58 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”, Fast Company call him “A Human Exclamation Point”, NBA Legend Bill Walton calls him a “quasar” and The Economist calls him “off-putting to some”.

Lochhead on Marketing Christopher Lochhead

    • Marketing
    • 5.0, 1 Rating

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”, Fast Company call him “A Human Exclamation Point”, NBA Legend Bill Walton calls him a “quasar” and The Economist calls him “off-putting to some”.

    Why Most Marketing Is B******t: 5 Marketing Lies | Marketing PodStorm 19

    Why Most Marketing Is B******t: 5 Marketing Lies | Marketing PodStorm 19

    Christopher Lochhead debunks five marketing lies in this episode of Lochhead on Marketing. He talks about why so much of marketing thinking is actually b******t.

    Five Marketing Lies and Why

    Number one, great marketing is about marketing into an existing market to increase market share.

    “Most legendary innovators, creative creators, entrepreneurs, social change, agents, and so forth, did not play by the rules. They establish their own rules. They designed a new way of thinking As a result, they created new market categories. They did not compete in somebody else's game by somebody else's rules.” - Christopher Lochhead

    Number two, marketing is about creating demand. 

    “The legends did not do that. They created demand. There's a huge distinction between capturing and creating.” - Christopher Lochhead

    Number three, success comes from building a brand. 

    “Category makes the brand not the other way around. Success comes from being the company or the individual that designs a new way of thinking about an opportunity, or a problem that creates a category and your brand is valuable based on the power of the category.” - Christopher Lochhead

    Number four, winning is about beating the competition. 

    “If you're competing in an existing market, you're in competition. Winning is not about beating anybody. Winning is about introducing the world to a new way of thinking about a problem and therefore a solution. When the world gets your thinking, bam, you stand alone, you become known for a niche that you own and you stand above everybody else, as opposed to competing with everybody else.” - Christopher Lochhead

    And number five, you're going to win if you have the best product to market. 

    “As a marketer and an entrepreneur, I would much prefer to have a legendary product and pair that with legendary category design and marketing. That's what we're trying to do. Thinking or betting that all you have to do is have a better product. Not so much.” - Christopher Lochhead

    To hear more about specific examples on the five marketing lies and why they are BS, 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; was 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 email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes! You may also subscribe to his newsletter, The Difference, for some amazing content.

    • 10 min
    056 Legendary Marketing Copywriting w/ Cole Schafer | Marketing PodStorm 18

    056 Legendary Marketing Copywriting w/ Cole Schafer | Marketing PodStorm 18

    https://youtu.be/7qngxkupxFE







    Today, in this very special episode, we're going to go deep on one of the seminal, most powerful marketing skills there is — copywriting. To discuss more, we have the OG of copywriting, Cole Schaefer of Honeycopy.com. Pay special attention to a particular legendary idea that Cole shares about how you can use your favorite book or books to transform your own writing.

    Marketers Should Be Writers

    Cole believes all marketers should also be writers. He believes this is of prime importance if you want to reach a wider audience. If more marketers would focus on writing, the messages will be a lot more clear, crisp and ultimately, customers will comprehend messages better.



    “The vast majority of business writing and marketing communication, to be honest, it's just really, really tough to read. I would say primarily because it's just littered with sort of business jargon and buzzwords. I hate to say but kind of like the showboating is what I feel like when I read a lot of brand writing and it doesn't feel that it can be understood by the wider audience.” - Cole Schafer



    Writing in Third-Person POV

    Another observation Cole shares is: brands write on a third-person point of view. Whether it is on their website or other communications, Cole says the rationale behind is the mentality of not being pompous.



    “I think for us, any brand, be it big or small, the goal is for when someone sits down and reads their emails or their website, coffee or anything, we really want to feel like we're talking to another human being. Right?” - Cole Schafer



    Become A Legendary Writer

    Cole gives out valuable copywriting advice for marketers or even aspiring writers. From knowing your voice and your audience to rewriting ads just like how David Ogilvy does it, Cole gives a rundown on his personal processes.



    “I would tell people if whether it's writing or podcasting or whatever, whatever craft you're trying to do, just absorb really really, really good art in that specific field. If you want to become a great writer, don't read bad writing. Pick up a really good book, look up the best writers of all time, start reading there and I think naturally it will imprint on your brain.” - Cole Schafer



    To know more about Cole and how to become a legendary copywriter, download and listen to this episode.

    Bio:

    Cole Schafer likes to live fast, write often, and pet dogs. 

    He is a thinker, marketer, and writer that has been published in Business Insider, Entrepreneur Magazine, The Mission, Thought Catalog, and P.S. I Love You. 

