schwab-network/About Schwab Network - https://schwabnetwork.com/about

Fatherhood has never been a static concept. From the Leave It to Beaver era of distant breadwinners to today’s hands-on, emotionally present dads, the role of fathers has shifted dramatically over the decades. But are we truly optimizing fatherhood, or are we simply swapping one set of trade-offs for another? On this episode of Christopher Lochhead: Follow Your Different, Christopher Lochhead and Eddie Yoon explore what fatherhood looks like in the age of creator capitalism, and how breaking the chain between time and money might be the greatest gift a father can give his family. 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.   The Evolution of Fatherhood Through the Generations Data shows that fathers around the world are spending significantly more time on childcare than they did decades ago. In the United States, daily childcare by fathers was just 20 minutes in 1985. By 2024, that number had climbed to 90 minutes. Canada, Australia, Germany, Norway, and Japan show similar upward trends, pointing to a global cultural shift in how men engage with their children. Fatherhood 2.0 brought greater emotional presence and involvement, but it also brought new pressures. Many fathers find themselves stretched thin, trying to be high performers at work while showing up consistently at home. Eddie Yoon reflects honestly on his own experience, acknowledging that during his consulting years, his wife Kristin bore the heavier load of parenting while he traveled internationally, sometimes missing key moments with his children.   The Power of Letting Your Children See You at Your Best Therapist David Willingham offered a perspective worth considering: in earlier generations, children regularly witnessed their fathers working, whether on farms, in shops, or running small businesses from home. That visibility allowed children to see their fathers at their most capable and powerful. As work moved into distant offices, that window closed, and children were left seeing only an exhausted version of dad at the end of a long day. Christopher Lochhead argues that one of the greatest gifts a father can give his children is the experience of watching him be exceptional at what he does. Whether that is leading a high-stakes strategy session, building a business, or creating intellectual work that shapes industries, children absorb those lessons deeply. A father who is legendary in his craft models ambition, purpose, and excellence in ways that no single conversation ever could.   Creator Capitalism as the Path to Fatherhood 3.0 The creator capitalist framework offers a compelling answer to the fatherhood dilemma. Rather than trading time directly for money, creator capitalism is built on intellectual capital that generates value at scale. When a father builds systems, tools, or platforms that work independently of his physical presence, he reclaims time without sacrificing financial growth or professional impact. This shift matters deeply for fatherhood. When the link between time and income is broken, a father can attend the baseball game, share breakfast before school, and still deliver world-class professional value. The false choice between legendary career and legendary fatherhood can be rejected entirely. As Eddie Yoon reflects on his own journey, the question is not whether to prioritize family or career, but whether the structure of your work gives you the agency to do both without one constantly defeating the other. To hear more from Christopher and Eddie and their thoughts on Fatherhood, download and listen to this episode. For more Creator Capitalist Conversations, subscribe to Category Pirates today!   We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, X (formerly Twitter), LinkedIn, and subscribe on Apple Podcast / Spotify!

The conventional business press obsesses over company rivalries and product launches, but almost never asks the more important question: who is the category king of every market? The Pirate Street Journal flips that lens entirely. On this episode, Christopher Lochhead, Eddie Yoon, and Bri Clark break down three of the most consequential stories in business today, all viewed through the category design framework. From the layered battle of the AI technology stack to America’s energy crisis and Korea’s semiconductor windfall, the real game is being played on a board most analysts are not even looking at. 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.   The Battle of the Stack: Why the Wrong Fight Is Getting All the Attention Every major technology era runs on a six-layer stack: power, internal hardware, infrastructure, operating system, user hardware, and applications. History shows that the company dominating the early layers rarely ends up holding the crown. IBM led hardware in the PC era, but Microsoft won software. The pattern repeats: hardware kings win first, but the integrator of the most valuable layers wins last. Today, Nvidia sits atop a single layer at over five trillion dollars in market value, and if history holds, that concentration is the seat most likely to be rerated. The real competition is not OpenAI versus Anthropic. It is Nvidia versus a decades-old playbook, with Microsoft, Alphabet, and Elon Musk each racing to stack the most valuable rows on the board.   The Power Lottery: Owning the Well Versus Renting the Water Power is the one layer on the AI stack that almost nobody owns outright. Microsoft is restarting a nuclear plant. Anthropic is renting compute on a lease that can be clawed back in 90 days. Everyone is scrambling for electricity, but scrambling and owning are entirely different positions. The only player with the power square genuinely filled is Elon Musk through his combined portfolio of Tesla, SpaceX, and xAI. Meanwhile, America is blocking or delaying 48 data center projects representing 156 billion dollars in investment, while China builds power infrastructure at wartime speed with engineering-trained politicians leading the charge. The math is simple: the best models and chips mean nothing if you cannot plug them in. Battery storage at scale, incentivized solar adoption, and hydroelectric partnerships like the one forming between Quebec and Vermont represent non-obvious paths forward that states and local governments can act on right now.   Korea’s Chip Dividend: The First Live Test of AI Abundance Samsung and SK Hynix are projected to generate roughly 1.7 trillion in combined operating profit between 2026 and 2028. Taxed at Korea’s rate, that flows approximately 430 billion dollars to the government, enough to cover nearly half of the country’s national debt. On the ground near their campuses, luxury sales are surging, with jewelry up 147 percent and watches up 85 percent. Korea’s Labor Minister has already called semiconductors a public good, and there is a serious proposal to distribute part of the windfall directly to citizens. The Alaska Permanent Fund Dividend offers a working precedent: residents receive an equal payout drawn from oil abundance simply for living there. Korea is now running the first live national experiment in whether AI-era wealth flows broadly or concentrates narrowly. For the United States, facing a debt crisis with limited options, Korea’s model points toward a fourth path: create the conditions for massive abundance through AI and let a steady tax rate on explosive growth do what raising taxes, printing money, or cutting entitlements never could. To hear more from the Pirate Street Journal, download and listen to this episode. You can also read more Pirate Street Journal entries in the Category Pirates newsletter.   We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, X (formerly Twitter), LinkedIn, and subscribe on Apple Podcast / Spotify!    

The American consumer is being misread. Surveys say people are panicking, but their behavior tells a completely different story. On this episode of Christopher Lochhead: Follow Your Different, we take a page out of The Pirate Street Journal, as Christopher Lochhead, Eddie Yoon, and Bri Clark broke down three forces reshaping the economy through a category design lens. From historic lows in consumer confidence to AI-generated buyers to an entire generation betting on prediction markets, the picture is not one of collapse. It is one of reinvention. 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.   Record Low Consumer Sentiment Is a Category Creation Engine The University of Michigan Consumer Sentiment Index dropped to 44.8 in May, the lowest reading ever recorded, following what was already a record low in April. Yet unemployment is near zero, GDP is growing, and the stock market keeps hitting new highs. The numbers do not add up because the survey is measuring something different than economic health. It is measuring the death of an old life script. The linear path of college, marriage, house, promotion, and retirement no longer delivers the meaning it once promised. People are not curling up in a ball. They are buying fewer cars, skipping packaged foods, and trading stuff for experiences. When an old script breaks, people are forced to find meaning on their own terms, and that search is historically the most powerful category creation engine the economy has ever seen.   The Synthetic Customer Will Scale Mediocrity If You Let It Research shows that AI-generated synthetic customers can replicate roughly 90 percent of real conjoint study outcomes, including which features drive choice and early price sensitivity. Companies like Target and US Bank are already testing products on synthetic audiences before launch. The technology is genuinely exciting and could transform how businesses plan, build, and compete. The danger is that most companies will point their synthetic customer tools at the fat part of the bell curve, optimizing for the average buyer and calling it an insight. Eddie Yoon has spent decades proving that the super consumer, roughly 8 to 10 percent of any customer base, can drive up to 90 percent of gross margins. Synthetic customers are only as powerful as the data they are trained on. Train them on average, and you simulate mediocrity at scale. The unlock is running synthetic studies on super consumers first, then non-consumers, and finding where those two extremes could meet. That intersection is where new categories are born. Proprietary data sets and purpose-built AI applications will separate the companies that discover the next wave from the ones that simply made the status quo slightly cheaper to produce.   Gen Z Is Not Irrational, They Are Responding to Real Data Roughly 32 percent of Gen Z investors have played prediction markets, a similar share are in crypto, and about 69 percent of Polymarket accounts have lost money since 2022. On the surface this looks like recklessness. In context, it makes complete sense. This generation grew up through 9/11, the 2008 financial crisis, and Covid, all before they could legally drink. Every institution that promised safety failed at least once during their formative years. The Nasdaq 100 returned roughly 21 percent annually over the last decade. The S&P returned 13 to 14 percent. Sitting still in an index fund would have made them wealthy. But when certainty has detonated repeatedly, patience does not feel safe, it feels naive. The speculation is not stupidity. It is a rational response to a world where the old guarantees proved hollow. The prescription from Eddie Yoon is to hold all three investment buckets at once: a boring cash safety net covering 3 to 18 months of expenses, smart index-based investments with consistent long-term returns, and a smaller speculative position built on genuine expertise and category-level knowledge. Speculation itself is not the enemy. Speculating without a superpower, without real edge, is where the damage gets done. To hear more from the Pirate Street Journal, download and listen to this episode. You can also read more Pirate Street Journal entries in the Category Pirates newsletter.   We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, X (formerly Twitter), LinkedIn, and subscribe on Apple Podcast / Spotify!

