Posts by Christopher Lochhead
324 Peak Performance Aging with Steven Kotler, NYTimes bestselling author of Gnar Country
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The story we’ve been told our entire lives is that as we get older, we decline physically. But what if we could become more legendary as we age? We discuss this and so much more with our legendary guest, Steven Kotler.
Science-based Human Performance Guru Steven Kotler is back in his fantastic new book Gnar Country: Growing old, Staying Rad. Steven lays out how cutting-edge discoveries in embodied cognition flow science, and network neuroscience have revolutionized how we think about peak performance aging.
In this radically different conversation, you’ll learn how to embrace peak performance aging in your life. This is a fun, fascinating and deeply insightful conversation with one of our favorite thinkers.
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.
Steven Kotler writes a book about me
The conversation starts off about the new book that Steven has written, called Gnar Country. Christopher expresses his gratitude to Steven for writing the book and acknowledges his admiration and respect for him. However, Christopher also tells Steven that it has challenged his comfortable outlook on life.
The book centers around the idea of not being “dead before you’re dead,” encouraging readers to embrace mission-style challenges in the second half of their lives. Steven clarifies that he doesn’t mean Christopher has to go surf Mavericks, a famous surfing spot known for its enormous waves. But rather that engaging in difficult and fulfilling activities can be transformative. For Steven, the second half of life is presented as an opportunity for growth and exploration.
Getting back to Gnar Country
Christopher, who had been easing into a more relaxed lifestyle, confesses that he was getting used to being “dead” in a figurative sense – finding comfort in smoking at home, enjoying the garden, and taking leisurely walks. However, after reading Steven’s book, he feels inspired and reminded of the adventures he used to embark on with his friend Al Ramadan. Christopher mentions how he and Al would take annual trips for adrenaline-fueled activities like surfing, skiing, and scuba diving.
Coincidentally, as Christopher reads the book, he receives an email from Al Ramadan, proposing a future surf and dive trip for their group of friends. This timing strengthens Christopher’s belief that the universe, through Steven and Al, is nudging him to return to thrilling and challenging adventures in “Gnar country”.
Steven Kotler on Park Skiing in your 50s
The conversation then focuses on Steven Kotler’s experience of teaching himself park skiing at the age of 50. This is despite conventional beliefs that learning such skills becomes impossible after a certain age. Steven explains that there has been scientific research done in the past 20-25 years that challenges the traditional view of aging, which assumes a gradual decline in physical and mental abilities. He emphasizes the “use it or lose it” principle, stating that with continued training and practice, individuals can maintain their skills far longer than previously thought.
As a skier himself, Christopher initially finds it incredulous that Steven attempted to learn park skiing in his 50s. He recounts a personal experience of attempting a park maneuver in his early 40s and how risky it was as he continued. Christopher expresses his surprise at Steven’s determination and adventurous spirit, acknowledging the challenges and potential dangers associated with park skiing.
This further showcase Steven’s pursuit of pushing boundaries and defying age-related limitations by taking on the challenge of park skiing in his 50s, which is pretty rad, in our opinion.
To hear more from Steven Kotler and how to live in Gnar Country, download and listen to this episode.
Bio
Steven Kotler is a New York Times bestselling author, an award-winning journalist, and the Executive Director of the Flow Research Collective.
Steven is one of the world’s leading experts on human performance.
He is also the author of 11 bestsellers (out of fourteen books), including The Art of Impossible, The Future is Faster Than You Think, Stealing Fire, The Rise of Superman, Bold and Abundance.
His work has been nominated for two Pulitzer Prizes, translated into over 50 languages, and has appeared in over 100 publications, including the New York Times Magazine, Wired, Atlantic Monthly, Wall Street Journal, TIME, and the Harvard Business Review.
Links
Check out Steven’s new book!
Gnar Country: Growing Old, Staying Rad
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!
180 How Important is Framing, Naming, & Claiming a Problem? | Pirates Perspective
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On this episode, we are presenting some Pirates Perspective from our newsletter, Category Pirates.
