Posts by Christopher Lochhead
309 Ancient Wisdom For A Modern America with Simran Jeet Singh, Bestselling Author of “The Light We Give” & Aspen Institute Religion & Society Executive Director
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Have you ever had a conversation with someone where you feel very lucky to have been able to meet and talk to that person? My conversation with our guest, Dr. Simran Jeet Singh, felt like just that.
Simran Jeet Singh, PhD is the Executive Director of the Religion and Society Program at the world-famous Aspen Institute. He’s also the author of a new national bestseller, called The Light We Give: How Sikh wisdom can transform your life.
You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.
Dr. Simran Jeet Singh on Sikh Wisdom
The conversation starts with one of the major proponents that Dr. Simran shares to everyone, which is Sikh wisdom. He defines it as such:
“I think Sikh wisdom is these experiences and insights that people before us have developed and we have access to if we want. And one of our choices is do we want to learn all the lessons the hard way, or do we want to step into these treasures that are already available to us. It is the Sikh philosophy and traditions that I didn’t really learn to appreciate until I got older and started meeting real challenges in my life.”
– Dr. Simran Jeet Singh
Dr. Simran used these Sikh wisdom in moments of his life where he felt huge struggles and difficulties to guide himself into the person that he wants to be.
The Challenges of being Different
On such moment was when the events during 9/11 occurred, and the whole country was, in many ways, suffering a collective sense of trauma. It was a vulnerable feeling that people of the United States did not think they would feel. But the feeling of vulnerability was even more so for Dr. Simran and his community.
“In this moment of extreme difficulty for our country, of extreme anger and violence, all of a sudden, I and people belonging to my community fell into the stereotype of how Americans saw their enemy. And so that, I think, is partly what felt so difficult in this moment: on the one hand, I felt like I was an American and belonged here and was going through the same trauma as everyone else. Yet at the same time, so many people around me, my fellow Americans would look at me and be like, “no, no, you’re not one of us here.””
– Dr. Simran Jeet Singh
It hurts doubly for Dr. Simran, as he understands the pain and vulnerability that they are experiencing, as someone who has lived in the US for quite some time. But at the same time, the hate created by the almost-kneejerk reaction that some had afterwards was something that his community and others did not deserve, simply because they were different.
Dr. Simran Jeet Singh on educating the masses
Dr. Simran believes that this reaction is fear born from ignorance, and is something that could be remedied by educating the people on what the Sikh ideologies and culture really stand for.
Sometimes, he would be surprised that an average American doesn’t know where Punjab is, let alone what a Sikh was. That gave Dr. Simran a sense of where he needed to start. Even before educating about the different cultures and ideologies, they might not even have an idea of where you came from, and they have been making assumptions about your culture based on the wrong information.
To hear more from Dr. Simran Jeet Singh and Sikh wisdom, download and listen to this episode.
Bio
Simran Jeet Singh PhD is Executive Director for the Aspen Institute’s Religion & Society Program and author of The Light We Give: How Sikh Wisdom Can Transform Your Life.
He is a visiting professor of history and religion at Union Theological Seminary and a Soros Equality Fellow with the Open Society Foundations, and in 2020 TIME Magazine recognized him among sixteen people fighting for a more equal America.
His work has appeared in The New York Times, The Washington Post, and CNN, and he is a columnist for Religion News Service.
Author of the award-winning children’s book Fauja Singh Keeps Going: The True Story of the Oldest Person to Ever Run a Marathon, Simran is an engaging guest speaker who delivers keynotes and facilitates workshops.
His message has been described as “critical and essential” and he’s noted for his “unwavering and empathetic approach to anti-racist work.” Simran lives in New York City with his family.
Links
Connect with Dr. Simran Jeet Singh!
Website | The Light We Give | The Sikh Coalition
We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!
308 Silicon Valley: What Happened & What People Are Confused About
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It’s been a crazy handful of days in Silicon Valley. But now that the federal government has made their announcements and has the ball rolling, I wanted to spend a few minutes with you just clarifying some things that seem to be creating confusion in the recent Silicon Valley Bank situation.
There seems to be more confusion about what just happened with the collapse of the Silicon Valley Bank and what the federal government just did as there was about COVID. So let me see if I can break this down for all of you.
There is no Bank Bailout for the Silicon Valley Bank
Let me say that again: there was no bank bailout here.
The executives got fired. None of the investors, creditors, nobody doing business with the bank, in that sense, are getting any of their money back, particularly the investors in the board. The Silicon Valley Bank is gone.
