70 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
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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”.

    069 How To Write A Book

    069 How To Write A Book

    In this episode, Christopher answers an email question from an entrepreneur who wants to become an author. We dive deep into the process of becoming an author, from pitching to publishers or agents, to actual writing, to marketing and promoting. He also talks about the pros and cons of self-publishing versus or seeking the help of top-tier publishers.

    The Process of Becoming An Author

    Christopher shares the question he recently received: “Did you write a book proposal before getting started on the writing? Or did you write the book first? What were your first steps in acquiring representation, slash a publishing contract?”

    “It's important to note for Play Bigger, we used an agent and a traditional publisher. For Niche Down, we actually went the self-publishing route.” - Christopher Lochhead

    Christopher gives an in-depth explanation of his process for both books in this episode.

    Traditional Publishing vs. Self-Publishing

    Christopher also touched on the pros and cons of traditional publishing and self-publishing, He shares that publishers handle the publication and distribution of the book, but does not touch on marketing. The author has to promote to boost book sales. 

    “The other thing about self-publishing, you have a lot more control than you do. When a publisher has your book, you decide what the books gonna look like, the cover art, all that stuff, you decide what kind of paper is going to be used. And of course, the obvious one is you have all of the economics.” - Christopher Lochhead

    Get The Ball Rolling: Drafting Content

    Answering another set of questions about content creation, Christopher shares their actual process for Play Bigger. Since the book has four authors, they decided who will have the last say in terms of content. They started with writing outlines from their brainstorming/jam sessions and Kevin Maney writes the draft and the rest gives their feedback. 

    “What we decided to do was get together in person, which we did at my house for a few days. We had a ton of fun. we brainstormed, we talked, we shared stories and all this. Kevin is the professional author captured all of that.” - Christopher Lochhead

    To know more about how to write a book, 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, a href="https://lochhead.

    • 27 min
    068 Behind The Mic: Inside The 1st Marketing PodStorm / Jaime Jay, Jason Defillippo & Christopher Lochhead

    068 Behind The Mic: Inside The 1st Marketing PodStorm / Jaime Jay, Jason Defillippo & Christopher Lochhead

    We are on our 30th episode of the World's First PodStorm! We would like to thank everyone who went through the storm with us!



    Today, Lochhead on Marketing producers Jason DeFillipo and Jaime Jay joins us and takes us behind the mic. We go deep into the challenges, the wins, and the lessons in creating this PodStorm. We talk about a lot of other matters which you’ll find relatable!

    Challenges with Production

    Making a podcast comes with its challenges, even more so if it's the world’s first 30-day PodStorm. Timing is one of the main challenges in production. Jason DeFilippo shares that the hard part was dealing with unplanned life events. He seriously advises anyone to take this into account if they want to pursue podcasting.  



    Although they faced challenges, this 30-day marketing discussion proved that the Podstorm is a new category of a podcast activity. 

    “It is basically a roadmap for anyone who wants to do any kind of marketing in their business.” - Jaimie Jay

    Category Design

    Christopher mentions that Podstrom is all about marketing and category design. The PodStorm encourages marketers to create their category and to differentiate themselves in a niche that they can own. They discussed further category design and rising above the challenges despite the situation the world is at. 

    “In the midst of the greatest economic crisis and the greatest healthcare crisis of the modern era, you transformed your business and you are absolutely positioning yourself to be in that 10% that gets stronger as a result of the recession.” - Christopher Lochhead

    Success of PodStorm

    Jaimie Jay celebrated the fact that LOM Podstorm gained an 80% increase in listenership. One of the reasons for this series’ success is the format—  it’s quick but is jam-packed with information.

    “The thing that makes this successful is that they are short. So every day, you can pop it in, get it done, and while you’re sitting there having your eggs for breakfast or outside taking a walk with a dog and you learn something and it is a very laser focus.” -Jason DeFillippo

    More About Business and Current Events

    The trio discussed a lot more that is 100% relatable to any businesses. They talk about trying to help companies against recession brought on by Covid-19 and touched on the topic of the murder of George Floyd and the role of marketing in social justice and making social change happen. 



    To know more about the legends behind the mic, Christopher Lochhead, Jason DeFilippo and Jaime Jay, download and listen to this episode.

    Bio:

    Jaime Jay



    Jaime is the managing director and founder of Bottleneck Virtual Assistants, LLC. 



    The organization offers professional growth opportunities for ambitious leaders by creating an efficient and systematic approach to identify, hire, and cultivate team members who focus on specific roles and responsibilities.



    Jaime Jay is the co-owner of Podcast Pilot which handles the technical execution and website for Follow Your Different and Lochhead on Marketing.



    Jason DeFillippo



    Jason has been building websites since the early days in 1994 for clients that range from small businesses to million dollar websites for blockbuster films to his own start-ups. 



