Podcasts about Lochhead

Welcome to Lochhead on Marketing 2025! In this New Year's episode, we reflect on the past year and look forward to 2025, with a focus on significant career trends and the impact of AI on the workforce. With 60% of Americans considering job changes, the episode highlights the diminishing value of traditional knowledge work and the rise of "creative capitalists" who leverage AI for innovation. Our 2025 focus includes helping individuals identify their unique strengths, connect them to meaningful contributions, and achieve personal and financial fulfillment. Join us in embracing these transformative opportunities for a legendary year ahead. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Trends in Job Changes Recent surveys reveal a striking trend: approximately 60% of Americans are contemplating job or career changes in 2025. This statistic, reported by Gallup and corroborated by a résumé templates survey, indicates a widespread desire for new opportunities. Specifically, 56% of individuals are looking to pursue new jobs, with 27% actively searching. This data suggests that more than half of the workforce is seeking meaningful transitions in their careers. The New Reality of AI As we navigate this new landscape, we must acknowledge the rapid advancement of artificial intelligence (AI). We are no longer in a future where AI is a distant concept; it is now a present reality. The workforce will be divided into two categories: those who thrive in this new environment and those who struggle to adapt. For the past 70 years, the highest value work has been classified as "knowledge work," a term coined by the renowned Peter Drucker. Knowledge workers acquire valuable information and apply it to produce results. However, in an AI-driven world, the value of existing knowledge is diminishing daily. Tools like ChatGPT and Google Gemini can provide insights and strategies that were once the exclusive domain of high-end knowledge workers. The Rise of Creative Capitalists In this evolving landscape, the new high-value role is that of the "creative capitalist." These individuals are not just knowledge workers; they are innovators who generate new knowledge and ideas, leveraging AI to enhance their creativity and productivity. Those who can harness AI to create unique solutions and insights will find themselves at the forefront of success in 2025 and beyond. Conversely, those who cling to traditional knowledge work without adapting to the changes brought about by AI may face significant challenges. The tech industry has already seen substantial layoffs, with around 200,000 job losses reported in 2024. This serves as a stark reminder of the need to evolve and embrace new ways of working. To hear more about the new trends and what you need to adapt in this new year 2025, download and listen to this episode.   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 dive deep with fellow Category Pirate Katrina Kirsch into the critical importance of clarity in marketing. We explore the common pitfalls that entrepreneurs and marketers face when trying to articulate their points of view (POVs) and the challenges of standing out in a crowded marketplace. This episode will break down the key insights from their discussion, and offer thorough explanations & actionable advice to help you refine your marketing strategies. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Katrina Kirsch on the Challenge of Clarity in Marketing Christopher opens the discussion by highlighting a prevalent issue: many marketing messages are convoluted and fail to convey the core message clearly. He points out that when potential customers visit a company's website, they often leave feeling confused about what the business actually does. This confusion stems from the tendency of companies to overcomplicate their messaging, using jargon and clever phrasing that ultimately obscures their value proposition. Katrina agrees, sharing her experiences with creatives who often fall into the trap of trying to be overly clever in their marketing. She emphasizes that while creativity is essential, it should not come at the cost of clarity. The duo stresses that the most effective marketing is straightforward and easy to understand. They argue that clarity is not just a nice-to-have; it is a fundamental requirement for successful marketing. The Power of Simplicity The conversation shifts to the power of simplicity in messaging. Christopher cites Walmart's tagline, "Save money. Live better," as an example of effective simplicity. This tagline is memorable and communicates the brand's value proposition clearly. He contrasts this with the overly complex messaging often found in the tech industry, where companies may describe their products in multiple ways, leading to confusion rather than clarity. Katrina shares a story about a photography club leader who was preparing to launch a virtual camp. The leader's email communications were filled with clever but confusing language, including hidden links and overly complex descriptions. After reviewing the emails together, Katrina advised him to prioritize clarity over cleverness. She emphasizes that when communicating with an audience, especially those unfamiliar with the subject matter, it is crucial to be as clear as possible. Katrina Kirsch on the Dangers of Overcomplication Christopher and Katrina discuss how the desire to sound smart can lead to overcomplicated messaging. They reference a smart startup CEO who, despite his intelligence, produced a press release that described the company's product in six different ways. This lack of consistency made it difficult for readers to understand what the company actually did. Christopher points out that this is a common mistake among intelligent individuals who may feel the need to showcase their knowledge through complex language. Katrina adds that in certain fields, such as academia or science, complexity can be valued. However, in marketing, especially for solopreneurs and small businesses, clarity should take precedence. The speakers agree that the goal should be to communicate the problem being solved and the solution offered in the simplest terms possible. To hear more from Katrina Kirsch on the Importance of having a clear POV, download and listen to this episode. Bio Katrina Kirsch is a skilled content strategist and writer specializing in creating impactful marketing strategies and engaging content. With a background in journalism and digital marketing, Katrina has a talent for crafting clear, compelling messages that resonate with diverse audiences. She excels in SEO, social media management, and brand storytelling, helping businesses build strong online presences.

On this episode of Lochhead on Marketing, we engage in a thought-provoking conversation with Fernando Labastida, an innovative thinker in category design and a proponent of businesses creating their own unique markets. The discussion centers on the transformative role of writing a book as a strategy for businesses to carve out their unique markets and establish themselves as category leaders. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Fernando Labastida on the Value of Writing a Book Fernando Labastida begins by discussing the advantages of writing a book, asserting that it can serve as a powerful means to organize and galvanize ideas. He notes that while it's possible to design a category without writing a book, the process of writing can clarify thoughts and solidify concepts. Fernando likens writing a book to assembling a puzzle or using a paint-by-numbers coloring book, where a detailed outline helps structure the ideas. He also highlights how a book can kickstart marketing efforts, enabling authors to engage in "information wars" and "air wars" to evangelize their categories. A book can open doors to speaking engagements, podcast appearances, and networking opportunities, amplifying the author's message across various platforms. The Impact of Being an Author Christopher shares a personal anecdote about the impact of being a published author. He recounts a recent experience in Fiji, where a stranger recognized him as one of the authors of "Play Bigger" and expressed how the book had changed his life and business. This moment underscores the profound effect that a book can have on readers, creating a lasting connection that is often more impactful than other forms of media, such as podcasts or blogs. Fernando posits that in an age where attention spans are dwindling, writing a book demonstrates a commitment to deep thinking and sustained effort, which can resonate with audiences. Creating New Language and Thought Leadership The conversation shifts to the importance of language in establishing thought leadership. Christopher points out that those who create new language often dominate their categories. He cites Starbucks as an example, where the company's unique terminology has shaped customer expectations and industry standards. Similarly, he discusses how ChatGPT has redefined language around artificial intelligence, introducing terms like "large language model" and "prompt engineer," which have become integral to the conversation about AI. Fernando echoes this sentiment, referencing the Eisenberg brothers, who coined terms like "conversion rate optimization" to describe emerging concepts in digital marketing. He emphasizes that new problems arising from technological advancements necessitate new solutions and, consequently, new language to describe them. To hear more from Fernando Labastida and the legendary value of writing a book, download and listen to this episode. Bio Fernando Labastida is a seasoned marketing strategist known for his expertise in content marketing and business growth. He has helped tech companies and startups build brand authority through strategic storytelling, connecting businesses with their target audiences. Passionate about innovative growth, Fernando excels in crafting compelling narratives that drive engagement and customer loyalty, making him a trusted leader in tech marketing who skillfully blends strategy with creativity to achieve impactful results. Links Follow Fernando Labastida! Website | LinkedIn 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, 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,

Tyler Badruddoja joins us in studio today! Oh wait...what's this? Wavy Boy Number 2 just dropped in, Danny Lochhead! Some would say they had enough of him on ep. 159 but da boys say "Nah". Bring in dat boi. Sorry his mic sucks. They talk Touchdown celebrations that are not allowed, Connor's ridiculous and some would say unnecessary honesty, and of course they make fun of some IG weirdos! Subscribe to the Patreon!When the boys hit 50 FREE Subscriptions on Patreon, they'll post more content exclusively for YA: patreon.com/waitingformics

Danny "Nessie" Lochhead joins the boys on the pod today! They tell allegories galore! Oh what a splendid time they have! Connor saved an old man from choking...sort of..may have caused it to begin with...who knows...let's not read into things so much ya know? Connor also doesn't let his short temper get the best of him when he's interrupted a staggering six times whilst trying to tell a very short story. Then they discover a little bit of gold hiding in the recesses of a Google search result, and the entry just may surprise you! Stick around for the reels at the end and tell us in the comments if you'd pick 1, 2, 3, or 4? Subscribe to the Patreon: patreon.com/waitingformics

We can sometimes think that evangelism is all about getting someone through the front door of the church. But what about those who end up leaving out the back door? Through the busyness of life, personal disappointments, or the disruption of the pandemic, there are many people who need encouragement to re-engage with their faith. On the podcast today, we hear about using the power of video and stories to re-evangelise this group on social media.Originally from Scotland, David Lochhead consulted for large blue chip companies such as Accenture, Barclays & Sky TV before setting up FINLAY eyewear in 2012. FINLAY has become a prominent independent eyewear brand, with two flagship stores in London and a roster of clients from Prince William to Rihanna. In 2022 David launched Streams Studio: a social media platform designed to encourage believers in their faith - on TikTok, YouTube, Instagram and Facebook @streams.studio

