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149 Startup Downturn Marketing Mistake, What To Do About It, & Why People Who Create Demand Are In Massive Demand

LOM_Episodes-149 Lochhead on Marketing

On this episode of Lochhead on Marketing, let’s talk about the big startup downturn marketing mistakes and what to do about it. We also talk about why people who create demand are in massive demand.

Lastly, there is the topic about your career, and what to do when the economy goes sideways, both in your business and in your career.

Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.

Startup Downturn Marketing Mistake

The reality is, it’s not just startups who make this mistake.

But before that, let’s go through the top 10 list of what happens when the recession hits.

Number one, the recession hits. The immediate impact of that, of course, is number two, demand falls. So what do most companies do? Number three, they market hard in an effort to catch demand.

Remember, when most people say marketing, what they mean is compete in an existing market category for existing demand. So when they do marketing, what they’re really doing is demand capture.

So when the recession hits to demand falls, three, they market hard to catch, falling demand or some people say catch a falling knife. As a result, number four, customer acquisition costs aka CAC goes up.

Number six to nine is just running around in circles, repeating numbers two to four. Until you reach number ten, where they finally run out of time and money.

Here’s the big learning: He who competes for demand loses, she who creates demand wins. It also happens to be why category design is the most powerful underground skill in business. Most people don’t understand that just like you can create and design a product and accompany you could also create and design a market category.

Recession through a Different Lens

I get into trouble for saying this, but most people immediately assume a negative defensive position in a recession or a downturn. However, approximately 10% of companies get stronger during the recession.

In the last week, I have had many conversations with entrepreneurs and CEOs about how to take advantage of the coming downturn. I know that sounds crazy to a lot of people, but you can’t be in the 10%, that gets stronger, and you can’t be in the elite companies that actually are able to take advantage of a downturn unless you at least ask the questions. So I’m asking you to consider a different way.

Choosing a Different Way

So here’s the different way and specific as it relates to shrinking demand. So there’s three kinds of demand. Number one, as we talked about demand capture. Number two, demand creation. That’s why some people call it category creation.

One of the stupid arguments we hear all the time is, “well, category design is dumb, because why would we go to a market where there’s zero demand, and we have to create it all, when we can just catch demand? Okay? She who creates the demand wins. That’s why.

Now in a downturn, here’s the problem. It can take some time to create demand. People say, “well, we don’t have time our revenues falling, we need to generate revenue now.” This is where the third type of approach, wherein we dam the demand. By doing so, you redirect demand from an existing market to a new solution that your product or services provides.

To hear more about how to deal with Startup Downturn Marketing Mistake, 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 FacebookTwitterInstagram, and subscribe on iTunes!

273 A New Way To Think with World’s #1 Management Thinker Roger Martin

FYD - Episode 273 Roger Martin

On this episode of Christopher Lochhead: Follow Your Different, we have a radically different dialogue about thinking with the legendary Roger Martin – a man who has been called, “the world’s number one management thinker” by former Ford CEO Jim Hackett.

Roger Martin is a Professor Emeritus at the Rotman School of Management at the University of Toronto, where he served as Dean from 98 to 2013, and as Institutional Director of the Martin Prosperity Interest Institute from 2013 to 2019. In 2013, he was also named Global Dean of the Year.

In this remarkable conversation, we dig into the definition of thinking. We also discuss the difference between what Roger calls reflexive versus reflective thinking, and why thinking is a meta skill. So if you are interested on expanding the way you think, stay and listen to learn more.

Roger Martin on Thinking about Thinking

The conversation starts off on the topic of thinking about thinking, and if it’s weird to do so. Roger offers his thoughts on the matter:

“I don’t think so, no. But you know, I am surprised at the number of people who seem to not think about how they think – they just think. And then when something kind of bad happens, they’re kind of flummoxed. The ones who are more inclined to think about how they’re thinking are more likely to say, “well, maybe I wasn’t thinking about that the best way I could, what would be a different way to think about it?” ” – Roger Martin

The Definition of Thinking

Before heading into deeper topics, we discuss the definition of thinking. Roger gives an explanation of his definition of thinking below:

“I see it as the process of reflecting on your world against a model you have of it. So you’d be thinking, if you say, that person just smiled at me as we walked by each other. So that was stimulus to your senses. And to think about it, you have to have some kind of a model in your head interpreting it. So you would say, when the corners of the lips go up like that, it generally means that that person is kind of happy, or is favorably disposed toward me, and not they have a nervous tic. But that could be another interpretation of it. But you have some kind of model that says, “this is my method of interpreting what is happening to me.” “ – Roger Martin

The thing is, other people might not have the same model as you do, unless you are privy that information. This often results in clashes in models, or a misinterpretation of other people’s model because they are unfamiliar, or radically different from yours.

That is where thinking about thinking plays a role.

