162 episodes

Every week Lochhead on Marketing ™ examines the mindset & strategies required to win.



This podcast is for executives and entrepreneurs who value counterintuitive marketing approaches coupled with category design and category creation strategies.



Host Christopher Lochhead is a former three-time Silicon Valley public company CMO, host of “100 Outstanding” podcast “Follow Your Different”, Amazon #1 bestselling author of “Niche Down” and “Play Bigger”. The Marketing Journal calls him “one of the best minds in marketing”, NBA Legend Bill Walton calls him a “quasar” and The Economist calls him “off-putting to some”.

Lochhead on Marketing Christopher Lochhead

    • Business
    • 5.0 • 3 Ratings

Every week Lochhead on Marketing ™ examines the mindset & strategies required to win.



This podcast is for executives and entrepreneurs who value counterintuitive marketing approaches coupled with category design and category creation strategies.



Host Christopher Lochhead is a former three-time Silicon Valley public company CMO, host of “100 Outstanding” podcast “Follow Your Different”, Amazon #1 bestselling author of “Niche Down” and “Play Bigger”. The Marketing Journal calls him “one of the best minds in marketing”, NBA Legend Bill Walton calls him a “quasar” and The Economist calls him “off-putting to some”.

    The Content Pyramid: 5 Levels of Becoming a Legendary Writer, Creator, & Thought Leader

    The Content Pyramid: 5 Levels of Becoming a Legendary Writer, Creator, & Thought Leader

    Welcome to a special episode of Lochhead on Marketing, where we dive further into our new book called Snow Leopard. On this episode, we discuss the Content Pyramid, and how one can become a legendary creator, writer, and thought leader.



    But before all that, we’d like to say thank you very much to all who took the time to read our new book and share it around. It's also caused a tremendous amount of conversation in the entrepreneur, marketing, and writer/creator world. Because today, more than ever, being able to change the world with words, matters.



    Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.

    The Problem

    Everybody wants to be a thought leader. They want to be seen as forward thinking, they want to be celebrated as the Guru, the expert, the All Knowing one in their industry, they want to be the keynote speaker, the bestselling author, the person listed in the next 10, marketers to watch in 2002 by Forbes, most of which are paid placements. Because now that the world has gotten exposed to the power of digital attention, and everyone believes the most valuable thing you could possibly have is an audience.



    Well, everybody wants one for themselves. Unfortunately, as we wrote about in our mini book, The Me Disease, the vast majority of people who want to be a thought leader, or bestselling author in today's digital gamified world, don't have any leading thoughts. That is to say, they're not actually contributing new differentiated ideas. What they want is to be seen as a thought leader, to collect badges of approval, and amass followers, and social metrics that send the signal that lots of other people say they are important, without having to say anything unique or meaningful, or different. More importantly, they want the audience without having to take the time to think deeply about who they are creating for and why they want the outcome without the process.

    Content-Free Content

    Since this has become such a desirable goal, there are now strategies for shortcutting your way to instant status gratification. The key is to cater to the lowest common denominator. The way the business world has been educated on how to become an overnight thought leader is to create content that doesn't threaten, doesn't challenge, and doesn't require the audience to think, as loud and as often as possible. This strategy caters to lazy button smashing consumers.



    We call this Content-free Content. It gets likes and views, and it lands you some followers. But after you the consumer, eat it, you sort of feel like a box full of Oreos. Zero nutritional value full of empty calories, and left feeling stupid.

    The Content Pyramid

    Ask yourself: do you want acceptance, or do you want to make a difference? If you want to be a legendary writer, creator, entrepreneur, executive or industry thought leader, you need to be honest with yourself about a how you measure success and be what category you're going to play in.



    Also, when you create you are creating something for someone. Anyone who says “Yeah, well I just want to create for myself” is a beginner and hasn't gotten far enough down the road to realize they aren't who matter: the reader, the listener, the viewer is who matters.



    To hear the full chapter about the Content Pyramid and how to become a successful thought leader, 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 Sili...

    • 53 min
    Successful or Useful?: Learning from Drucker

    Successful or Useful?: Learning from Drucker

    Peter Drucker is considered the father of modern business management. If there was a Mount Rushmore of business thinking, he'd be on it. Recently on Category Pirates, we’ve begun work on the evolution of Peter Drucker’s concept of a knowledge worker, to what can today be called as the emergence of an intellectual capitalist.