    In addition, Cole is the Founder & Copy Chief at Honey Copy, a creative copywriting agency that helps big brands write valuable "stuff" that people actually want to read. 

    Links: 

    Honeycopy

    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! You may also subscribe to his newsletter, The Difference, for some amazing content.

    • 24 min
    055 How To Fight Injustice w/ Legendary Marketing | Marketing PodStorm 17

    055 How To Fight Injustice w/ Legendary Marketing | Marketing PodStorm 17

    Today, let's take a look at the role of marketing in driving real, dramatic, impactful, important social change. We dig into topics like the battle against AIDS, the women's movement, and even the founding of the United States of America as actual acts of legendary marketing, and what you might think of as category design.

    It moves the world

    Christopher believes that legendary marketing does more than just drive sales. Legendary marketing does more. Marketing a provocative point of view creates a new category of social fabric that drives real societal change 

    “I would argue to you that the greatest marketers, the most legendary marketers are actually category designers. They introduced the world to new ways of thinking, playing, and working and for major societal change to happen. It requires new categories of thinking, what you might think of as very different points of view, points of view that move the world from the way it is today, to the way we want it to be.” - Christopher Lochhead

    More on Societal Change

    From spreading awareness about AIDS, to equality wage for equal work, to the establishment of the United States of America, Christopher carefully breaks down why these are provocative points of view that later on demanded societal changes.



    He reads several quotes lifted from the actual Declaration of Independence and touches on self-governance, which is timely at the moment of recording, where there is civil unrest in the US because of the untimely death of African American George Floyd.

    Designing The World of Your Choosing

    As Christopher believes this is a cocoon time, a time in between pre-Covid19 and post Covid19, he poses a question on what kind of world we would like to design?

    “So what am I saying to you? Whether it's a legendary entrepreneur, artist, or social change agent? The question facing all of us in the United States, particularly and frankly, around the world, is what kind of country and what kind of world do we want to design now?” - Christopher Lochhead

    Ultimately, for exponential change to happen, it requires category design. It requires the marketing of a point of view that mobilizes a movement to take the world to an exponentially different future. This is why Christopher thinks a real social change requires category design and legendary marketing predicated on a powerful and different point of view. 

    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; was the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.

    Links: 

    African Americans are incarcerated more than 5 times the rate of white people



    a href="https://www.nytimes.

    • 14 min
    054 Why You Need A Big Hairy Audacious Goal | Marketing PodStorm 16

    054 Why You Need A Big Hairy Audacious Goal | Marketing PodStorm 16

    https://youtu.be/4t9Z3V-CQEo







    We are hoping you read Jim Collins two legendary books Built to Last and Good to Great. These are game-changers with insanely great research about businesses. In those books, he introduces the concept of a BHAG, which is an acronym for big, hairy, audacious goal. In this episode, let's talk about why you need, what legendary author Jim Collins calls, a big, hairy, audacious goal.

    Man On The Moon Mission

    One of the greatest examples of a BHAG is when John F. Kennedy said: USA is going to put a man on the moon within the decade. It is specific, clear, and clearly big and hairy, audacious at the time. Moreover, it is complete since it has time on it. 

    “Why does this matter in the context of marketing, in particular, in the context of a category design approach for designing and dominating market category? Well, the first part of achieving the goal is to declare it. When you tie a BHAG to a category design strategy, something amazing happens.” - Christopher Lochhead

    Microsoft’s BHAG

    One of the most powerful examples in the tech industry was Microsoft when they were building the personal computer category. They had a BHAG when they called a computer, a PC on every desktop. 

    “Number one, PC on every desktop is very clear. Number two, by doing that, Microsoft is declaring themselves the category queen because there's an interesting thing, in the minds of the market, in the minds of people, the company evangelizing the category must be the leader or category queen or king in that category. Microsoft, in this case, is evangelizing what they want to happen.” - Christopher Lochhead

    Are you part of the 10%?

    At the beginning of this PodStorm, episode number 39, Christopher shared that approximately 10% of companies get stronger in a downturn. Now, he encourages you to adopt that as a possible goal for your company. 

    “By declaring your BHAG, and making it clear to your people, your prospects, your customers, your investors, and — this one I actually love the most — your competitors, all of a sudden you've planted your flag on something. It becomes very unifying, very focusing. and it motivates your people. Hopefully, it inspires your customers, investors, and partners, and it scares the shit out of your competition. And to me, legendary marketing does all of that.” - Christopher Lochhead

    To know more about Christopher and how why you need a BHAG for your company, 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; was the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.