On this episode of Lochhead on Marketing, Christopher Lochhead, a three-time CMO and a leading figure in category design, gives his Pirates Perspective into the critical concept that "the category makes the brand, not the other way around." This principle underscores the importance of understanding and defining a category in marketing, as it can profoundly influence consumer perception and the overall success of a brand. Through engaging stories and practical examples, Christopher illustrates how effective category design can lead to market dominance. Additionally, Christopher highlights Microsoft's strategic shift in the tech industry, emphasizing the importance of a unified category approach. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Understanding Category Design Category design is a strategic approach that involves creating and defining a new market category, thereby positioning a brand as the leader within that category. This concept is pivotal because it shifts the focus from competing within an existing market to creating a new space where the brand can dominate. Christopher emphasizes that successful brands are those that not only understand their category but also actively shape it. The Category Shapes the Brand Christopher's central thesis is that the category makes the brand, not the other way around. This means that the success of a brand is largely determined by how well it defines and owns its category. By focusing on the problems they solve and the experiences they create, companies can differentiate themselves and achieve lasting success in their respective markets. Case Studies: Barcade and Qualtrics Christopher then shares compelling examples to illustrate the importance of category design. One notable example is Barcade, an innovative arcade bar that successfully carved out its niche by blending the nostalgia of classic arcade games with a vibrant bar atmosphere. By defining its category clearly, Barcade attracted a dedicated customer base and differentiated itself from traditional bars and arcades. Another significant case study is Qualtrics, a company that transformed its market position through a focus on experience management. Christopher contrasts Qualtrics with its competitors, such as Medallia and SurveyMonkey, to highlight the impact of effective category design. While Qualtrics successfully defined and owned its category, the other companies struggled to differentiate themselves, leading to varying degrees of success in the marketplace. Microsoft's Journey Christopher recounts the story of Microsoft and its journey to dominate the office productivity software market. Initially, Microsoft faced fierce competition from established players like WordPerfect in word processing, Lotus in spreadsheets, and dBase in databases. Despite launching competitive products, Microsoft struggled to gain significant market share. The turning point came when Mike Maples Sr., a key figure at Microsoft, discovered an anomaly in sales data during a trip to Australia. He learned that bundling applications together and offering them at a discounted price led to a significant uptick in sales. This insight prompted Maples to rethink the problem: instead of viewing these applications as separate categories, he recognized that they collectively addressed a larger issue—productivity for office workers. To hear more about Christopher Lochhead's Pirate Perspective on Brand and Category Design, 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,

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!

Just a buncha dudes bein guys with the bros. Subscribe to the Patreon: Patreon.com/waitingformics

On this episode of Lochhead on Marketing, I would like to share with you a very special tribute to a man who's not only a legend in the world of basketball but also a cherished friend of mine—Bill Walton. Join me as we take a walk down memory lane, revisiting the first time Bill graced my podcast with his presence and the indelible mark he's left on my life. A Meeting of Minds in San Diego It was August 24th, 2017—a day etched in my memory, thanks to the friends who captured the moment and shared a photo of our first encounter. Meeting Bill Walton was like stepping into a storybook where the characters leap off the page. Here was one of the greatest NBA players of all time, a man whose stature was matched only by his extraordinary personality, ready to become a part of my world. Our initial meeting took place at an executive event in sunny San Diego, where we were both slated to speak. I remember watching Bill, completely unscripted, captivating the audience with his life's slideshow in the background. His ability to weave tales and engage listeners with nothing but his memories and a carousel of personal photos was nothing short of mesmerizing. The Teacher in My Life Bill's journey is one of resilience. From battling a stutter to enduring chronic injuries, his path was never easy. Yet, he emerged stronger, channeling his love for music and life into everything he did. His passion was infectious, and his dedication to being unapologetically unique was something that deeply resonated with me. Bill played a crucial role in my transition to becoming a teacher. His influence was a guiding light, helping me navigate through new territories with confidence. His life lessons extended beyond the court, and I was fortunate to be one of the many who benefited from his wisdom. Radical Generosity and Unwavering Support One of the most touching aspects of my friendship with Bill was experiencing his radical generosity firsthand. I'll never forget the care package of memorabilia he sent my way—a testament to his thoughtful nature and the value he placed on our bond. In the aftermath of a personal tragedy, it was Bill's kindness that shone through the darkness. His heartfelt messages provided comfort and support when I needed it most, further solidifying the profound impact of our friendship. As I reflect on the time spent with Bill Walton, I'm filled with immense gratitude. His legacy extends far beyond his basketball accolades; it's etched in the hearts of those he's touched with his generosity, spirit, and unwavering friendship. I hope that this episode gives you a glimpse into the remarkable man that is Bill Walton and the special place he holds in my life. His story is one of triumph, tenacity, and the power of genuine connections. Thank you for joining me in this celebration of friendship and legacy. Bio Bill Walton, an NBA legend, is renowned for his exceptional skills, dynamic personality, and influential career. Born on November 5, 1952, Walton's basketball journey began at UCLA, where he led the Bruins to two national championships. In the NBA, he played for the Portland Trailblazers, San Diego/Los Angeles Clippers, and Boston Celtics, earning two NBA championships and an MVP award in 1978. In 1997, Bill Walton was selected as one of the NBA's Fifty Greatest Players of all Time. Post-retirement, he became a beloved broadcaster, known for his colorful commentary. Walton's legacy continues to inspire basketball enthusiasts worldwide. Links BillWalton.com | NBA Profile | ESPN Biography 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, the conversation takes a deep dive into the complex and sensitive situation in Gaza, Palestine, Israel, and the broader Middle East, and how our perception here in America is being warped by misinformation from different sides. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. A Feeling of Déjà Vu for America On the evening of Feb. 20, 1939, the marquee of Madison Square Garden was lit up for the big event: "Pro American Rally." But it was the farthest thing from being American as can be. Uniformed members of pro-Hitler group The German American Bund carried American and nazi flags. That being said, In the last week of December 1942, fifty leading German-Americans (including baseball legend Babe Ruth) signed a declaration condemning nazis which appeared in ten major American daily newspapers. Ultimately, American patriots stopped the American nazis. Looking at the events this week at Columbia, MIT, NYU, and other elite US schools, they mirror much of the hate, horror and scale of The German American Bund. While some were there to genuinely support the civilians trapped in the ongoing conflict, there were others that openly supported Hamas' extremist actions. It was very ironic to see banners about women and LGBT+ groups support, when they are the most oppressed in the world that these people envision. What's even worse is that there were reasons to suspect that these protests were sponsored by people who don't want to get their own hands dirty. (Mis)Information is Rampant One of the downsides of our technological boom is the ease of access to information. Unfortunately, ease of access does not always mean a smart populace. As information is shared from peer to peer, information gets distorted, if not outright manipulated to suit their agendas, that sometimes the victim comes out on the other end as the one being ganged on, instead of the oppressor. This particularly true with social media sites, who has become the de-facto source of information for the younger generation. There was even a brief period where young people were lauding a speech that Bin Laden made to justify 9/11. Never mind the atrocities he and his jihadist group committed in the US and international stage, he made a great speech! Totally justified. Call to Arms Nazis have attacked America from within before. American patriots stopped them. The only question now is, will you and I empower radical jihadists nazis? Or will we stop them, like our ancestors did 78 years ago? To hear more of Christopher Lochhead's points on the matter, download and listen to this episode. Bio Christopher Lochhead Links WSJ Article on the Anti-Israel Protesters The World's Record Holder for Executing Women Has Executed Three Women in Three Days This Is Ahmad. He Was Queer In Palestine. 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!

In this episode Derek Champagne, CEO of The Artist Evolution, talks with Christopher Lochhead. Christopher is the co-author of Harper Collins' “instant classic” Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets and he's the co-host of the Legends and Losers podcast.Christopher is a former three-time public company CMO and entrepreneur. Fast Company Magazine calls him a “Human Exclamation Point” and The Economist calls him “off-putting to some.” At 18 he got thrown out of school and withno other options he started a company. After 30 years in business he's mostly retired. From time to time he coaches a courageous CEO and exec team in category design and marketing. He can recite much of The Big Lebowski, but can't remember his wife's phone number. He's an butt-kicking speaker, surf and ski bum and proud advisor to non-profit 1 Life Fully Lived, living happily ever after in Santa Cruz California.Learn more at:www.PlayBigger.comwww.Lochhead.com

On this episode of Lochhead of Marketing, we review a powerful strategy that has the potential to revolutionize how you approach marketing and demand creation for your product or service. We call this strategy "damming the demand," and it's all about redirecting existing consumer desire to carve out a new category that you can dominate. If you're not convinced, check out how these giants in the industry have utilized this strategy to their advantage by creating demand in an already existing market. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Dam the Demand Traditional marketing often focuses on capturing the demand that already exists. It's about finding a place in the market and filling the needs of consumers who are already looking for solutions. But what if you could do more than just meet existing demand? What if you could create a whole new category of demand? That's where the concept of "damming the demand" comes in. It's a strategy that sits between traditional marketing and category design. Instead of just capturing demand or creating it from scratch, you harness the existing demand and redirect it, creating a new space for your product or service. Lessons from Tech Titans Let's look at some legendary examples to understand this better. Marc Benioff, the founder of Salesforce.com, didn't just create a cloud CRM; he dammed the demand for traditional on-premise CRM solutions. By evangelizing the benefits of cloud-based CRM, he forced a debate in the market, making businesses choose between the old on-premise solutions and the new, more flexible cloud options. This didn't just shift the demand—it expanded it, as more and more businesses began to see the value in cloud-based applications beyond CRM. In the B2C world, Peloton took a similar approach. They saw the demand for spin classes and dammed it by offering an alternative: high-quality home fitness. By doing so, they didn't just capture the existing market for spin classes; they expanded it to include people who wanted the convenience of working out at home. This created a new category of home fitness solutions that has grown exponentially. This isn't a new phenomenon. History is rich with examples of demand damming. Consider Henry Ford, who redirected the demand from horse and buggies to the "horseless carriage," or Marty Cooper, who shifted the demand from landline phones to the "wireless phone" category. These visionaries didn't just create products; they created movements that changed the landscape of their respective industries. The Strategy in Action So, how can you apply this strategy to your business? First, identify the existing demand that you can dam. Look for areas where consumers are already spending their money but might be open to a new, better solution. Once you've dammed the demand, use it to drive revenue in the near term. Then, leverage this demand to expand and create a new category that you can lead. Damming the demand is a potent strategy for any company looking to not just compete but dominate a new market category. By redirecting existing demand, you can create a new demand for your category, driving growth and market expansion. It's a bold move, but as we've seen from the likes of Salesforce and Peloton, it's a move that can redefine your industry and cement your place in history. Bio Christopher Lochhead 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!