Eddie Yoon, Christopher Lochhead and Katrina Kirsch of Category Pirates discuss why it’s crucial to frame, name, and claim a problem when designing a category and marketing it to customers. They also discuss why companies struggle to articulate their problems, and explain what happens if they fail to properly language it.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
The three most important things a company does at the highest levels
When asked about the problem that category design solves, Christopher emphasizes three key aspects. Firstly, it is important to believe that there are three crucial elements for a successful company: designing a legendary company/business model, offering legendary products/services, and creating a legendary category. These three aspects are considered the most important things a company does. If someone does not agree with this belief, he thinks that there is no basis for further discussion.
Secondly, it is necessary to acknowledge the significance of taking ownership and authorship of the category. If someone is willing to assume this responsibility, then assistance can be provided. However, if they are not interested in this aspect, there is no intention to convince or persuade them.
“That’s the difference between you walking in the dojo and us standing outside the dojo and dragging you into it.”
– Christopher Lochhead
Would you rather capture the 76% or compete for the 24%?
Eddie Yoon emphasizes the importance of category design in capturing the market. He argues that if one does not recognize the significance of category design, then other considerations become irrelevant. If it is agreed that category design is important, it must be acknowledged that it should be pursued wholeheartedly.
Eddie suggests that the question of why naming, framing, and claiming are important is essentially a question about the importance of category design itself. He states that if one does not understand the essence of category design, they cannot effectively address the first question.
He presents a scenario where capturing 76% of the category economics is compared to competing for the remaining 24% with a better or faster, cheaper version. Eddie suggests that many people are actually comfortable with the smaller percentage because it is familiar and known. However, if someone is content with competing for the smaller share, Eddie acknowledges their choice and states that traditional business strategies and teachings will suffice for that situation.
Ultimately, Eddie highlights the importance of understanding one’s preference for a larger or smaller market share and reframing the perspective accordingly.
Unlearning the 24% way
Eddie Yoon discusses the necessity of unlearning old and “comfortable” ways in order to capture the 76% of the market. He emphasizes that choosing to pursue the larger market share requires a significant amount of unlearning.
Part of this unlearning process involves freeing oneself to focus on understanding and articulating the problem at hand. Eddie compares it to Mark Twain’s quote about not having time to write a short letter, which highlights the importance of concise and effective communication. Framing, naming, and claiming the problem are essential because without the ability to express it clearly, important details can be lost in subsequent conversations with coworkers, investors, or customers. This loss of clarity can lead to a diluted understanding of the value proposition.
Eddie explains that without a clear understanding of the problem and its articulation, customers may not perceive the worth or premium of the product or service, investors may question the multiple premiums, and employees may not see the value of choosing the company over competitors focusing on the smaller market share.
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!
323 Being Different, Raising Different Kids with Kayla Taylor, Bestselling Author of Canaries Among Us
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The most powerful thing you can be is 100% yourself, and specifically be the things that make you different, yet uniquely you. But we live in a world that values sameness that drives conformity, that lack of openness to different can cause significant problems for adults, and even more so for kids. We discuss all these and more with our guest, Kayla Taylor.
Kayla Taylor is the author of Canaries Among Us, a Mother’s quest to honor her child’s individuality in a culture determined to negate it. If you’re different, you love someone who’s different, or have a child in your life who’s different. You’re going to love this conversation with Kayla.
Pay special attention to the part of this dialogue about how we’re all grappling with being caring and sensitive to the needs of others and on the other hand, not being so overly careful that we can’t say anything to anybody about anything for fear of being criticized or canceled.
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.
Kayla Taylor on receiving appreciation for her work
Kayla expresses gratitude for when people give their time and validation of her work. She describes her book as a vulnerable endeavor and admits to considering not publishing it multiple times. She recalls expecting critical reviews, which almost led her to give up. However, a positive review convinced her to continue.
