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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
    • 5.0, 1 betyg

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”.

    073 Noble Purpose

    073 Noble Purpose

    As this theme kept on coming up in Follow Your Different episodes, whether he spoke with entrepreneurs or venture capitalists, Christopher decided to finally talk about the purpose of business. Specifically, he dives into what his friend Gil Spencer calls a noble purpose and how noble purpose can tie to building categories companies brands.

    Mission-Driven and Mercenaries

    A noble purpose is a cool way of thinking about things that we do hear about in business and entrepreneurship. Sequoia Capital and many others, talks about it a lot. The discussion revolves around this notion of being mission-driven. Are you a mission-driven entrepreneur? 

    Similarly, Eddie Yoon, who has been a guest many times on my podcasts, shares about the distinction between missionaries and mercenaries. 



    “People who are on a mission will literally crawl through flaming glass ⁠— if that's even a thing ⁠— to achieve their goal because they're up to something, and no matter how much you pay a mercenary, when the going gets tough, many mercenaries will tap out.” - Christopher Lochhead



    What Is Your Noble Purpose?

    Chris shares a few more examples of companies and brands and how their noble purpose differentiated them and allowed them to dominate their categories. He spoke about TOM’s shoes. Another example he shares is about Patagonia, which is an environment-based company.



    “Regardless of how you think about it, I think now's a good time to think about what's your noble purpose? Specifically, can you tie this notion of noble purpose mission-driven being a missionary to the design and development of your category and brand?” - Christopher Lochhead



    Mission-Driven Entrepreneurs

    Marc Benioff, CEO of Salesforce, is a proud supporter of LGBTQ+ rights movement. Vala Afshar of Salesforce shared about their noble missions in Follow Your Different Episode 116.



    “Now's a great time to think about what's your noble purpose. Are we up to something greater than just making money and believe me, I'm a fan of making money. If you want to use this moment in time to clarify your noble purpose, why not think about how you can tie your noble purpose, to your category design, to your marketing, and maybe even to some level Have activism around topics that you think are important?” - Christopher Lochhead



    To hear more about finding your noble purpose, 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:

    TOMS Shoes 

    116 Dreamforce Special w/ Salesforce’s Vala Afshar

    024 The Difference Between a First Mover and a Category Creator w/ Eddie Yoon

    We hope you enjoyed this episode of Lochhead on Marketing!

    • 11 min
    072 Designing Legendary Categories, Companies & Brands w/ Michelle Stacy

    072 Designing Legendary Categories, Companies & Brands w/ Michelle Stacy

    Today, Chris goes deep on how to design a legendary category, company product, and brand with his super special guest, Michelle Stacy. Michelle is a living consumer product marketing legend, honing her craft with brands such as Gilette, Oral B, Keurig, and now, HydraFacial.

    Putting Consumers First

    Michelle spent many years honing her craft at Gillette where she led Oral B. She launched a number of great new products including the Pulsar battery powered manual toothbrush. She was the President of Keurig from 2010 to 2014, where the business grew from less than $1 billion in revenue to 4.5 billion. 



    Through her leadership, she took Keurig from being a category-defining product to becoming — what we, in tech call — a platform. She did this when they started inviting in the competition to sell their coffee for Keurig machines. Additionally, she's been a board member at iRobot, Coravin (a legendary wine preservation system), and Hydrafacial (Clint Carnell CEO on FYD #160)

    “I think what always resonates with me is putting the consumer first and trying to think through ‘how do I make an emotional connection between what I want the consumer to buy and the product itself.’ To me, that's where longevity happens around products. When you can get a consumer to fall in love with your product, then you have the opportunity, to as you would put it, become a Category King.” - Michelle Stacy

    The Keurig Story

    Michelle started working with Keurig in November 2008, more or less the onset of the global financial crisis. She found herself contemplating if she could ever push forward a premium-priced business given the financial crisis at that time. With consumers in mind and with the right launch plan, they successfully introduced a well-loved product. 

    “Keurig was actually the fifth single-serve company to market. They're just the ones that got it right.” - Michelle Stacy

    Creating Momentum

    In this episode, Michelle walks us through the process of developing and launching Keurig machines. She mentions initially offering this to client-facing businesses, then slowly grew to every home through word of mouth. They also knew that customers do not like to be tied into a single brand of coffee, so they explored tying up with different coffee brands for their K-cups.

    “In my DNA is the concept of looking at how you create value in every step of your environment so that you're creating value for the consumer, you're conveying value for the retailer, you're creating value for your suppliers that are supplying you with the product. So as everyone benefits within an ecosystem, it creates momentum.” - Michelle Stacy

    To know more about designing legendary categories and to know more about Michell Stacy, download and listen to this episode.

    Bio:

    Michelle is a strong leader whose personal and professional skills have developed over a 35-year career. Keurig, Gillette, and P&G have all benefited from her ability to develop and articulate a clear vision and strategy, build brands, and identify avenues for growth.



    Michelle’s key to managing and driving exceptional growth has been her ability to create a positive and focused culture that generates high employee engagement, as well as talent for creating company-wide commitment to lead with a higher purpose.



    A few of the brands that Michelle has impacted include:



    The Gillette Series



    Gillette Mach3



    Oral-B



    Oral-B Stages



    Keurig

    Links:

    Michelle Stacy



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

    • 52 min
    071 We Reserve The Right To Refuse Service

    071 We Reserve The Right To Refuse Service

    One listener writes: “This is such a confusing time and people are on edge. There's a lot of arguing and mistrust in the US. It seems like we see more people acting out. In our case, we've had some customers behave really badly. When is it okay to turn a customer away?”