Eddie Yoon breaks down May's consumer sentiment report as it comes in at a record low. Ukraine's attacks on Russian oil supply, paired with the U.S.-Iran War, are key reasons he believes are driving sentiment lower. Eddie also highlights that addiction to doom scrolling and the impact of GLP-1 drugs.Eddie Yoon breaks down May's consumer sentiment report as it comes in at a record low. Ukraine's attacks on Russian oil supply, paired with the U.S.-Iran War, are key reasons he believes are driving sentiment lower. Eddie also highlights that addiction to doom scrolling and the impact of GLP-1 drugs.

Derek Champagne chats with Eddie Yoon. Eddie is a growth strategy expert for the last 20 years as a Partner with The Cambridge Group. In the last 5 years, he has helped double numerous businesses-cable media company, food brand, beverage company, pet food brand, consumer robotics, standby generators-from several hundred million to close to a billion dollars.Eddie is the author of the acclaimed book, Superconsumers: A Simple, Speedy and Sustainable Path to Superior Growth. He is also the author of over 40 articles, including Make Your Best Customers Even Better (Harvard Business Review magazine) and Why It Pays to Be a Category Creator (Harvard Business Review magazine). Eddie has been a keynote speaker in the U.S., Africa, Australia, Denmark, the UK and Japan.Business Leadership Series Intro and Outro music provided by Just Off Turner: https://music.apple.com/za/album/the-long-walk-back/268386576

Eddie Yoon explains why U.S. consumers continue to spend even as disposable income falls and financial pressure builds. He discusses how rising fuel and housing costs are reshaping discretionary categories, with companies like Costco (COST) and Anheuser‑Busch (BUD) adapting through loyalty strategies, innovation, and M&A. The shift highlights how legacy brands must evolve as consumer behavior and budget priorities change.======== Schwab Network ========Empowering every investor and trader, every market day.Options involve risks and are not suitable for all investors. Before trading, read the Options Disclosure Document. http://bit.ly/2v9tH6DSubscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribeDownload the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watchWatch on Vizio - https://www.vizio.com/en/watchfreeplus-exploreWatch on DistroTV - https://www.distro.tv/live/schwab-network/Follow us on X – https://twitter.com/schwabnetworkFollow us on Facebook – https://www.facebook.com/schwabnetworkFollow us on LinkedIn - https://www.linkedin.com/company/schwab-network/About Schwab Network - https://schwabnetwork.com/about

Eddie Yoon breaks down the latest consumer sentiment data. He notes that today's report shows attitudes are “not getting better,” and high gas prices will only exacerbate the issue. He notes that vs last year, there's been a shift towards saving over spending. Eddie explains how AI is changing the search game, where SEO doesn't translate to AI discoverability. He calls Walmart (WMT) a great example of embracing AI technology.======== Schwab Network ========Empowering every investor and trader, every market day.Options involve risks and are not suitable for all investors. Before trading, read the Options Disclosure Document. http://bit.ly/2v9tH6DSubscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribeDownload the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watchWatch on Vizio - https://www.vizio.com/en/watchfreeplus-exploreWatch on DistroTV - https://www.distro.tv/live/schwab-network/Follow us on X – https://twitter.com/schwabnetworkFollow us on Facebook – https://www.facebook.com/schwabnetworkFollow us on LinkedIn - https://www.linkedin.com/company/schwab-network/About Schwab Network - https://schwabnetwork.com/about

Eddie Yoon argues Consumer Sentiment data negativity is due to Gen Z, who are realizing “that they're on their own.” He thinks the cohort is becoming more entrepreneurial as the working world is reshaped. He forecasts that Gen Z will prioritize “business formation over family formation” as average wedding ages rise, the birth rate slows, and housing remains unaffordable. He explains how this is impacting goods from minivans to children's clothing to jewelry.======== Schwab Network ========Empowering every investor and trader, every market day.Options involve risks and are not suitable for all investors. Before trading, read the Options Disclosure Document. http://bit.ly/2v9tH6DSubscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribeDownload the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watchWatch on Vizio - https://www.vizio.com/en/watchfreeplus-exploreWatch on DistroTV - https://www.distro.tv/live/schwab-network/Follow us on X – https://twitter.com/schwabnetworkFollow us on Facebook – https://www.facebook.com/schwabnetworkFollow us on LinkedIn - https://www.linkedin.com/company/schwab-network/About Schwab Network - https://schwabnetwork.com/about

If you've ever heard me talk about Superconsumers, SuperGeos, or why you should Name, Frame, and Claim your new category - all of that thinking comes from today's guest, one of my heroes: Eddie Yoon.Eddie is one of the world's leading thinkers on category design. He's a longtime Harvard Business Review contributor, co-founder of Category Pirates (a top Substack you must subscribe to), and has spent decades advising Fortune 100 companies on how to create new categories instead of just fighting for scraps of market share.I've studied Eddie's work obsessively for years because he doesn't just teach marketing - he teaches thinking. AND in this conversation, we jam together (riffing on ideas, building on each other's thoughts) about why everything you've learned in marketing strategy is likely wrong.We talk about K-pop Demon Hunters, how Nespresso and Gillette grew massive categories, and why breakthrough categories don't come from better features or nicer packaging - they come from deeply understanding what outcomes your super consumers are looking for.This episode is PACKED with real-life brand examples: Velveeta, Keurig, Tesla, Spam Musubi, frozen peas, and more. Eddie brings category design to life with stories that will completely change how you think about growing your business.Next Steps: Go find your K-pop moment, your Velveeta insight, your frozen peas problem - that's where exponential growth lives!In This Episode You'll Learn:Why 99% of CPG brands are playing the wrong game - stealing market share vs. growing categories, and why the biggest companies are least likely to create new categoriesBenefits are dead, outcomes are everything - The Velveeta $100M growth story: how solving one super consumer outcome (getting kids to eat greens) unlocked massive growthThe power of super consumers & super geos - Why you should hire your super consumers, and the shocking Cherry Garcia data: 3,000 of 30,000 stores drove 80% of salesLightning strike marketing - How to turn a £60K budget into £600K of impact (the Dude Wipes strategy of keeping 75% of marketing unplanned)Don't be afraid to niche down - Why 99% of experts are wrong when they say you're leaving people behindUseful linksConnect with Eddie Yoon on LinkedIn https://www.linkedin.com/in/eddie-yoon-ewg/Connect with Category Pirates on LinkedIn https://www.linkedin.com/company/category-pirates/https://www.categorypirates.com/https://www.youtube.com/@categorypiratesMentioned in This Episode: Books & Frameworks:Competitive Strategy by Michael PorterSuperconsumers by Eddie YoonClayton Christensen's "Jobs to Be Done" (milkshake example)Byron Sharp (mentioned as conventional wisdom)Mentioned in This Episode: Brands & Case Studies:Gillette (China market expansion)Keurig vs. Starbucks VerismoNespressoVelveetaBen & Jerry's Cherry GarciaSpam & Spam Musubi (Hawaii)TeslaNvidiaK-pop Demon Hunters (Netflix)Dude WipesRogaineRoyal CaninAnheuser-Busch============================================================Thanks to Brand Growth Heroes' podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don't forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce you to Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we're delighted to have you on board for the second year running.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com==============================================.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.

