Lochhead on Marketing

This episode is based on the  Category Pirates   Newsletter .  Welcome to a two-part series of Lochhead on Marketing, where we talk about Native Digitals and the profound changes they are bringing to the way we live, work, and play. If you haven’t heard the first episode, why not check it out so you’ll have an idea of what’s going on with Native Digitals. To recap, there are about 140 million Nati...

This episode is based on the  Category Pirates ?‍☠️ Newsletter .  Welcome to a two-part series of Lochhead on Marketing , where we talk about Native Digitals and the profound changes they are bringing to the way we live, work, and play. In this episode, let’s talk about how these younger folks, 140 Million of them in the United States, are the new category of human. These native digitals are the f...

Welcome to a special two-part series of Lochhead on Marketing , where I answer two of the most important questions in my life and career. If you haven’t listened to Part 1 yet, give it a listen here: 2 Legendary Questions (Part 1) . Go on, we’ll wait. Now that you’re all set, here’s part two. Let’s go! The Legendary Question at the End of a Conversation If you are an avid listener of Follow Your D...

Welcome to a special two-part series of Lochhead on Marketing , where I answer two of the most important questions in my life and career. Are you curious as to what those questions are? Stay tuned to find out. My Favorite Question to Ask You need a bit of back story for the first question. In 2006, I was the head of marketing for a software company called Mercury Interactive. By June of that year,...

Welcome to this very special episode of Lochhead on Marketing , on what is the week of Play Bigger , my first book’s fifth anniversary of publication. Recently on Follow Your Different, we had on Captain Paul Watson , who is the co-founder of Greenpeace and the founder of Sea Shepherd. Sufficed to say, Captain Paul is vey mission driven. Some would call him a saint, while others call him an eco-te...

These days, we hear a non-stop barrage of career advice. Some of them is good, but a lot of them are not. In this episode of Lochhead on Marketing , let’s talk about what might be the only career advice that matters. Relationships, Marriages, and Divorce By now, you may have heard of Bill and Melinda Gates are getting a divorce, and that Jeff Bezos and McKenzie Scott got divorced a couple of years...

Welcome to a special episode of Lochhead of Marketing . What you’re about to hear are the thoughts of one of the smartest people in Silicon Valley on Category Design. He is the entrepreneur turned venture capitalist Mike Maples, Jr. Mike Maples, Jr. Is the co-founder of Floodgate Capital. Floodgate has led early-stage investments in companies like Twitter, Lyft, and much more. Recently, I had the...

With Category Design or Category Creation strategy, we often talk about the distinction between capturing existing demand, and creating new demand. In this episode of Lochhead on Marketing , let’s talk about an in-between strategy that category designers use as a powerful tool in creating demand. That is to dam existing demand and redirect it in their own way, like the way a dam redirects water. D...

In this episode of Lochhead on Marketing , let’s talk about how to stand out. In many ways, if you want to do legendary marketing, you need to do what the opposite of what most people do. Doing the Opposite As part of the mega category people refer to as Creators, there was something that we’ve noticed: People spend a lot of time telling other people how awesome they are. When you start looking at...

In this episode of Lochhead on Marketing, let us talk about some advice for 30 year old marketers. I have been asked this question a bunch of times, so I just put together my response as a LinkedIn post. A lot of people though it was a great list, so I thought I’d share it with you. Making the List As said earlier, this list was originally a LinkedIn post , and it’s a list of practical advice for...

Welcome to the second of a special two-part series here on Lochhead on Marketing called, “Did the Roaring 2020s Just Start?” In this episode, we talk about the Economy. We believe there is a chance we could be heading into a time of unprecedented economic growth. For a year now, a Categorynado of newness has been gaining momentum. There has never been a higher receptivity to new “stuff”. Now of co...

Welcome to a special two-part series on Lochhead on Marketing called, “Did the Roaring 2020s Just Start?” In this episode, we talk about the Bannister Breakthroughs, and how its influence can be seen everywhere today. We believe there is a chance we could be heading into a time of unprecedented economic growth. We’ll get to the specifics of it in part 2, but for this episode, let’s talk about...