    So I wanted to look back on Peter Drucker’s ideas that had a huge impact on me, and see if we can apply more of them in our current endeavors. His book, The Effective Executive, helped me become an organized person and an effective executive of my own.  And when I read the foreword in the latest edition that was written by Jim Collins, it struck something profound, which I hope to share with you.



    Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.

    The Effective Executive: Foreword

    Here’s the foreword by Jim Collins:



    My first meeting with Drucker is one of the 10 most significant days of my life. Peter had dedicated himself to one huge question: how can we make society both more productive and more humane?

    His warmth, as when he grasped my hand in two of his upon opening his front door and said, “Mr. Collins, so very pleased to meet you please come inside”, bespoke his own humanity. But he was also incredibly productive. At one point, I asked him which of his 27 books he was most proud of, to which Drucker, then 86, replied, the next one. He wrote 10 more.

    At the end of the day, Peter hit me with a challenge. I was on the cusp of leaving my faculty spot at Stanford, betting on a self-created path. And I was scared.

    “It seems to me you spend a lot of time worrying about how you will survive”, said Peter. “You will probably survive”, he continued, “and you seem to spend a lot of energy on the question of how to be successful. But that is the wrong question”. He paused. Then, like the Zen master thwacking the table with a bamboo stick, “the question is, how to be useful.” A great teacher can change your life in 30 seconds.



    I know that there have been moments in my life where I wondered if I was going to survive or make it. And the interesting teaching here that Jim is sharing with us from Peter, is that when we turn our effort, our focus on being useful to others, ourselves become less important.



    So if you're somebody right now, who's wondering how to be successful or worried that maybe you won't survive, or maybe that your startup or your career is on the wrong path. I would just underscore the story, you'll probably survive. Like Peter said, the real question is, how can we all be useful?

    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 ...

    • 8 min
    Crossing the Chasm & 22 Immutable Laws of Marketing: Through the Category Lens with Matt Johnson of the One Book That Changed My Life Podcast

    Crossing the Chasm & 22 Immutable Laws of Marketing: Through the Category Lens with Matt Johnson of the One Book That Changed My Life Podcast

    On this episode of Lochhead on Marketing, Matt Johnson and I have a conversation about the book that changed my life. In my case, it was two books in particular that changed my life. We look into them through a category lens perspective in Matt Johnson’s new podcast, One Book That Changed My Life Podcast.



    Matt Johnson is the founder of PursuingResults.com. Matt and his firm were the original producers of my original Oddcast back in the Legends and Losers days, and he's taught me a ton about podcasting. He's got a legendary podcast called MicroFamous. Of late, he started a new podcast called one book that changed my life.



    Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.

    Matt Johnson & Christopher Lochhead on how the two books made a difference

    After a brief introduction of who Christopher Lochhead is and his works, Matt Johnson starts the discussion on the book. Particularly on the topic of what the situation was when he was reading the books for the first time, and how it affected Christopher and his views.



    Christopher then talks about his background when he was first starting out his business as an entrepreneur and still learning the ropes. While there were a lot of books on marketing available, there was something about the 22 Immutable Laws the made him think, “this is the one.”



    “I started to read them early on, and, and it immediately spoke to me. What their work really spoke to was, if you want to stand out, if you want to be super successful, and you want to make a big difference, you got to do it by being kind of radically unique in some way.” – Christopher Lochhead



    Matt Johnson & Christopher Lochhead on the 22 Immutable Laws

    Of the topic of the 22 Immutable Laws book, the one law that really stood out to Christopher was the 2nd law, which is the Law of Category. It states that, “if you can't be first in the category, then set up a new category that you can be first.” Looking back, that law describes Category Design quite nicely.



    Christopher also brings up the idea of the importance of solidifying and codifying your ideas and defining them as a category, rather than just sharing new thinking without establishing it first. Because it leaves others the chance to improve upon it and move into the category before you, and by then you’ve lost the category despite being the actual first to think about it.

    Matt Johnson & Christopher Lochhead on Crossing the Chasm

    As for Crossing the Chasm, Christopher explains that the book presents a great framework for understanding how new markets in tech, and in these days, pretty much all digital-related markets.



    The book explains how new market categories develop. It has a standard kind of bell curve which introduces a non-obvious problem that anybody who's introduced a new tech category has experienced, but had no lens or way of understanding the concepts.



    On the side of the rising bell curve, you have the few innovators, followed by the slowly increasing number of early adopters. At the peak, you have the early majority, who mostly benefit from the experiments and not repeating the same mistakes as early adopters might have incurred. Then you have the downward slope, which features the late majority and the laggards who are late to the party.