Eddie Yoon and Ted Rossman break down consumer sentiment. Ted thinks we've put “too much emphasis” on it in recent years, arguing that there's been a divergence between sentiment and reality since the pandemic. If you only looked at consumer sentiment, “you'd think we'd been in a recession for six years now.” Eddie notes generational differences, with Boomers happy and Gen Z negative. “Gen Z no longer believes in the American Dream,” he says, “they're trading in the traditional life path.”======== Schwab Network ========Empowering every investor and trader, every market day.Options involve risks and are not suitable for all investors. Before trading, read the Options Disclosure Document. http://bit.ly/2v9tH6DSubscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribeDownload the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watchWatch on Vizio - https://www.vizio.com/en/watchfreeplus-exploreWatch on DistroTV - https://www.distro.tv/live/schwab-network/Follow us on X – https://twitter.com/schwabnetworkFollow us on Facebook – https://www.facebook.com/schwabnetworkFollow us on LinkedIn - https://www.linkedin.com/company/schwab-network/About Schwab Network - https://schwabnetwork.com/about

Eddie Yoon says consumers are on “borrowed time” as credit balances rise. Inflation is making people feel “poorer” since 2021 despite wage gains: “people are still scared.” He says “the first domino” is the shift from single-family households to multi-generational housing as young people or grandparents move in with family or find roommates. He argues that the birth rate will struggle, which will in turn touch off difficulties with kid-based industries. On the other hand, he expects pet care and elder healthcare to thrive.======== Schwab Network ========Empowering every investor and trader, every market day.Options involve risks and are not suitable for all investors. Before trading, read the Options Disclosure Document. http://bit.ly/2v9tH6DSubscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribeDownload the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watchWatch on Vizio - https://www.vizio.com/en/watchfreeplus-exploreWatch on DistroTV - https://www.distro.tv/live/schwab-network/Follow us on X – https://twitter.com/schwabnetworkFollow us on Facebook – https://www.facebook.com/schwabnetworkFollow us on LinkedIn - https://www.linkedin.com/company/schwab-network/About Schwab Network - https://schwabnetwork.com/about

Eddie Yoon sees a “light at the end of the tunnel” for consumer sentiment. He argues that B2B investment, which has largely been in AI rather than traditional jobs and wages, will begin to pay off in 2026 and result in higher wages and more entrepreneurship. He believes AI is a rising tide that will lift all boats and completely transform the workplace, with returns coming quickly.======== Schwab Network ========Empowering every investor and trader, every market day. Subscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribeDownload the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watchWatch on Vizio - https://www.vizio.com/en/watchfreeplus-exploreWatch on DistroTV - https://www.distro.tv/live/schwab-network/Follow us on X – https://twitter.com/schwabnetworkFollow us on Facebook – https://www.facebook.com/schwabnetworkFollow us on LinkedIn - https://www.linkedin.com/company/schwab-network/ About Schwab Network - https://schwabnetwork.com/about

Eddie Yoon, Sr Director, Paid Media at NP Digital, shows how CMOs can spin up a full creative campaign in ~30 minutes using AI. He breaks down a rapid “three-tab” workflow—Meta Ad Library for competitive research, GPT for strategy and prompts, and an image generator (Reeve) for instant mood boards—then extends it into testing (Trial Reels, TikTok hooks), product R&D, and agentic pipelines. We also riff on why the next decade could normalize solo billionaire founders, how Netflix foreshadowed AI-driven content, and what real-time, stylized, monetizable media will look like.Timestamps1:07 Meet Eddie Yoon—NP Digital, paid social × creative × AI background.1:49 “AI is redefining growth”: blistering company speed and scale.2:16 The solo-founder era & agentic executive teams.4:39 Enterprise example: HubSpot's leadership going all-in on AI.5:29 Founder example: Tyler at Beehive—shipping fast by listening + acting.6:30 Design & media: Netflix's early AI play; House of Cards data story.11:29 The 30-minute campaign challenge—Eddie's live plan.12:53 The three tabs: Meta Ad Library → GPT prompts → Reeve mockups.14:37 Copy/paste every active ad into GPT; ask for strategy synthesis.16:06 Five “board-level” ideas; forcing a single high-acceptance pitch.17:56 Image prompt for “Comfort 2.0” (eco-luxury, performance lifestyle).20:27 Prompting hack: “200+ IQ” to push for originality (avoid clichés).21:06 Locking on Comfort 2.0—“performance tech meets everyday life.”23:06 Iterating the mood board; feeding outputs back into GPT.23:30 If the client has the shoe already: do it all in AI (no photoshoot).24:39 Rapid tests: ethnicity, angle, color; Instagram Trial Reels.26:03 Beyond ads: full-funnel → product design & R&D with agents.27:24 100-page competitor deep dives from public signals.28:26 Scoring system (cutoff 85; 95+ are “winners”) to prioritize assets.30:13 Spinning GPT outputs into 10 TikTok hooks for creators/founders.31:32 Domain-tuned agents that deliver 90%-ready work.33:13 What's next: automatic video analysis and creative fixes.34:13 Next 12 months: IP-driven brands, real-time stylized video, avatars.35:43 Meta: capturing AI audio; partner via your agent in the future.36:12 Why solo $1B is realistic (and $100M solos even more so).Tools & Technologies Mentioned (with quick notes)Meta Ad Library — Public index of active FB/IG ads; great for competitive creative research.GPT — Used to analyze competitor ads, generate board-level strategies, image prompts, TikTok hooks, and run scoring frameworks.Reeve — Static image generator (Midjourney-like) for fast mood boards and spec creative.Midjourney — Alternative image generation tool for photorealistic concepts.VO3 — Motion/video generation tool referenced for animated concepts.Instagram Trial Reels — Organic test surface to gauge hooks/creatives with cold audiences before spend.TikTok — Distribution + hook testing via short scripts for creators/founders.Semrush — Search/keyword intel to complement social competitive analysis.SocialPeta — Creative/spend intelligence (legacy use; less relied upon now).AI Avatars & Agentic Flows — Persona-based creators and multi-agent pipelines to speed research, ideation, testing, and post-mortems.Subscribe at⁠ thisnewway.com⁠ to get the step-by-step playbooks, tools, and workflows.

On this episode of Christopher Lochhead: Follow Your Different, in an unfiltered and deeply human conversation with Christopher Lochhead and Eddie Yoon on their Creator Capitalist Conversation, Monroe Jones traces his journey from the experimental studios of Alabama and Nashville to working alongside icons like U2, Stevie Nicks, and David Crosby. Through stories of uncertainty, obsession, and unlikely breakthroughs, Monroe offers a blueprint for building a life and career powered by authentic passion and “slow dopamine.” If you've ever wondered what it takes to create a meaningful, enduring legacy in the music business, or any creative field, legendary Grammy-winning producer Monroe Jones offers a masterclass in the transformative power of obsession, generosity, and self-forgetfulness. 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.   The Art of Serendipity: Building a Life Through Obsession and Generosity From the earliest moments of the conversation, it's clear Monroe Jones' career wasn't pursued with a perfect plan, but rather, navigated by an intense pull, what he calls “the disease” of creativity. Growing up in the South, Monroe was steeped in family, tradition, and, crucially, music; a world that intersected unexpectedly with architecture, marketing, and the showmanship of the British pop invasion. By his teens, Monroe was constructing makeshift studios, experimenting with reel-to-reel tape machines, and hustling his way through the yellow pages of Nashville's Music Row. Resourcefulness was his secret weapon. For nearly a decade before his breakthrough, Monroe lived on a writer's stipend, stacking thousands of “unseen reps” in the studio, all the while feeling compelled to create, regardless of circumstance. But perhaps what truly sets Monroe apart is not just the hustle or even the technical prowess, but his commitment to generosity and openness within creative communities. He recounts transformative moments: in dimly lit control rooms at A&M Studios or impromptu sessions with future legends, where serendipity and relationships created leaps of opportunity. “A lot of it is in a Forrest Gump sort of way,” Monroe laughs, describing chance encounters with the likes of Bono and Jimmy Iovine. Yet these “lucky breaks” were only possible because Monroe had prepared meticulously for a decade, learned every piece of new technology, and was always willing to show up for others, both as a collaborator and behind the scenes. “Creativity is freedom for me,” he declares. “If I can make something, boy oh boy. That's it.”   Design, Songwriting, and the Architecture of Lasting Craft One of the most insightful threads running through the conversation is Monroe's unique perspective on the parallels between songwriting, architecture, and marketing. He attributes much of his creative worldview to both his father, a celebrated architect, and a college professor who urged him to pursue his true passion. The insight? Structure underpins all acts of creation, whether building a cathedral or crafting a pop anthem. Monroe sees songs as buildings, each with their own rooms (verses, choruses, bridges) and design principles, a blend of logic, beauty, and flow. This architect's eye carries over to his work with artists at every stage, from the earliest demos to Grammy-caliber productions. Monroe's obsession with “stacking reps”, hours spent learning, iterating, and failing, is the invisible scaffolding behind creative legends. He reflects on years in the studio as both exhilarating and grueling, emphasizing that the foundational investments of time and curiosity yield not just technical mastery, but an enduring inner capital of confidence, relationships, and creative assets.   Slow Dopamine: The Bliss of Self-Forgetfulness and the True Creative Edge Perhaps the richest takeaway from Monroe's journey is hi...