Reflexive versus Reflective Thinking

Roger was then presented with a thought about the current way of thinking:

“We live in a world today that what that says that what most people call thinking is actually the mental retweeting of something they heard that they like, that often confirms and existing thought. And that existing thought was something they were taught to think, ergo, what most people call thinking today is actually not thinking.”

Roger’s response is that conceptually, that is correct. But in a way, it is also another type of thinking.

“What you describe is also thinking, but it is a much more reflexive form of thinking, then reflective form of thinking. So it’s sort of a bit of a, like a reflexive pattern recognition. But I don’t object to calling non reflective thinking to be just barely thinking or maybe not thinking at all.” – Roger Martin

To learn more about Roger Martin & the different kinds of thinking, download and listen to this episode.

Bio

Roger L. Martin is Professor Emeritus at the Rotman School of Management at University of Toronto, where he served as Dean from 1998 to 2013, and as Institute Director of the Martin Prosperity Institute from 2013 to 2019.

In 2013, he was named Global Dean of the Year and in 2017, he was named the world’s number one management thinker by Thinkers50.

He has published 12 previous books including When More Is Not Better and Playing to Win (with A. G. Lafley), which won the award for Best Book of 2012-13 by Thinkers50. Martin is a trusted strategy adviser to the CEOs of many global companies. A

Canadian from Wallenstein, Ontario, he holds a BA from Harvard College and an MBA from Harvard Business School.

Links

Connect with Roger Martin!

Website | A New Way to Think | LinkedIn | Twitter

Check out Roger’s books on Amazon!

We hope you enjoyed this episode of Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on FacebookTwitterInstagram and subscribe on iTunes!

148 Who Are You Going To Be When The Sh*t Hits The Fan

LOM_Episodes-148 Lochhead on Marketing

On this episode of Lochhead on Marketing, let’s talk about a critical question: Who are you going to be when the shit hits the fan?

As we have talked about in previous episodes, it is starting to look like the business environment could get very hard here. Some people in Silicon Valley are even saying that it could be like back in 2008. Sequoia Capital wrote their seminal “RIP, Good Times” presentation, and its final slide says, “Get real, or go home”. No matter what’s going to happen next in the economy, or frankly, the world, it’s probably time for all of us to get real or go home.

So let’s dig into why some people step up, and others melt down in times of crisis.

Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.

The Signs

When I was in my late 20s, and into my early 30s, I was the founding CMO of a company called Scient. We were a leader in the we called E-business Innovation Space, we were one of the very first consulting firms to focus on building E-businesses or Digital Businesses. We did incredibly well, as a matter of fact, the company was founded, I believe, in 98, maybe late 97. By 2000, we had grown to almost 3000 people, which is incredible for a consulting startup, essentially. We were public and had a market cap of about $9 billion.

Now, if you were around back then, you’ve done your homework, and you know the.com bust happened. Like all bad things, they happen over time. It built starting by about February, March, we could feel things starting to get bad.

Shortly thereafter, we could feel the rumblings our pipeline wasn’t starting to look very good. There was weird shit happening with our customers. And there was a slow takedown that happened from about March, slowly, slowly, slowly, building over the summer, and by the fall, we were in a freefall.

Sh*t Hits the Fan

Due to all that, we had to do the first ever layoff in the history of the company. It was insanely painful.

So when we announced the miss in the projected stocks, we do the layoff. The people we laid off are amazing. They were cheering the company on saying please go forward and be successful sign had an incredible culture. So as painful as it was, the exiting people were, were incredible warriors and supporters. And the people who stayed really wanted to make a go of it.

However, people at management seemed to be focusing on the wrong things, rather than discussing how to move forward, given the resources we still had at the moment. This continued until I left the company, and from there the company continued on its freefall rather than picking itself up and starting anew.

How People React to Disruption

So why do I share that with you? It’s a great example of the shit hitting the fan for a company. In my opinion, an executive team unwilling to deal with the reality of the situation, and unwilling to deal with it with any kind of speed is a bad way to go at it. That’s why I got so mad and took off, and that’s why the CEO of the company fired me. After that, the company vaporized.

To hear more how legendary people react when disruption happens in the market, 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 FacebookTwitterInstagram, and subscribe on iTunes!

272 The Culture Playbook with NYT Bestselling Author Daniel Coyle

FYD - Episode 272 Daniel Coyle

Many people are asking how do we create legendary cultures in a digital / hybrid work environment. On this episode of Christopher Lochhead: Follow Your Different, we ask Daniel Coyle this question: how can we create legendary cultures?

Daniel Coyle is a New York Times bestselling author. His book, The Culture Code, was named the Best Business Book of the Year a little while back by Bloomberg. He has a new book out now, called The Culture Playbook: 60 highly effective actions to help your group succeed.

He is the man on all things culture, so stay and listen to learn more.

Daniel Coyle on Writing His New Book

The conversation starts of with congratulating Daniel Coyle on publishing his latest book, The Culture Playbook. Daniel follows up on his thoughts on how he feels when launching a new project or book.

