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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”.

Lochhead on Marketing Christopher Lochhead

    • Marknadsföring

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”.

    030 How To Make Marketing Decisions

    030 How To Make Marketing Decisions

    In this episode, let’s talk about the strategic lens required to make marketing decisions.

    Marketing Decisions

    Marketers, over and over again, continue to make this big mistake: they come up with marketing decisions without having a discussion around its context. Context, in terms of the “lens” they will use to come up with the decision. 

    “If you’re a regular listener and if you know me, you know one of my favorite expressions is, thinking about thinking is the most important kind of thinking.” - Christopher Lochhead

    Overly Simplistic Lens

    When people go and make a decision, they have an implied assumption that everyone on their team are on the same page. This holds true in different types of teams, whether its a department or a board room discussion. 



    In marketing, in particular, people use different kinds of lenses. Christopher points out that most people, even seniors executives, board members or giant public companies, use an overly simplistic lens in making a decision.

    “Do I like it or do I not like it? Essentially the same lens that they use for naming a cat.” - Christopher Lochhead

    Strategic Thinking

    Christopher emphasizes that asking the questions whether you like something or not like something is just the same approach to naming a pet cat. This shouldn’t be done, especially when we’re talking about picking a category or designing a creative campaign or anything in between.



    Hence, he is proposing the following lens when coming up with a marketing decision:



    1) When you’re looking at any kind of marketing strategy or execution, ask, is this legendary?



    2) Does this, execution, strategy or campaign enable us to design and dominate our category?



    3) Does this decision drive near both term and long term revenue and customer loyalty?



    To hear more about how to make marketing decisions, download and listen to the 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. 

    • 7 min
    029 Disagree and Commit

    029 Disagree and Commit

    Every big decision involves a group of people.and so, in business, if you’re going to do something legendary, whether its a strategy or a campaign, it will be a group decision.



    In this episode, Christopher Lochhead shares why it is a legendary business trait to be able to get people to disagree and commit.

    Everybody has a Marketing Opinion

    Recently, Christopher had a discussion on with legendary tech executive Elisa Steele on Follow Your Different Episode 129. She talks about the power of being able to disagree and commit. She also talks about the importance of being a consensus builder.

    “Getting people to disagree and commit is one of the most important skills an executive can have. Why? Because everyone has a Marketing Opinion.” - Christopher Lochhead

    CMO’s get a lot of “HELP” from internal stakeholders. Debate, discussion, and disagreement are GOOD, when you are working on strategies, creative ideas, campaign ideas or category design. However, consensus is BAD.

    “If everyone agrees, by definition it sucks. If someone isn’t scared, upset or at least concerned, it’s probably not legendary.” - Christopher Lochhead

    How Do You Get In Front of This

    Christopher advises that from the 1st meeting, tell the people involved the following:



    1) we want to do something legendary



    2) we want to generate legendary ideas/creative "ideation stage"



    3) and when we decide, we are going to execute like “a pack of speedy, crazed wolverines:”



    It is essential to lay upfront during the first meeting that the objective is not to please everybody but to create a strategic desition that will reap legendary results. It is also important to address who is the final decision maker.

    Strategic Decision Over Consensus

    Addressing these concerns from the very beginning will definitely receive negative responses from a lot of people, including some board members or senior executives. Christopher says that “this is okay.” We are aiming for strategic decisions, not consensus.



    It would be nice to acknowledge that businesses need “feedback.” However, it would also be better to get everyone’s commitment that they will support and execute the final strategic decision. Be firm on expecting everybody to commit, even if they hate the decision or the direction taken. This trait would separate legendary leaders from the ordinary ones. 



    To hear more about why it is a legendary trait to learn how to disagree and commit, download and listen to the 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,

    • 10 min
    028 Is Your Marketing Plan Radical Enough?

    028 Is Your Marketing Plan Radical Enough?

    In this episode, Christopher Lochhead asks the question, “is your marketing plan radical enough?” Most marketing plans are predictable, uncreative and safe. He will share today how to do away with your usual marketing plan and craft a radical one.

    3x CMO

    Being an advisor to a lot of companies, Christopher shares how he has been part of creating, reviewing and critiquing a lot of these companies’ marketing plans. He further says that there are three things about these marketing plans: they are predictable, uncreative and safe. 



    Safe as in, most CMOs are more concerned with making their “internal customers”  happy. The reason behind this is that most CMOs are trying to keep their jobs. Ultimately, this ends up in mundane marketing plans. 

    “The longer I do this, the more I think that, if it’s legendary, its probably radical, at least in some way.” - Christopher Lochhead

    3 Ideas For Radical Thinking

    Our job, ultimately in business is to be a leader, who enables our company to design and dominate a giant category that matters. The goal is to earn 2/3rds of the economics in a space that we created.

