Posts by Christopher Lochhead
144 The First Native Analog vs Native Digital War: Volodymyr vs Vladimir (And What It Means For Every CEO & CMO)
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Welcome to a very special episode of Lochhead on Marketing. This episode is based on a recent Category Pirates newsletter that we wrote, which is about Ukraine, the Native Analog and Native Digital war, and what it means for every business person.
If you haven’t subscribed to Category Pirates?☠️ yet, click the link and check it out. You’ll find a few goodies and mini-books waiting for you there.
That said, think of this episode as more of an audiobook than a podcast, as I will be reading the article for you. Without further ado, let’s get to reading.
Part I
Over the past year, we have written extensively about the bifurcation between Native Analogs & Native Digitals.
- Native Analogs are Baby Boomers and Gen Xers born anywhere from the 1940s all the way up to the early ‘80s. Today, they range between the ages of 40 to 75, and make up approximately 136.8 million Americans.
- Native Digitals are Millennials, Gen Zers, and beyond, born between the early 1980s to as recently as the 2010s. These demographics are around 35 years of age on the high end, down to as young as 6 years old, and make up approximately 140.1 million Americans.
Much has been written in the past 20 years about “Digital Natives,” but this is a loose understanding of the chasm between these two demographics. When we say “Native Analogs” and “Native Digitals,” we are not talking about age.
We are talking about identity.
“Native Digital” is not a mindset. It does not mean “some people embrace technology while others do not.” It also doesn’t mean if you’re old, you’ll never “get it.” We created the terms Native Analog and Native Digital to introduce shared language that would allow society to discuss the differences between people whose primary life experience is Analog-first (in the real world) from people whose primary life experience is Digital-first (online).
Again, this is not an Old vs Young issue.
This is a first-time-ever-in-human-history phenomenon: Native Analogs are the last of a dying breed, and Native Digitals are a new category of human.
And from here on out, there will never be another Native Analog generation born ever again.
Think about that.
Part II
Native Digitals grew up integrated with the digital world.
They had smartphones before they had college degrees, high school diplomas, or (for Gen Zers) a bicycle to ride around the neighborhood. (“Bicycle? Why? All my friends are online.”) They grew up integrated with the cloud. They don’t know what it’s like to not have the answer to any and every question in their pocket, two taps and a swipe away. The digital world is where they primarily live.
(And when parents restrict their screen time, whether they realize it or not, they are removing them from their primary lives and threatening their core life experience.)
The Native Analog & Native Digital lens is fascinating in and of itself, but it gets more powerful when changes in the world are viewed and understood through it.
For example: nowhere in the media have we seen anyone discuss the Russia/Ukraine war through the Native Analog & Native Digital lens.
Most people think this support for Ukraine “just happened” (the same way most business media think demand for a given business just “happens,” like the weather). It did not. The support was created—in exactly the same way Category Designers create net-new demand out of thin air.
Volodymyr’s digital dominance has led to historic pressure being put on governments and corporations to inflict more economic pain on Russia than has ever been levied on any country, ever. It used to be that what happened in the analog world dictated what happened in the digital world—but now, the two have flipped (and most people don’t see this radical transformation happening in plain sight). Digital stories, digital messages, digital photos, digital conversations, and the subsequent digital movement in support for Ukraine that has had catastrophic consequences for Russia in the analog world.
Part III
Goldman Sachs CEO, David Solomon (Native Analog), recently mandated that his employees return to the office.
Until Native Analog leaders understand that Native Digitals are a new category of human, with a 180-degree difference in the way they experience life and world, they will not understand one of the biggest changes in the development of our species.
And their ability to successfully lead will diminish at ever-accelerating rates.
- Vladimir Putin is fighting an analog-only war.
- Volodymyr Zelenskyy is fighting an analog AND digital war.
(That’s a big part of why Volodymyr is winning.)
And this is exactly what’s happening in the business world today.
To hear the whole Category Pirates newsletter article, download and listen to this episode. Better yet, subscribe to Category Pirates?☠️ today and learn more about Native Digitals and how they are taking over the world without us knowing.
Bio
Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.
He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.
Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.
In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.