    In 1995 a new media company in Santa Monica moved him out to Los Angeles to build the first website for Epson America. 



    Since then Jason has launched over 250 websites for major corporations like Paramount Pictures, Sony, Warner Brothers, and Disney. 



    He also created the two time SXSW Weblog Award-winning Blogrolling.com as well as co-founded the global blog network Metroblogging. 



    He has worked at several startups in San Francisco including Technorati.com and 8020 Media, the publishers of JPGMagazine.com and statistical aggregator Metricly.com. 

    • 39 min
    067 Peanut Butter & Lightning Sandwich A New Model For Marketing Execution | Marketing PodStorm #29

    067 Peanut Butter & Lightning Sandwich A New Model For Marketing Execution | Marketing PodStorm #29

    https://lochhead.com/peanut-butter-lightning-sandwich-a-new-model-for-marketing-execution/







    We get a shit ton of marketing messages a day. Some experts say we get 40 to 60,000 messages a day if you include everything — from banners on the internet emails, logos on coffee cups, t-shirts, you name it.

    Today, let's talk about the typical marketing execution. It's predicated on a model called reaching frequency. It's a very old idea that states the more people see our brand, hears our message, hears our point of view, the better. Let’s find out what peanut butter and lightning sandwich is and why that's a new model for marketing execution.

    Frequency and Reach

    If you’ve ever been to Cuba, you’ll realize how much we are bombarded with advertising in the Western world. In Cuba, there are no billboards, no giant signs, no logos in coffee cups. This only shows that frequency and reach are not applicable to everyone.



    “You are either rising above the noise, or you're just part of the noise.” - Christopher Lochhead



    Lightning Strike

    Christopher dedicated one episode of Lochhead on Marketing on Peanut Butter vs Lightning Strikes. Lightning strikes are a concentrated set of marketing activities in a very short period of time, against a very tightly defined audience or target market.



    “I would rather dominate somebody's mind space for a day or two, then be mostly irrelevant most of the time.” - Christopher Lochhead



    Peanut Butter

    Christopher notes the mistake he sees in virtually every marketing plan and every marketing budget. A disproportionate amount of investment and effort is spread equally over time, over product lines, and so forth. 



    “You can't stand out if you do that. You're going to disappear the noise if all you do is reach and frequency inspired.” - - Christopher Lochhead



    To hear more about peanut butter and lightning sandwich as the new model for marketing execution, 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.

    • 14 min
    066 Questions and Cocktails: FB Live Q & A (Part 8) | Marketing PodStorm #28

    066 Questions and Cocktails: FB Live Q & A (Part 8) | Marketing PodStorm #28

    During the PodStorm, we're doing a live Facebook Question and Answer session, every Friday, 11:30 a.m. PST. We are now on our last week for PodStorm Q&A and we hope to hear from you if you want us to do more live Q&As!



    Today, podcast living legend Jason DeFillippo of Grumpy Old Geeks joins us to answer some questions about the importance of internal communications, how public relations and investor relations should work together, and a whole lot more!

    Importance of Internal Communications

    One listener asked about Christopher’s thoughts on the importance of internal communications and what function inside the company should own it. He narrated how Steve Jobs is the perfect example of this and how his words “there are no phenomenal products in our pipeline” was a self-fulfilling prophecy.

    “I think the role of marketing internally is at least equal to the value externally. In some ways more, when people pick up a newspaper or read something online, and they hear, for example, your CEO talking about the company's mission, or talking about a new product that you just launched, and how it's going to transform the category and make a difference to a giant number of people, things along those lines are my favorite examples.” - Christopher Lochhead

    Public Relations and Investor Relations

    Christopher shares candidly that IR and PR, Investor Relations and Public Relations need to be deeply connected. Although it is highly unusual to have IR in marketing since it is always in Finance. However, Christopher shares some instances where Finance would find the Marketing team handy.

    “The best CFO I know are way more than accountants. They're strategic minds. They're great at mergers and acquisitions and operations. So a lot of companies, if they're smart, have a very big, big, big time CFO, and I think that's, particularly if you're planning on going public.” - Christopher Lochhead

    When do we change the logo?

    Unless it's ugly and bad, Christopher believes changing the logo is a strategic mistake, particularly in your first six months. It sends a message to a lot of people that you are tinkering with the creative, as opposed to getting deep in the business. 

    “You don't want to be seen as the moron who's like tinkering with the colors. When there's some big problem that needs to get addressed. Make sure we're getting on with the business at hand. You want to be seen as somebody who's deep in the business, making a giant difference, particularly for the field sales organization, and then the product and engineering organization.” - 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 ona href="https://www.facebook.com/groups/legendsandlosers/" target="_blank" rel="n...