“We are living through a moment, aren’t we? It’s like, when you start a project like this, you’re never quite sure when it’s going to land. And everybody’s trying to figure out, “How are we going? How are we going to do this? How are we going to work together now? Everybody’s having that conversation now. It is a moment, and it’s kind of fun to explore what’s possible” – Daniel Coyle

The Transition Period

Daniel was then asked about his thoughts on certain huge companies that are telling their people to go back to the office. Another thing to note was that those who are pushing for these things are usually those who are Native Analogs – people whose life don’t revolve in the digital sphere.

Daniel thinks that this current period is a transitional phase, and it’s a way for companies to see what works and what doesn’t.

“Is it transition and it is totally fascinating to see us people self-organize in this new world. And there’s basically two schools of thought about it. The first school of thought is, this was a rupture. People things will never go back to the way they were, people discovered that they had lives outside of work.

Then there’s another school of thought, which says, Yeah, this is kind of part of a larger, longer journey, there was a sort of zoom out where people realized, hey, life’s a lot bigger than work. But at the same time, that there is kind of a joy and a pleasure and a positivity and a productivity that comes out of being in the office. It’s maybe not five days a week, maybe it’s three, maybe it’s two.”    – Daniel Coyle

Daniel admits that he himself falls under the second school of thought, and that going to the office can be quite beneficial for productivity, even if it’s just 2 to 3 days off a week.

Organizing Your Office for the New Work Experience

On the topic of adopting the hybrid workplace, one of the issues brought up was the lack of coordination. For example, one could be scheduled to be at the office, yet the people who they have to work or have a meeting with are staying at home.

Daniel agrees that this is currently happening in a lot of offices, and is something that the teams and management need to address. They have to be intentional and work out schedules where everyone in the team is in the office at the same time, so they can meet and collaborate on what needs to be done for their projects.

Management can also help in coordinating schedules, so that different teams that need to work together can have overlapping schedules.

But at the end of the day, the initiative to coordinate should come from the teams themselves. Otherwise, you’ll be stuck in your cubicle, still doing zoom calls with your teammates.

To hear more from Daniel Coyle and how to create a legendary culture in your workplace, download and listen to this episode.

Bio

Daniel Coyle is the New York Times best-selling author of The Culture Playbook, The Culture Code, The Secret Race, The Little Book of Talent, The Talent Code, Lance Armstrong’s War, Hardball: A Season in the Projects and the novel Waking Samuel.

Winner (with Tyler Hamilton) of the 2012 William Hill Sports Book of the Year Prize, he is a contributing editor for Outside magazine, and also works a special advisor to the Cleveland Indians.

Coyle lives in Cleveland, Ohio during the school year and in Homer, Alaska, during the summer with his wife Jen, and their four children.

Link

Website | The Culture Playbook | Daniel Coyle’s Works

We hope you enjoyed this episode of Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on FacebookTwitterInstagram and subscribe on iTunes!

147 Why Most Tech Marketing Fails & What To Do About It with Chris Walker & Megan Bowen of Refine Labs

LOM_Episodes-147 Refine Labs

As you all know, normally there aren’t any guests for Lochhead on Marketing. But today, we have a special episode for tech entrepreneurs and marketers, as we have a dialogue with Megan Bowen and Chris Walker of Refine Labs.

Megan Bowen and Chris Walker are the COO and CEO of Refine Labs. They also have an amazing podcast, called The State of Demand Gen podcast.

As there have been a lot of bad thinking in marketing, a lot of which stems from old thinking. Chris and Megan have been doing a lot in helping drive the conversation onto new grounds, and making tech companies become in demand again. So if you’d like to hear their thoughts on the matter, stay tuned.

Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.

 

Contributing to the Marketing World

The conversation starts with lauding Megan and Chris on the wonderful work they are doing on their podcast, State of Demand Gen. Christopher himself has been a guest before; you can check the episode here. But while Refine Labs has been around for a while, there’s not really a lot of things that people know about Chris and Megan, and what they do.

Megan shares that her background has always been in customer success and company operations. For her, Chris is the true visionary and disruptor when it comes to marketing.

“What I think I really bring to the table is a different way to think about company building. And I’ve had a ton of fun becoming a marketer in how we think about acquiring great talent and positioning our company in the eyes of candidates.” – Megan Bowen

Chris adds that without Megan, it would’ve been hard to make his ideas become reality.

 

A Clear Shift in the Market

Chris comments that it has been obvious to him and the team that there has been a shift in how people in B2B actually want to buy things. But surprisingly, a lot of companies are not adjusting to that reality because they’re stuck in the old ways of marketing.