    “That in my opinion that, is the real job of the CMO, CEO and the entire C-suite. So I urge you when building or evaluating a marketing plan, ask yourself: Will this plan enable us to design and dominate a giant category that matters?” - Christopher Lochhead

    The second idea is that, do we have a radical way to evangelize our category POV?



    Legends market the category, not the brand but this is one of the common mistakes marketing leaders make.

    “You want them to buy into the thinking and to the language. and as they do that, they'll see things the way you do and your new way or different way of doing things will become the defacto standard. What you're really creating is this fear of missing out” - Christopher Lochhead

    Lastly, ask yourself: what’s a radical way to generate leads and drive revenue? Legendary CMOs design the category for the mid-long term and drive revenue in the “ASAP, right now” term.

    3 Questions

    Again, to recap, here are the three radical ideas to consider before creating a marketing plan. 



    1) Will this plan, enable us to design and dominate a giant category that matters?



    2) Do we have a radical way to evangelize our category POV?



    3) What’s a radical way to generate leads and drive revenue?



    To hear more about creating a radical marketing plan, download and listen to the 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.

    • 13 min
    027 How To Create a New Category & Brand w/ Carrie Palin, CMO of $20B Splunk

    027 How To Create a New Category & Brand w/ Carrie Palin, CMO of $20B Splunk

    This special episode of Lochhead on Marketing is the actual conversation of Christopher Lochhead and Carrie Palin, CMO of software company Splunk, during their appearance at Hypergrowth San Francisco.



    Carrie shares how she spearheaded the category creation of Data to Everything and brand re-launch of Splunk.

    Splunk at Hypergrowth

    Christopher Lochhead and Splunk CMO Carrie Palin were invited to speak at Hypergrowth San Francisco to talk about creating a new category and brand. Drift organized this awesome business and marketing conference. This conversation is a rare opportunity to go behind the scenes of a very successful, super high-growth company like Splunk.

    “At Splunk, we’re very proud of our culture. We’re very proud of our history. There's something we call Splunkiness.” - Carrie Palin

    Splunk is a publicly-traded software company worth $20B and they have recently launched a new category called Data to Everything. They have also relaunched their brand, changing their logo from green and black to orange and pink. 

    Rough Start

    Carrie shared that her forte is in demand generation and she found category creation and branding to be quite challenging. She notes that aside from having a great branding team, she had great bosses who believed in her vision.



    It was a rough start for Carrie, as three days into her new role, she received a piece of unfortunate news about her ailing father. It was one of the challenging events of her life but she acknowledged that Splunk CEO and President had been supportive of her grief.

    “Splunk stuck with me. They treated me like I’ve been there 20 years versus 3 days. Four months after that, it was crazier than I ever anticipated. Now that was through that, I know that it was absolutely the right place for me to be.” - Carrie Palin

    On-boarding the BOD

    Carrie shared amazing stories on how she on-boarded the Board of Directors with her ideas. She gave a lot of weight on conviction and commitment to the Board. 

    “Listen to your data. Turn your data into doing, which is exactly what our clients are doing. They’re doing really incredible things.” - Carrie Palin

    To hear more about How To Create a New Category & Brand w/ Carrie Palin, CMO of $20B Splunk, download and listen to the episode.

    Bio:

    Carrie Palin has been Splunk’s Senior Vice President, Chief Marketing Officer since 2019.



    Prior, Ms. Palin served as the Chief Marketing Officer at SendGrid, a digital communications platform company acquired by Twilio, from 2018 to 2019.



    From 2016 to 2018, Ms. Palin served as the first Chief Marketing Officer and Senior Vice President at Box, a cloud content management company.



    Ms. Palin served as the Vice President of Marketing for IBM’s Cloud Data Services and Analytics Software Division from 2015 to 2016.



    She also previously spent over 15 years at Dell leading various marketing organizations. Ms. Palin holds a B.S. Communications degree from Texas Christian University.

    Links:

    Twitter: @carriepsandstad



    Linkedin: Carrie Palin



    Splunk



    Drift Hypergrowth



    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.

    • 25 min
    026 Ryan Reynolds Legendary Peloton Trendjack For Gin Brand

    026 Ryan Reynolds Legendary Peloton Trendjack For Gin Brand

    On episode #023 with Paul Maher, we popped the hood on the secret marketing / PR black art of Trendjacking. Recently, actor Ryan Reynolds (aka Marvel’s Deadpool) who also owns the brand, Aviation American Gin, just pulled off the trendjack of the year. Let’s break down the 8 reasons why this was a legendary trend jack.

    The Peloton Ad

    The Peloton Ad shows a rich couple, with the husband, giving his thin wife an exercise bike. There was a public uproar as reaction to the ad. In fact, Business Insider reported: “Peloton's nightmare before Christmas: $1.5 billion vanished from its market value in 3 days amid holiday ad backlash.”