The Effect on the US Finance
The President has said that this will not cost taxpayers’ money. You may choose to believe it or not, but that is the current position of the government on the matter. What they’re saying is if there’s any protection money required, it will come from the Federal Deposit Insurance Corporation (FDIC).
The FDIC is an insurance company managed by the federal government, which is paid for by Wall Street and the banks. They pay insurance fees to the FDIC for drastic instances such as these.
Making that point clear as soon as possible was a good move by the federal government, because if they have wavered in their decision to do so, twisted narratives about bank bailouts and conjuring the past instances of it happening would have been a bad blow to the US government’s image.
The Silicon Valley Bank Depositors will get their money back
White there’s no direct timetable for when the depositors can get their full funds back, the federal government, via the FDIC, came in and said that they will make sure that the people will get 100% of their money back.
Here’s where most of the confusion lie at the moment, because there are some who spin the narrative like this resembles the recent FTX crash. But unlike the FTX crash where the money is in large parts gone, the Silicon Valley Bank’s money is still there. The main issue at the moment is that there were some horrendous mistakes in investing the money, which caused it to be stuck and become inaccessible at the moment. So when a bank run happened, they didn’t have enough cash. And that’s what caused this.
But the money is still there, unless we learn otherwise after the ongoing investigations.
To hear more updates and suggestions on how Silicon Valley, the federal government, and the FDIC can prevent such a crisis from happening again, download and listen to this episode.
Bio
Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.
He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.
Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.
In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.
He also co-founded the marketing consulting firm LOCHHEAD; the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.
We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!
170 Silicon Valley: What Happened & What People Are Confused About
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It’s been a crazy handful of days in Silicon Valley. But now that the federal government has made their announcements and has the ball rolling, I wanted to spend a few minutes with you just clarifying some things that seem to be creating confusion in the recent Silicon Valley Bank situation.
There seems to be more confusion about what just happened with the collapse of the Silicon Valley Bank and what the federal government just did as there was about COVID. So let me see if I can break this down for all of you.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
There is no Bank Bailout for the Silicon Valley Bank
Let me say that again: there was no bank bailout here.
The executives got fired. None of the investors, creditors, nobody doing business with the bank, in that sense, are getting any of their money back, particularly the investors in the board. The Silicon Valley Bank is gone.
The Effect on the US Finance
The President has said that this will not cost taxpayers’ money. You may choose to believe it or not, but that is the current position of the government on the matter. What they’re saying is if there’s any protection money required, it will come from the Federal Deposit Insurance Corporation (FDIC).
The FDIC is an insurance company managed by the federal government, which is paid for by Wall Street and the banks. They pay insurance fees to the FDIC for drastic instances such as these.
Making that point clear as soon as possible was a good move by the federal government, because if they have wavered in their decision to do so, twisted narratives about bank bailouts and conjuring the past instances of it happening would have been a bad blow to the US government’s image.
The Silicon Valley Bank Depositors will get their money back
White there’s no direct timetable for when the depositors can get their full funds back, the federal government, via the FDIC, came in and said that they will make sure that the people will get 100% of their money back.
Here’s where most of the confusion lie at the moment, because there are some who spin the narrative like this resembles the recent FTX crash. But unlike the FTX crash where the money is in large parts gone, the Silicon Valley Bank’s money is still there. The main issue at the moment is that there were some horrendous mistakes in investing the money, which caused it to be stuck and become inaccessible at the moment. So when a bank run happened, they didn’t have enough cash. And that’s what caused this.
But the money is still there, unless we learn otherwise after the ongoing investigations.
To hear more updates and suggestions on how Silicon Valley, the federal government, and the FDIC can prevent such a crisis from happening again, download and listen to this episode.
Bio
Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.
He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.
Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.
In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.
He also co-founded the marketing consulting firm LOCHHEAD; the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!
307 Silicon Valley & 5 Crisis Marketing / Communications Principles
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Silicon Valley Bank’s collapse went off like a bomb on March 10th 2023. And I want to reach out to you and essentially share with you the conversations that I’ve been having with many friends, many entrepreneurs, many VCs, in the last 24 hours or so.
That said, let’s talk about what’s really going on; specifically, what the media talking heads and idiot, ‘thought leaders’ on the internet are getting very, very wrong. Second, we’ll discuss a few ideas on what you can do immediately to shore up your situation if you are a Silicon Valley Bank customer, or even if you are working in the tech world. And then thirdly, let’s talk about the crisis from the perspective of your company, and what you can do moving forward.