“That shift sort of goes in line with what some of those topics that you talked about, Christopher. Native Digitals and Native Analogs is one piece of it. So how do people primarily want to engage research, discover, evaluate their suppliers and decisions and make decisions? How do they want to do that? As we start moving into the workforce, there’s more, I think you’ve mentioned, a stat of like, at least 50% of actual decision makers in a B2B buying process are now Native Digitals.” – Chris Walker

With this shift comes a lot of new opportunities and approaches to try out. So the slow adjustment of most companies nowadays to adapt to such things is what gives companies like Refine Labs to sort of “pop out of nowhere” and dominate the market.

 

On Native Digitals and Native Analogs

On the topic of Native Digitals and Native Analogs, it seems that S&P 500 CEOs, who are still majority Native Analogs, are not aware that the buying market is being overrun by Native Digitals. According to Chris, those who have noticed have started to create categories and marketing catering to that demographic. But for Chris, that isn’t nearly enough.

“I think that it’s important to look more holistically at the overall business. So some of the things that power our advantage. We think about our culture and our talent, talent, experience and talent management from a native digital lens. We think about building future products and experiences for customers through a native digital lens. And so when you look at the entire business, not just your marketing, there’s a lot of companies that can go out and put nice wallpaper on their marketing. Well, the foundations and stuff is cracking inside of the actual building.” – Chris Walker

Megan adds that it’s not only an approach that one should take in marketing, but in other aspects of the business as well.

“I think that a core component of any business, being successful and continuing to grow is attracting and retaining the right people to join their team and to continue to execute and innovate. And just like people are running old marketing plays and not catching up to what Native Digital’s need. Companies also have very antiquated ways that they think about retaining and attracting talent.” – Megan Bowen

 

To hear more from Megan Bowen and Chris Walker, and what you can do to avoid old marketing pitfalls, download and listen to this episode.

 

Bio

Megan Bowen

Megan Bowen has spent over a decade building and managing customer success and revenue generation teams for leading technology companies. She has worked with companies across the food, medical, and hospitality industries to create top-tier customer management functions, all focused on building long-term relationships and generating more revenue.

Megan currently leads marketing, sales, account management, client experience & operations teams at Managed by Q, the platform for office management. Her team is responsible for selling business-critical office services to new and existing clients, and providing workplace advice to thousands of companies with complex needs in the janitorial and maintenance spaces.

Prior to Q, Megan built the account management function for GrubHub/Seamless from scratch, and scaled the B2B client experience and account management structure for Seamless’ 5,000+ clients. Megan graduated from Adelphi University with a degree in Business Management.

Chris Walker

Chris Walker is the Founder and CEO of Refine Labs, a progressive demand generation firm that challenges the status quo in B2B marketing. Fueled by marketing execution at scale, Refine Labs uses real data from real customers to create demand strategy and research for their clients.

Before launching Refine Labs, Chris led marketing at two B2B firms where he built the foundation of his unique perspective on demand generation. Chris also hosts the State of Demand Gen podcast where he chats with today’s top B2B leaders to share tangible advice and tactics to over 15,000 marketers.

Chris Walker grew up in Boston, MA and graduated from Worcester Polytechnic Institute with a B.S. in Electrical & Computer Engineering and Biomedical Engineering. He started his professional career in the MedTech industry, migrating then into Product Management before making the move to marketing. Chris is also a serial entrepreneur, always finding ways to make an existing product or service better, or market a saturated product in different ways to break through the noise.

 

Links

Connect with Chris and Megan today!

Refine Labs | Chris’ LinkedIn | Megan’s LinkedIn | State of Demand Gen Podcast

We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on FacebookTwitterInstagram, and subscribe on iTunes!

 

271 David Gergen, Hearts Touched By Fire

FYD - Episode 271_v2 David Gergen part 2

Welcome to the second part of our extraordinary, unfiltered, unfettered real dialogue with David Gergen. On this episode of Christopher Lochhead: Follow Your Different, we dive into the key themes of his new book about leadership, called Hearts on Fire: How great leaders are made.

David Gergen has served as an adviser to four United States President Nixon, Ford, Reagan, and most recently, Clinton. He is the rare political leader to serve his country from both Republican and Democratic vantage points. Professor Gergen also teaches public service, and as the founding director of the Center for Public Leadership at the Harvard Kennedy School. He is also the winner of two Peabody awards for excellence in broadcasting.

If you want to check out the first part our dialogue with David Gergen, you can check out FYD episode 266, where he talked about his thoughts on the war in Ukraine, and the people with important roles to play in it.

David Gergen: Hearts on Fire

The conversation starts off on the topic of David’s new book, and how it is different from his previous work. His new book, Hearts on Fire, felt more like a love letter to the Native Digital generation, and encouraging them as they face the future ahead.

David explains that he felt as though people that are currently handling the reins are going in the wrong direction. But he could see potential in the new generation, and would like to share his knowledge to them and help them grow.