Kayla feels a sense of obligation to address the stigmatized issues covered in her book and support others who may be going through similar experiences. She acknowledges that while others have written about similar topics, they often reflect on childhood experiences or feel restricted by privacy concerns. She believes there is a lack of literature capturing the current challenges of raising children with learning differences who face bullying, and she wants to fill that gap and offer support to others in similar situations.
Kayla Taylor on writing under a pseudonym
When asked as to why she wrote under a pseudonym, Kayla explains that she couldn’t find a memoir from a parent in the midst of dealing with issues such as bullying, learning differences, and anxiety. She desired a book that captured the present moment and felt poignant.
However, she also wanted to respect her children’s privacy and avoid publicly shaming individuals, including the children who behaved poorly. She believed that all children should have the opportunity to learn from their mistakes and grow without enduring public shaming. To protect people’s privacy, avoid shame, and honor her own principles, she chose to write under a pseudonym.
Additionally, through her research on different forms of victimization, Kayla discovered that society often fails to support and center those who have been victimized. She didn’t want to contradict her belief in prioritizing victims’ privacy and autonomy by publishing a book that would potentially expose everyone involved. Thus, she decided to use a pseudonym to maintain consistency.
Understanding Learning Differences
Kayla discusses her journey into understanding learning differences when her child faced bullying for being unique and different. Through research, she discovered that one in five people have diagnosable learning differences, including dyslexia and ADHD. However, this statistic doesn’t account for other factors such as sensory processing, mental health issues, and physical impairments that affect learning. She criticizes the education system for being designed during the Second Industrial Revolution, focusing on standardization and neglecting individual strengths.
Christopher shares his own experience of having multiple discernible learning differences and emphasizes that being radically different left him with no choice but to embrace his uniqueness. Despite not having a GED, he became the head of marketing at a publicly traded software company.
Kayla acknowledges that many successful individuals, including Albert Einstein, dropped out of school or struggled within the rigid system. She highlights famous scientists and CEOs who are believed to have learning differences, such as dyslexia and autism spectrum traits, to challenge the notion that such differences hinder capability. The conversation emphasizes the need to recognize and value individuals for who they are rather than conforming to a rigid educational system.
To hear more from Kayla Taylor and how being unique in a world of sameness is actually a good thing, download and listen to this episode.
Bio
About Kayla Taylor
Kayla Taylor writes to address important issues plaguing families, and she uses a pseudonym to protect the identities of minors and other vulnerable individuals.
She supports organizations that promote mental health, neurodiversity, and bullying prevention.
Links
Connect with Kayla Taylor!
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!
179 Why Do Some Companies Ship Products And Very Few Category Design Markets? | Pirates Perspective
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On this episode, we are presenting some Pirates Perspective from our newsletter, Category Pirates.
Eddie Yoon, Christopher Lochhead and Katrina Kirsch of Category Pirates discuss why some companies ship products, but very few companies category design markets. They explain this through the lens of Apple’s new Vision Pro spatial computing headset in talk about why Apple’s approach is different.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
Apple has always been Category First, Product Second
Katrina Kirsch starts off the conversation with how a lot of companies tend to put out products, and not focus on creating a category for them first. Apple seems to be the biggest contrary to this statement, as it has always been a category-driven company rather than product driven.
Eddie Yoon agrees with this, and adds that Apple has never been one to create a product first, or a first-mover. Even going as far as the first Mac, there have been personal computers before it, but Apple sold people to a whole new experience by creating a category around personal computers and having an interface that’s both intuitive and easy to get into.
Copying vs Innovating
Following up to this, there are those who say that Apple is just copying ideas from its competitors and adding their own quirk to it. But if you look at this deeper, Apple is just really good at finding different uses for existing products in the market, something that those who made it first didn’t even consider as a function.