    Links:

    BHAG 

    We hope you enjoyed this episode of Lochhead on Marketing! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook,a href="https://twitter.com/lochhead" target="_blank" rel="noopener nor...

    • 9 min
    053 Little Marketing Ideas, Legendary Results | Marketing PodStorm 15

    053 Little Marketing Ideas, Legendary Results | Marketing PodStorm 15

    https://youtu.be/FFag2a148Qc







    In this episode of the PodStorm, let's talk about some little marketing ideas that can produce legendary results. Christopher shares two stories to depict this: the first, about how legendary guitar brand Fender got 500,000 emails almost overnight during the pandemic, and how Colgate got kids to brush their teeth with ice cream.

    Fender Got 500,000 Emails During C19

    Christopher narrates stories from his friend and copywriter Cole Shaefer of Honeycopy.com about Fender, a legendary guitar company that makes guitars and amps and other various musical equipment.  Recently, they proved that radical generosity and thoughtfully aggressive can produce legendary results.



    “You need to manufacture guitar players because there ain't no guitar-buying if there ain't no guitar players. So what Fender has done over time is they transform themselves from a hardware company into a software company. In doing so, they built their own data flywheel.” - Christopher Lochhead



    The hardware company set up a software platform called Fender Play, designed to teach people to play guitar. Listen to the episode to find out what else happened when Fender decided to give access to its software, for free.

    Don’t Forget About Colgate

    Another story Cole Schaffer told Christopher happened way back in 2009. Colgate was devising of marketing efforts to get kinds onboard with the whole “brush your teeth twice a day” movement. 



    “Imagine you're the CEO or the CMO of Colgate, and you're trying to get kids to brush their teeth. What's the opposite of what most people would do? Well, give them ice cream, but that's exactly what Colgate did. So imagine instead of a generic stick inside, it's a stick that looks a lot like a toothbrush. It's in the shape of a toothbrush. It's a wooden Ice cream stick in the shape of a toothbrush with a copy on it that says, ‘Don't forget’, and Colgate started handing out Ice cream, ice cream bars to kids.” - Christopher Lochhead



    Key Takeaway

    These are both legendary examples of simple ideas that are very thoughtfully aggressive and radically generous at the same time. So how might that apply to your business?



    “Think small, think simple, think cheap, sometimes not having much of a budget drives creativity. And ask yourself what is an insanely simple, cheap, thoughtfully aggressive, radically generous idea that we could pull off fast and then go do that?” - Christopher Lochhead



    To hear more about how to devise little marketing ideas with legendary results, 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; was the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software fi...

    • 9 min
    052 Questions and Cocktails: FB Live Q & A (Part 4) | Marketing PodStorm 14

    052 Questions and Cocktails: FB Live Q & A (Part 4) | Marketing PodStorm 14

    During the PodStorm, we're doing a live Facebook Question and Answer session, every Friday, 11:30 a.m. PST. We did our first and second one last week. We’re going to share with you our fourth part of the Q&A session in this episode. Today, podcast living legend Jason DeFillippo of Grumpy Old Geeks joins us to answer some questions about lightning strikes, taglines, how to launch a new category, and much more.

    How long does a Lightning Strike Last?

    Christopher answers this question about marketing lightning strikes: it ranges from a day to a week. He further says that this is a challenge of either rising above the noise or being part of the noise. During a lightning strike, you try to stand out and become undeniable to your target audience 



    “The key tenants of a lightning strike are maximum impact in minimum time. It's predicated on the premise that you can't peanut butter, your marketing, right.” - Christopher Lochhead



    How do we come up with a tagline?

    Christopher and Jason converses nicely about coming up with a powerful tagline. Christopher says the Grumpy Old Geeks have one of the best taglines in over the web: “What went wrong on the internet and who's to blame?” Christopher gives out other examples in this episode.



    “The vast majority of taglines are complete b******t. The reason they're b******t is: they're some meaningless thing. Most importantly, they do not tie often to the brand. Category and legendary taglines are representative of a point of view, centered around the category.”  - Christopher Lochhead



    When is a good time to launch a new category?

    Christopher gives out a few examples of companies that successfully launched their categories, such as Zoom. Jason chides in with a few more examples such as Reddit. Ultimately, what is worthy to take note are the megatrends that you could take advantage of to build a new category. 



    “I think it would be silly not to acknowledge the importance of timing, and to some degree, the importance of luck.” - Christopher Lochhead



    To hear more about the Facebook Live Q&A with Christopher Lochhead, with Jason DeFillippo, 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; was 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 email him, connect on Facebook, Twitter, Instagram and subscribe on iTunes! You may also subscribe to his newsletter, The Difference,

    • 18 min

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