    To hear more from Matt Johnson and the rest of the podcast, download and listen this episode.

    Bio

    Matt Johnson is a marketing agency founder, podcaster, and musician. He runs a podcast launch & production agency based in San Diego, an international team that helps business coaches, consultants and thought leaders use done-for-you podcasting to attract an audience, build influence & become MicroFamous.



    Matt is the author of MicroFamous and currently hosts ...

    • 54 min
    How Category Contenders Become Category Leaders with Al Ramadan, Co-Author of Play Bigger

    How Category Contenders Become Category Leaders with Al Ramadan, Co-Author of Play Bigger

    On this episode of Lochhead on Marketing, our guest Al Ramadan talks about what’s at stake when it comes to category battles, how you can spot the category challengers who can become category kings and queens, and what they need to become category leaders that earn 76% of the economics.



    There comes a time in every startup’s life, where they face an epic, typically 18-to-36-month category battle. As we reported in our first book Play Bigger, the company that wins that battle earns 76% of the total value created in the category as measured by the market caps for public companies and valuations for private companies. What that means is, in any space, one company earns two thirds of the economics, which makes that category battle, which is typically 18 to 36 months long, arguably the highest stakes game in business.



    This episode will be available on both Christopher Lochhead: Follow Your Different and Lochhead on Marketing, because we think it is that important that everyone must hear about it. So without further ado, let’s dive into this dialogue.

    Play Bigger: Looking back, and its impact today

    Al Ramadan comes into the conversation bearing data about the businesses and companies we’ve observed when writing Play Bigger, as well as some new players that have achieve the same feat since then.



    To recap, Al Ramadan and Christopher Lochhead wrote a book back in 2014 called Play Bigger, which talks about category design and how it can make you become a category leader in your chosen space. One of the things they’ve found out in the course of their research is that Category Leaders tend to corner 76% of the value of said space.



    Though when they wrote Play Bigger, the world was nowhere near as digitized as it is today. So a lot of the research was based on tech companies back then. But now, as more and more categories are behaving like tech categories due to digital scalability and digital reach, these findings are becoming true for every category.

    Category Kings to Category Leaders

    Al Ramadan shares that he and his team looked into the 35 Category Kings that they have observed back in Play Bigger, and check on their current situation in the market sphere.



    In Play Bigger, we originally published a set of research and tracked 35 Category Kings in the tech space and their market caps at the time were 465 billion and those same companies today are now worth 1.9 trillion.



    “If you track what happened to those 35 kings, as we call them back then, between the year of 2014 to the year of 2021. You want to know what the numbers are? At the time in 2014, the entire pool of the 35 category kings were valued at 465 billion. They are now valued at 1.9 trillion. That is, they’ve created more than $1,000,001.5 in market cap and the annual for those people who care about this stuff like Investors and Financial people. The compound interest growth rate of those kings. Market cap wise, is 22.46%.” – Al Ramadan



    Given this data, it begs the question of how many understand that this is the new dynamic, and how many entrepreneurs and marketers still think that it’s a big leap of faith to follow.



    To hear more from Al Ramadan and how Category Kings can become legendary Category Leaders, 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.

    • 1 hr 12 min
    How to Drive B2B Revenue Now with White Space Marketing

    How to Drive B2B Revenue Now with White Space Marketing

    On this episode of Lochhead on Marketing, let’s talk about how marketing can drive revenue with White Space Analysis.



    We talked about how to drive short-term revenue via category design a few episodes ago (LOM 151). Today, we provide you with more options to make that cash register sing as soon as possible.



    Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.

    White Space Analysis & White Space Marketing

    Let's talk about White Space Analysis and White Space Marketing. Essentially, it is doing data science analysis on consumers and the product they purchased. From there, you can see what products or services they have not purchased, which is the “white space”, so to speak.



    Now that you know this information, you can then focus on existing customers that have purchased some of your products, and target them with marketing for your products and services that they have not availed of yet.



    This drives revenue quickly for your company, as you provide consumers with a “need” for something they don’t have yet.

    How Mercury utilized White Space Marketing

    Back in my CMO days in Mercury, we had a team led by one of the most legendary executives in the industry, Sue Barsamian. Sue got quite complicated with White Space Analysis; she was able to utilize it in real-time during one of the Big Customer User Conferences.