“There were a lot of individuals in my classroom. So I thought the world of them, and I thought they were really impressive. They have the capacity to change the world, or just manage to change this country. So this was a an attempt to call them, to summon who would like to get in the arena. I think they can make a huge difference.” – David Gergen

For David, his latest work was like a Legacy book; a message he wanted to leave for the next generation.

Turning Adversity into Purpose

A huge topic in this book is how to tackle adversity – not just to overcome it, but to use it to find your purpose.

David explains that a lot of the younger generations can do great things. But they are hampered by the fact that they have not figured out what their purpose is.

“We can draw hope from the quality of the people who are coming in these next generations. They’re just people who will knock your socks off when you spend time with them. But they’re still searching how they can make a difference.” – David Gergen

Like David said, he wanted his book to be a guide, or at the very least, share his own experiences so that the new generation can derive what they can do better in their life.

David Gergen on Passing the Baton

For David, writing this book was like passing the baton to the next generation. That said, he thinks that the older folks should be willing to do so, rather than clinging to power.

This also leads to the discussion about how leadership is evolving nowadays. We are no longer living in a world in which leaders are only formed in our nation’s most lead institutions. Rather, the current leaders of the generation come from the crowd themselves, like Greta, the Parkland students, and Malala.

To hear more from David Gergen and how the younger generation’s hearts of fire can help spark change in the world, download and listen to this episode.

Bio

David Gergen is a professor of public service and founding director of the Center for Public Leadership at the Harvard Kennedy School. In addition, he serves as a senior political analyst for CNN and works actively with a rising generation of new leaders.

In the past, he has served as a White House adviser to four U.S. presidents of both parties: Nixon, Ford, Reagan and Clinton. He wrote about those experiences in his New York Times best-seller, Eyewitness to Power: The Essence of Leadership, Nixon to Clinton (Simon & Schuster, 2001).

In the 1980s, he began a career in journalism. Starting with the MacNeil-Lehrer NewsHour in 1984, he has been a regular commentator on public affairs for some 30 years. Twice he has been a member of election coverage teams that won Peabody awards, and he has contributed to two Emmy award-winning political analysis teams.

In the late 1980s, he was chief editor of U.S. News & World Report, working with publisher Mort Zuckerman to achieve record gains in circulation and advertising.

Over the years, he has been active on many non-profit boards, serving in the past on the boards of both Yale and Duke Universities. Among his current boards are Teach for America, The Mission Continues, The Trilateral Commission, and Elon University’s School of Law.

David Gergen’s Work

David’s work as director of the Center for Public Leadership at the Kennedy School has enabled him to work closely with a rising generation of younger leaders, especially social entrepreneurs, military veterans and Young Global Leaders chosen by the World Economic Forum.

Through the generosity of outside donors, the Center helps to provide scholarships to over 100 students a year, preparing them to serve as leaders for the common good. The Center also promotes scholarship at the frontiers of leadership studies.

A native of North Carolina, David is a member of the D.C. Bar, a veteran of the U.S. Navy, a member of the Council on Foreign Relations and a member of the U.S. executive committee for the Trilateral Commission. He is an honors graduate of Yale and the Harvard Law School. He has been awarded 27 honorary degrees.

David has been married since 1967 to Anne Elizabeth Gergen of England, a family therapist. They have two children and five grand-children.

His son, Christopher is a social entrepreneur in North Carolina as well as an author and member of the Duke faculty. His daughter, Katherine is a family doctor, working with the underserved population at the Boston Medical Center.

Links

Connect with David Gergen

Website | Twitter | Harvard | CNN WSB

Check out his new book: Hearts Touch with Fire

We hope you enjoyed this episode of Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on FacebookTwitterInstagram and subscribe on iTunes!

270 Free Speech with Jacob Mchangama, Author of “Free Speech: A History from Socrates to Social Media” 

FYD - Episode 270 JACOB MCHANGAMA

Free speech is often called the first freedom and the bedrock of democracy. Our guest today says that on one hand, free speech around the world has never been better. But right now, we are experiencing a free speech entropy in the United States. On this episode of Christopher Lochhead, we have a deep dialogue about Free Speech with Jacob Mchangama.

Jacob Mchangama is a global expert on free speech. Political satirist PJ O’Rourke says that his new book is. “The best history of free speech ever written, and the best defense of free speech ever made.” That book is called Free Speech: a history from Socrates to social media, and it is out now. Jacob is a Danish lawyer, and the founder of Justicia, a Copenhagen-based think tank that focuses on human rights, freedom of speech, and the rule of law.

So if you want to learn more about free speech, how it has evolved through history, and what it will look like in the future, stay tuned to this episode.

Jacob Mchangama on Free Speech

The conversation begins on Jacob’s work on free speech, and his new book about it. He was then asked about what his thoughts on the current state of free speech in the world today.

According to Jacob, we’ve never had it better. It may not be as apparent in the US, but if you consider the rest of the world, people get to speak out more than ever before. Most of which was born with the proliferation of the internet, and the wide reach it provides.