The Silicon Valley Bank Collapse
As of now, what is clear is that Silicon Valley Bank went down in part, because of some combination of getting caught in a cash crunch. It appears they made some bad long term bond decisions at low interest rates. And as you know, the US government has been raising interest rates from about 0.25% roughly a year ago, to about 4.75% now a year later. This has caught a lot of people off guard.
This is not to say there wasn’t a mistake on SVB’s part, but what we do know is that there were some combination of over investing in long term bonds, and the interest rates going up that aggravated the problem.
Here’s a link to the Wall Street Journal article breaking all of what has happened so far.
Media and Thought Leaders’ “thoughts” on the matter
First of all, there’s a thread growing around that says, “Oh, this is the billionaires in Silicon Valley doing corrupt things, and now they’re getting their comeuppance.” This is not the case. If there was something incompetent or illegal that took place in the Silicon Valley Bank, we’ll find out once the investigations are done. But for now, it is affecting a lot of people in the space, and not just those billionaires they are harping about.
This is not some cash crunch hurting billionaires. It is hurting the people who didn’t get paid on Friday, because their employer just froze their bank. This is the entrepreneur who DM me on Twitter yesterday saying they have their entire 20 million of VC funding at SVB, and asking what they can do now. These entrepreneurs and CEOs don’t know how they’re going to pay their people, don’t know how they’re going to pay their bills.
It appears that the FDIC is saying that people will get their guaranteed 250,000 on Monday, but over 90% of the deposits in this bank are in excess of that. So it’s really not much protection. And while it seems that much of this money will come back to its rightful owner, it’s not clear what percentage and in what timeframe.
Running a business with no money is fucking hard. And that’s what’s going on here.
To learn more about the Silicon Valley Bank situation and how your business can cope with crisis of this magnitude, download and listen to this episode.
Bio
Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.
He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.
Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.
In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.
He also co-founded the marketing consulting firm LOCHHEAD; the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.
We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!
169 Silicon Valley & 5 Crisis Marketing / Communications Principles
Podcast (lochheadonmarketing): Play in new window | Download (Duration: 23:39 — 16.2MB) | Embed
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Silicon Valley Bank’s collapse went off like a bomb on March 10th 2023. And I want to reach out to you and essentially share with you the conversations that I’ve been having with many friends, many entrepreneurs, many VCs, in the last 24 hours or so.
That said, let’s talk about what’s really going on; specifically, what the media talking heads and idiot, ‘thought leaders’ on the internet are getting very, very wrong. Second, we’ll discuss a few ideas on what you can do immediately to shore up your situation if you are a Silicon Valley Bank customer, or even if you are working in the tech world. And then thirdly, let’s talk about the crisis from the perspective of your company, and what you can do moving forward.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
The Silicon Valley Bank Collapse
As of now, what is clear is that Silicon Valley Bank went down in part, because of some combination of getting caught in a cash crunch. It appears they made some bad long term bond decisions at low interest rates. And as you know, the US government has been raising interest rates from about 0.25% roughly a year ago, to about 4.75% now a year later. This has caught a lot of people off guard.
This is not to say there wasn’t a mistake on SVB’s part, but what we do know is that there were some combination of over investing in long term bonds, and the interest rates going up that aggravated the problem.
Here’s a link to the Wall Street Journal article breaking all of what has happened so far.
Media and Thought Leaders’ “thoughts” on the matter
First of all, there’s a thread growing around that says, “Oh, this is the billionaires in Silicon Valley doing corrupt things, and now they’re getting their comeuppance.” This is not the case. If there was something incompetent or illegal that took place in the Silicon Valley Bank, we’ll find out once the investigations are done. But for now, it is affecting a lot of people in the space, and not just those billionaires they are harping about.
This is not some cash crunch hurting billionaires. It is hurting the people who didn’t get paid on Friday, because their employer just froze their bank. This is the entrepreneur who DM me on Twitter yesterday saying they have their entire 20 million of VC funding at SVB, and asking what they can do now. These entrepreneurs and CEOs don’t know how they’re going to pay their people, don’t know how they’re going to pay their bills.
It appears that the FDIC is saying that people will get their guaranteed 250,000 on Monday, but over 90% of the deposits in this bank are in excess of that. So it’s really not much protection. And while it seems that much of this money will come back to its rightful owner, it’s not clear what percentage and in what timeframe.