Take for example what Apple is doing to the Vision Pro right now, which was discussed by Christopher in the previous Lochhead on Marketing episode (LOM 178). The main difference with how Google and other virtual headset devices marketed themselves versus the clear-cut presentation and demonstration by Apple is just miles apart. It doesn’t just look like a proof of concept that people can experiment on: Apple clearly tells you, “This is what you can do with it, and what other things you can add on later.”
Apple is attacking the “tyranny of the screen”
Christopher then explains that a lot of people misunderstood Apple’s point of attack in launching the Vision Pro. As product-centric companies and businesses, they think Apple is attacking other products like the Oculus and other VR headsets. When in reality, Apple is aiming for something else.
As Eddie Yoon puts it, Apple is attacking the tyranny of the screen. The concept that we have to get bigger screens when we want better entertainment value, or that we have to be tied down to a certain place when doing work because your display cannot move with you.
The other misconception is that people say Apple did not invent spatial computing. That it has been there this whole time in other products. And that’s true. But they are one of the first to adopt it to a question that only spatial computing can solve, and not just push out a product to see what people will do to it. This gives Apple app developers a range that they can work with; a clear scope and limitation so they don’t overshoot their promises, but at the same time push the boundaries of what can be done with it.
To hear more about these Pirates Perspectives, download and listen to this episode. And if you like to hear more Pirates Perspectives, you can find it and other buried treasures when you subscribe to our Category Pirates newsletter.
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!
322 How To Build A Legendary B2C Product, Company & Category with Matthew Bertulli Co-founder & CEO of Lomi
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In this episode of Christopher Lochhead: Follow Your Different, we learn how to build a legendary B2C category and company from one of the hottest founders in a brand new category space, Matthew Bertulli.
Matthew Bertulli is a true mission driven founder, and this is a masterclass on how to be a missionary category designer who evangelizes their category and believes entrepreneurs can do what governments can’t.
Lomi was introduced to the world with one of the most viral product launch videos in history, and Matt breaks down just how they did it. Trust me, you’re going to come back and listen to this episode multiple times.
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.
The Need for Lomi
The conversation starts off about Lomi, and the need for a product infrastructure for composting. Matthew sets up a bit of background by discussing their company, Pela Case, which produces compostable phone cases.
Later on, what they realized is that despite having the push to create compostable and earth-friendly products, there was a lack of compostable infrastructure globally.
They observed that even major companies like Pepsi, P&G, and Unilever were investing in transitioning from single-use plastics to compostable alternatives. However, government regulations banning single-use plastics were in conflict with the lack of compostable infrastructure.
For example, in California, companies offered compostable products, but there was no proper system to handle them. Compostable items were often mistaken for regular waste and ended up in landfills, rendering the whole effort futile.
Matthew Bertulli on going against the “safe”route
Matthew then shares their decision to go against the “safe”advice and pursue this idea for Lomi. Despite having a successful company with millions of customers, they chose to develop a complex product that would compost food in a short time.
The process was difficult and required significant investment. They faced numerous obstacles, particularly with factories initially rejecting the idea or lacking the technological capability to execute it.
However, they eventually found a toy factory willing to support the project. Matthew emphasizes that creating something new and innovative is met with resistance, as manufacturers prefer replicating existing products.
“The hard part with all of this is like, it’s making this kind of product or any kind of product like this. It’s hard tech, which makes it expensive. It makes it slow. It took years to develop.”
– Matthew Bertulli
Standing up against the Board
The conversation then moves toward the entrepreneurial mindset and the personal motivation behind pursuing a business idea. Matthew explains that having control over the board and ownership in the business allowed them to make bold decisions.
For them, their drive stemmed from a strong dislike for food waste, particularly due to personal experiences with inefficient waste disposal methods. They believed that finding a better solution would resonate with others who shared the inconvenience.
Matthew was highly convinced that the idea would work and could successfully sell it to the board and the team. They also highlighted the positive impact on climate change, which further motivated people to support the idea. Despite having some failed ideas in the past, the trust and confidence from the board and investors helped them move forward.