    The team got the data on their big customers and found the products they do not use that go well with the ones they have purchased before from the company. Then, they made sure that the salespeople on the floor have this information, and subtly drove customers to product showcases and panels for the products they do not have.



    They made sure to precisely market into that customer’s white space, thereby saving time and effort, while having a higher chance of a purchase afterward.

    The fastest way to earn revenue

    One could argue that doing White Space Marketing is the fastest way to earn revenue, as you are already marketing to existing customers. As we know, if they bought from us once, the likelihood they're gonna buy from us again is very, very high.



    So it’s surprising that a lot of companies don’t employ this strategy, opting to do spray-and-pray tactics rather than doing White Space Analysis and focusing their marketing there.



    Once you have this information with you, your company can do a lot of things to funnel revenue and market share to your business.



    To hear more about White Space 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.



    We hope you enjoyed this episode of Lochhead on Marketing! Christopher loves hearing from his listeners. Feel free to a href="https://lochhead.

    • 12 min
    Content-Free Marketing: How the Marketing World Got Duped into Saying Nothing Everywhere (Snow Leopard Book Excerpt)

    Content-Free Marketing: How the Marketing World Got Duped into Saying Nothing Everywhere (Snow Leopard Book Excerpt)

    The Content Marketing category is almost 700 billion. Almost every company is working on content and increasing their content marketing investments. And yet, when was the last time you got a piece of content marketing and you said that was legendary? Let's dig into how the marketing world got duped into content free marketing, aka saying nothing everywhere, and why this is one of the largest opportunities hiding in plain sight.



    We recently launched our newest big book from category pirates. It's called Snow Leopard: how legendary writers create a category of one. What you're about to hear is the audio book read of me reading chapter three, which is all about content, free marketing, and why it's a giant opportunity for the rest of us.



    Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.

    Content-Free Marketing

    The Content Marketing category is a $4 billion industry. And it's estimated by 2024, the content marketing industry will grow another 270 billion, bringing the grand total to 700 billion.



    But content marketing is broad and includes everything from creation to distribution to content management. For example, in 2020 the enterprise content management industry was valued at $47 billion and is projected to more than double over the next five years, to more than 105 billion translations of the soon to be 700 billion content marketing industry. 20% of the entire market is exclusively dedicated to managing the content that gets created.



    Well, what's the content? More importantly, how much of the content being created, especially by enterprise companies and b2c companies, is actually worth reading? When was the last time you clicked on a company blog post and opened a company newsletter or listened to a corporate podcast and said to yourself, “wow, sure am glad I clicked on that”? The fact that most content marketing is garbage represents one of the greatest marketing opportunities of our time, for those willing to buck current conventional wisdom.

    Content Management

    The Content Management subcategory of the mega content marketing category is growing faster than ever. And yet, the number one activity b2b companies outsource is content creation by a mile. Get this: 86% of b2b organizations surveyed said they outsourced content creation. The next closest activity is content distribution, which only 30% of b2b organizations surveyed said they did editorial planning.



    Now, let's connect these two data points. On one hand, Content Management is growing at breakneck speed, while Content Creation creates more to manage. On the other hand, content creation is often the number one most outsourced marketing activity. Which means companies are deferring the single most important aspect of content, which is the creation of each and every idea and who's coming up with these ideas.

    Gary Vee D

    As we wrote about in our mini book, The Me Disease, many marketers today have, unfortunately, caught Gary Vee D. It is a content disease that leads creators and companies alike to believe the whole purpose of content creation is to do it and do it as often as possible. It doesn't matter if it's good or if it's valuable. Just say it out loud and say it off and, “pump out 200 pieces of content today”.



    Gary Vee and other digital marketing “gurus” have led the masses to believe the fact that you did it means you're succeeding. More equals mo betta. And so, every marketer everywhere has adopted this spray and pray approach where 100% of the emphasis is on the output, and essentially zero of the emphasis is on the quality of the content, and what is actually being said.



    To hear more about Content-Free Marketing,

    • 57 min

Customer Reviews

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3 Ratings

roweereyes ,

Awesome Podcast!!!

Christopher, host of the Lochhead on Marketing Podcast, highlights all marketing and more in this can’t miss podcast! The host and expert guests offer insightful advice and information that is helpful to anyone that listens!

Margieciouse ,

Great!

This show's contents are truly fantastic. It has a wealth of valuable information. I wholeheartedly suggest this show!

Saoirse Sky ,

Great everything!

Great content, great hosts, great productions, great guests, great show! Great everything!! Do yourself a favor and listen to this podcast NOW.

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