He also co-founded the marketing consulting firm LOCHHEAD; the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!
265 How To Design The Future, The Power Of Communities, What We Can Learn About Native Digital Marketing From President Zelenskyy with Gina Bianchini, Founder & CEO of Mighty Networks
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We live in a time of radical acceleration in the creation of very different futures with marketing category after marketing category. That goes the same for the world overall as well, which also adds a threat and challenge to most businesses. But at the same time, it can also be a great opportunity. On this episode of Christopher Lochhead: Follow Your Different, we make sense of it all with our guest, Gina Bianchini.
Gina Bianchini is the founder and CEO of Mighty Networks. She is in the business of creating different futures. She has raised over $67 million in top tier Venture Capital, and a pioneer in the digital and social space on creating a platform for businesses and creators to build communities.
Gina has also been a guest before. You can check out what she has said on The Power of Niche Networks in FYD episode 65. So if you want to hear more from her about the power of communities, stay tuned to this episode.
The Importance of Knowing Category Design
Gina starts off the conversation by stating that she loved what they were doing with Category Pirates, and how it being a collaboration means ideas are more fleshed out and multi-POV than just having one person do it.
That said, she mentions being in a conference recently that was showing a product that she immediately recognized as someone who took category design and ran with it.
“I was at this conference yesterday, I saw one of the best category design presentations in like, eight minutes. It was it was it was a masterclass in category design. It’s a company called Coalition. And they do cyber insurance. And their category that they have is active insurance.” – Gina Bianchini
Gina could tell that the company was not going to compete in the cybersecurity market, it was creating a new market for itself with a new category. So if all things go well, Coalition could find themselves the Category Kings in this new market they are trying to create.
Overdone Languaging is Bad Languaging
They then talk about how languaging seems to be going to a bad trend nowadays. While languaging in business itself is not bad, it is bad when done to an excess. We call it Technobabble, and it’s when you just spout out jargons and techspeak just to make yourself sound competent in the tech field and to potential clients.
While smooth-talkers who sell snake oil are not new in the business world, it screams lazy and incompetent when you just take a bunch of technobabble and dump it in your company’s mission statement, in hopes of sounding smart.
Languaging is supposed to help you differentiate yourself from the rest, not to obscure and hide your business’ lack of ingenuity.
The Big Brand Lie
Gina brings up one of the articles and minibooks that Category Pirates has created, which was the Big Brand Lie.
I share with her the story on what happened after we released that article on Category Pirates. Because a lot of marketing people were upset, some as a knee-jerk reaction, others because it challenged their prior knowledge and ideas in marketing.
But at the end of it all, whether it changed someone’s ideas on marketing or not, it did start a conversation on how to approach marketing. If nothing else, that spark alone is rewarding in and of itself.
Gina agrees and also echoes the sentiment that product alone is not enough to dominate a market. And if you want to create different futures, you need to look at how you can drag that future into the present.
To hear more from Gina Bianchini and her thoughts on Category Design and the power of building a community, download and listen to this episode.
Bio
Gina Bianchini is an American entrepreneur and investor. She is the Founder & CEO of Mighty Networks. Before Mighty Networks, she was CEO of Ning, which she co-founded with Marc Andreessen.
In addition to Mighty Networks, Gina serves as a board director of TEGNA, a $3 billion broadcast and digital media company, and served as a board director of Scripps Networks, a $12 billion public company which owns HGTV, The Food Network, and The Travel Channel that merged with Discovery Communications in 2018.
Links
Connect with Gina Bianchini!
We hope you enjoyed this episode of Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram and subscribe on iTunes!
264 Why Startups Should Slow Down, Why Hospitals Are Like Airlines, What’s Next with Covid19, Theranos, & The War In Europe with #1 HealthTech Investor Bryan Roberts
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On this episode of Christopher Lochhead: Follow Your Different, we have a conversation about a wide range of topics. From why startups should slow down, the current state of Covid19 and how it has affected our healthcare systems, to Silicon Valley’s response to Russia’s attack on Ukraine. Who better to have this conversation than with one of the smartest minds I know, Bryan Roberts.
Bryan Roberts is a Senior Partner at legendary venture capital firm Venrock in Silicon Valley. He is the man that many people consider the number one healthcare tech VC on the planet.