The result of their efforts was the successful introduction of Lomi, a new kitchen product that has experienced rapid growth and is considered one of the most significant additions to the kitchen product category in over a decade.
To hear more from Matthew Bertulli and the success story of Lomi, download and listen to this episode.
Bio
Matthew Bertulli
Co-founder and CEO of Pela Case & Lomi.
We are a certified B-corp, have Jay-Z’s Marcy Venture Projects as a notable investor, were named Top 10 in the Canadian Business Growth 500 ranking and are #1 in Deloitte’s Fast 50 for cleantech businesses in Canada.
Links
Connect with Matthew Bertulli!
Lomi | Matthew’s Website | LinkedIn
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!
321 Mental Health with Morra Aarons-Mele, Bestselling Author of The Anxious Achiever
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We all face mental health challenges, and learning to navigate them is the difference between a super successful career and life or living a career and life of struggle. But the business world is not exactly the most welcoming place to talk about our mental well-being. One of the people leading the way to change that is our guest, Morra Aarons-Mele.
Morra Aarons-Mele the author of The Anxious Achiever: Turning your biggest fears into your leadership superpower. She is also the host of the popular The Anxious Achiever podcast, and is on a mission to normalize anxiety and leadership.
Morra says that anxiety is built into the very nature of leadership and can be harnessed into a force for good. So if you’ve ever experienced that feeling in your stomach that comes from being nervous, or if you’ve ever grappled with fear, you’re going to thank yourself for listening to this conversation.
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.
Morra Aarons-Mele on talking about Mental Health
The discussion opens up with the topic of mental health in the workplace. Christopher expresses his gratitude for a book on the subject and acknowledges the growing acceptance of talking about mental health.
Morra then reflects on her interactions with others while doing so, noting that the value is in providing a sense of normalcy and acceptance. She hopes to assist people in incorporating mental health considerations into their lives and encourages them to consider how this affects their performance. She also emphasizes the value of humor and a human approach in dealing with mental health issues.
The Shy Loud and the Introverted Extrovert
The next part explores the experiences of Christopher and Morra as introverts and extroverts in social situations. Morra describes herself as an extreme extrovert who enjoys being in the spotlight, engaging with media, and giving speeches, but finds herself quite introverted when it comes to casual conversations and one-on-ones. She emphasizes that introverts can also enjoy public speaking and have a humorous side, challenging common stereotypes.
Christopher, on the other hand, identifies as an extrovert but mentions being an “introverted extrovert.” He explains that while he is comfortable speaking or participating in events, he tends to avoid social gatherings without a clear purpose or role. Christopher shares his preference for meaningful interactions rather than superficial networking. He mentions that online platforms like TED Talks have allowed him to avoid uncomfortable socializing while still sharing his ideas.
Managing Mental Health is important
Morra emphasizes that managing mental health does not weaken a person’s ability to show up and be successful. She challenges the misconception that anxiety and depression make individuals weak and highlights that they are common human experiences and sometimes medical conditions.
Morra draws attention to the fact that stories of overcoming adversity are celebrated because they demonstrate resilience and personal growth. She argues that mental health should be viewed in the same light, as individuals who confront and integrate their mental health challenges can become stronger and more effective leaders.
Morra criticizes the tendency to deny or mask mental health issues, stating that it hinders our ability to be there for others. She ultimately suggests that managing and embracing mental health challenges can contribute to personal growth and leadership development.
To hear more from Morra Aarons-Mele and how to thrive as an Anxious Achiever, download and listen tot this episode.
Bio
Morra Aarons-Mele
Morra Aarons-Mele knows that taking your mental health seriously is a leadership strength.
She hosts The Anxious Achiever podcast for LinkedIn Presents, which won the 2023 Media Award from Mental Health America, was a 2020 Webby Awards Honoree, 2022 “Best Commute Podcast” Signal Award winner, and is frequently a top 10 management podcast and top 50 business podcast.
She’s passionate about helping people rethink the relationship between their mental health and their success.