Running a business with no money is fucking hard. And that’s what’s going on here.
To learn more about the Silicon Valley Bank situation and how your business can cope with crisis of this magnitude, download and listen to this episode.
Bio
Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.
He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.
Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.
In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.
He also co-founded the marketing consulting firm LOCHHEAD; the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!
168 Career Considerations for Technology / Startup Professionals, Category Designers & Pirates
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If you are in tech, a Silicon Valley type, in a startup, or you’re a category designer working in that world, this podcast is for you. Because today, we’re going to talk about career considerations for all of you. Whether you are planning to climb the corporate ladder or break away from it, we hope that his episode can help you figure things out.
Speaking of making a difference, my friends at Acceleration Economy are hosting a legendary virtual event called the Digital CIO Summit. It is not a stretch to say that some of the smartest people in the technology industry are going to be participating. And when some of the big thinkers in the tech world are willing to share their thinking, it is an incredible opportunity that you don’t want to miss. If you are interested, register today at AECIOSummit.com.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
How Category King Economics Work
The first thing that is important to talk about is how Category King Economics work, and what happens to its dynamics in downtimes.
When a new category emerges from a company or a small startup and gains traction, it attracts competition and investment. Eventually, a category king or queen will emerge from said companies and will have the bulk of the market at its grasp – almost two-thirds of the market or so.
As we have previously discussed in past episodes and in our book Play Bigger, these categories are usually developed during downtimes, or times of slower to no growth. This is because costumers will usually flock to the current category king or queen of their field, leaving number two and below competing for small portions.
Rather than compete for said small portion, these companies are now incentivized to create new categories themselves, one where they can thrive and dominate. Otherwise, their company is in for a slump and steady decrease in profits and market share.
Are you in a Category Battle?
So as a company, it is important to know how your product or services rank in their perspective category. If you’re the category king or head-to-head with the current one, that’s great. If not and you are steadily in number 2 or lower, it might be time to get the whiteboards out.
Why? Because it means that you are directly competing with pretty much the same product, with them having the superior specifications than yours. Hence, why customers and the bulk of the market choose them as the Category King rather than your company.
You are essentially fighting a losing battle at that point, and bleeding money as a result.
Time for Plan B
Now that you are aware of how companies do battle for the top spot in a category, let’s talk about you. If you find yourself in a company that is consistently placing 2nd or in the market, it may be time to consider some career moves.
The most obvious one is moving to the category king, and see what they are doing right over there. Another option is to go solo – a lot of solopreneurs tend to break out in these downtimes, either starting from a side hustle and developing it to a career, or working with other entrepreneurs and diving into a new startup with fresh ideas.
Take stock of what you have to offer, whether it be intellectual capital or experience, and locate a way to leverage it for your own benefit, whatever course of action you are considering taking. Also, look for a business or a circumstance that will allow you to reap the greatest benefits from the qualities you possess.
To hear more on Career Considerations for Category Designers, download and listen to this episode.
Bio
Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.
He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.
Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.
In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.
He also co-founded the marketing consulting firm LOCHHEAD; the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.
Don’t forget to grab a copy (or gift!) of one of our best-selling books:
- Snow Leopard: How Legendary Writers Create A Category Of One
- The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche
- A Marketer’s Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy
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!
306 Beat The Odds: From Abused Orphan to Loving Father with Peter Mutabazi, Bestselling Author: Now I Am Known
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When we come face to face with the raw enormity of the human spirit, it can be truly stunning. And when we encounter a person who is so magnanimous, they inspire us to ask questions like, “What could I do?” Today on Christopher Lochhead: Follow Your Different, we talk to one such person, Peter Mutabazi.
Peter grew up in shocking poverty, was called garbage and physically abused by his father. He ran away from home, and by 10 years of age became a “street kid” in the capital of Uganda Kampala. Today, Peter lives in America, and he’s living a legendary life as a foster dad. He is also running a foundation called I Am Known Foundation, and his mission is to help increase foster parenting to help care for the most vulnerable children in our country.
By the end of this episode, you will gain a visceral understanding of how a person can literally traverse from the worst imaginable situations as a child to achieving success, happiness, and a deep sense of what he calls true worth.
Peter Mutabazi on Teenage Adoption
The conversation starts off on the topic of adoption, particularly on teenage adoption. While most of the conversations about adoption revolve around adoption as a child, teenage adoption is very rarely talked about.
For Peter, this age period is particularly vulnerable for them, as they prepare to be part of society when they become 18. If there was no one to guide these teenagers, then they would have nowhere to go afterwards, and no way to establish themselves.