    Additionally, Busines Insider reported “backlash over a holiday ad that has been widely panned as sexist, tone-deaf, and dystopian.”  This forced Peloton to cut the cost of a monthly subscription to its workout apps.

    Trendjack of the Year

    Actor, celebrity, and owner of Aviation American Gin, Ryan Reynolds, pulled off, what Christopher claims, as the trendjack of the year. What he and his team did was, they inserted themselves into the controversy around the recent Peloton Bike Ad.



    For less than $100K, they hired the actor who played the wife and shot a response ad.

    "The ad is funny. It captures what it's like to break up with somebody. It’s a real jab on Peloton and they never even mentioned the name Peloton." - Christopher Lochhead

    8 Reasons Why It’s Legendary



    * They found a way to trendjack the biggest Ad flop of the year

    * Radically FAST: They acted in a matter of days.

    * Aviation’s response is pitch-perfect. People loved their response as opposed to the original,  which was way off-pitch. 

    * Radically creative. In the ad, she has clearly left her husband who bought her the Peloton.

    * The ad was built to be viral. It was posted on social media, starting on Ryan Reynolds's Twitter.

    * This was a move that is virtually impossible for their major competitors, such as Beefeater or Tanqueray, to pull off.

    * They did it in “less that $100K.” (NY Times)

    * This ad made them the good guys. Yahoo reports: “Ryan Reynolds says he hired actress from viral Peloton ad because backlash can be 'alienating'”



    “This example begs the question: how can we be radically smart, radically creative and radically fast to trendjack the news to build our brand and category?” - Christopher Lochhead

    To hear more about Ryan Reynolds Legendary Peloton Trendjack For Gin Brand, download and listen to the 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,

    • 10 min
    025 Category Creation & Category Design: A New Lens On Business

    025 Category Creation & Category Design: A New Lens On Business

    In this episode, Christopher Lochhead takes listeners on an exercise in developing their eye for category creation and category design. Category Design is a new level of thinking in business. It is a whole different approach to marketing and Christopher stresses its importance in building a legendary business.

    See Things Differently

    Kevin Mainey wrote in the book Play Bigger, that “category design is a new lens on business. Once you have that lens, you see things in a very unique way.” However, listeners often ask Christopher how can they specifically apply these to their businesses.



    In this episode, Christopher uses a recent story in the WSJ as an example of how category design is powerful force, that most people don’t know is there. He breaks down a recent story about Google buying FitBit, with the hopes of assisting listeners on how to develop their eyes and ears on category design lens.

    Google Buys Fitbit: A Category Design Example

    Headline:

    Google to Buy Fitbit, Amping Up Wearables Race

    By Rob Copeland and Patrick Thomas

    Updated Nov. 1, 2019



    Sub-head:

    Deal to acquire maker of wearable fitness products for $2.1 billion extends Google’s reach in consumer electronics

    Wearables is a niche in the consumer electronics mega category.

    Google reached a deal to buy wearable fitness products company Fitbit Inc. FIT 15.53% for roughly $2.1 billion, a move that intensifies the battle among technology giants to capture consumers through devices other than smartphones. 





    Category name before company name, its an example of the fact that people need to know what it is, before knowing who it is. The second sentence is framing the category battle.



    For Google, the deal marks a further push into health. as it faces regulatory threats to its massive internet-search and advertising business.

    Underscoring Google moving into mega category of health tech, then stating Google’s category king positing in search.

    It also puts Google in renewed and direct competition with Silicon Valley neighbor Apple Inc., which in the past week said rising sales of wearables and related services were becoming a bigger driver of its business.

    Framing the competition in new wearables category and wearables category growth.

    Google’s parent Alphabet Inc. will spend just a sliver of its $121 billion cash hoard to branch out with Fitbit’s products. Alphabet’s $2.1 billion bid was for $7.35 a share in cash, a 19% premium to Fitbit’s closing price Thursday and more than 70% above where the stock was trading last week before deal talks were first reported by Reuters.

    Speaks to the premium price category queens get in M&A.

    Fitbit shares rose more than 15% to $7.14 on Friday, while Alphabet’s shares ticked up slightly.



    The deal lands at a moment when Google and other tech giants are under scrutiny on a number of fronts over their competitive practices and dominance of certain businesses,

    “certain businesses” means categories. This points to the domination category queens achieve.

    including through acquisitions. But the Mountain View, Calif., company continues to expand aggressively.

    Translation: moves into new categories through internal efforts and M&A.

    Founded in 2007, Fitbit makes so-called wearables, or watches and bracelets that primarily track health information like heart rate. Such products have fascinated Silicon Valley

    Speaks to early adopters embracing the category.

    where technology executives of all ages proudly w...

    • 19 min

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