On this episode of Lochhead on Marketing, let's talk about why thinking about thinking is the most important kind of thinking. This isn't just another buzz phrase; it's a fundamental practice that can revolutionize the way we approach entrepreneurship, marketing, and business strategy. So we thought that it would be a good idea to refresh new listeners minds and remind the old heads why Context is always King. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The Power of Context in Decision-Making In the realm of business, context is everything. It shapes our discussions, influences our decisions, and ultimately determines the trajectory of our companies. It's not just about the data or the trends; it's about grasping the bigger picture and recognizing the underlying currents that drive market dynamics. Most people, particularly those who are entrepreneurial, have a strong bias to action, diving right in and creating content without the context to support it. However, it does have it downsides sometimes. “A strong bias to action means that sometimes, and I know I've been guilty of this more times than I will ever know, we spring to action without doing enough thinking. More importantly, without doing enough thinking and dialoguing around what the context is for whatever it is we're talking about.” – Christopher Lochhead Rejecting the Premise: A Pathway to Innovation One of the most exhilarating concepts we discussed was the power of rejecting the premise. So often, we're boxed in by traditional ways of thinking, by phrases and concepts that are accepted as industry standards. But what happens when we challenge those premises? When we refuse to accept the status quo? That's when innovation truly happens. By rejecting the premise, we open ourselves up to new possibilities, to the potential for creating entirely new categories and leading the market in directions it has never seen before. Challenging Existing Contexts: The Forward-Thinking Mindset A key takeaway from this discussion was the importance of challenging existing contexts. It's easy to fall into the trap of backward thinking, of looking to past successes as a template for future endeavors. However, the true forward-thinking entrepreneur knows that what worked yesterday might not work tomorrow. By constantly questioning and reevaluating the context in which we operate, we stay ahead of the curve and maintain a competitive edge. To hear more about how thinking about thinking is the most important kind of thinking, download and listen to this episode. Bio Christopher Lochhead 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, it's time again to shave that Marketing Dog with Christopher Lochhead. If you're an avid listener of the podcast, you probably think you're experiencing déjà vu. But we think that people still don't get this simple concept, that it merits a replay. It is also a good reminder for others who may be falling into the trap of overcomplicating their marketing strategies. So strap in, and get ready for some timeless advice from yours truly. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Quality Over Quantity: A Bruce Lee Philosophy in Marketing In the world of marketing, there's a tendency to equate being busy with effectiveness. However, Christopher likens this to a young fighter who is all showboating but lacks the strategic focus to win. This fighter often ends up being knocked out by a more experienced opponent who understands that precision and strategy trump frantic activity. This analogy perfectly encapsulates the inverse relationship between activity and results in marketing. The pressure to be omnipresent in the marketing world is immense. Marketers are often told they need to be on every channel, churning out content at an unsustainable pace. But Christopher challenges this notion with a powerful quote from martial arts legend Bruce Lee: "I fear not the man who has practiced 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times." This philosophy is a stark reminder that quality and impact should always take precedence over quantity. Shaving the Marketing Dog: The Art of Elimination One of the strategies Christopher advocates for is "shaving the dog," a metaphor for the practice of eliminating the unnecessary to focus on what truly matters. By force ranking the critical components of a campaign and rigorously evaluating which elements have the maximum impact, marketers can streamline their efforts for better results. “Shave the dog. Shave that doggy down. Practice getting everything out. Consider getting even more radical.” – Christopher Lochhead Thinking Wrong to Do Right Innovation in marketing often requires us to "think wrong," to consider what is 180 degrees from what everyone else would do. This approach fosters creativity and differentiation, setting the stage for truly legendary marketing campaigns. “I learned everything I know about design from a couple of legendary designers and one of them is John Bielenberg. He's an incredible business and corporate marketing designer. He has a perspective; he calls thinking wrong. The idea is this, when you do anything creative, ask yourself ‘what is 180 degrees from what everybody else would do? What is wrong? What would be the wrong way to go do this?'” – Christopher Lochhead This line of thinking also allows you to pursue options that multiply outcomes, as you can sift through the “wrongs” and find those that were rejected, not because it is inherently wrong, but either be not viable in the past, but now doable in our current technology or network. To know more why Complexity Is the Enemy of Revenue and Why It's Time to Shave the Marketing Dog, download and listen to this episode. Bio Christopher Lochhead 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

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!

Note: this episode contains explicit language.Episode 33 | Entrepreneurial InsightsThe Big Themes:A "radical experiment in self-governance": Chris shares his experience becoming a U.S. citizen and talks about the country's immense opportunities for individuals. The U.S., he says, is a beacon of democracy and freedom. He stresses the importance of recognizing and preserving its unique experiment in self-governance.Today's tech startups: Two innovative startups, WellCapped and DUDE Wipes, give unique answers to everyday problems. WellCapped, founded by Shante Frazier, disrupts the beauty industry with a Rent the Runway model for wigs and weaves. Meanwhile, Sean Riley's DUDE Wipes addresses the need for convenient and hygienic personal care products for men. These startups exemplify the entrepreneurial spirit.Lessons from history: Historical events such as the fall of the Berlin Wall and the rise of hiphop music demonstrate the impact of visionary individuals who challenge the status quo. By studying history and learning from past successes and failures, entrepreneurs can gain valuable insights to inform their own endeavors.The Big Quote: “Here's the secret of life . . . you figure out you're different. Some people call it being self-actualized . . . can you connect your uniqueness, your difference, your .1% difference to creating value for others in a way that makes a difference?"

On this episode of Lochhead on Marketing, we talk about why marketing the user's problem works, but marketing only your brand/product/solutions doesn't. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The Importance of Understanding Consumer Problems in Marketing Market your brand/product/solution, and I think you want my money. Market my problem, and I think you want to help me. This is one of the biggest unlocks in category design for marketers. And it comes from a very simple, powerful notion: people do not buy solutions unless they have problems. Yet a lot of companies do not get this simple concept. For them, it's always brand awareness this, or advertise this product to the “market”. They play the attention game and call it frequency and reach. But most of the users in that market only see it as a cash grab for said company. Marketing the Problem Done Right So here we present a good example of how to market a user problem, and it's in the form of the American jeans we all know and love. Over the years, Jeans have come a long way from being those stiff dark blue pants to now being very soft and somewhat comfortable to wear. But therein lies the problem: the thing that makes it soft and pliable is very polluting and very resource-intensive. After which, they present their fix, a “remaking” of the American jeans as we know it. Framing the Problem to Create Urgency After naming the problem with the jeans, the article continues to explain that multiple companies have tried working together for years to develop jeans that are soft but not as punishing to the environment and our remaining resources. This serves as a way to intensify the problem by framing it as something that has not been solved. But now, they've found a solution. A solution to a problem they themselves proposed. If you follow that flow, they first introduced a problem that a user can relate to, being that the jeans they wear harms the environment. They then mention that other companies have tried but not yet succeeded in finding a solution. Only after that do they supply the solution, so you can continue to enjoy those comfortable jeans without the previous repercussions and guilt on them. Prompting users to buy new jeans and ditching the old. And that's how you market with Category Design. Link to the article on The Remaking of American Jeans  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!

On this episode of Lochhead on Marketing, we enjoy the first of many visits from Al Ramadan in 2024, as we talk about moving from being a Category Contender to a Category King. We'll dig into what is a category contender in what it takes to win the 18-to-36-month epic category battle that every tech startup faces. So if you're an entrepreneur or marketing leader who wants to go beyond competing to actually create and dominate your own market, you're in the right place. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Al Ramadan on Tech Industry Category Development and Dominance Christopher and Al discuss the concept of being category contenders, reflecting on past research and their book on category kings. They emphasize the dominance of one company, earning around 76% of the economics in every tech category, despite skepticism. They outline the three phases of category development: define, develop, and dominate, taking approximately 15 years. They note outliers like open AI and Google's swift battles, contrasting with Salesforce's longstanding dominance. They highlight the importance of category design, likening it to a fast-paced battle where one company wins all, stressing its critical role in the tech industry's landscape. Market strategy in a competitive industry Al and Christopher discuss marketing strategies in a competitive industry, emphasizing the importance of a winner's mindset and setting the agenda. They share a scenario where a leader in a crowded field differentiates by framing the problem uniquely, focusing on end-user needs rather than feature sets like competitors. Both highlight the futility of incremental strategies and the significance of capturing mindshare by empathizing with customer problems. They term this the "Battle Royale" for mindshare, where winning means addressing the core problem effectively, rendering feature comparisons irrelevant. Christopher also stresses the pivotal role of understanding customer problems in securing market dominance. Category design and understanding customer needs Al and Christopher discuss category design and understanding customer needs. They highlight the importance of framing the problem uniquely to differentiate in a crowded market. Christopher shares a scenario where a leader in a competitive field focuses on customer needs while competitors emphasize feature sets. They critique the common focus on technology rather than customer-centric solutions, illustrating with examples from Gartner's history and Google Plus. They emphasize that categories are about customers' problems and opportunities, not just technology, stressing the significance of defining the problem scope to win in category battles. To hear more from this Al Ramadan and Christopher Lochhead dialogue, download and listen to this episode. Bio Al Ramadan is a co-founding partner of Play Bigger Advisors and coauthor of the book, Play Bigger. He also co-founded Quokka Sports, which revolutionized the way people experience sport online. Al then joined Macromedia and Adobe, where he spent almost ten years changing the way people think about great digital experiences. At Adobe, Al led teams that created the Rich Internet Applications category and helped develop the discipline of experience design. In the early ‘90s he applied data science to Australia's Americas Cup — an innovation in sports performance analytics. His work in sailing led directly to the idea for Quokka. He lives in Santa Cruz, California. Links Connect with Al Ramadan! Play Bigger | LinkedIn | Category Contenders | The Science Behind Category Design 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