So if you want to know our thoughts and be part of the dialogue, stay tuned to this episode. Also, pay special attention to what Bryan thinks CEOs should be thinking about and doing to survive and thrive over the next 12 months.
Bryan Roberts on the Growth of Startups
We open up the conversation about the state of startups over the past 6 months. According to Bryan, the have been some noticeable changes on how the public and markets interact recently. Before, when the public markets go down, it usually takes 6-12 months before the private markets also start going down. This is because those two markets are working on different capitals. But recently, there has been a crossing over of public to private and vice-versa, which has made the shifts in the market almost simultaneous due to these crossovers.
Bryan Roberts then talks about how he wishes startups would slow down a bit. He knows that this is contrary to the current popular belief that blitz-scaling and creating value quickly for your product is better, but he has this to say on the matter:
“I think there’s something to be said for, for getting your stuff right. Like, it takes 10 years to build a good product, and probably takes 5 years to build a functional product that you’re embarrassed about.” – Bryan Roberts
For Bryan, rushing growth might look good in the short term, but it might not translate the same long term. In 2-4 years, all your customers will figure out that the products are not delivering the value you are selling them for, and you are left with a declining product and scrambling for the next short-term fix.
Covid19 and Its Effects on Healthcare
On the topic of the pandemic, Bryan thinks that it has pushed changes in behavior towards healthcare forward for a decade or two in the span of a year. People suddenly have to learn things about healthcare they never bothered about before. They might get pissy or annoyed about it, but they still did it because it was an essential knowledge now. Virtual Primary Care and telemedicine are some of the examples of the things even older people had to learn and have access to.
Of course, it won’t replace the brick-and-mortar / traditional way we have access to medicine and healthcare. There are still some things that cannot be handled virtually or over the phone. But it is good that services that can transition over to remote access are doing so, and is reaching more people than ever.
Bryan Roberts on Covid Deniers
Despite all the evidence and news that has been going on, it seems that there are still people who downplay the severity of Covid19. While it has been tempered to lower numbers nowadays due to vaccines and weaker strains, it still doesn’t deny the fact that we got our collective asses kicked by this pandemic this past two years.
For Bryan, it would be a disservice to the countless healthcare workers and their efforts for the past couple of years if people continue to say that this pandemic was some government ploy or a way for healthcare to make more money.
He also stresses that it’s a dangerous line of thought, given how this particular virus operates. While past viruses like Ebola had such a high mortality rate that it eventually dies out when contained, Covid does not. Which means it has more time to spread. It can even spread before the person spreading it shows symptoms, so it’s really hard to say if a public space is safe or not, unless everyone follows protocols and whatnot.
To hear more from Bryan Roberts and his thoughts on different current events and developments in healthcare, download and listen to this episode.
Bio
Bryan Roberts joined Venrock in 1997.
He is based in Palo Alto and seeks to partner with early-stage entrepreneurs innovating across the healthcare and life sciences industries.
Bryan is currently involved with several companies across therapeutics, genomics, and HCIT, including 10X Genomics, Devoted Health, Element Biosciences, Encoded Therapeutics, Included Health (formerly portfolio companies Grand Rounds & Doctor on Demand), and Lyra Health. Past investments include Ariosa Diagnostics (acquired by Roche), athenahealth (NASDAQ: ATHN), Ikaria (acquired by Mallinckrodt), Illumina (NASDAQ: ILMN), Ironwood Pharmaceuticals (NASDAQ: IRWD), Sirna Therapeutics (acquired by Merck), and Zeltiq (acquired by Allergan).
Immediately prior to joining Venrock, Bryan received his Ph.D. in Chemistry & Chemical Biology from Harvard University. He received his B.A. from Dartmouth College.
Links
Find out more about Bryan Roberts
We hope you enjoyed this episode of Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram and subscribe on iTunes!
143 What’s the Role of Business, Beyond Business?
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On this episode of Lochhead on Marketing, let’s ask what is the role of business, beyond just business.
Today marks the 5th day into the Russian invasion of the Ukraine, the first attack of its kind since Sept. 1, 1939 – the start of World War 2. So let’s talk about how this affects businesses, and how businesses can affect it.