“When you’re 15 and you have only three years left in the foster care system, and you have nowhere to go, it’s critical for anyone to step up and guide you to the world you’ve never lived, that you don’t know. So I feel like they’re the most vulnerable and need the most talk.”
– Peter Mutabazi
Peter also comments that teenage adoptees are easier to be with. This might be due to the fact that they can pretty much handle themselves in their day-to-day lives, provided that they have the support and resources to do so.
Peter Mutabazi on his Origin Story
Peter tells the story of his youth in a village called Kabaddi, which was located at the border of Uganda and Rwanda. From the get-go, life was harsh to them, as even the basic necessities are hard to come by at times.
Peter shares that he wasn’t even given a name until he was 3 years old, as the survival rate of babies was so low, they did not want to give them names and form attachments before they are sure that he could survive.
“I also got to learn that I didn’t have a name until when I was three years old. Why? Because for every 100 children were born in my village 60 would die before the age of two. So most moms were afraid to name a child because they didn’t want to get attached.”
– Peter Mutabazi
To add another layer of difficulty to all that, Peter’s father was what you’d call abusive, in every sense of the world. Peter quips that in a normal family, even if you suffer through hardships, there’s always some comfort of knowing that you have a home to return to. In his case, it was the most agonizing place to be in because of his father.
So at the young age of 10, Peter decided that he had had enough. He ran away from home.
To hear more from Peter Mutabazi and his story of growing up with an abusive father to being the father to those in dire need of it, download and listen to this episode.
Bio
Peter Mutabazi
Peter Mutabazi is an entrepreneur, an international advocate for children, and the founder of Now I Am Known, a corporation that supplies resources to encourage and affirm children.
A single father and foster dad, Mutabazi is a former street kid who has worked for World Vision, Compassion International, and the Red Cross.
He has appeared on media outlets such as the BBC and The TODAY Show and continues to be a passionate speaker. He currently lives in Charlotte, North.
Links
Connect with Peter Mutabazi!
NowIAmKnownFoundation.org | Now I Am Known | Facebook | Instagram
Check out his book here: Now I Am Known | Amazon
305 How To Design A Legendary Career, Company, And Category with Gail Moody-Byrd of LinkedIn (Part 2)
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This is part two of a very special Christopher Lochhead: Follow Your Different series that we are doing on how to design a legendary career, company and category. This two-part series is a masterclass on how to have a legendary career in technology from 2 different perspectives. On this episode, we have a dialogue with the amazing Gail Moody-Byrd.
Gail Moody-Byrd is the head of Marketing for LinkedIn Sales Solution Group. And the job that she’s done there on category design is truly a stunner. I myself have known and done some work with Gail in the past, and she’s also worked with my friends and adopted brothers from Category Design Advisors.
If you’ve ever wanted to know how to drive massive big change inside a massive big organization to make a massive big difference, you’re in the right place. You’re also going to learn what it took for a Harvard MBA to become a successful category designer, and get executive management bought in and participating in a massive new strategic initiative like category design.
There are many people who would easily pay $25,000 to have lunch with Gail, and today you got her for free and on repeat. We hope you’ll enjoy this conversation as much as we did.
Creating a New Category in LinkedIn
The conversation starts off with acknowledging that Gail Moody-Byrd has done something extraordinarily rare in the business – which is to have implemented a category design approach within a monster corporation, which is within an even bigger monster corporation.
This is because normally when you think of implementing category design in a business, it is usually done by startups and entrepreneurship, which may develop later on to a category business leader. Though it is not unheard of, it’s highly unusual for a megacorporation to attempt such a thing.
But according to Gail, it all stems from the culture within LinkedIn itself, where they are encouraged to pursue and grow their business the way they see fit, almost like the same energy as a startup would, but with the backing of a monster corporation behind it.
So when Gail joined the LinkedIn Sales Solutions Group, they already had the idea of finding something to elevate their status and “get their mojo back”. And Gail was just the spark they were looking for.
Gail Moody-Byrd on the Curiosity of LinkedIn
Christopher shares his experience with introducing Category Design to big corporations, and the less than successful results he would get a times. This is because major corporations tend to stay rigid and not dive into new ideas that easily, especially if their current product or service still has a huge share of the market at the moment.
Gail agrees with this and adds that while LinkedIn may seem like the same on the outside, it has this inherent curiosity within that lets their people explore new ideas, as long as it stays within company guidelines and has the data to back it up.