Morra speaks to and consults frequently with Fortune 500 companies, startups, and U.S Government agencies. She is a LinkedIn “Top 10 Voice” in mental health.
Her new book, The Anxious Achiever: Turn Your Biggest Fears into Your Leadership Superpower, was published by Harvard Business Review Press in April 2023.
Harvard Business School Professor Amy Edmondson calls the book “a game changer, wise and practical,” and Andy Dunn, who co-founded and sold the popular men’s clothing brand Bonobos, says “Morra has written an astonishing book.
She moves from stories to data to advice in a page-turning way. This is not a book just for anxious achievers — it is a book for any human being who wants to transform their mental health.”
Morra Aarons-Mele is an entrepreneur and communications executive. In addition to her work in workplace mental health, Aarons-Mele founded the award-winning social impact agency Women Online and created its database of female influencers, the Mission List, which she sold in 2021.
Morra was named 2020 Entrepreneur of the Year at the Iris Awards, created to recognize excellence among digital content creators.
She has helped three US presidential candidates and a range of mission-driven organizations create communications, marketing, and fundraising campaigns.
Aarons-Mele is also a prolific writer. Since 2004 she has covered the campaign trail, the White House, the lactation room, and the office cubicle. Her first book, Hiding in the Bathroom: How To Get Out There (When You’d Rather Stay Home), was published by Dey Street Books in 2017 and was an Amazon bestseller. She has written for the New York Times, Entrepreneur, Fast Company, Slate, InStyle, O, the Wall Street Journal, Forbes, and the Guardian.
Aarons-Mele has degrees from the Harvard Kennedy School and Brown University. She and Nicco Mele live in Boston with their three children.
Links
Follow Morra Aarons-Mele!
Morra’s Website | LinkedIn | Twitter | Books
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!
178 Apple’s New Category Design & Why(almost) No One Got It
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Apple announced some powerful new stuff at their Worldwide Developer Conference. And, as usual, many people in the business press, Twitter, and in Silicon Valley didn’t see what happened in plain sight. So here we are again, explaining why this new category is different from the other virtual and reality augmentation devices out there, and why it is important.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
Don’t just launch products, launch categories
Let me put it to you this way. Google launches products, aka Google Glass. Facebook, launches products, aka Oculus. Meanwhile, Apple does Category Design.
It’s fascinating to us that category design hides in plain sight. Because what most people got wrong is they think that Apple introduced a product called Vision Pro. And yes, of course, they did that. But they did not make the same mistake that Google and Facebook made, which is they just launch products; Apple designs categories. And they tell you that’s exactly what they’re doing.
Press Release for Apple Vision Pro
Here’s the headline: introducing Apple Vision Pro, Apple’s first spatial computer.
And what you have is the new product and brand Apple vision Pro. And they tell you what it is. It’s a spatial computer. It’s not a VR/AR headset. It’s not some kind of other variety – It’s a spatial computer. And if you go on to read the press release, what you’ll discover is that Tim Cook’s quote sums the whole thing up. “Today marks the beginning of a new era for computing,” said Tim Cook, Apple’s CEO. Just as the Mac introduced us to personal computing, and iPhone introduced us to mobile computing, Apple Vision Pro introduces us to spatial computing. And that, my friends, is the difference between marketing a category and just a product.
Creating a new computing platform
And this is what most people miss. And the reason they did it at their worldwide developer conference, is because they want the vision pro spatial computer to become a new compute platform. Just like the iPhone became a new compute platform, the personal computer became a new compute platform. That’s what they’re doing here. The iPad, etc. became a new platform, a new category of technology, not just a product that they gave to people.
Launching a product without a category is like a loose cannon
When Google launched Google Glass, they launched a product, they never articulated a problem that that product solved. They never evangelized a different future with that product. What they did was show a bunch of features. And because they didn’t provide the strategic context for understanding of what the product was, aka category, they left it up to customers and the media to decide.