On this episode, Dr. Blair Bigham and Dr. Mojola Omole explore two articles in CMAJ focused on the critical importance of trust in the health care system. They speak with Louis Lochhead, who shares his experiences navigating the health care landscape as a caregiver after his wife's serious accident, which resulted in a coma lasting nearly two months. Lochhead highlights the difficulties in building trust with the medical team, pointing to challenges in communication and empathy. He recounts moments where the lack of clear, compassionate communication from health care providers compounded the stress and uncertainty of the situation, leaving him feeling isolated and disconnected from the decision-making process regarding his wife's care.Next, Dr. Omole and Dr. Bigham speak with Dr. François Lamontagne, an intensive care specialist, who offers insights into how health care professionals can better connect with families and build trust, especially when faced with uncertain diagnoses or prognoses. He emphasizes the importance of acknowledging the inherent unpredictability of medicine and the value of being transparent about known facts and areas of ambiguity. Dr. Lamontagne suggests that by engaging in open, honest dialogues that respect the family's perspective and concerns, health care providers can create a more supportive environment that encourages shared decision-making. This approach not only helps in building trust but also empowers families during challenging times, making them feel valued and part of their loved one's care journey.This podcast has been sponsored by MD Financial Management. Click here for more information. Join us as we explore medical solutions that address the urgent need to change healthcare. Reach out to us about this or any episode you hear. Or tell us about something you'd like to hear on the leading Canadian medical podcast.You can find Blair and Mojola on X @BlairBigham and @DrmojolaomoleX (in English): @CMAJ X (en français): @JAMC FacebookInstagram: @CMAJ.ca The CMAJ Podcast is produced by PodCraft Productions

Today is a fun conversation with my fellow Pirates Eddie Yoon and Katrina Kirsch, as we talk about the importance of Framing, Naming and Claiming a problem, to create a different solution for your business. From time to time, we drop these video discussions that three of us have in Category Pirates, and this one I thought you might also enjoy. If you do enjoy this kind of content, you can check us out at CategoryPirates.com And subscribe to the Category Pirates newsletter. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The Importance of Naming, Framing, and Claiming in Business When asked by Kristina on what “problem” does category design “Name, Frame, and Claim”, Christopher responds that category design solves the fundamental challenge of defining and owning a distinct market space. It asserts that successful companies excel in three areas: creating legendary business models, products/services, and categories. He emphasizes that a company must recognize category design as a crucial third of its success. Eddie reinforces this, highlighting the importance of capturing a significant portion of the market share by framing, naming, and claiming a category. He argues that failing to do so results in competing for a smaller market share, which is familiar but less lucrative. Ultimately, effective category design enables a company to articulate its unique value proposition clearly, ensuring it stands out to customers, investors, and employees. The Value of being an "Exponential Different" in Business The next part of the conversation delves into the concept of being an “exponential difference” in business, emphasizing the contrast between incremental improvements and exponential innovations. Christopher reflects on his career, realizing that focusing on exponential changes often leads to friction within companies geared towards incremental progress. He highlights the importance of recognizing when to contribute to exponential shifts and when to step back, as pushing too hard on exponential change can disrupt the organization. This understanding prompts a shift in perspective, reframing what was once seen as a career obstacle into a strategic advantage. Overall, it underscores the necessity of balancing incremental improvements with exponential innovations for sustainable growth and success in business. 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, let's talk about a trap that most budding Category Designers fall for, and that's thinking about competition. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Feature Battle vs Category Battle Christopher shares a story of a company who consulted with him, regarding a rising competitor in the market. Most companies' knee-jerk reaction would be to compete; take on the same messaging, and muscle out the competitor while it's still early. But in the end, they opted to do the opposite – they did not compete, at least not in the usual sense of it. Rather than doing a Feature Battle to see who has the better additions, messaging, and branding, they focused more on their product. They went the Category Battle route instead, carving out a large portion of the market with their improved category, and leaving the others battling for the remaining scraps. Competition Derangement Syndrome The apparent simplicity of the concept begs the question: why do most companies fail to adopt it? The answer lies in what could be termed "Competition Derangement Syndrome." Many companies, instead of pioneering their own unique category to dominate, fall into a pattern of waiting for new categories to emerge before entering the fray. Alternatively, larger corporations may opt to eliminate competition by acquiring the reigning Category King. However, this strategy essentially involves investing a significant sum to pave the way for the emergence of the next category, which their competitors will inevitably exploit. This cycle repeats itself, with each new category birthing fresh contenders, until the tables turn and the once-acquirer finds itself being acquired. Thus, the cycle perpetuates, underscoring the failure of many companies to break free from the pattern of reactive competition. Competition vs Consumer This does not mean that you avoid competing altogether. We are all driven by our will to fight, and business is not so different in that regard. But rather than going down to their level to fight on “equal” grounds, why not make it so that you are always thinking a few steps ahead, rather than slowing down just to match up to them. And if they seem to be catching up to you at a faster rate, trying to adopt their strategies just means maintaining the status quo. It also sends the wrong message to the consumers, because you are adjusting for the competition, and not for them. In the end, it's better to achieve market dominance by consumer trust rather than just having the competitive edge, because there will always be someone that will try to compete. But as long as your consumers know that your product continues to improve for consumer satisfaction, then it will always remain as the Category King. Bio Christopher Lochhead 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, let's talk about why it's time to stop trying to fit in. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Everyone Wants to Fit In There's an ongoing trend in the business, startup and marketing world of companies trying to fit in. There have been studies that indicate that among the B2B tech space, as many as 70% of the brands are blue. This urge to fit in seems to stem from a combination of several factors. One of which is that companies are trying to compete in the same market, and they end up adopting marketing trends that seems to be working, which just makes them look like carbon copies of each other. The second part is the current culture of people seemingly being offended by the simplest things, or if something does not align with their beliefs. So companies try to be as non-offensive as possible, which in turn just make their brand into something bland. “The overall strategy in people's marketing, and frankly, in many people's careers, is to achieve Marriott lobby status. So what's a Marriott lobby? Marriott lobby is nice; It's very functional. It's effective. And it's bland. It's forgettable. And nobody ever said, “Wow, that was a fucking legendary Marriott lobby.”” - Christopher Lochhead   The Primordial Need to Fit In We get it: people have a primordial urge to stay in groups. We are pack animals, after all. Staying in a group is safe, staying in a group is comfortable. And having something in common lets us relate personally to a group, which is why marketing companies aim for those traits to relate to their market. But at the end of the day, nobody legendary ever fit in. Because when you try to fit in, you become part of that whole, rather than something that defines it. And rather than companies trying to make their own markets and circles, they are being content in staying in the same circle, and competing for an ever-shrinking part of it, as more and more companies try to muscle their way in. So be legendary, and start being different. “And then I say fuck that, I'm going to follow my different. I'm going to focus on the things that are most meaningful to me, and most importantly, are going to make the biggest difference.” - Christopher Lochhead Bio Christopher Lochhead 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!

Today on Lochhead on Marketing, we talk about the good way and the bad way to rebrand. And wat better to use as an example than the recent Gemini AI rebrand by Google. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The Good Reason to “Rebrand” Before we proceed with the main topic at hand, let's first have a good example of when to “rebrand”. There's a company called Chirp that sells foam rollers, which is used by athletes for training their muscles and easing soreness. But after some time, a new category was invented that was adjacent to their market, the percussion massager / gun. Rather than just create their own version of percussion gun, Chirp went ahead and combined their foam rollers into this new category, essentially making a new category, the rolling percussive massager, for themselves. The Bad Reason to “Rebrand”: Google's Gemini So why did we tell you that story? Because Google is doing the exact opposite of that, always going for the “Compete in the market” model rather than making their own market. And it could be seen with their latest endeavor in AI, Bard now rebranded as Gemini. So, why did Google make this move? While we can't say for certain, we can infer their motives. Essentially, they directly challenged ChatGPT and came up short. Now, they're revamping Bard to give it a "fresh start." While that might be their goal, most marketing experts would tell you that it simply looks like Google is backing away from the competition and trying to repurpose their AI to make the best of the situation. That in itself is a problem, but there's also the fact that Google doesn't really do anything different than the reigning Category King of the market. This has been true with their forays in podcasts, social media, and their other services that are now defunct. They're competing, instead of creating, which is what most companies do, and they're fucked. When to do a “Rebrand” With that said, the best time to do a rebrand is if either you're introducing a brand-new category as your main product, or revolutionizing one of your current ones by making a new category. Rather than chasing after the tail of the Category Leader and competing for the remaining small chunk of the market, why not try doing something different? Because otherwise, you'll just get your ass handed to you, just like what happened with Google Plus, Google Podcasts, and now, the unfortunate Google Gemini. Bio Christopher Lochhead 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 have a very special episode with one of my favorite marketers, Ryan Alford. Ryan Alford runs a digital marketing agency called Radical Marketing. He also has a great marketing podcast that I've been stoked to be a guest on called The Radcast, which is a top 25 Business and Marketing podcast. He's just one of those guys I like talking about marketing with. Today, we are going to talk about how to have a legendary marketing career. We also talk about why it is that many people in Marketing don't view what they do as a craft that they're working on their whole lives, and what happens when you do so. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Ryan Alford on Marketing Careers and Current Industry Trends Christopher and Ryan discuss the appeal of marketing careers, especially for younger individuals. Ryan, with 20 years of experience, emphasizes the importance of creative thinking and adaptation in the face of industry changes like AI. He believes marketing offers opportunities for innovation and creativity, essential for standing out amidst a crowded field. Christopher adds that many marketers don't view their work as a craft, but rather as a job or set of skills, contrasting it with master surfboard shaping. Ryan, drawing on his own experience, sees marketing as a craft that requires honing skills over time, akin to his father's craftsmanship. Both agree that when you love what you do, it doesn't feel like work. Ryan Alford on Marketing Skills and Adapting to Platform Changes The two then discuss the evolving landscape of marketing skills and the need for adaptability. They highlight the importance of curiosity, continuous learning, and embracing change in navigating the industry's shifts. With the proliferation of digital platforms, they emphasize the challenge of staying updated and the risk of relying too heavily on platforms beyond marketers' control. Despite these challenges, they underscore the enduring power of innovative ideas to capture attention and drive success. Christopher also cautions against shallow tactics focused solely on grabbing attention without meaningful content, using the wind feather in car dealerships and mall entrances as an example. They advocate for a balance between leveraging new platforms and maintaining focus on substantive messaging to achieve marketing goals effectively. Ryan Alford on Marketing Strategies and Generating Outcome Christopher and Ryan discuss the importance of marketing strategies producing meaningful outcomes rather than mere attention-grabbing tactics. They emphasize the necessity of tying marketing efforts to revenue generation, highlighting the distinction between visibility campaigns and those that drive sales. Ryan stresses that successful marketers focus on moving consumers from one perception to another, ultimately leading to sales. They acknowledge the controversy surrounding this viewpoint, especially among marketers who resist being held accountable for tangible results. Both agree that marketing is for those who embrace accountability and are committed to producing revenue, with Christopher noting that marketing allows for creative ideation that triggers sales, contrasting with the more direct approach of salesmanship. To hear more from Ryan Alford and learn how to have a legendary career in Marketing, download and listen to this episode. Bio Ryan Alford Links Connect with Ryan Alford! The Radcast | LinkedIn 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!