Eddie Yoon breaks down the latest data on the consumer, citing flat PCE and disposable income growth despite inflation headwinds. He believes the 2% inflation rate is "far behind us," and 3% will become the new normal, driven in part by surging energy costs and AI-driven demand. Yoon also notes the potential for a consumer backlash against big tech companies like Microsoft (MSFT), which are driving up energy costs while cutting high-paying jobs. He sees a generational shift in spending habits, with younger consumers favoring experiences and sustainable living over traditional categories like alcohol, which could spell trouble for companies like Boston Beer Company (SAM) and Brown Forman (BF/B).======== Schwab Network ========Empowering every investor and trader, every market day. Subscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribeDownload the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watchWatch on Vizio - https://www.vizio.com/en/watchfreeplus-exploreWatch on DistroTV - https://www.distro.tv/live/schwab-network/Follow us on X – https://twitter.com/schwabnetworkFollow us on Facebook – https://www.facebook.com/schwabnetworkFollow us on LinkedIn - https://www.linkedin.com/company/schwab-network/ About Schwab Network - https://schwabnetwork.com/about

Eddie Yoon thinks AI is inevitable and will cause inflation. Energy prices are going to continue to go up for years, he argues. Auto insurance has also gotten more expensive because of computers being added to cars – pushing consumers' wallets. “It's unsustainable.” He continues, “Workers should be concerned” about being replaced by AI, looking to Amazon (AMZN) warehouses as an example.======== Schwab Network ========Empowering every investor and trader, every market day. Subscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribeDownload the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watchWatch on Vizio - https://www.vizio.com/en/watchfreeplus-exploreWatch on DistroTV - https://www.distro.tv/live/schwab-network/Follow us on X – https://twitter.com/schwabnetworkFollow us on Facebook – https://www.facebook.com/schwabnetworkFollow us on LinkedIn - https://www.linkedin.com/company/schwab-network/ About Schwab Network - https://schwabnetwork.com/about

Eddie Yoon says core PCE and consumer sentiment both raised signs of weakening wallets. That, on top of trans-Atlantic flights from Europe hitting pre-pandemic levels, worry Eddie that more softness will come. Layoffs in major firms like Microsoft (MSFT) and Amazon (AMZN) add to resistance against the job market. He also talks about the headwinds luxury brands like Lululemon (LULU) will face in a shifting macro environment.======== Schwab Network ========Empowering every investor and trader, every market day. Subscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribeDownload the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watchWatch on Vizio - https://www.vizio.com/en/watchfreeplus-exploreWatch on DistroTV - https://www.distro.tv/live/schwab-network/Follow us on X – https://twitter.com/schwabnetworkFollow us on Facebook – https://www.facebook.com/schwabnetworkFollow us on LinkedIn - https://www.linkedin.com/company/schwab-network/ About Schwab Network - https://schwabnetwork.com/about

In this episode Derek Champagne chats with Eddie Yoon. Eddie is a growth strategy expert for the last 20 years as a Partner with The Cambridge Group. In the last 5 years, he has helped double numerous businesses-cable media company, food brand, beverage company, pet food brand, consumer robotics, standby generators-from several hundred million to close to a billion dollars.Eddie is the author of the acclaimed book, Superconsumers: A Simple, Speedy and Sustainable Path to Superior Growth (Harvard Business School Press, 2016). He is also the author of over 40 articles, including Make Your Best Customers Even Better (Harvard Business Review magazine, March 2014) and Why It Pays to Be a Category Creator (Harvard Business Review magazine, March 2013). Eddie has been a keynote speaker in the U.S., Africa, Australia, Denmark, the UK and Japan.

The University of Michigan released its latest consumer sentiment report, showing another decline. Eddie Yoon attributes it as a "pandemic-level pendulum swing" that will throw sentiment out of balance until 2027. He expects spending to increase near-term as people panic-buy ahead of tariffs implementation, followed by a spending trough.======== Schwab Network ========Empowering every investor and trader, every market day.Subscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribeDownload the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watchWatch on Vizio - https://www.vizio.com/en/watchfreeplus-exploreWatch on DistroTV - https://www.distro.tv/live/schwab-network/Follow us on X – / schwabnetwork Follow us on Facebook – / schwabnetwork Follow us on LinkedIn - / schwab-network About Schwab Network - https://schwabnetwork.com/about

On this episode of  Christopher Lochhead: Follow Your Different, we explore the transformative potential of intellectual capital (IC) with our fellow Pirate Eddie Yoon. Intellectual Capital (IC) is a valuable yet often overlooked asset, which can help you to shift from being knowledge workers to creator capitalists. We also discuss the challenges of making complex ideas accessible and highlights the importance of diagnostics in leveraging IC, and go into the concept of "lenses," or perspectives, that can illuminate new opportunities. This episode serves as a call to action for individuals to recognize and monetize their unique knowledge, fostering innovation and personal 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 place, and hey ho, let's go. The Essence of Intellectual Capital Christopher opens the discussion by talking about how intellectual capital is often an underappreciated asset. Intellectual capital is not just for academics or certified experts; it is an asset that everyone possesses. Many individuals possess a wealth of knowledge accumulated over their careers, yet they fail to recognize its potential value.  The key is understanding how to package and monetize this knowledge effectively. Eddie Yoon elaborates on this point, discussing the transition from being a knowledge worker to becoming a creator capitalist. A knowledge worker typically replicates existing knowledge, while a creator capitalist actively creates new knowledge and value. This shift is crucial in a rapidly changing job market, especially with the rise of artificial intelligence and automation, which threatens many traditional jobs. The Importance of Diagnostics Another key point in their discussion is the role of diagnostics in understanding and leveraging intellectual capital. Eddie Yoon notes that many industries, particularly healthcare and fitness, utilize diagnostic tests to establish baselines and measure progress. He argues that this practice should be more widely adopted in other fields, including consulting and sales. Eddie cites the historical context of management consulting, referencing Marvin Bower and James O. McKinsey, who emphasized the importance of accounting as a diagnostic tool for financial health. Just as doctors assess patients' health through tests, businesses should evaluate their performance through similar diagnostics to identify areas for improvement. The Power of Lenses The conversation then shifts to the concept of "lenses"—the perspectives through which we view our ideas and experiences. Eddie Yoon reflects on how writing and teaching have helped him develop a clearer understanding of category design, a concept he believes is crucial for business success. Christopher adds to this by discussing the various types of lenses we encounter in life, using the metaphor of prescription glasses. Just as different lenses can enhance our vision, new perspectives can illuminate previously unseen opportunities. He likens this to using a microscope or telescope, which allows us to see details or distant objects that are otherwise obscured. To hear more from the Category Pirates and their thoughts on Intellectual Capital, download and listen to this episode. Subscribe to Category Pirates today and join the crew in our Category Design journey on the business seas! Don't forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer's Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different  **NEW!