Well, what happened? If you don’t control your own category narrative, somebody else will. And so what emerged about Google Glass? Well, number one, because they did the launch in Silicon Valley, the people who used it immediately got the nickname of “glass-holes”, because it was rich assholes using Google Glass and beta and early release driving around in their Tesla’s and the like, that sort of drew the ire of much of the world.
To hear more on what Apple did right with the launch of their new category, 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!
320 How To Confront Evil & Inspire The World with Pastor Evan Mawarire of Zimbabwe
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There are experiences in life over which you never get in this, and dialogue is one of those. Normally, we tell you some things you’ll learn and some things to listen for, but not today – because we want you to get what there is for you to get from this conversation with our guest, Evan Mawarire.
Evan Mawarire is a Zimbabwean clergyman who founded the #ThisFlag Citizens Movement to challenge corruption, injustice, and poverty in Zimbabwe. He’s the man who stood up to an evil dictator Robert Mugabe of Zimbabwe, with nothing more than his voice, faith, and commitment to his country and his people.
Pastor Evan mobilized a movement powered by social media and empowered the nation of Zimbabwe to peaceful protest. And when he inspired his beloved country, Pastor Evan inspired the world, but he has paid in unimaginable personal price. On this episode, you get to hear his story in his words like never before.
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.
Pastor Evan Mawarire on releasing the bitterness
In this conversation, Pastor Evan Mawarire is asked how he maintains a positive attitude in the face of mistreatment and hardships.
Pastor Evan admits to having felt bitterness and anger along the way, but emphasizes the importance of releasing these emotions and practicing forgiveness. Holding on to bitterness, he believes, only poisons oneself and prevents personal growth. By forgiving others and asking for forgiveness for his own mistakes,
“I would be lying if I said I was never bitter or never angry at some point in my life, or in my journey, particularly this part of the journey. But you have to have an openness of heart to work that bitterness out. You have to have it in your hearts to be able to get to a point where you release the anger that you feel towards somebody because these are human emotions. At the end of the day, what bitterness does is that it does not affect what you are bitter towards, but it poisons your own well.”
– Pastor Evan Mawarire
Pastor Evan strives to be negative-free and to cultivate a clear conscience. He admits that this process is ongoing and affects all aspects of his life, including apologizing to his six-year-old daughter for his errors. Pastor Evan sees forgiveness as an essential part of his path, allowing him to thrive and be the best version of himself despite the risks and challenges that come with it.
You can Forgive and still seek Justice
Pastor Evan Mawarire is then asked how he can forgive those who have committed grave injustices against him and others, given the dangers he has faced.
Pastor Evan explains that forgiveness is not a substitute for justice and emphasizes the significance of distinguishing between the two. He recognizes the importance of justice and understands that forgiving someone does not absolve them of their actions.
While he has personally forgiven individuals such as Zimbabwean dictator Robert Mugabe, who threatened and mistreated him, Pastor Evan believes that justice must be sought for the crimes committed, not just for his own sake, but also for the millions of others who have suffered. He encourages others to forgive at their own pace, because true forgiveness comes from the heart and cannot be forced.
Finally, he emphasizes that forgiveness and the demand for justice can coexist because forgiveness is a personal choice and justice must still be sought.
Pastor Evan Mawarire on the Liberation Struggle of Zimbabwe
Pastor Evan then shares his background and the values instilled in him by his father.
He describes how his father, who had humble beginnings as a cow herder in rural Zimbabwe, actively participated in the liberation struggle for Zimbabwe’s independence. When the war ended in 1980, his father, along with his newlywed mother, moved to the capital city, with dreams and hopes for a prosperous new Zimbabwe.
Pastor Evan explains that he grew up witnessing his parents’ hard work, respect for others, and belief in the importance of helping people.
“I think the one thing I recognized growing up watching my mom and dad is this idea that you can, through hard work, through respect for other people, and through digging into yourself and figuring out what you’re good at, you can you can really build a life. But the most important thing my dad taught me – even growing up as a young man – is that a life that is lived only for one self, is a life that’s wasted.”