Happy new year to everyone, and we at Lochhead on Marketing hope that you've been having a good one so far. To start off the year, let us talk about the big Distribution Lie, why it is so, and what you really need for your new startup or project to make it big. You see, in Silicon Valley, there has been an ever-increasingly large drumbeat that says the number one thing that a startup needs or that a new software launch of any kind needs is distribution. That if you can only get distribution, then you'd win, right? So, let's test this. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The Myth of Distribution as a Key to Success For this discussion, let us use Google as an example. In 2018, Google launched Google Podcast as a competitor to the category king (Apple), and the current challenger (Spotify). On paper, Google Podcast should have the advantage: Google has a legendary distribution line with its 5 billion users and having a mailing and browsing platform that is widely popular worldwide. And yet for some reason, Google Podcast is now at the brink of closing down in 2024. So why did it not beat out the category king, much less its challenger in this race? Building the Category versus Muscling into the Market Simply put, Google Podcast did not offer anything new that Apple Podcast or Spotify doesn't already do. It was simply relying on the fact that on paper, it looks like the better product with a well-established distribution network to back it up. Whereas Apple created the category, designed the space, and solved the “problem” that their product “solves”, thus cornering a big chunk of the market. This is a mistake that happens over and over and over again, category design economics are clear, the company that designs the space is best positioned to dominate it and by dominated our primary research has shown that the company that designs the category, if they can execute over time, earns 76% of the total value created. Doomed to Repeat Itself Unfortunately, this is not the first time this has happened to Google. One big thing most people might remember is Google Plus, which was supposed to take down Facebook. And not only Google is susceptible to this, as different big tech companies have committed this mistake, because they believe they could just use their better distribution systems to take over a market, rather than creating their own to dominate. So at the end of the day, no matter how good your product is, and how great your distribution advantage is: if you don't design a new category, around a problem that matters to customers, it doesn't matter how legendary your product is. Bio Christopher Lochhead 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!

Episode 32 | Youth, AI, and InnovationThe Big Themes:Emergence of new startup models: There's a new model of startups that leverage AI to create and innovate. These startups can emerge quickly, requiring less capital and fewer people compared to traditional startups. The example given is of a startup achieving in one year what used to take three years and $25 million.Youth empowerment with AI: Young people, "native digitals," have surprising capabilities when given the right direction, coaching, and frameworks. Chris recounts experiences that challenge traditional views on supervision and training. Young individuals, even without prior coding experience, can successfully innovate with AI in a short time.Opportunity for corporations and recruitment: Corporations, especially CTOs, CIOs, and startup founders, should explore creating recruitment pipelines for young people skilled in AI-enabled innovation. The potential to tap into the creativity of native digital individuals is a strategic advantage.The Big Quote: "What I've learned in the last year, is that when you have legendary young people focused on this stuff, with the right level of encouragement ... well, anything's possible."

This week on Christopher Lochhead: Follow Your Different, we're presenting to you Christopher's appearance on Lenny's Podcast, hosted by Lenny Rachitsky. Lenny Rachitsky runs the #1 Business Substack newsletter, Lenny's Newsletter. It is legendary especially for people in tech marketing, product marketing, and startups. It's so legendary that even Christopher pays for it. And now, he's in it. This is one of the more in-depth discussions Christopher has had with a very smart person about category design in a while. So settle in for a good listen and great lesson about category design. 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. This episode originally aired on Lochhead on Marketing episode 187. If you want to hear more insights on marketing and category design from Christopher, feel free to check it out at Lochhead on Marketing and anywhere you listen to podcasts. On taking the Good with the Bad Lenny starts off the conversation by showing appreciation to Christopher's extensive work, and jokingly adds that it was challenging to prepare for their conversation due to his numerous podcasts, books, and other content. That said, Lenny noticed Christopher's website displayed negative reviews prominently. When asked about it, Christopher explained his approach with humor, calling his team Category Pirates and embracing criticism. He believed it was essential for innovators not to fear criticism, citing examples of famous artists and musicians who faced initial negativity. Christopher displayed the negative feedbacks to show the reality of creative work and to remind people not to take themselves too seriously. Lenny admired Christopher's ability to handle criticism and expressed the desire to adopt a similar mindset. Lenny Rachitsky on how Lenny's Newsletter came to be Christopher Lochhead expressed admiration for Lenny's branding choices, appreciating the simplicity of just being called “Lenny.” He found it endearing and highlighted that Lenny's authenticity stood out in a world where many influencers create an aura of superiority. Lenny shared that the name “Lenny's Newsletter” was a default suggestion from Substack, and he never intended it to be a long-term commitment. Similarly, he struggled to find a different name for his podcast, wanting to avoid a self-centered approach. But despite having his name in the branding, Christopher noted the content wasn't self-centered; instead, it reflected Lenny's genuine approach, unlike influencers who focus on creating envy. They both appreciated the authenticity in Lenny's approach. Lenny Rachitsky and Christopher Lochhead talk Category Creation Lenny asked Christopher about category creation, a concept Christopher has championed over competition in existing markets. Christopher explained how most people aim to compete by offering a better product or service in an existing category. However, legendary innovators don't follow this path. They create entirely new categories, defining unique problems and solutions. Christopher emphasized that a single company in a category usually captures two-thirds of the market value, making category creation a lucrative strategy. He cited Gojo Industries, creators of Purell, as an example. They didn't just invent hand sanitizer; they redefined the problem of hand cleanliness, leading to a new market category. Christopher stressed the importance of focusing on problem-solving rather than just product features, making one's brand irreplaceable in customers' minds. He contrasted this approach with typical marketing, where companies invite comparison, emphasizing the power of radical differentiation and being a category creator. To hear more about Christopher's conversation with Lenny Rachitsky on Category Creation, download and listen to this episode. If you want to learn more about Lenny Rachitsky...

Episode 31 | Current Affairs UnmaskedNote: this episode contains explicit language.The Big ThemesDEI and MLK: Christopher surveys the contemporary DEI landscape, expressing concerns about its focus on groupism rather than individual merit, citing instances of what he perceives as discrimination against certain groups. He draws a sharp contrast between the principles of DEI and the inclusive dream articulated by Martin Luther King, Jr.The Middle East: Hypocrisy within academia regarding the Middle East is highlighted, with a close look at Claudine Gay's recent appearance before Congress. The Middle East discussion serves as a microcosm reflecting broader concerns about ideological extremism, free speech, and the need for nuanced conversations.OpenAI Turmoil: Christopher expresses skepticism and concern about the decision-makers at OpenAI, characterizing them as "DEI elitists" with questionable values and ethics. Despite acknowledging the need for government regulation, oversight, and transparency in AI development, he opposes the notion of elitist individuals having undue influence. The board's embrace of effective altruism is tied to DEI.The Big Quote: "Here's the prediction: In 2024, we will see what is required now, which is there will be the emergence of courageous CEOs who say, we are suspending all DEI efforts in our company. And we're going to do a review of them. And what we're going to try to re-align around is equality for all . . ."

Agents Scott and Cam welcome Hanna screenwriter Seth Lochhead to the show to reveal the secrets behind bringing the 2011 Saoirse Ronan coming of age spy thriller to the screen. He also discusses the Hanna TV series adaptation, and more. Become a SpyHards Patron and gain access to top secret "Agents in the Field" bonus episodes, movie commentaries and more! Social media: @spyhards Purchase the latest exclusive SpyHards merch at Redbubble. View the NOC List and the Disavowed List at Letterboxd.com/spyhards Podcast artwork by Hannah Hughes. Theme music by Doug Astley.

First and foremost, we at Lochhead on Marketing would like to wish everyone from the bottom of our hearts, happy holidays. Christopher Lochhead hopes that you have an opportunity to be with the people you love this time of year, and enjoy some happiness and peace. That said, there seems to be a lot going on lately. Be it about antisemitism, diversity, equality, and inclusion, and sort of the core values that the United States will be governed by and will latch on to. So I wanted to take this time and have a talk between you and I. You may not like what I will have to say, and that is all right. The important thing is that we have a good dialogue between us, and open ourselves to thinking Different does not always mean they hate you and your type of thinking. As we head to 2024, that is my wish for the holiday season. That we have a breakthrough in real, authentic, civilized, thoughtful dialogue. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Christopher Lochhead on LGBTQ+ rights over the years Christopher shared a heartwarming story about a LinkedIn acquaintance, a marketing executive, who recently had a baby with her wife. They had a positive exchange about babies, and Christopher expressed genuine happiness for the couple. “Around here, we think babies are fucking fantastic, especially when they're born to good people who are committed to raising those children and loving knows children. What could be better than a great couple are a great group of folks who have a baby, love that baby, and do everything in their power to provide that child with a great life and enjoy that child. It's wonderful.” – Christopher Lochhead Christopher then reflected on growing up around queer individuals, recalling the challenges they faced over the years. He emphasized the progress in societal acceptance of the queer community, highlighting the positive change that allows people to openly share personal milestones without fear of judgment. That said, Christopher expressed joy for the LinkedIn acquaintance, appreciating that she can legally be herself and share her family news without hesitation, considering it a legendary step forward, especially in the United States. Christopher Lochhead on mortgage discrimination Christopher then talks about a CNN headline that revealed the systemic racism about the Navy Federal Credit Union's discriminatory mortgage approval practices. The report states that while over 75% of white applicants were approved for conventional home purchase mortgages, less than 50% of black applicants were approved under the same circumstances. Christopher condemns this as not just systemic racism but outright evil. He criticizes financial institutions like Wells Fargo for repeatedly facing charges related to racial discrimination without executives facing jail time. He emphasizes the urgent need to acknowledge and fight systemic racism for true equality and justice, citing the 14th Amendment of the US Constitution. “This is racism right in front of us. And anybody who's just anybody who cares about equality, and justice, and the pursuit of happiness for all must acknowledge that there is systemic racism against certain groups. There's no doubt about that. And we need to fight it. We really need to fight it.” – Christopher Lochhead On Systemic Racism and DEI in society Christopher expresses concern about the rise of hatred, particularly in the context of recent events, notably the conflict in the Middle East. He highlights the misunderstandings surrounding the October 7th events, emphasizing the severity of the situation and the explicit threat against Israel and the Jewish population. Christopher is dismayed by the confusion and the lack of recognition for Israel's right to defend itself. He shares a personal experience of a friend falling victim to violence and underscores the complexity of the situation,