There will be "more shoes to drop" when it comes to consumer sentiment, according to Eddie Yoon. Among the tell-tale signs: DOGE, and how the economy is just starting to see the impact of government job cuts. He also turns to the airlines and talks about why Southwest Airlines (LUV) cutting back its free baggage policy is a red flag for sentiment.======== Schwab Network ========Empowering every investor and trader, every market day.Subscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribeDownload the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watchWatch on Vizio - https://www.vizio.com/en/watchfreeplus-exploreWatch on DistroTV - https://www.distro.tv/live/schwab-network/Follow us on X – https://twitter.com/schwabnetworkFollow us on Facebook – https://www.facebook.com/schwabnetworkFollow us on LinkedIn - https://www.linkedin.com/company/schwab-network/About Schwab Network - https://schwabnetwork.com/about

Eddie Yoon and Mike Mussio look at the February Consumer Sentiment report. Eddie cites concern about the job market for the lower-than-expected number. Mike calls it a “pretty bad print” and thinks demand may have been pulled forward in the holiday season because of the threat of tariffs.======== Schwab Network ========Empowering every investor and trader, every market day.Subscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribeDownload the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watchWatch on Vizio - https://www.vizio.com/en/watchfreeplus-exploreWatch on DistroTV - https://www.distro.tv/live/schwab-network/Follow us on X – https://twitter.com/schwabnetworkFollow us on Facebook – https://www.facebook.com/schwabnetworkFollow us on LinkedIn - https://www.linkedin.com/company/schwab-network/About Schwab Network - https://schwabnetwork.com/about

Today I'm joined by Gina Bianchini, founder of Mighty Networks, to discuss what her data shows makes online communities succeed or fail.Gina shares her frameworks for creating engagement between members and reveals the one metric that predicts a community's success with 93% accuracy. We dive into specific strategies around transitions, monthly themes, and daily engagement that keep members active.You'll learn how to build genuine connections between members, identify the right people to seed your community, and create lasting value that has members sticking around long-term.Timestamps:00:00 Building Your Own Community01:20 Signs Your Community Will Fail05:04 How to Make Money from Your Community07:05 Turning Around a Dying Community08:24 The Role of Network Effects09:19 Creating Member Engagement14:47 Creating Community Engagement with Monthly Themes20:07 How to Use Polls to Drive Community Interaction24:36 Facebook Groups vs Dedicated Community Platforms32:23 What is People Magic and Why It Matters36:35 Creators Defining Their Own Terms38:44 Positioning Your Community: Force of Choice vs Comparison40:59 Building Long-Term Community Success45:13 Using Nominations to Grow a Paid Community50:42 When to Revive vs Restart a Community53:23 How Member Connections Drive Growth01:06:41 Closing ThoughtsIf you enjoyed this episode, please like and subscribe, share it with your friends, and leave us a review. We read every single one.Learn more about The Nathan Barry Show: https://nathanbarry.com/show Follow Nathan:Instagram: https://www.instagram.com/nathanbarry LinkedIn: https://www.linkedin.com/in/nathanbarry X: https://twitter.com/nathanbarry YouTube: https://www.youtube.com/@thenathanbarryshow Website: https://nathanbarry.com Follow Gina:LinkedIn: https://www.linkedin.com/in/ginabianchini Instagram: https://www.instagram.com/gbianchini X: https://twitter.com/ginab Featured in this episode:Mighty Networks: https://www.mightynetworks.com Christopher Lochhead: https://lochhead.com Eddie Yoon: https://www.eddiewouldgrow.com Mastermind Talks: https://www.mmt.community Creator Flywheels: https://creatorflywheels.com Highlights:06:19 The Problem of Churn in Communities44:38 The 70/30 Rule for Community Growth01:00:22 Mighty Networks + Kit Collaboration

Eddie Yoon says consumers are bracing for an expensive year. He cites grocery inflation and tipping culture pressuring wallets. Ted Rossman notes that consumer sentiment is still significantly lower than pre-pandemic, and rates are hurting the everyday American. They also cover housing costs and credit card debt. ======== Schwab Network ======== Empowering every investor and trader, every market day. Subscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribe Download the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185 Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7 Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watch Watch on Vizio - https://www.vizio.com/en/watchfreeplus-explore Watch on DistroTV - https://www.distro.tv/live/schwab-network/ Follow us on X – / schwabnetwork Follow us on Facebook – / schwabnetwork Follow us on LinkedIn - / schwab-network About Schwab Network - https://schwabnetwork.com/about

Eddie Yoon discusses the current environment for U.S. consumers, noting major differences between generations' spending. “The companies that continue to innovate” will do great, while those who don't will “go out of business or be consolidated.” He emphasizes a shift in “how life stages are evolving”, with the traditional path no longer working due to higher inflation and A.I. risks to jobs “destroying” the worth of college for younger people, which in turn pushes them away from bigger purchases and into “spending for today. ======== Schwab Network ======== Empowering every investor and trader, every market day. Subscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribe Download the iOS app - https://apps.apple.com/us/app/schwab-... Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-... Watch on Sling - https://watch.sling.com/1/asset/19192... Watch on Vizio - https://www.vizio.com/en/watchfreeplu... Watch on DistroTV - https://www.distro.tv/live/schwab-net... Follow us on X – / schwabnetwork Follow us on Facebook – / schwabnetwork Follow us on LinkedIn - / schwab-network

Dec 4, 2024 – Eddie Yoon, founder of EddieWouldGrow and a regular contributor to Harvard Business Review, discusses the factors lining up for a golden age of US small businesses, which he believes will provide a continued tailwind to...

Eddie Yoon and Sam Burns look at Consumer Sentiment's November report, which rose numerically but fell short of Street expectations. They both think sentiment is being driven by the election in the near-term. Eddie thinks holiday spending might switch more towards experiences than physical gifts and is wary of Target's (TGT) earnings miss and the disparity between low-skill labor demand and high-skill layoffs. Sam agrees about the shift in spending areas, but thinks the consumer is in good shape. ======== Schwab Network ======== Empowering every investor and trader, every market day. Subscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribe Download the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185 Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7 Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watch Watch on Vizio - https://www.vizio.com/en/watchfreeplus-explore Watch on DistroTV - https://www.distro.tv/live/schwab-network/ Follow us on X – https://twitter.com/schwabnetwork Follow us on Facebook – https://www.facebook.com/schwabnetwork Follow us on LinkedIn - https://www.linkedin.com/company/schwab-network/ About Schwab Network - https://schwabnetwork.com/about

On this episode of Christopher Lochhead: Follow Your Different, Christopher and fellow Category Pirate Eddie Yoon dive into the misconceptions surrounding innovation and market dynamics. This episode is a must-listen for business leaders and entrepreneurs who want to navigate the complexities of today's market more effectively.  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.   The Context The episode revolves around the limitations of Clayton Christensen's "Innovator's Dilemma" and the assumptions that can lead businesses astray. Eddie Yoon critiques the traditional understanding of disruptive innovation, arguing that it often misguides incumbents in their strategic decisions. He emphasizes the need for a fresh perspective on innovation that focuses on creating value rather than merely competing on price.   The Innovator's Dilemma Christopher Lochhead opens the discussion by emphasizing the importance of genuine conversations in business and innovation. He sets the context for a deep dive into the innovator's dilemma, highlighting its relevance in today's fast-paced market. Eddie Yoon then elaborates on the four fatal flaws associated with the innovator's dilemma and introduces intriguing concepts like "super dingdong premium pricing." Yoon shares valuable insights on how companies can generate unparalleled value while steering clear of "competition derangement syndrome."   The Four Fatal Flaws of the Innovator's Dilemma   Lower Prices vs. Super Ding-Dong Premium Pricing The Misconception Many companies believe that lowering prices is the best strategy for growth. While this can increase market share, it often sacrifices profitability. The Reality Eddie points out that companies like Apple thrive by maintaining premium pricing, capturing a larger share of revenue and profits. Lowering prices can lead to a race to the bottom, where quality and brand value are compromised.   Lesser Consumers vs. Super Consumers The Misconception Businesses often target "lesser need consumers" to expand their market, assuming that this will lead to growth. The Reality Eddie argues that this perspective is overly simplistic and lacks empathy. Instead, businesses should recognize the potential of "super consumers"—those who are passionate about the product and willing to pay for higher quality.   Winning the Present vs. Designing the Future The Misconception Many companies focus solely on current market dynamics, trying to compete in existing markets rather than envisioning future possibilities. The Reality This short-sightedness can lead to missed opportunities for innovation and growth. Eddie encourages businesses to think beyond the present and actively design the future by identifying unmet needs and creating new solutions.   Languaging Around Destruction Scarcity vs. Creation Abundance The Misconception The language surrounding disruption often focuses on destruction and scarcity, leading to a negative mindset that stifles creativity and innovation. The Reality Businesses should adopt a mindset of abundance and creation, where the goal is to build new categories and solve problems rather than merely displacing competitors.   To hear more from Pirates' Eddie Yoon and Christopher Lochhead, download and listen to this episode.   This episode is based on a new audio mini-book "The Innovator's Delusion" by your friendly, neighborhood Category Pirates! If you want to join in the discussion, subscribe to Category Pirates and sail the seas with fellow Pirates today! Don't forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer's Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand,