    • 20 min
    065 Questions and Cocktails: FB Live Q & A (Part 7) | Marketing PodStorm #27

    065 Questions and Cocktails: FB Live Q & A (Part 7) | Marketing PodStorm #27

    During the PodStorm, we're doing a live Facebook Question and Answer session, every Friday, 11:30 a.m. PST. We are now on our last week for PodStorm Q&A and we hope to hear from you if you want us to do more live Q&As!



    Today, podcast living legend Jason DeFillippo of Grumpy Old Geeks joins us to answer some questions about social cause marketing, lightning strikes, and a whole lot more!

    What have you learned after Calling For Unity?

    Christopher shares that he received a number of backlashes after he called for unity on his post A Call For Unity. Likewise, he also received a lot of hugs and support for his cause. This is expected as he believes when try to do something as positive and warm-hearted as possible, you still are going to piss people off.

    “The reality is when you say anything, topics like racism, or the police, or society or anything that anybody else might consider political, you're going to piss some people off. But that said, what I'll tell you is, I don't think I've ever done anything that got such an extraordinary overwhelming positive response.” - Christopher Lochhead

    Can you recap, what is a lightning strike?

    Christopher gave a definition and description of what lightning strike is, for new listeners. We live in a world today where we get between 40 to 60,000 marketing messages a day. Reach and frequency is virtually undoable for anybody today, even the biggest marketers. 

    “A lightning strike is about ⁠— rather than spreading peanut butter reach and frequency style ⁠— we pick maybe one, two, or at most three times a year, a big company might do one a quarter, but something in that range, where for a few days or a week, we are going to go big. If you are in our target audience, our demographic, you are going to hear from us. You are going to know where they are. The thinking is, ‘I'd rather be deeply present in front of my core audience, my core target customer for a short period of time and own their mind space for that short period of time than disappear into the noise all of the time.’” - Christopher Lochhead

    CEO and CFO don't believe in marketing

    The question, which has been asked recurrently, was answered in a different light. Christopher made sure to snide in some personal stories which you definitely need to hear. 

    “Get out. There's no resolving this. There's no strategy. I've tried this a million times in my life, it's like, we'll just convince these guys to get it with marketing, we'll get them to read such and such a book, or take such and such. They're just some people who think that marketing is b******t and not worth very much. If you're at a company run by executives like that, you're at a deep, deep disadvantage.” - 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 a href="https://lochhead.

    • 18 min
    064 The Secret Hack To Becoming A #1 Author & Podcaster, In 13 Minutes or Less | Marketing PodStorm 26

    064 The Secret Hack To Becoming A #1 Author & Podcaster, In 13 Minutes or Less | Marketing PodStorm 26

    In this episode, Christopher Lochhead shares a secret hack to become a #1 author and podcaster in 13 minutes or less. Basically, the secret hack is to hire a 16-year-old Tiktoker and let her create funny content for you. You can also explore posting provocative poses, drinking provocative drinks, and being in provocative places.



    If you know Christopher well, you will be certain, there is sarcasm in the above paragraph. Today, he will discuss the real deal on reaching the top of your game. It doesn’t include any secret hack or how-to of sorts, but a real-life narration of his personal experiences on how he did it.

    No Secret Hack

    There is no secret hack. In Christopher’s case, he did not experience a major breakthrough or a celebrity moment that kickstarted his career. We usually see influencers who brag about being on the “Oprah List” or have guested on big podcast shows. Christopher advises you that this is not the only way to the top.

    “In my life, but I've always been somebody that's had to carry a lot of water to get any kind of a result. So the answer that I'm going to share with you today is both not satisfying — because there is no secret — and fantastic at the same time. I'm going to tell you right off the top, it's disappointing and empowering.” - Christopher Lochhead

    Three Things That Matter

    There are three things that matter if you want to become a content person. Number one category design. What's the category? What makes you different versus better? So that category design needs to get done for your book for your podcast for you. 



    Second, you got to do the work. Christopher cites the specifics on this point and third is you have to have a radically generous mindset.

    No Self-Made People

    Christopher also talks about how we can achieve success: that is through the help of other people. There are no self-made people because a huge chunk of success comes from customers, fans, family and friends who share your product or service (word of mouth).



    Aside from word-of-mouth, Christopher also discusses the importance of paid advertising.

    “There's no secret. You got to do the work. You got to invest. You're going to have to do some paid marketing. Some of the top digital celebrities out there want you to believe that they just became that way with no marketing at all because they have legendary products,” - Christopher Lochhead

    To listen to the real secret hack to becoming a #1 author and top podcaster, 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, a href="https://www.instagram.com/lochhead/" target="_blank" rel="noopener noreferrer"...

    • 23 min

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