Roll Call for Companies
According to the Wall Street Journal, the US is still buying 8% of its oil from Russia. On the commercial side, there has been no announcements by companies such as McDonalds, KFC, Burger King, and Papa John’s to name a few, on closure of their branches in Russia, temporary or otherwise.
On the tech side of things, there have also been no word from Jeff Bezos, Bill Gates, Mark Zuckerberg, nor from Google CEO Sundar Pichai, Microsoft CEO Satya Nadella, as well as CISCO CEO Chuck Robbins and Oracle CEO Safra Catz on their stance and plans as things progress in Russia.
I’m disheartened, somewhat defeated, and absolutely fucking royally mad about the silence from Silicon Valley on this topic.
There are some exceptions, of course. Criticize the man all you like, but Elon Musk made a commitment to keep the Ukraine connected to the internet via his Starlink satellite internet. Less than 48 hours after he made that promise, a shipment of Starlink terminals arrived in the Ukraine.
Businesses Getting Involved in War
There are those on the web that criticize people who celebrate when big corporations do something in the situation. My response to them is this:
“Anyone who supports in any way, a free democratic society, who is being invaded, attacked, and mass murdered is a hero.” – Christopher Lochhead
Now, if you wish to join me in making a financial contribution, we took a list of charities helping in the Ukraine(published by NBC News). You can check out that list of charities and I encourage you to crack open your wallet and see if you can make a difference for the people of Ukraine. You can also donate to Doctors Without Borders as they mobilize to help Ukraine and nearby countries that were affected.
The Role of Businesses beyond Business
As a business owner or entrepreneur, you might be asking – how exactly can businesses help in this situation?
Well, imagine what would happen if all the tech security companies pulled the plug on the Russian government and on major Russian enterprise. Imagine if all tech infrastructure companies pulled the plug on Russia. Imagine if all of the SAS application companies, the database companies, the gaming companies, the IT operations companies shut down Russia’s digital world, the digital world is as important today as the analog world. if they manage to shut down the Russians government’s ability to do things in the digital world, we’re going to shut down a lot.
Of course, there are certain companies and certain situations where it makes sense to keep doing business. In Russia, for example, communication, and social platforms is critical for Russian citizens to be able to see and hear what their government is doing in the Ukraine.
So what leaders do in times of crisis matters, what you and I do in times of crisis matters. If the US federal government will not stop buying Russian blood oil, will we stop doing business with Russia? Will our CEOs put peace before profits? Or will businesses do whatever they want to do?
It’s easy to be great when everything’s great. But what defines our lives is who we choose to be in times of crisis.
Bio
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!
263 What’s the Role of Business, Beyond Business?
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On this episode of Christopher Lochhead: Follow Your Different, let’s ask what is the role of business, beyond just business.
Today marks the 5th day into the Russian invasion of the Ukraine, the first attack of its kind since Sept. 1, 1939 – the start of World War 2. So let’s talk about how this affects businesses, and how businesses can affect it.
Roll Call for Companies
According to the Wall Street Journal, the US is still buying 8% of its oil from Russia. On the commercial side, there has been no announcements by companies such as McDonalds, KFC, Burger King, and Papa John’s to name a few, on closure of their branches in Russia, temporary or otherwise.
On the tech side of things, there have also been no word from Jeff Bezos, Bill Gates, Mark Zuckerberg, nor from Google CEO Sundar Pichai, Microsoft CEO Satya Nadella, as well as CISCO CEO Chuck Robbins and Oracle CEO Safra Catz on their stance and plans as things progress in Russia.
I’m disheartened, somewhat defeated, and absolutely fucking royally mad about the silence from Silicon Valley on this topic.
There are some exceptions, of course. Criticize the man all you like, but Elon Musk made a commitment to keep the Ukraine connected to the internet via his Starlink satellite internet. Less than 48 hours after he made that promise, a shipment of Starlink terminals arrived in the Ukraine.