Eddie Yoon and Sam Burns join Nicole Petallides to dissect the latest Consumer Sentiment data. October's print showed a small uptick in the index and a small move lower in y/y inflation expectations. For ways to track the consumer's current spending power, Eddie points to Dick's Sporting Goods (DKS) and Applovin (APP). ======== Schwab Network ======== Empowering every investor and trader, every market day. Subscribe to the Market Minute newsletter - https://schwabnetwork.com/subscribe Download the iOS app - https://apps.apple.com/us/app/schwab-network/id1460719185 Download the Amazon Fire Tv App - https://www.amazon.com/TD-Ameritrade-Network/dp/B07KRD76C7 Watch on Sling - https://watch.sling.com/1/asset/191928615bd8d47686f94682aefaa007/watch Watch on Vizio - https://www.vizio.com/en/watchfreeplus-explore Watch on DistroTV - https://www.distro.tv/live/schwab-network/ Follow us on X – https://twitter.com/schwabnetwork Follow us on Facebook – https://www.facebook.com/schwabnetwork Follow us on LinkedIn - https://www.linkedin.com/company/schwab-network/ About Schwab Network - https://schwabnetwork.com/about

On this episode of Lochhead on Marketing, Category Pirates Christopher Lochhead and Eddie Yoon talk about the power of simplifying business strategies into a One-Sentence Strategy. They discuss how successful companies, from large enterprises to solopreneurs, leverage concise strategies to drive focus and alignment. Highlighting examples like Gillette's "revenue per user per year" and Microsoft's "a computer on every desktop," they emphasize the importance of clarity and customer-centric approaches. The episode underscores that while crafting a one-sentence strategy is challenging, it is essential for achieving cohesive company culture and long-term success. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The Power of Having One Clear Strategy Eddie Yoon emphasizes that the most successful businesses, regardless of their size, often operate under a singular, clear metric or strategy. This simplicity allows for better focus and alignment across the organization. He cites the example of Gillette, which used "revenue per user per year" (RUPI) and "profit per user per year" (PUPI) as their guiding metrics. This approach not only streamlined their decision-making but also ensured that all team members understood their primary objectives. Christopher & Eddie then give examples of several legendary companies that have thrived due to their clear, concise strategies. For instance, Microsoft's one-sentence strategy was "a computer on every desktop," which guided their product development and marketing efforts for decades. Similarly, YETI, known for its premium ice coolers, positioned itself with the straightforward strategy of offering a "premium ice cooler," differentiating itself from traditional, lower-cost options. The Importance of Customer Focus They also point out how these companies maintain a customer-centric approach. For example, the Keurig coffee system was built around the idea of convenience and choice, with the metric of "K-cups per brewer per day" driving their business decisions. This focus on customer experience and satisfaction is crucial for long-term success. Christopher explains that while these strategies are simple to understand, executing them effectively is often challenging. He notes that when a company has a clear strategy, it becomes easier to align employees, investors, and customers towards a common goal. This alignment is essential for fostering a cohesive company culture and driving growth. The Challenge of Crafting a One-Sentence Strategy Creating a one-sentence strategy is not a straightforward task. It requires deep reflection and a thorough understanding of the business's core mission and values. Christopher & Eddie discuss how many organizations settle for vague or overly complex strategies, which can lead to confusion and misalignment. They advocate for a rigorous process of distillation, where businesses must sift through their ideas and focus on what truly matters. One of the standout examples is the Ritz-Carlton's guiding principle: "Ladies and gentlemen serving ladies and gentlemen." This simple yet profound statement encapsulates their commitment to exceptional service and sets a high standard for their employees. It illustrates how a well-crafted strategy can inspire and elevate a brand's identity. To hear more From Christopher & Eddie about the One-Sentence Strategy, download and listen to this episode. Want to hear more Pirate Jams? Head on over to Category Pirates and enjoy more conversations between Category Pirates Christopher & Eddie! Don't forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer's Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand,

On 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 Intelligence: A New Category in AI Apple's announcement of Apple Intelligence marks a significant milestone in the tech industry. This AI-driven personal intelligence system is designed to enhance user experiences by integrating smarter, more intuitive tools into daily lives. Christopher Lochhead praises this move, emphasizing Apple's role as a primary category designer, particularly in the realm of personal computers. Actionable Insights: Embrace Category Design: Companies should focus on creating new categories rather than just competing within existing ones. This approach can lead to market leadership and long-term success. Integrate AI Thoughtfully: Embedding AI in products should be done in an evolutionary manner, ensuring that it enhances user experiences without overwhelming them. Strategic Partnership with OpenAI Apple's decision to partner with OpenAI rather than compete with them is a strategic move that highlights the importance of collaboration in the tech industry. Christopher Lochhead commends this approach, noting that it allows Apple to focus on serving their customers through thoughtful and aggressive innovation. Actionable Insights: Leverage Partnerships: Collaborating with other industry leaders can lead to innovative solutions and a better customer experience. Focus on Customer Needs: Innovation should always be driven by the goal of serving customers better, rather than just outpacing competitors. Privacy, Data Usage Concerns, and Regulations in AI Eddie Yoon expresses both excitement and concern about the potential benefits and privacy implications of Apple's personal intelligence system. He highlights the need for careful consideration of data usage and consumer privacy. The conversation also delves into the need for oversight and regulations in the AI space. Christopher emphasizes the importance of strong controls while acknowledging Apple's historical business practices and the need for critical examination. To hear more Pirates Perspective, download and listen to this episode. You can also check out more Pirates Perspective at Category Pirates. Don't forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer's Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different  **NEW!** The B2B Tech Marketer's Guide To Category Design: How To Engineer Your Market, Find What Makes You Different, And Become A Category Queen We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

Today on Lochhead on Marketing, we want to share some insights from a riveting discussion we had with Eddie Yoon, our category pirate brother, about a monumental move by Apple. We're talking about a colossal $110 billion stock buyback and what it means for the tech giant's innovation trajectory, particularly in the realm of artificial intelligence (AI). Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Apple's Strategic Crossroads: Innovation or Shareholder Pleasing? Apple's decision to buy back stock is a strategic move that has raised eyebrows across the industry. I've always been fascinated by the bold moves that define market leaders, but this move by Apple has us questioning: Is this a sign of maturity and stability, or a red flag signaling a lack of innovative vision? Warren Buffett, a name synonymous with investment acumen, was famously tech-averse until Apple caught his eye. The staggering 95% retention rate of iPhone users and the undeniable addiction to Apple's ecosystem reminded him of his investment thesis on Coca-Cola. But as Eddie and I discussed, there's a nuance to Apple's success under Tim Cook's leadership. Despite the financial growth and profitability, the company has struggled to launch new categories—a hallmark of Apple's DNA. The Apple Watch: A Beacon of Innovation in the Cook Era It's not all a tale of caution, though. The Apple Watch stands out as a testament to Apple's ability to innovate and create new categories even post-Steve Jobs. It's a reminder that Apple still has the chops to redefine markets. But the question lingers: Is this enough to sustain Apple's legendary status? The crux of the discussion centered on the massive potential of AI, as we're just at the dawn of what could be the most significant platform shift since the internet. With Apple's deep pockets, one would expect a torrent of investments in AI, propelling the company to the forefront of this new frontier. Instead, the $110 billion stock buyback seems to suggest a different priority—short-term stock price over long-term category creation. Microsoft's Contrasting Strategy: A Global AI Chess Game Contrast Apple's strategy with Microsoft's aggressive global AI investments, and you get a stark picture of two tech titans taking divergent paths. Microsoft is placing strategic bets on AI across the globe, from the UAE to Malaysia and beyond, positioning itself as a leader in the next wave of technological revolution. To hear more Pirate talk by Christopher Lochhead and Eddie Yoon, download and listen to this episode. If you want to join in the discussion, subscribe to Category Pirates and find more Pirates Perspective buried around the beach. Don't forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer's Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