Every entrepreneur and every person who's creative wants to have a deeply fulfilling professional and personal life. But it can be easy to get distracted and pulled off course, which is why we all need “Touchstone Moments” to remind us of what matters. Today, we talk about it with our guest, Brad Pedersen. Brad Pedersen is a lifelong entrepreneur, and the Co-founder & Chairman at Lomi. He's got a new bestseller out called Startup Santa, a toy makers tale of 10 business lessons learned from timeless toys, and it's great. What you're about to experience is a deeply personal conversation about life and startups, the toy business and Brad's learnings from creating Lomi, which is pioneering the smart home composter category. If you think real, meaningful conversations about life and business matter, you're in the right place. 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. Brad Pedersen on courage and creativity in entrepreneurship Christopher Lochhead and Brad Pedersen start off the conversation with the importance of courage and creativity in entrepreneurship. Christopher reflects on his initial doubts before launching his book, Play Bigger, emphasizing the unpredictability of how the world will respond. Brad praises his courage to put his ideas out there, highlighting the power of the Internet in connecting people. Brad defines courage as finding the balance between recklessness and carelessness, emphasizing its pivotal role in decision-making. He values the courage to embrace the unknown, pursue ideas despite criticism, and create value in the world. Their exchange showcases the transformative impact of courage and the Internet in scaling ideas and fostering meaningful connections. On Mentoring and throwing a rope to those who need it The conversation then shifts into the importance of experienced entrepreneurs helping newcomers. Christopher emphasizes the value of giving back and supporting others in their entrepreneurial journey, drawing from his own mentors like David Ogilvy. They discuss the accessibility of mentors in the digital age, debunking the misconception that mentors are unapproachable. Brad shares his perspective on mentorship, emphasizing the significance of personal growth and the importance of mentors who focus on becoming better individuals. They challenge the pursuit of materialistic achievements, advocating for meaningful connections and personal development. Brad also suggests evaluating mentors based on their character and the positive impact they've made, highlighting the enduring value of genuine connections and intrinsic fulfillment. Brad Pedersen on prioritizing growth over material gains Continuing on the topic of mentorship, they discuss the evolving nature of mentorship and personal growth in the digital age. Christopher reflects on the accessibility of mentors in the digital world, contrasting it with the past when connecting with influential figures was challenging. He criticizes the influence of "hustle porn stars" who promote materialism and envy. Lochhead emphasizes the genuine connection and humility he values in mentors. Brad agrees with the assessment, focusing on personal growth and the pursuit of intrinsic value over material possessions. He highlights the importance of mentors who exhibit excellence and virtue. Christopher then shares a humorous anecdote about a wealthy individual's arrogance, emphasizing the significance of genuine connections over material displays. To hear more from Brad Pedersen and how to realize your touchstone moments in your life, download and listen to this episode. Bio Brad Pedersen: Co-founder and Chairman of Lomi. Brad Pedersen is an award-winning entrepreneur, angel investor, thought leader, and sought-after business coach. In 2008, he founded and scaled one of Canada's top toy companies,

In this Marketing Over Coffee: Christopher talks about the 22 Laws of Category Design and more! Direct Link to File Warning: Explicit language Previous interview on Category Design (includes that time Lochhead destroyed our marketing department) Mike Damphousse on Category Design A tip of the hat to the 22 Laws of Branding Category Pirates – […] The post Catching up with Christopher Lochhead appeared first on Marketing Over Coffee Marketing Podcast.

This week, we're presenting to you Christopher Lochhead's appearance on Lenny's Podcast, hosted by Lenny Rachitsky. Lenny Rachitsky runs the #1 Business Substack newsletter, Lenny's Newsletter. It is legendary especially for people in tech marketing, product marketing, and startups. It's so legendary that even Christopher pays for it. And now, he's in it. This is one of the more in-depth discussions Christopher has had with a very smart person about category design in a while. So settle in for a good listen and great lesson about category design. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. On taking the Good with the Bad Lenny starts off the conversation by showing appreciation to Christopher's extensive work, and jokingly adds that it was challenging to prepare for their conversation due to his numerous podcasts, books, and other content. That said, Lenny noticed Christopher's website displayed negative reviews prominently. When asked about it, Christopher explained his approach with humor, calling his team Category Pirates and embracing criticism. He believed it was essential for innovators not to fear criticism, citing examples of famous artists and musicians who faced initial negativity. Christopher displayed negative feedback to show the reality of creative work and to remind people not to take themselves too seriously. Lenny admired Christopher's ability to handle criticism and expressed the desire to adopt a similar mindset. Lenny Rachitsky on how Lenny's Newsletter came to be Christopher Lochhead expressed admiration for Lenny's branding choices, appreciating the simplicity of just being called "Lenny." He found it endearing and highlighted that Lenny's authenticity stood out in a world where many influencers create an aura of superiority. Lenny shared that the name "Lenny's Newsletter" was a default suggestion from Substack, and he never intended it to be a long-term commitment. Similarly, he struggled to find a different name for his podcast, wanting to avoid a self-centered approach. But despite having his name in the branding, Christopher noted the content wasn't self-centered; instead, it reflected Lenny's genuine approach, unlike influencers who focus on creating envy. They both appreciated the authenticity in Lenny's approach. Lenny Rachitsky and Christopher Lochhead talk Category Creation Lenny asked Christopher about category creation, a concept Christopher has championed over competition in existing markets. Christopher explained how most people aim to compete by offering a better product or service in an existing category. However, legendary innovators don't follow this path. They create entirely new categories, defining unique problems and solutions. Christopher emphasized that a single company in a category usually captures two-thirds of the market value, making category creation a lucrative strategy. He cited Gojo Industries, creators of Purell, as an example. They didn't just invent hand sanitizer; they redefined the problem of hand cleanliness, leading to a new market category. Christopher stressed the importance of focusing on problem-solving rather than just product features, making one's brand irreplaceable in customers' minds. He contrasted this approach with typical marketing, where companies invite comparison, emphasizing the power of radical differentiation and being a category creator. To hear more about Christopher's conversation with Lenny Rachitsky on Category Creation, download and listen to this episode. If you want to learn more about Lenny Rachitsky, check out his Newsletter and Podcast at LennyRachitsky.com. 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

If you have been following Silicon Valley and tech news, you might be wondering what the future of tech startups in general are and what trends venture capitalists are following nowadays. Our guest, Paul Martino, might be able to answer those questions for you. Paul Martino is the founder of eight companies including Tribe; one of the world's first social networks, and aggregate knowledge a big data advertising company. Paul holds over a dozen patents on core social networking concepts, content targeting and recommendation systems. This is a fun, fascinating and deeply insightful conversation with one of our favorite thinkers in the tech startup world. 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. Paul Martino on Venture Capital, Fundraising, and Market Sentiment The conversation begins with Paul Martino and Christopher Lochhead talking about the challenging environment for venture capitalists. Paul Martino acknowledges the tough 18 months, highlighting a temporary upswing but anticipating further challenges. Christopher shares mixed signals from CEOs, noting a tough market despite some positive indicators. Paul observes a significant change in fundraising capital availability in Q2, attributing it to increased confidence with NASDAQ's rise. As Christopher mentions entrepreneurs preferring angel investors over traditional VCs due to difficulties and lowered valuations, Paul disapproves of VC complacency during tough times and assures entrepreneurs that committed VCs like him are open for business, emphasizing their entrepreneurial mindset. He also understands the logic behind entrepreneurs relying on existing investors during market uncertainty. Paul Martino on the impact of market downturn on early- and late-stage companies They then continue to discuss the challenges faced by late-stage companies dealing with overvalued situations. Paul emphasizes the distinction between a down round and a recap, suggesting that a down round, while not ideal, is manageable. He also stresses the importance of CEOs accepting a realistic valuation to issue new options and retain employees, criticizing those who let ego hinder practical decisions. Christopher raises concerns about companies with significantly reduced growth rates, questioning their true value. Paul gives a hypothetical example of a $10 billion company dropping to $3 billion, highlighting the need for companies to adapt and not shy away from necessary adjustments to move forward. Paul Martino on San Francisco's decline and potential for recovery The conversation shifts to the topic of the decline of vibrant cities like San Francisco and Portland. Paul observes the eerie emptiness in once-bustling areas, expressing concern for the loss of the lively environment. Lochhead shares similar sentiments, reminiscing about the exciting times they experienced during previous boom periods. They discuss the root causes of these issues, focusing on policy changes like Prop 47 and Prop 57 in California that decriminalized theft under $1,000, leading to increased crime rates. Paul believes it will take a new generation of pragmatic leaders to address institutional problems and revive cities, estimating a 20-year timeframe for San Francisco's recovery. The conversation highlights their shared disappointment in witnessing the decline of the cities they once knew. To hear more from Paul Martino and the future of tech startups, download and listen to this episode. Bio Paul Martino is a Managing General Partner at Bullpen Capital. Paul is the founder of eight companies including Ahpah Software (a computer security firm acquired by InterTrust; Tribe (one of the world's first social networks), and Aggregate Knowledge (a big data advertising attribution company acquired in 2014 by Neustar). Paul's early online gaming innovations in multi-play...