In this episode, Christopher Lochhead talks about value, and how it is 100% dependent on people’s perception. That is to say, nothing has any intrinsic value until someone believes it has value. You can also learn about one of the greatest stories about how an entrepreneur and category designer created value, that is to say, the perception of value for a product that left a lot of people scratchin...

In this episode, Christopher Lochhead talks about language. Specifically, a concept that most entrepreneurs and marketers don’t know much about: Languaging .   Languaging and Creating Context Languaging is the strategic use of words and language to change and create the future. As any category designer worth their salt should know, how you frame a category could make or break them. Having a...

In the last episode , Christopher popped the hood on digital products, more specifically about NFTs or Non-Fungible Tokens. As you may know, a 10-second GIF recently just sold for $6.6M. This was due to NFTs. Now, there are other companies and celebrities jumping in on it. Jack Dorsey, the founder of Twitter, is now auctioning off the first tweet for $2.5M , as of this taping. Rock band Kings of L...

In October 2020, a 10-second video clip sold for $67,000. Just recently, that same 10-second video sold for $6.6 Million . This selling of a piece of digital art changed the future… and most people didn’t even notice. This new category design could have profound implications in the art world of art –  and soon, everywhere else! So in this episode, Christopher Lochhead talks about digital-exclusive...

This episode talks about the Category Design Scorecard and how you can use it to spot a Category Designer. It also breaks down how you can evaluate a company’s ability to create a new category or redesign an existing one. Christopher and his Category co-pirates, Eddie Yoon and Nicholas Cole, just unveiled this new Category Design Scorecard . It is based on a tremendous amount of primary rese...

Stories are incredibly powerful. It is legendary. People fall in love based on the stories they tell themselves about each other. People go to war and start countries over stories. Furthermore, when stories are used to design a category and a brand, it creates massive enduring value. In this episode of Lochhead on Marketing, we talk to the guru of the business of story himself, Park Howell , to ed...

On this episode, let’s talk about producing legendary results in the context of CMO tenure. According to the Wall Street Journal, based on research from Spencer Stewart, the median tenure of a CMO was only 27 and a half months in 2019, which was down from 31 months in 2017. This is in stark contrast to the CEO’s average tenure of 88.4 months or about seven and a half years. CFOs have r...

In this episode, let’s talk about one of the dumbest social media marketing lies out there: you have to be everywhere on every platform and you need to put out a hundred pieces of content today. This is terrible advice and it will exhaust you and your marketing team and will piss off your prospects and customers. Ultimately, it will not help you become a category queen and king. Bio: Christo...

Today, let’s talk a little more about your career. My brother from another mother and  co-creator of our new newsletter category pirates, Nicholas Cole has an interesting insight: “you are what you subscribe to.” Christopher thinks he’s right. So in this episode, find out what media Christopher consumes that he finds life-changing. “The content we subscribed to, the content we consume, it affects...

Advertising is a powerful thing in the world of business. Whether you have a start-up or a successful company, you still need an effective advertisement to propel your brand forward. Silicon Valley’s secret advertising weapon, Rick Bennett , is here with us today to give pieces of advice about advertising and marketing. Also, he talks about how being wise and having good decisions help us as...

In 2019, CNBC reported that 27% of Americans “would have to borrow or sell something to pay for a $400 emergency. Further, Nation.com reports in 2018, 4% of American adults reported not having enough food and by July of 2020, that figure had exploded to 11% and they say it will probably continue to increase as the pandemic worsens. Most recently, Pew Research finds that one in four American adults...

Many people reached out to Christopher and asked for more episodes on category design. In future episodes, he will dig into a specific category and/or brands, and analyze what’s going on and how that can be illustrative for the rest of us. So for this episode, Christopher talks about a buzzy application in the social media world called Clubhouse. Today, let’s examine the question: is c...

In this episode, let’s talk about sales training slash sales enablement. Companies make a very big mistake on sales training. Christopher shares his thoughts about that mistake and how not to do that. 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 t...