On this episode of Lochhead on Marketing, we are presenting Christopher's partner, friend, collaborator, and brother from another mother, Eddie Yoon, breaking down how to do a legendary marketing lightning strike with the Tesla Cybertruck as a textbook example. Eddie Yoon is the category design guru to the S &P 500, and he's written more about category design in the Harvard Business Review than anyone else alive or dead. So buckle up for a quick lightning strike of an episode, and hey ho, let's go! Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The Concept of a Lightning Strike Let's talk about Lightning Strikes. Lightning Strikes have four critical ingredients: one, it should be profit-center and not an expense. Remember, marketing that does not drive revenue, category potential, or market cap, is just arts and crafts. Lightning Strikes are no different. Two, Lightning Strikes should be a strike and not a spread – meaning don't space it over the whole course of the year; it will just dilute the effect of it that way. You want a clear point in time, a quick in and out in a certain area or market, and you're done. The idea is to get maximum lift without spending too much. Third, it should have a multiplier effect. It must be engineered to generate word of mouth that lasts beyond the strike itself. You do it buy creating a stunt or a fight, or you want to have a very prominent giveaway. These are the things that people tell their friends and family, and spread from there. And lastly, you want to be a hijacker or hitchhiker. You want to your lightning strike to take advantage of some broader thing where you take over the conversation, or piggyback off an audience that is already established. The Cybertruck as a Lightning Strike by Tesla So, how does the Cybertruck fit into all these things? Let's go through the list. First, the Cybertruck is a profit center in multiple ways. One is the product itself, but it also promotes the broader brand of Tesla motors. Lastly, its components are also something that can be a profit center for later generation of electric cars. It also has a multiplier effect, as it has generated word of mouth not only from Tesla car owners, but people who are either at awe or making fun of the Cybertruck's design. Even after it's short showcase, people are still talking about it. The design is so polarizing: you either hate it, or love it. Either way, you're going to hear about it. The Cybertruck itself became the stunt it needed for the lightning strike to occur. Lastly, it's hitchhiking off the launch of Apple Vision Pro, some people who are using Apple Vision Pro has been seen driving said Cybertrucks in videos and social media. It hit its target well that it hitchhiked in the Apple Vision Pro conversation to some extent, getting a rise from Apple enthusiasts. And that, my friends, is a successful lightning strike. If you want to join in the discussion, subscribe to Category Pirates and find more Pirates Perspective buried around the beach. Don't forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer's Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different  **NEW!** The B2B Tech Marketer's Guide To Category Design: How To Engineer Your Market, Find What Makes You Different, And Become A Category Queen We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

January 17, 2024 – Eddie Yoon, author of Superconsumers and founder of EddieWouldGrow, sits down with Financial Sense's Cris Sheridan to discuss his bullish outlook for the US consumer into 2024. Eddie says that the mindset of consumers...

Do you know who your “superconsumers” are, and why they're so important for your strategy decisions? Growth strategy expert Eddie Yoon says they're your most passionate, most valuable customers—not just because they spend more than average, but because their insights can help you improve your products and services. “You start with superconsumers and ask them to figure out what would need to be true for you to pay double the price of what I sell you now today,” he explains. “If you ask any regular consumer, they'd say, ‘no way would I let you do that.' But a superconsumer would say, ‘well, if you did this, this, and this; I would actually pay three times as much for it.' Start with the passionate core, and let them do your work for you.” In this episode, you'll learn how to define your superconsumers and use their insights to attract new users to your products and services, with plenty of real-world examples, from Velveeta cheese to vitamins and video games. Yoon is the author of the book Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth. Key episode topics include: strategy, growth strategy, customer experience, product development. HBR On Strategy curates the best case studies and conversations with the world's top business and management experts, to help you unlock new ways of doing business. New episodes every week. · Listen to the full HBR IdeaCast episode: What Superconsumers Can Teach You (2016)· Find more episodes of HBR IdeaCast· Discover 100 years of Harvard Business Review articles, case studies, podcasts, and more at HBR.org]]>

Get ready to dive into the fascinating world of category strategy with a true authority in the field. We are thrilled to have Eddie Yoon as our guest. He's the Co-Founder of Category PIrates, LLC...a business writing band and top 10 business Substack. He's also a distinguished author and expert who has contributed extensively to the Harvard Business Review on category strategy. With his unparalleled knowledge and expertise, Eddie is set to share groundbreaking insights from his latest book “The 22 Laws of Category Design,” His other book is called “Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth”. In this podcast for managers, Audrey, Lee and Eddie discuss:  ·        What superconsumers are and how they affect your business ·        What is category design and how can you fine tune it for greater sales ·        Why categories matter MORE than your brand ·        How to identify new sales channels by finding the superconsumers who are at the fringes of your business category "There are three types of business strategy. "Be the winner" (e.g., Toyota has #1 market share), "Be the best" (e.g., BMW...ultimate driving machine), and "Be different" (e.g., Tesla).”– Eddie Yoon Build Credibility and Effective Leadership with the Manage Smarter Podcast Join hosts Audrey Strong and C. Lee Smith every week as they dive into the aspects and concepts of good business management. From debunking sales myths to learning how to manage with and without measurements, you'll learn something new with every episode and will be able to implement positive change far beyond sales.   Connect with Eddie Yoon www.categorypirates.com https://www.linkedin.com/in/eddie-yoon-ewg/  Connect with Manage Smarter Hosts ·         Website: ManageSmarter.com  ·         LinkedIn: Audrey Strong                                                                    ·         LinkedIn: C. Lee Smith   Connect with SalesFuel ·         Website: http://salesfuel.com/  ·         Twitter: @SalesFuel  ·         Facebook: https://www.facebook.com/salesfuel/  Learn more about your ad choices. Visit megaphone.fm/adchoices

Authentic selling, innovative networking, and the transformative power of original thought in business with Eddie Yoon. Donnie challenges the status quo with his candid take on industry jargon, while Eddie unveils the strategic framework of category design that can revolutionize how we approach business networking.

Kerry Lutz and Eddie Yoon discussed various economic issues, including the student loan debt bubble and its impact on the economy, the potential long-term consequences of consumer debt, and the challenges facing the retail industry. They proposed solutions such as capping tuition, tying loan forgiveness to universities, and incentivizing universities to improve student outcomes and productivity. They also suggested that retailers should adapt to changing consumer preferences by following a Costco model and charging customers up front for a better experience. Overall, they emphasized the need for businesses and institutions to adapt to changing times and consumer preferences in order to survive and thrive. Visit Eddie at: http://eddiewouldgrow.com Visit Us at: http://FinancialSurvivalNetwork.com  

Today I interviewed Christopher Lochhead and Eddie Yoon. Two master marketers who developed a fascinating new process called “Category Design”.  If you've ever tried to build a brand, promote a product, or grow a following, this is a must-watch episode. As you'll hear in my opening comments, these two guys have single-handedly changed how I think about online marketing. If you listen to one podcast episode this year, it should be this one. Visit Eddie and Chris's site: https://www.categorypirates.com/ Books Mentioned Play Bigger: https://amzn.to/3tcowFg The 22 Laws of Category Design: https://amzn.to/3PQwPj5 Snow Leopard: https://amzn.to/3Rxtgzs   == What to do Next == Subscribe to the Weekly Alchemy Newsletter - https://jasonstapleton.com/em/ Join the LEVERAGE Coaching Group - https://go.jasonstapleton.com/leverage-offer Get a FREE Copy of my book “The Nomadic Wealth Formula” - https://bit.ly/3JadOnj // FOLLOW ME // Twitter - https://twitter.com/Jason_Stapleton Youtube - https://www.youtube.com/jasonstapletonofficial Instagram - https://www.instagram.com/StapletonConsulting/ Website - https://jasonstapleton.com/

On this episode of Lochhead on Marketing, we are presenting some Pirates Perspective from our newsletter, Category Pirates about consumer spending trends. Eddie Yoon, Christopher Lochhead and Katrina Kirsch of Category Pirates discuss the latest consumer spending reports and what they mean for the retail category and retail category queens. They also dive into a category opportunity for McDonalds and how it could impact the future of food delivery. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The Changing Retail Landscape Eddie Yoon examines the evolving economic landscape and its impact on U.S. consumers. Employing a Category Science lens, Eddie highlights significant disparities in economic indicators. Disposable personal income in July saw a mere 0.15% uptick, the year's lowest, while personal consumption expenditures (PCE) surged by 0.82%, marking a 2023 high. This income-spending disconnect raises concerns. Eddie notes the imminent return of student loan payments, averaging $503 per month, which may strain disposable income. Loan delinquencies, nearing 2020 levels, signal financial challenges. Notably, a fourfold increase in young adults aged 25 to 34 living with parents since the 1960s reflects economic constraints driving lifestyle changes. Prompted by Christopher, Eddie also identifies two contrasting trends: robust growth in experiences and personal transformations versus declining interest in traditional goods. While international travel and categories like medical aesthetics flourish, traditional retailers like Target, Kroger, and Home Depot report declining revenues. Eddie predicts a future marked by consolidation and M&A, with only a select few brands and private labels surviving. Navigating the Shifting Consumer-Driven Economy Christopher Lochhead and Eddie Yoon then tackle the intriguing dual signals in the economy, driven by increasing digital influence on consumer behavior. On one hand, positive indicators suggest the American consumer remains a key economic driver, with retail sales growing by 0.6% in August and a forecasted real GDP growth of 3.5% for the third quarter. However, Eddie Yoon emphasizes the underlying shifts: Consumers are driving economic growth through increased credit spending, but it raises questions about sustainability. Many are making significant changes in their financial habits, including declining college enrollments, reduced home purchases, and a lower birth rate, all contributing to a redefined economic landscape. The trend toward single-person households, now at 29%, signifies a fundamental shift in the traditional nuclear household model. While the macroeconomic picture may still appear positive, these changes point to a significant remaking of the American economy, shaped by evolving consumer preferences influenced by digital transformations. McDonald's Dilemma Christopher and Eddie then discuss McDonald's recent announcement to phase out fountain drinks inside their stores by 2032, which highlights a significant shift in consumer behavior. Currently, 40% of their revenue is generated through app purchases, delivery, and drive-thru, indicating a decline in physical store visits. This trend reflects the changing preferences of Native Digitals, who prefer digital-first experiences and the conveniences they bring. As consumers become more discerning and value experiences over material possessions, businesses need to adapt to these mega trends. Eddie Yoon points out that while some trends are favorable, like digital and app-focused sales, the shift in product mix poses challenges. McDonald's heavily relies on the profitability of fountain drinks, which drive a substantial portion of their margins. However, the convenience of home beverages and changing consumer preferences may lead to a decline in the sale of large-size drinks at McDonald's,