“You and I can speak there’s no censor, making sure that we don’t say inappropriate things. And you know, so technology, internet has given us unprecedented opportunities.” – Jacob Mchangama

Recession of Free Speech

It is really the golden age of free speech. Though according to Jacob, it is an age that is currently in decline.

As things enter a more stable period after a boom of ideas, a state of entropy starts to set in. It is no different with free speech, as Jacob explains:

“Every time there’s a period in history where free speech is now sort of secure and we’ve turned the corner, a process of free speech entropy sets in. “ – Jacob Mchangama

This comes after the European Union is in the process of adopting a law which would, which says that social media companies have to remove your illegal content within a short timeframe or risk huge fines. Social media themselves are almost self-censoring to a point, restricting certain content from appearing on people’s search results and feeds.

The Evolution of Free Speech in the US

Moving the topic to the US side of things, Jacob finds the US and its take on free speech fascinating. According to him, it seems that free speech has evolved and grown over the years, and yet the first amendment and its wording has remained the same.

The evolution stems on how the US society interprets these words, leading to the growth of its scope and reach. As Jacob puts it, nowadays it’s difficult to imagine what you could say to a sitting US president that would get you in jail, short of direct threats or incitement of violence. Yet in the old days, you could go to jail for making a snide remark about an incumbent president.

But this same flexibility and reach is what’s putting free speech in a tight spot. With the wide reach of the internet also comes rampant misinformation. The issue is some of the people peddling misinformation is hiding behind the notion of free speech, which makes it difficult to remove once and for all.

Though for Jacob, it will all boil down to how we, as a society, will decide on what’s acceptable or not.

“Ultimately, I think that the culture of free speech is probably more important than the legal language, or a legal statute, or constitutional protection. Because ultimately, the culture of free speech is what will inform where we draw the limits, and how we interpret the legal protections that we have.” – Jacob Mchangama

To learn more about Jacob Mchangama and the current state of free speech in the US and around the world, download and listen to this episode.

Bio

Jacob Mchangama is the founder and executive director of Justitia and a visiting fellow at the Foundation for Individual Rights in Education in Washington. In 2018 he was a visiting scholar at Columbia’s Global Freedom of Expression Center.

He has commented extensively on free speech and human rights in outlets including the Washington Post, the Wall Street JournalThe EconomistForeign Affairs and Foreign Policy. Jacob has published in academic and peer-reviewed journals, including Human Rights Quarterly, Policy Review, and Amnesty International’s Strategic Studies.

Jacob is the host and narrator of the podcast Clear and Present Danger: a history of free speech and the author of the critically acclaimed and award-winning book, MEN Ytringsfrihedens Historie i Danmark (BUT: The History of Freedom of Expression in Denmark).

He is the author and presenter of the short documentary Collision: Free speech and religion (2013). Jacob is a 2016 Marshall Memorial Fellow. He is the recipient of numerous awards for his work on free speech and human rights.

Links

Connect with Jacob Mchangama

Twitter | Wiki | Free Speech: a history from Socrates to social media

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 FacebookTwitterInstagram, and subscribe on Apple Podcast! You may also subscribe to his newsletter, The Difference, for some amazing content.

146 13 Strategic Assumptions for Entrepreneurs, CEOs, CMOs and Executive Leaders

LOM_Episodes-146 13 Strategic Assumptions for Entrepreneurs, CEOs, CMOs and Executive Leaders

On this episode, let’s talk about some of the smart assumptions we can make about the rest of 2022.

Of course, this is based on the numerous dialogues I’ve had in the past months with some of the smartest entrepreneurs, VCs, CEOs, and executives in Silicon Valley. If you’re interested in those conversations, check out Christopher Lochhead: Follow Your Different in your podcast feed today.

Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.

Assumptions for 2022

Without further ado, here are the assumptions that could happen during the rest of 2022:

  1. A Recession will happen – Most of the smart people in Silicon Valley and beyond are strategically planning for a recession, both in their business and in their personal lives. If it doesn’t happen, great. But it’s still better to have options should it be the case.
  2. Inflation will continue – The US government and the US Treasury trying to grapple with it right now. Wages are also going up, and supply lines are still challenged in many categories and industries.
  3. The Ukraine-Russia War will continue, and it will be long – David Gergen (FYD 266) said that he thought they would likely be sort of punch-drunk fighters before this thing ended. But we also had Dmitri Alperovitch (FYD 269), a renowned security expert, say that the war, or at least the major aspects of it, would be over within the month. Though there are still possibilities of digital skirmishes between the two. Regardless, the effects of this war will be far-reaching, and have humanitarian and economic impacts even after the war.
  4. David Sacks (FYD 267) says that there might be a GOP landslide in November – Right now, Biden’s approval ratings are some of the lowest in history, and Democrats don’t seem to have a way to rally themselves, or show a specific point of view or plan to hold their position.
  5. People are Hurting – People are on the edge. You can see it all over the place. People’s mental health seem a little fragile right now. These past couple of years have really taken its toll, and you can feel that fights could break out at the drop of a hat.
  6. It will take at least 5 years’ time before Native Analog CEOs, CMOs and C-level executives to understand that Native Digitals are the new category of human – A great example of this is you hear people talking about returning to work. We’re not returning to work, people might go back to physical offices, but we’re not returning to work native, Digital’s want to live in a native digital world. As long as Native Analogs executives do not recognize this, there will be a disconnect with the old and new categories, and those who fail to cope could be left behind.
  7. Variations and Market Caps will almost certainly continue to come down – That is what smart VCs are saying right now. So right now, they are “adjusting their thinking”. Given the data they have received over the past 12-24 months, they are expecting that there will be down runs that will happen.
  8. As a result of no. 7, raising money will be harder, and going public will also be harder – Most companies may very well have a tough time going public in the relative near term. But that should not discourage those who think that they have a new category opportunity to pursue them. It might just be the thing that helps you gather resources to go public.
  9. Cash is King again! (So manage it carefully) – This is also the result of both no. 7 and 8, so wise executive teams are managing their assets carefully.
  10. No one ever cost cut themselves to greatness – While it’s all well and good that you are able to manage your resources carefully, don’t be parsimonious.
  11. Recessions are not fun, but they can make good companies legendary – It is wise in tough economic times, to look for the growth opportunities to look for ways to make changes, and to look for ways to take your good company and make it legendary.
  12. Now is a great time to launch new categories – Given that now is a great time to launch new categories, if there are companies that are most companies are retrenching and look, the reality is most company leaders are like penguins. They follow whatever all the other penguins are doing. So if you want to create a new category, now is the best time to do so, while others are still retrenching or trying to “rebrand” their company.
  13. Now is a great time to do legendary work: tough times call for tough people – This is a tough time. It’s a scary time, the war is terrifying. The pain and suffering is horrible. The challenge in the economy is real and tough times call for tough people to stand up and do legendary work now is a great time to make the commitment to be that kind of legendary person.

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 FacebookTwitterInstagram, and subscribe on iTunes!

269 Inside Ukraine/Russia War: What Are Real Cyber Threats? How Will It End? with Dmitri Alperovitch, US Homeland Security Advisory, Co-Founder of CrowdStrike, Chairman Silverado Policy Accelerator

FYD - Episode 269 Dmitri Alperovitch

On this episode of Christopher Lochhead: Follow Your Different, we go deep into topics that traditional television could and would not go. Specifically, we talk about the war in Ukraine, and where all of this might end with our guest, Dmitri Alperovitch. We also talk about cyber threats, and how capable the US is against it.

Dmitri Alperovitch is one of America’s top cybersecurity experts. He is on the US homeland security advisory council, and the co-founder and former Chief Technology Officer of the $50 billion market cap CrowdStrike. Right now, he is also the chairman of Silverado Policy Accelerator.

So when he talks about cyber threats and security, you’d best listen in.

Achieving Escalation Dominance

The conversation starts off with Dmitri explaining that the United States has the capability to take Russia off the internet. They could it temporarily, or even permanently – though it could prove complicated to do so. Both of which can be escalatory and provocative.

Dmitri’s point on this is that rather than slowly matching Russia’s actions with certain sanctions or retaliating in a similar manner, the US can use this to send a message and stop those attacks from further escalating in the first place.

“If they do launch those attacks, in my opinion, we need to be very thoughtful about our response. We need to make sure that we achieve escalation dominance, in that we stop those attacks that in their tracks that we send a very strong message to Moscow: that this is not going to be tolerated, this is not going to be acceptable.” – Dmitri Alperovitch

Life Without Internet

As to why this would serve as a great deterrent, Dmitri explains that while they could still send people to do cyberattacks on the US from other places, this would send a strong signal to make them think twice about it.

Because like the rest of the world, they are also dependent on this digital resource to run their country. Nowadays, energy sectors, healthcare, and logistics see the highest usage rate for it. So in effect, shutting down their internet capabilities could have a strong effect on their economy as well.

“The goal of the internet shutdown is not to stop cyber attacks; that is an impossibility because they can launch them from any place. And we’re not going to go around the world shutting down countries from the internet. That’s not an interest in the United States. The goal is to demonstrate the type of effect we can have on their economy, if they continue to judge those attacks from wherever they may launch them, from Russia or elsewhere.” – Dmitri Alperovitch

Though Dmitri warns that this should only be done as a retaliatory action or response to an attack, rather than a pre-emptive strike. Because if they decide to do the latter, it might suddenly invite attacks, so the US should consider things carefully first.