Businesses Getting Involved in War
There are those on the web that criticize people who celebrate when big corporations do something in the situation. My response to them is this:
“Anyone who supports in any way, a free democratic society, who is being invaded, attacked, and mass murdered is a hero.” – Christopher Lochhead
Now, if you wish to join me in making a financial contribution, we took a list of charities helping in the Ukraine(published by NBC News). You can check out that list of charities and I encourage you to crack open your wallet and see if you can make a difference for the people of Ukraine. You can also donate to Doctors Without Borders as they mobilize to help Ukraine and nearby countries that were affected.
The Role of Businesses beyond Business
As a business owner or entrepreneur, you might be asking – how exactly can businesses help in this situation?
Well, imagine what would happen if all the tech security companies pulled the plug on the Russian government and on major Russian enterprise. Imagine if all tech infrastructure companies pulled the plug on Russia. Imagine if all of the SAS application companies, the database companies, the gaming companies, the IT operations companies shut down Russia’s digital world, the digital world is as important today as the analog world. if they manage to shut down the Russians government’s ability to do things in the digital world, we’re going to shut down a lot.
Of course, there are certain companies and certain situations where it makes sense to keep doing business. In Russia, for example, communication, and social platforms is critical for Russian citizens to be able to see and hear what their government is doing in the Ukraine.
So what leaders do in times of crisis matters, what you and I do in times of crisis matters. If the US federal government will not stop buying Russian blood oil, will we stop doing business with Russia? Will our CEOs put peace before profits? Or will businesses do whatever they want to do?
It’s easy to be great when everything’s great. But what defines our lives is who we choose to be in times of crisis.
Bio
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!
262 The $21.7T Metaverse Economy, Web 3.0, & The “Great Refactoring”, with #1 Tech Analyst R. Ray Wang, Founder of Constellation Research
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On this episode of Christopher Lochhead: Follow Your Different, Ray Wang is back. Like always, we are in for a treat as we go deep into a whole bunch of topics.
Ray Wang is the world’s number one Tech Analyst, and the founds of Constellation Research. He is the author of the bestselling book; Everybody Wants to Rule the World. Ray also hosts his own very popular podcast, called DisrupTV.
So sit back and join us as we have a deep dialogue about Metaverse, the current status of Web 3.0, and the recent major events that are still affecting everyone to this day.
Ray Wang on the Metaverse Economy
The conversation starts off about the Metaverse and the Metaverse Economy. Ray explains that people’s concept of the Metaverse are still in the infancy stages right now. When they hear metaverse, they think AR, VR, or maybe gaming. Simply put, it’s 2D becoming 3D.
Yet according to Ray, there are bigger implications, particularly in the market it will bring in the future.
“The metaverse economy is something that we’re seeing as a $21.7 trillion market by 2030.” – Ray Wang
That sounds like a big number, because it is. Right now, publicly traded tech companies are valued at around $24 trillion. But if you look at it closely, these companies are gradually shifting into the digital space, which is what we now call as “metaverse”. Slowly but surely, the big companies have been positioning themselves in a strategic spot for when the technology catches up to the concept.
Ray Wang on Web 3.0
All of these changes have been possible by the advent of Web 3.0, which is powered by the blockchain and cryptocurrency. But what exactly is Web 3.0?
In order to explain it, you have to understand what the previous iterations were. Web 1.0 is basically a “Read” aspect of the internet. You can have access to websites, but there aren’t a lot of ways to interact with them. Web 2.0 changed that, moving into the “Read/Write” era of the internet. Now there are more services and functions that we can use over the net, but it comes at the exchange of data and information about the users.
Web 3.0 aims to give the users control over their data, like how blockchains can track every step of the transaction made, or how some can limit the amount of data or even restrict outgoing data from their device and browsers, much like what Apple did to Facebook and other social media platforms.
Or at least that’s the idea scenario. But according to Ray, it all depends on who’s holding the reins to the operation.
“These Metaverse economies by design are hopefully going to favor privacy and anonymity of the user, right? It’s gonna be about creating transparency of the seller and protecting your privacy in a transaction. That’s the intent, right? But like all good technology, it’s really about the people behind the intent.” – Ray Wang
Transparency vs Privacy
Speaking of data control, Ray mentions the recent move by Apple to give users the option to turn off data tracking from various apps has got Facebook bothered. Likely because that’s how Facebook gets most of its revenue by using said data to do targeted advertising and such. Moreover, showing that it could be done could open the floodgates to other tech companies to add such a feature in the future.