On this episode of Lochhead on Marketing, we are presenting some Pirates Perspective from our newsletter, Category Pirates. Eddie Yoon, Christopher Lochhead and Katrina Kirsch of Category Pirates discuss Elon Musk's recent move to rebrand Twitter to X. They also speculate why Elon made such a move, and what he could have done from a category design perspective. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Twitter to X Elon Musk's choice to rename Twitter as X has left people puzzled, questioning why he would give up a well-known brand and introduce a new one. Katrina follows up that the others think the move might be aimed at entering a different category, possibly related to financing. She wonders whether it would have been wiser to create a new company instead of rebranding Twitter. Eddie Yoon discusses the debate surrounding the cost of rebranding and the value of legacy brand identity. He highlights that classic economic theory suggests ignoring sunk costs, which are expenses from the past, and instead focusing on future opportunities. Eddie mentions that while some argue against rebranding due to the value of Twitter's legacy brand, most consumers prioritize what a brand can offer them in the future rather than its past reputation. He suggests that rebranding can make sense when a company wants to enter new categories and emphasizes the importance of looking towards future opportunities rather than dwelling on the past. In Musk's case, he's not banking on the legacy of the brand itself, but the established userbase that Twitter has, who have a high potential of also buying in to what new category Twitter, now X, might become. Elon Musk's Mistake with the rebrand While Christopher Lochhead agrees with Eddie Yoon's points, he also believes that Elon Musk made a mistake by rebranding Twitter without clearly unveiling his vision for the new category of service he wants to create. He argues that a rebrand should be part of a strategic launch of a new category and not just a standalone action. The value of a brand lies in its perceived leadership in a relevant category, and in this case, the microblogging category may not be as impactful as before. Although Elon Musk's approach might not align with the ideal category design strategy, his reputation and influence will likely still garner attention when he eventually presents his big vision for the new category. But it definitely will lose some steam because the rebrand has become open to interpretation, rather than being focused on the intended category creation. X as a financial category The three further discuss the possibility of X creating a new currency or incorporating cryptocurrencies into its platform. Eddie mentions that X is already experiencing a shift in money flow, with revenue coming from both advertisers and users. They also speculate that Elon Musk might have plans to introduce financial services or a new token (X token) on Twitter/X, incentivizing creators and potentially offering various payment options, including cryptocurrency. They compare this potential move to American Airlines' frequent flyer program, which essentially created a currency in the form of loyalty points. While they acknowledge they don't have insider information, they highlight that Musk's background with PayPal and his desire to make X a vital part of everyone's life might lead to interesting developments. To hear more about the discussion on what Elon plans to do with X, download and listen to this episode. If you want to join in to the discussion, subscribe to Category Pirates and find more Pirates Perspective buried around the beach. Don't forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche

1. Consumer spending roller coaster continues Disposable income went up slightly to 0.4% in May 2023, after 4 months of declines  Personal consumption expenditures continues to roller coaster, at basically flat at 0.1% in May vs. +0.6% in April and +0.1% in March  2. Out with the old...legacy categories and consumer loyalty are declining, as consumers become more price sensitive "Serial churners" on Netflix (consumers who binge and quit streaming services) grew from 3% of subs in 2019 to +16% of subs in 2022, per a HBR article I co-wrote here. https://hbr.org/2023/07/tackling-the-problem-of-subscribers-who-bingethen-bail Thrill data shows the average wait times at Disney world was 33 minutes in July 2023 vs. 41 minutes a year ago. This is the lowest since January 2022.  3. In with the new...consumers are willing to spend, but on 'new and different' experiences COVID to Community: The WSJ notes the "Taylornomics" phenomenon, where Taylor Swift's $1B US tour is creating spending increases everywhere she goes. In Cincinnati, total adjacent spending grew $48MM per their tourism office Per the BLS, the monthly average # of US workers taking vacation from Jan to June exceeded 2.5MM, which was the first time since 2017 Cybertruck pre-orders are at 1.9MM as consumers await this controversial, but compelling different product 4. While interest rates remain high, consumers...especially younger ones...will hold off on bigger ticket purchases in lieu of smaller, immediate and different experiences Per Moody Analytics, only 11% of homeowners have an adjustable rate mortgage... ...so the vast majority of homeowners have not been impacted by interest rates and have little incentive to move until rates drop Per Redfin, the median price of a starter home is 46% higher than in 2019. First time buyers of home will delay buying a home (and possibly having kids), and continue to spend on these smaller, immediate and different experiences Twitter feed: @eddiewouldgrow Email: eddie@eddiewouldgrow.com Eddie's site: https://EddieWouldGrow.com Our site: https://FinancialSurvivalNetwork.com

On this episode, we are presenting some Pirates Perspective from our newsletter, Category Pirates. Eddie Yoon, Christopher Lochhead and Katrina Kirsch of Category Pirates discuss why it's crucial to frame, name, and claim a problem when designing a category and marketing it to customers. They also discuss why companies struggle to articulate their problems, and explain what happens if they fail to properly language it. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The three most important things a company does at the highest levels When asked about the problem that category design solves, Christopher emphasizes three key aspects. Firstly, it is important to believe that there are three crucial elements for a successful company: designing a legendary company/business model, offering legendary products/services, and creating a legendary category. These three aspects are considered the most important things a company does. If someone does not agree with this belief, he thinks that there is no basis for further discussion. Secondly, it is necessary to acknowledge the significance of taking ownership and authorship of the category. If someone is willing to assume this responsibility, then assistance can be provided. However, if they are not interested in this aspect, there is no intention to convince or persuade them. “That's the difference between you walking in the dojo and us standing outside the dojo and dragging you into it.” – Christopher Lochhead Would you rather capture the 76% or compete for the 24%? Eddie Yoon emphasizes the importance of category design in capturing the market. He argues that if one does not recognize the significance of category design, then other considerations become irrelevant. If it is agreed that category design is important, it must be acknowledged that it should be pursued wholeheartedly. Eddie suggests that the question of why naming, framing, and claiming are important is essentially a question about the importance of category design itself. He states that if one does not understand the essence of category design, they cannot effectively address the first question. He presents a scenario where capturing 76% of the category economics is compared to competing for the remaining 24% with a better or faster, cheaper version. Eddie suggests that many people are actually comfortable with the smaller percentage because it is familiar and known. However, if someone is content with competing for the smaller share, Eddie acknowledges their choice and states that traditional business strategies and teachings will suffice for that situation. Ultimately, Eddie highlights the importance of understanding one's preference for a larger or smaller market share and reframing the perspective accordingly. Unlearning the 24% way Eddie Yoon discusses the necessity of unlearning old and "comfortable" ways in order to capture the 76% of the market. He emphasizes that choosing to pursue the larger market share requires a significant amount of unlearning. Part of this unlearning process involves freeing oneself to focus on understanding and articulating the problem at hand. Eddie compares it to Mark Twain's quote about not having time to write a short letter, which highlights the importance of concise and effective communication. Framing, naming, and claiming the problem are essential because without the ability to express it clearly, important details can be lost in subsequent conversations with coworkers, investors, or customers. This loss of clarity can lead to a diluted understanding of the value proposition. Eddie explains that without a clear understanding of the problem and its articulation, customers may not perceive the worth or premium of the product or service, investors may question the multiple premiums, and employees may not see the value of choosing the company over competitors focusing on...