“The beauty of LinkedIn is that they gave me the liberty to explore some of those ideas. There’s a curiosity within LinkedIn that I appreciate. We’re so market driven, and interactive, always looking for new ideas. And so the amount of support and the extreme receptivity to the conversation was, frankly, shocking to me.”
– Gail Moody-Byrd
Evolving the Platform through Category Design
Gail Mood-Byrd then talks about LinkedIn Sales Solutions, and its growth and changes over the years. It was created 10-11 years ago to enable salespeople in the b2b space to connect on the LinkedIn platform with people who might need their services.
Over the years, it has grown from being a way to connect with potential buyers and fielding available talents, to something backed by support and data science to help you find the information and the system actively looking non-stop for related data to your inquiries and target audience.
It has also gone from one-way communication, to something akin to an active conversation between potential buyers and sellers; all in a trusted network like LinkedIn. And that is something Gail and her team aim to develop further with category design in mind.
To hear more from Gail Moody-Byrd and How To Design A Legendary Career, Company, And Category, download and listen to this episode.
Bio
Gail Moody-Byrd
Vice President, Marketing, LinkedIn Sales Solutions
Member, Board Of Directors, Grocery Outlet (NASDAQ:GO)
A seasoned Senior Marketing Executive, two-time Category Creator and public board member with extensive experience in all aspects of Global Marketing, Sales and Strategy across industries, from enterprise software to retail/commerce. Propelled by a vision full of possibilities, acts as a change-maker who leads and inspires teams to deliver results, exceed expectations and grow as leaders themselves.
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More about Gail Moody-Byrd
Category Design Advisors: Category Design Lightning Strike of 2022
We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!
167 The Monster Category Battle: OpenAI & Microsoft vs Google
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On this episode of Lochhead on Marketing, let’s talk about what most people are missing about the biggest category battle of the decade: OpenAI & Microsoft vs. Google.
Even some of the smartest people in business can’t see what’s happening here, as most people don’t have a category design lens; they have a competition lens. The competition lens is about winning a comparison game with other companies, which at most leads to a small piece of the market share, and rarely leads to being the category leader of said field.
So join us as we dig into how to view the new AI category battle through the category lens, beyond product brand, and business model.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
Categories Matter
Before we look into things through the category lens, we need to point out why categories matter so much. The simple answer is: categories matter because that’s how human brains make sense of information.
“Here’s a simple example: If I say to you: ‘automobile’, you know what that is. And then if I say to you muscle car, you know that a muscle car is a subcategory of automobile. Because the way the human mind works is that you and I ascertain information, and we need to put it somewhere in a file folder, because we need to sort that shit out and make sense of it.”
– Christopher Lochhead
The second piece of it is, each of these categories and subcategories, these folders in our mind are also a hierarchy of value. Whichever is valuable or not is how they are perceived by everyone, and we collectively give some things higher values than others, even if it sometimes doesn’t make sense why some things are more expensive than things that are actually important.
Remember, there was a point in time where nobody paid for water. And then Evian showed up and got people to pay a premium price for a free product they had in their tap.
OpenAI vs Microsoft
So we get to the meat of the dialogue, which is about Microsoft & OpenAI and their new product, ChatGPT. ChatGPT represents a new category called consumer AI. Though there have been previous AI technologies that have been launched it the web before, none are as well-defined and has had a impact as big as ChatGPT.
This in turn got people thinking if Microsoft is muscling in on the Search War. Well, not exactly – because Microsoft already lost that battle with their Bing search engine. Google controls about 83% market share of searches online, compared to Microsoft Bing’s 9.9%. So clearly, Google is the Category King in that regard.
ChatGPT, however, is a whole other product and a different category altogether. ChatGPT does not search for the answer, it creates the answer based on the collective information that is available to it. It’s not he old category of Search, but a new category called Answer.
After the success of OpenAI & ChatGPT grew and garnered more positive feedback from the market, Google has decided to create its own version of it. Which is ironic, as they fell into the same trap that Microsoft found themselves in with Bing before.
To learn more about the surge of new categories from AI, and how to treat these new categories from a category lens perspective, download and listen to this episode.
Bio
Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.
He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.
Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.
In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.
He also co-founded the marketing consulting firm LOCHHEAD; the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.
Don’t forget to grab a copy (or gift!) of one of our best-selling books:
- Snow Leopard: How Legendary Writers Create A Category Of One
- The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche
- A Marketer’s Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy
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!