The Effectivity of Cyber Attacks

Dmitri describes cyber attacks as a perfect tool for inflicting damage but having the option of anonymity or deniability. One can execute it remotely, and still have impact on a far-away area or country. Though for something as overt as what Russia was doing, defaulting to kinetic weapons and outright war could achieve their objectives.

Though it is not to say that cyber attacks is ineffective in this case, as Dmitri shares what happened in the first few hours or the Russian attacks on Ukraine.

“One of the attacks that has not gotten a lot of attention was the hack of a US-based satellite provider called ViaSat that has a subsidiary that provides satellite communication services to Eastern Europe, particularly the Ukraine military. The Russians had actually hacked that satellite provider, or actors are believed to be Russian. They were able to essentially cripple satellite modems, thousands of them that the Ukrainians were using in the first hours of the war. My understanding is that that actually did have a significant impact on their ability to communicate in those initial hours and potentially even had operational impact as well.” – Dmitri Alperovitch

Disabled satellite communications meant that coordinating the military became a monumental task, and the Russians took advantage of this to mount their initial blitz.

To hear more from Dmitri Alperovitch and his thoughts and expertise on cyber attacks and cybersecurity, download and listen to this episode.

Bio

Dmitri Alperovitch is the Co-Founder and Executive Chairman of the Silverado Policy Accelerator, a non-profit focused on advancing American prosperity and global leadership in the 21st century and beyond.

He is a Co-Founder and former CTO of CrowdStrike Inc., a leading cybersecurity company. A renowned computer security visionary, he is a thought-leader on cybersecurity strategy and state tradecraft and has served as special advisor to the Department of Defense.

He is a frequent strategic cybersecurity advisor to CEOs and Board of Directors of public and private companies.  Alperovitch is also an active angel investor and board member at multiple high-growth technology companies.

In 2016, Alperovitch revealed Russian intelligence agencies’ hacking of the Democratic National Committee (DNC), events which unveiled the full scope of cyber influence operations being launched against the 2016 US Election.

In 2010 and 2011, Alperovitch led the global team that investigated and brought to light Operation Aurora, Night Dragon, and Shady RAT, groundbreaking Chinese cyberespionage intrusions, and gave those incidents their names.

In 2017, Fortune Magazine named Alperovitch as one of “40 Under 40” most influential young people in business.

In 2016, Politico Magazine featured Alperovitch as one of “Politico 50” influential thinkers, doers, and visionaries transforming American politics.

In 2013, Alperovitch received the prestigious recognition of being selected as MIT Technology Review’s “Young Innovators under 35” (TR35), an award previously won by such technology luminaries as Larry Page, Sergey Brin, Mark Zuckerberg, and Jonathan Ive.

Alperovitch was named Foreign Policy Magazine’s Leading Global Thinker for 2013, an award shared with Secretary of State John Kerry, Elon Musk and Jeff Bezos.

He was the recipient of the prestigious Federal 100 Award for his contributions to the federal information security in 2011 and recognized in 2013 and 2015 as one of Washingtonian’s Tech Titans for his accomplishments in the field of cybersecurity.

Alperovitch is currently a Senior Fellow at Harvard Kennedy School’s Belfer Center’s Defending Digital Democracy Project and Senior Fellow at Atlantic Council. He currently serves on the Advisory Boards for NATO’s Cooperative Cyber Defence Centre of Excellence (CCDCOE) and RSA Conference. He has previous served on Georgia Tech Information Security Center (GTISC) Industry Advisory Board. Alperovitch also serves on the boards of a number of cybersecurity companies, which are part of his portfolio investments.

Prior to founding CrowdStrike, Dmitri was a Vice President of Threat Research at McAfee, where he led company’s global Internet threat intelligence analysis and investigations.

With more than two decades of experience in the field of information security, Alperovitch is an inventor of 36 patented technologies and has conducted extensive research on reputation systems, spam detection, web security, public-key and identity-based cryptography, malware and intrusion detection and prevention. As a recognized authority on cyberespionage, cyber warfare, online organized criminal activity, and cybersecurity, Alperovitch has significant experience working as a subject matter expert with all levels of U.S. and international policy makers, intelligence and law enforcement agencies on analysis, investigations, and profiling of transnational organized criminal activities and cyber threats from terrorist and nation-state adversaries.

He is a well-respected technical and policy thinker on the most difficult global cybersecurity issues, and is a frequent speaker at military, intelligence, law-enforcement, academic and security industry conferences. Alperovitch has published and given numerous talks on the contemporary issues in cybersecurity policy such as cyberdeterrence doctrine, Chinese-sponsored cyberespionage and the use of cyber weapons on the future battlefield.

Links

Connect with Dmitri Alperovitch

Silverado website | Wiki | Twitter | LinkedIn

Geopolitics Decanted by Silverado Podcast

Apple | Simplecast | Spotify

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 FacebookTwitterInstagram, and subscribe on Apple Podcast! You may also subscribe to his newsletter, The Difference, for some amazing content.