    In this episode, Christopher shares his views on this matter about your right, as a business, to refuse service to customers.

    What The Law Says

    The law states that you are allowed to refuse anybody’s service, but you can't do it on the basis of color, race, gender, sexual orientation, and other subjects along those lines. What Christopher advises is to seek legal advice and make sure to have consistent guidelines to enforce on your business, so your employees are well-guided.

    “I think it's okay to refuse service to Anybody who's being a shithead and we had a situation happen here in the Santa Cruz Monterey Bay Area.” - Christopher Lochhead

    Kicked Out Due To Bad Behavior 

    Christopher shares an incident that happened recently in a restaurant in Santa Cruz Monterey Bay Area called Bernardus Lodge where an Asian-American was spending their Fourth of July holiday. A Tech CEO, named Michael Lofthouse, who was also dining in, gave out racial slurs to the family.



    The restaurant attendant, Gennica Cochran, immediately asked Michael to leave the premises to protect their customers.

    “Number one, the folks at the who run the Bernardus Lodge have some core values and that in one way or another, whether it was formal or informal, they had communicated to their team, including, of course, Gennica Cochran and that there were certain behaviors they would tolerate. Racism, acting out and being an asshole clearly was something they were not going to allow. Gennica felt empowered to do that. I don't know if she asked for permission. I don't know what she did. But she took action.” - Christopher Lochhead

    Please Wear A Mask

    Christopher also shares some of his personal experience with enforcing wearing a mask. He is  a strong supporter of this and he has received some backlash because of being vocal about it

    “If you don't like me, or you don't want to listen to my podcast, because I'm trying to promote wearing masks in the United States, that's okay. I think whatever the issue is, there comes a time in our lives as people and as business leaders, where we have to be clear about our core values and stand up for them.” - Christopher Lochhead

    To hear more about having the right to refuse customers, 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:

    a href="https://www.legalzoom.com/articles/the-right-to-refuse-service-can-a-business-refuse-service-to-someone-because-of-appearance...

    • 18 min
    070 Marketing Over Coffee w/ John J. Wall and Kevin Maney

    070 Marketing Over Coffee w/ John J. Wall and Kevin Maney

    For the first time ever, we are dropping an episode from one of Christopher’s favorite podcast, Marketing Over Coffee, with host John Wall. Recently, they did an episode with the legendary author, Kevin Maney. Kevin, as you probably know, is a multi-time successful, bestselling author. He's one of the co-authors of Play Bigger with Christopher.



    In this episode of Lochhead on Marketing / Marketing Over Coffee Crossover, Kevin talks about his recent book Unscaled. They also talk about what that means and how powerful it is. And of course, category design and many other things.

    Category Design and Play Bigger

    Kevin shares about category design and his co-authored book Play Bigger. He also shares how the book led to the creation of Category Design Advisors. He further discusses his new book Unscaled – how world-changing technologies are taking apart scaled up industries.

    “We started to go down that road together, the four of us meeting out at Chris's wonderful house in Santa Cruz, California, riding our bikes to the beach in between long conversations. Over time, we tease out this idea of category design, which didn't exist before. We all got together and started talking about this stuff.” - Kevin Maney on planning for the book Play Bigger 

    Unscaled

    Kevin describes how he ended up writing the book Unscaled, which was about how all of these new technologies, such as artificial intelligence, 3D printing and genomics, and these world-changing technologies, and how they're all coming together to allow us to reinvent our current systems. 

    “We got together with Stephen Klasko, who's the CEO of Jefferson Health, one of the bigger health care systems in the country based in Philadelphia. Steven came out and I took that healthcare chapter of Unscaled to write a, what we actually call a manifesto. It's about 60 pages long, describing how all these new technologies can take apart the old healthcare system, which was really based on taking care of people after they were sick.” - Kevin Maney on his book Unscaled

    Other Noteworthy Topics

    Kevin and John discussed a whole lot more noteworthy topics ranging from the IoT in health data, the economics of it all and the rise of telehealth. They also touched on the topic of shifting to online education and the history of IBM.

    “I tend to look at almost everything anymore through the lens of health, either category design or upscaling, because I do believe that those are the two things that are going to drive technology, and create the most interesting technology companies of the next decade.” - Kevin Maney

    To know more about Kevin Maney, download and listen to this episode.

    Bio: 

    Kevin Maney is a bestselling author, award-winning columnist, and partner at Category Design Advisors (CDA). He co-authored Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets, which gave birth to the discipline of category design.



    His book The Maverick and His Machine: Thomas Watson Sr. and the Making of IBM is the definitive biography of the man who built IBM.



    Maney has been a contributor to Newsweek, Fortune, The Atlantic, Fast Company, Strategy + Business, HBR.com, CNN and ABC News, among other media outlets.



    Additionally, he was a contributing editor at Conde Nast Portfolio during its brief run from 2007 to 2009. For 22 years, Maney was a columnist, editor and reporter at USA Today.



    He’s appeared frequently on television and radio, including CBS Sunday Morning and NPR, and lectures at conferences and universities, including New York University, UNC in Chapel Hill, and his alma mater, Rutgers. 

    Links:

    Kevin Maney.com



    a href="https://www.marketingovercoffee.com/2020/04/24/kevin-maney-talks-unscaled/" target="_blank" rel="noopener norefe...

    • 30 min
    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

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