– Pastor Evan Mawarire
Following his father’s teachings, Pastor Evan chose not to pursue college but rather attended a technical school to learn a craft, becoming an auto electrician.
To hear more from Pastor Evan Mawarire and on how to inspire the world, download and listen to this episode.
Bio
Evan Mawarire is a Zimbabwean clergyman who founded #ThisFlag Citizen’s Movement to challenge corruption, injustice, and poverty in Zimbabwe.
The movement empowers citizens to hold government to account. Through viral videos, the movement has organized multiple successful non-violent protests in response to unjust government policy.
Pastor Evan was imprisoned in 2016, 2017, and 2019 for charges of treason, facing 80 years in prison.
His message of inspiring positive social change and national pride has resonated with diverse groups of citizens and attracted international attention.
Pastor Evan has addressed audiences around the world, and Foreign Policy magazine named him one of the 100 global thinkers of 2016.
The Daily Maverick Newspaper of South Africa named him 2016 African person of the year.
Evan is a 2018 Stanford University Fellow of the Centre for Democracy Development and the Rule of Law.
Links
Connect with Pastor Evan Mawarire!
Renew Democracy Initiative | Twitter | Instagram | Facebook
More information about Pastor Evan Mawarire
2022/23 SNF Agora Institute Johns Hopkins University Visiting Fellow
2022 National Endowment for Democracy Regan Fascell Fellow
2020 Yale University World Fellow
Yale International Leadership Centre advisory council member
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!
177 Should My Category Name Be Relevant And Relatable? | Pirates Perspective
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On this episode, we are presenting some Pirates Perspective from our newsletter, Category Pirates.
Eddie Yoon and Christopher Lochhead of Category Pirates answer questions about how important it is to create a category name that resonates with people—and that is similar enough to everyday language. Languaging takes thinking, but it’s worth getting right.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
The importance of a Category Name entering the mainstream
The first topic comes from a question about the importance of having a category name, and how important it is to be relevant enough to be used in everyday speech and lingo.
Eddie points out that it is every important and a great deal to have one’s category name be something recognized by the public, particularly the target consumers, while striking a balance of being unique and different from the rest.
An example he gives is Starbucks, which is in the “Dessert Coffee” business. While they might not outright say that they are in such as business, how they portray their products is perceived by consumers as such. And they capture that particular market by Languaging, creating something new like the Frappuccino.
Having your Category Name make a mark in people’s minds
Continuing along that line of thought, Eddie Yoon emphasizes that it is not only important to create something new, but it is also important that people find it relevant and want to engage with your product or service.
Going to the example of Starbucks again, people have had coffee before, but they have not had dessert coffee. And say what you will, Frappuccino is essential a liquid sugar bomb in a cup, which a lot of people find more interesting than your regular latte or cappuccino.
And where can you buy this Frappuccino? That’s right, Starbucks.
Nowadays, there are numerous coffee shops that use the term, but whenever one thinks of Frappuccino, Starbucks is one of the first things that come to mind. And that is how you make a mark in people’s minds.
Combining Ideas to make a new innovative Category Idea
Christopher Lochhead then brings up the topic of combining two or three ideas to make a new Category Idea. Sometimes, those ideas can even clash with each other individual, but makes sense when you combine them.
An example of this was Sun Microsystems, which went all-in for networking earlier than everyone else. While people are still using their computers as standalone units in business, Sun Microsystems have been selling servers and advocated for business to build a network for their office PCs. They even have their own networking software called Solaris.
So while the business people in the 90’s finally had their delayed A-ha! moment, Sun Microsystems have already carved up a sizable chunk of the market for themselves.
To hear more about these Pirates Perspectives, download and listen to this episode. And if you like to hear more Pirates Perspectives, you can find it and other buried treasures when you subscribe to our Category Pirates newsletter.
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!