Christopher Lochhead is a dyslexic paperboy from Montreal, Canada, who failed out of school at 18, started a company, and went on to become a legendary 3-time Chief Marketing Officer in Silicon Valley. After selling his last company for $4.5 billion, Christopher “retired” to his home in Santa Cruz to pursue passions like surfing, martial arts, and spending time with his wife and their pet chickens. He continues to share his expertise in marketing and category creation through his “Lochhead on Marketing” podcast, and his chart-topping “Follow Your Different” podcast brings insightful guests and authentic dialogue to his audience. Christopher is an unapologetic promoter of start-ups, legendary marketing, category design, and life design. For the complete show notes and access to all episodes, visit ChangingLivesPodcast.com

Episode 30 | Embracing the Future TodayNote: this episode contains explicit language.The Big ThemesDigital transformation reshapes industries: McDonald's has seen a significant shift in its sales, with 40% of its revenue coming from apps, delivery, or kiosk orders. This reflects the growing preference for digital ordering and the decline of in-person dining, prompting changes in restaurant layouts and services.AI's impact on creativity and innovation: AI is influencing various aspects of creativity, including the generation of creative content like movie scripts and even the creation of consumer products like Coca-Cola flavors. Christopher had a ChatGPT song in the style of Tom Waits and thought it did a great job.Technological advancements come in unexpected ways: There's a ripple effect with scientific research and exploration. Breakthroughs in one area can lead to advancements in various other fields. Researchers developed new technology, such as AI and deep-sea exploration equipment, as a result of their search for interstellar objects.The Big Quote: "If you look back in history, America's striving for the moon and space travel . . .[what] doesn't get talked about are all of the sub-breakthroughs that it led to, many of which form the basis of our industry: miniaturization, communication. All these things lead us to the internet and ultimately impact how we think about computing and a lot of other things."

Marketers have been overwhelmed with lessons from the success of the Barbie movie's marketing strategy. But those lessons only go so far if you don't have a 150-million-dollar budget to spend. This week, Rob, Angela, and Elena explore why Barbie's marketing was so successful and how other marketers could replicate the principles of Barbie's strategy with smaller budgets. They're discussing category design, lightning strikes, and the importance of making bold strategic moves to stand out from competitors. Topics covered: [02:00] How Barbie's marketing drove its success[05:00] Why producing Barbie required bravery from Mattel[08:30] Reframing marketing as an investment rather than an expense[11:30] Defining category design and lightning strikes[13:30] The difference between lightning strikes and guerilla marketing[16:30] How big moves break through competitive noise[18:00] Balancing long-term brand-building with lightning strikesTo learn more, visit marketingarchitects.com/podcast.Resources: 2023 Lochhead on Marketing Podcast: https://podcasts.apple.com/us/podcast/what-barbie-can-teach-tech-ceos-about-marketing/id1475593214?i=10006246358082022 Category Pirates Article: https://www.categorypirates.com/post/how-to-execute-a-lighting-strike-marketing-strategy-to-drive-sales2023 Variety Article: https://variety.com/2023/film/box-office/barbie-marketing-campaign-explained-warner-bros-1235677922/Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

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, we have a powerful dialogue with our guest, Josh Greene about what it really takes to build your reputation online and do legendary marketing in the digital world. Josh Greene is the CEO of The Mather Group. In a world of digital marketing BS, sophomores hacks and self-congratulatory vanity metrics, Josh is the real deal. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Josh Greene on Marketing and Reputation Management The episode starts off with a discussion about marketing trends and reputation management with Josh Greene. They touch upon the impact of AI on marketing strategies and delve into reputation management techniques. Christopher highlights how individuals with negative reputations try to bury their past misdeeds in online search results. Josh explains that reputation management involves manipulating search engine rankings to push down negative content and make it less visible, while at the same time providing more positive information about you or your company. They also touch on the evolving landscape of SEO (Search Engine Optimization), with Josh emphasizing that SEO is not dead but constantly changing. He notes that traditional SEO tactics, such as keyword optimization, have evolved due to changes in Google's algorithms and the increasing importance of AI-driven queries. Josh Greene on what is the Internet thinking about you They also discuss the topic of the evolving landscape of SEO and the impact of AI, particularly in large language models like ChatGPT and Bard. As mentioned earlier, Josh highlights how SEO has evolved beyond optimizing for Google to also include considerations for AI-driven queries. He then emphasizes the importance of managing one's online reputation in this context. On the topic of AI, Christopher shares his experience with ChatGPT, mentioning how it produced relevant results related to category design, which led him to ponder the connection between AI training data, the internet's content, and these AI models' abilities to provide meaningful information. He also mentions that experts in various fields, including category design, are actively teaching AI models to enhance their understanding and capabilities. Josh Green on how to stand out from the crowd They then discuss how to stand out in the digital landscape, particularly in the context of AI and SEO. Josh explains that AI models like those used by Google rely on credible sources, with Wikipedia and Google's patent tool being primary sources. He emphasizes that credibility, links, and signals play a significant role in determining the relevance of content for AI models. Much like in SEO, authoritative content with strong signals will have a more substantial impact. Christopher adds that AI is evolving similarly to SEO and mentions that some individuals are already trying to exploit AI for personal gain by selling courses on how to manipulate AI models. He highlights the importance of providing valuable content to help people rather than merely trying to stay ahead of trends or exploit emerging technologies. They both agree that the key to success in the digital age, whether in AI or SEO, is delivering valuable content and expertise to genuinely assist others rather than chasing quick fixes or trends promoted by self-proclaimed gurus. They also note that having a real impact requires substance and credibility, not just buzzwords. To hear more from Josh Greene and on how you can build your online reputation, download and listen to this episode. Bio Josh Greene Links Connect with Josh Greene! The Mather Group | LinkedIn 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´S EPISODE IS BROUGHT TO YOU BY THE FLOW RESEARCH COLLECTIVE   Are you an entrepreneur, a leader, or a knowledge worker, who wants to harness the power of flow so you can get more done in less time with greater ease and accomplish your boldest professional goals faster? If you´ve answered this question with “hell yes” then our peak-performance training Zero to Dangerous may be a good fit for you. If this sounds interesting to you all you need to do is click the link below right now, pop in your application and one of our team members will be in touch with you very soon.   https://www.flowresearchcollective.com/zero-to-dangerous/overview   ABOUT THE GUEST: Steven Kotler, a distinguished journalist and New York Times bestselling author, joins the dynamic Christopher Lochhead, a marketing coach and CEO. Kotler is the Executive Director of the prestigious Flow Research Collective, while Lochhead is a co-founding partner of Play Bigger Advisors, a category designer, and a keynote speaker. Both are passionate about their pursuits, with Kotler being a ski and surf enthusiast and Lochhead being a ski and surf bum.   In this episode, Steven Kotler discusses the two ways to neuroprotect the brain against decline, as well as how we can retain 70% of our fitness even later in life. He also emphasizes that peak performance training is based on neurobiology, not on personality.   ABOUT THE EPISODE:  In this episode, you will learn about: 00:00 Intro 06:04 Punk Rock Approach to Aging 19:50 Reject the Premise of Decline in Aging 43:45 The Willingness to Humble One's Self 53:35 Exploring The Possibility of Human Potential   RESOURCES LinkedIn: https://www.linkedin.com/in/christopherlochhead/  Podcast: https://lochhead.com/podcasts/  Instagram: https://www.instagram.com/lochhead/?hl=en  Twitter: https://twitter.com/lochhead?lang=en    Flow Research Collective's Social Links: LinkedIn: https://www.linkedin.com/company/flowresearchcollective Facebook: https://www.facebook.com/flowresearchcollective Instagram: https://www.instagram.com/flowresearchcollective TikTok: https://www.tiktok.com/@achieveflow YouTube: https://www.youtube.com/user/RiseofSuperman Twitter: https://twitter.com/thefrc_official Website: https://www.flowresearchcollective.com/ Apple podcast: https://podcasts.apple.com/us/podcast/flow-research-collective-radio/id1520229508 Spotify podcast: https://open.spotify.com/show/6RQY0d5rdlEiinHEtfWy6A   Steven Kotler, the founder and executive director of the Flow Research Collective, is one of the world's leading experts on human peak performance. He is an award-winning journalist and an author with over ten bestselling books.   Some of his works include: The Art of Impossible, The Future is Faster Than You Think, The Rise of Superman, Stealing Fire, and so much more! Look out for his latest upcoming book, Gnar Country: Growing Old, Staying Rad, where he debunks the old myths about aging and how you can boost your longevity through flow!

On this episode of Lochhead on Marketing, let's take a look on what the movie Barbie did to reach such an overwhelming success, and what Tech CEOs can learn about their approach to marketing. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Barbie's Approach to Marketing Christopher Lochhead opens up the dialogue with pointing out the things that the Barbie producers did that made it a blockbuster win, particularly with what they did on the marketing side. According to Christopher, Barbie pulled off the greatest “lightning strike” framework of any brand in 2023. One of the notable things that stood out was that Barbie spent $145M on producing the film, while spending almost $150M on marketing. Let that sink in: $145M to make it, $150M to build it up. Most companies would consider it outrageous to do such a thing, opting to focus their resources on building the product and spending what's left on marketing, if any. And this is why most of those companies fail to make a mark and carve out a market early on in their product's lifecycle. How about Barbie? Well, it spent a combined $295M, but that marketing approach resulted in $1B in sales. $145M to make it, $150M to build. $1B in revenue. Barbie's Missed Opportunity That said, Christopher did point out a few missed avenues that Barbie could've made to take advantage of their marketing strategy. For one thing, they left the digital space widely untapped, spawning newsletters and enticing new generations of girls to getting into collecting Barbies and other related merchandise. Another thing they could've done is get older fans together and start building out a community in the digital sphere and talk all things Barbie. Not only does it heavily hit people in their nostalgia, but it can also help expose those older generation's children into Barbie, and then you are back to point no. 1. The Recession that Never Came One of the things that Christopher also noticed with Barbie's approach is that people are still bracing for a recession that seemingly never came, or at least was not as full-blown as we were expecting it to be. While everyone else was still timidly testing the waters, Barbie decided it would make a big splash instead. So for Tech CEOs out there, it may not be the time to be holding down the fort. Rather, it should be a good time to try and hurl some lightning strikes in the market and see if you strike gold. To hear more about Christopher Lochhead's views on Barbie's success and how it can teach tech CEOS about marketing, download and listen to this episode. Bio Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger. He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur. Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist. In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion. He also co-founded the marketing consulting firm LOCHHEAD; the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive. 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

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

On this episode, we welcome Mike Bruno, Senior Category Designer at Play Bigger. Today, we dig into what it takes to make Category Design your career, and how incredible it is working with some of the most advanced technology companies in the world on category design. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.   Mike Bruno and his first year as a Category Designer Mike, who has been a category designer for about a year and a half, started his career working in agencies and social advertising. Transitioning into category design was a return to a beginner mindset for him, which he found interesting. In his previous role, he helped people solve problems and develop strategies based on business objectives and existing products. This experience translated well to category design, where the front door is identifying the problem that the category solves uniquely. Mike also mentioned that category design involves many new concepts and a broader aperture, as it requires structuring not only the client's business but also influencing the entire market. While it was a humbling experience trying to figure it all out, he also had a sense of familiarity, knowing how to approach problems and strategize effectively. Overall, his first year as a category designer was challenging and exciting, with a mix of the familiar and the new, which kept him engaged and interested in the field.   The way people think about Category Design Christopher and Mike discuss the challenges of transitioning from traditional marketing to category design. They emphasize that category design involves creating new markets rather than catching existing demand. Mike points out that realizing someone invented categories was a facepalm moment for him, but it made him realize the importance of solving unsolved problems. Christopher and Mike also talked about the power of not doing anything, meaning finding a category that has already been solved, and how this is often underestimated in the business world. They use Apple's example of launching a new category called "spatial computing" instead of just a new product like most marketers do. They compare it to Magic Leap, which failed to create a category despite having inspiring visions. Mike believes Apple succeeded because they could bridge the gap between their vision and the technology needed to achieve it.   Mike Bruno on the Difference between Category Design and Product Design Christopher and Mike discuss the difference between launching a product and category designing a market category. They use the example of Magic Leap, which had a product but failed to category design the spatial computing market. Christopher explains that category design involves framing, naming, and claiming a new problem, creating an ecosystem of partners to solve that problem, and evangelizing the solution. Mike shares his surprise about the comprehensive nature of category design, realizing that it's not just about coming up with a new term but involves a rigorous process to make the category successful. They also mention Apple's success in category designing the spatial computing market, positioning themselves for significant market cap growth while other players who only launched products may miss out on the opportunity. To hear more from Mike Bruno and his experiences as a Category Designer, download and listen to this episode.   Bio Mike Bruno Mike is a Senior Category Designer with a background in psychology and communications strategy. He finds hidden problems and unspoken truths, and connects those with companies, brands and products to drive businesses and, importantly, the people they serve. Mike's style of Category Design is simple, straightforward and playful. His work is equally influenced by the behavioral sciences, business theory and imagination. Carl Jung on one shoulder, and Dav Pilkey on the other.

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...

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 some companies ship products, but very few companies category design markets. They explain this through the lens of Apple's new Vision Pro spatial computing headset in talk about why Apple's approach is different. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Apple has always been Category First, Product Second Katrina Kirsch starts off the conversation with how a lot of companies tend to put out products, and not focus on creating a category for them first. Apple seems to be the biggest contrary to this statement, as it has always been a category-driven company rather than product driven. Eddie Yoon agrees with this, and adds that Apple has never been one to create a product first, or a first-mover. Even going as far as the first Mac, there have been personal computers before it, but Apple sold people to a whole new experience by creating a category around personal computers and having an interface that's both intuitive and easy to get into. Copying vs Innovating Following up to this, there are those who say that Apple is just copying ideas from its competitors and adding their own quirk to it. But if you look at this deeper, Apple is just really good at finding different uses for existing products in the market, something that those who made it first didn't even consider as a function. Take for example what Apple is doing to the Vision Pro right now, which was discussed by Christopher in the previous Lochhead on Marketing episode (LOM 178). The main difference with how Google and other virtual headset devices marketed themselves versus the clear-cut presentation and demonstration by Apple is just miles apart. It doesn't just look like a proof of concept that people can experiment on: Apple clearly tells you, “This is what you can do with it, and what other things you can add on later.” Apple is attacking the "tyranny of the screen” Christopher then explains that a lot of people misunderstood Apple's point of attack in launching the Vision Pro. As product-centric companies and businesses, they think Apple is attacking other products like the Oculus and other VR headsets. When in reality, Apple is aiming for something else. As Eddie Yoon puts it, Apple is attacking the tyranny of the screen. The concept that we have to get bigger screens when we want better entertainment value, or that we have to be tied down to a certain place when doing work because your display cannot move with you. The other misconception is that people say Apple did not invent spatial computing. That it has been there this whole time in other products. And that's true. But they are one of the first to adopt it to a question that only spatial computing can solve, and not just push out a product to see what people will do to it. This gives Apple app developers a range that they can work with; a clear scope and limitation so they don't overshoot their promises, but at the same time push the boundaries of what can be done with it. To hear more about these Pirates Perspectives, download and listen to this episode. And if you like to hear more Pirates Perspectives, you can find it and other buried treasures when you subscribe to our Category Pirates newsletter. 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 We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him,

Apple announced some powerful new stuff at their Worldwide Developer Conference. And, as usual, many people in the business press, Twitter, and in Silicon Valley didn't see what happened in plain sight. So here we are again, explaining why this new category is different from the other virtual and reality augmentation devices out there, and why it is important. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Don't just launch products, launch categories Let me put it to you this way. Google launches products, aka Google Glass. Facebook, launches products, aka Oculus. Meanwhile, Apple does Category Design. It's fascinating to us that category design hides in plain sight. Because what most people got wrong is they think that Apple introduced a product called Vision Pro. And yes, of course, they did that. But they did not make the same mistake that Google and Facebook made, which is they just launch products; Apple designs categories. And they tell you that's exactly what they're doing. Press Release for Apple Vision Pro Here's the headline: introducing Apple Vision Pro, Apple's first spatial computer. And what you have is the new product and brand Apple vision Pro. And they tell you what it is. It's a spatial computer. It's not a VR/AR headset. It's not some kind of other variety – It's a spatial computer. And if you go on to read the press release, what you'll discover is that Tim Cook's quote sums the whole thing up. “Today marks the beginning of a new era for computing,” said Tim Cook, Apple's CEO. Just as the Mac introduced us to personal computing, and iPhone introduced us to mobile computing, Apple Vision Pro introduces us to spatial computing. And that, my friends, is the difference between marketing a category and just a product. Creating a new computing platform And this is what most people miss. And the reason they did it at their worldwide developer conference, is because they want the vision pro spatial computer to become a new compute platform. Just like the iPhone became a new compute platform, the personal computer became a new compute platform. That's what they're doing here. The iPad, etc. became a new platform, a new category of technology, not just a product that they gave to people. Launching a product without a category is like a loose cannon When Google launched Google Glass, they launched a product, they never articulated a problem that that product solved. They never evangelized a different future with that product. What they did was show a bunch of features. And because they didn't provide the strategic context for understanding of what the product was, aka category, they left it up to customers and the media to decide. Google Glass Demo Well, what happened? If you don't control your own category narrative, somebody else will. And so what emerged about Google Glass? Well, number one, because they did the launch in Silicon Valley, the people who used it immediately got the nickname of “glass-holes”, because it was rich assholes using Google Glass and beta and early release driving around in their Tesla's and the like, that sort of drew the ire of much of the world. To hear more on what Apple did right with the launch of their new category, download and listen to this episode. Bio Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger. He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur. Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist. In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006,

On this episode, we are presenting some Pirates Perspective from our newsletter, Category Pirates. Eddie Yoon and Christopher Lochhead of Category Pirates answer questions about how important it is to create a category name that resonates with people—and that is similar enough to everyday language. Languaging takes thinking, but it's worth getting right. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The importance of a Category Name entering the mainstream The first topic comes from a question about the importance of having a category name, and how important it is to be relevant enough to be used in everyday speech and lingo. Eddie points out that it is every important and a great deal to have one's category name be something recognized by the public, particularly the target consumers, while striking a balance of being unique and different from the rest. An example he gives is Starbucks, which is in the “Dessert Coffee” business. While they might not outright say that they are in such as business, how they portray their products is perceived by consumers as such. And they capture that particular market by Languaging, creating something new like the Frappuccino. Having your Category Name make a mark in people's minds Continuing along that line of thought, Eddie Yoon emphasizes that it is not only important to create something new, but it is also important that people find it relevant and want to engage with your product or service. Going to the example of Starbucks again, people have had coffee before, but they have not had dessert coffee. And say what you will, Frappuccino is essential a liquid sugar bomb in a cup, which a lot of people find more interesting than your regular latte or cappuccino. And where can you buy this Frappuccino? That's right, Starbucks. Nowadays, there are numerous coffee shops that use the term, but whenever one thinks of Frappuccino, Starbucks is one of the first things that come to mind. And that is how you make a mark in people's minds. Combining Ideas to make a new innovative Category Idea Christopher Lochhead then brings up the topic of combining two or three ideas to make a new Category Idea. Sometimes, those ideas can even clash with each other individual, but makes sense when you combine them. An example of this was Sun Microsystems, which went all-in for networking earlier than everyone else. While people are still using their computers as standalone units in business, Sun Microsystems have been selling servers and advocated for business to build a network for their office PCs. They even have their own networking software called Solaris. So while the business people in the 90's finally had their delayed A-ha! moment, Sun Microsystems have already carved up a sizable chunk of the market for themselves. To hear more about these Pirates Perspectives, download and listen to this episode. And if you like to hear more Pirates Perspectives, you can find it and other buried treasures when you subscribe to our Category Pirates newsletter. 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 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!