It seems Apple is taking it a step further, allowing its users to encrypt emails and essential use the iCloud as their own personal VPN when doing their business over the internet.
On the other hand, as FANG companies (Facebook, Amazon, Netflix, Google) seems to be reaching their saturation point (particularly Facebook and Netflix), Facebook moved to launch the Metaverse and rebranded the company to Meta.
Though the metaverse itself seems like a mega category waiting to happen, the issue lies on the fact that it doesn’t seem to be well-defined yet as to what its goals are. People have a vague idea, and some ideas that support the concept already exist. But it all seems like a premature move by Facebook, spurred by the flagging subscriber count and to clear their bad reputation & start from scratch.
In the end, it’s interesting how companies will approach both Transparency and securing the Privacy of its users in this era of Web 3.0.
Bio
R “Ray” Wang (pronounced WAHNG) is the Founder, Chairman, and Principal Analyst of Silicon Valley based Constellation Research Inc. He co-hosts DisrupTV, a weekly enterprise tech and leadership webcast that averages 50,000 views per episode and authors a business strategy and technology blog that has received millions of page views per month. Wang also serves as a non-resident Senior Fellow at The Atlantic Council’s GeoTech Center.
Since 2003, Ray has delivered thousands of live and virtual keynotes around the world that are inspiring and legendary. Wang has spoken at almost every major tech conference. His ground-breaking bestselling book on digital transformation, Disrupting Digital Business, was published by Harvard Business Review Press in 2015. Ray’s new book about Digital Giants and the future of business titled, Everybody Wants to Rule the World will be released July 2021 by Harper Collins Leadership.
Wang is well quoted and frequently interviewed in media outlets such as the Wall Street Journal, Fox Business News, CNBC, Yahoo Finance, Cheddar, CGTN America, Bloomberg, Tech Crunch, ZDNet, Forbes, and Fortune. He is one of the top technology analysts in the world.
Links
Follow Ray Wang today!
Website | Twitter | LinkedIn | Constellation Research | DisrupTV
Check out Ray Wang’s latest Book: Everybody Wants to Rule the World
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!
142 Marketing’s Job Is NOT Serving Internal Customers
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On this episode, let’s talk about one of the things that drives me the craziest and more importantly, ruins marketing results and careers on a regular basis. That is, why marketing’s job is NOT serving internal customers.
Speaking of which, I want to thank you from the bottom of my heart for making our new books into bestsellers at Amazon Books. You can check the whole list Category Pirates mini-books at Amazon Books, and expect more in the near future!
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
The Concept of Internal Customers is Dumb
The idea of an Internal Customer is dumb. Listen to it: Internal Customer. First of all, what does a customer do that an internal department or “internal customer” doesn’t? That’s right, customers actually pay you money.
Companies who are so internally focused and direct marketing inwardly, that they are confused as to what it should be targeting is a company destined for disaster.
So point number one is this:
“There is only one customer, and those are your actual customers.” – Christopher Lochhead
You can put whatever modifier in front of customer you want, but customers or consumers and putting a stupid modifier in front of them is well, frankly stupid.
What Marketing should be doing
That said, what really is marketing?
Firstly, Marketing is a leadership function. Its job is to lead the company, lead the category and ultimately design and dominate a legendary category that matters around solving problems or creating opportunities for customers.
Second, marketing organizations often get trapped in this feeling of being an internal service bureau. That’s ridiculous. Marketing is no is no more of a internal service function than finance than engineering or products. d in this being of being an internal service bureau. HR is not a service function either. It’s a leadership function.
So the first thing to understand is marketing is a leadership function, whose job is to partner with the rest of the organization in creating, designing, and dominating a market category that makes a giant difference for customers who pay us money.
How Marketing works within the Organization
Now, what does that mean for how marketing works within the organization? You do it as leaders, as you partner with other leaders.
So is Sales Enablement important? Yes, of course it’s important. As a marketing leader, we want the sales organization to love us. Are there a certain set of things that we want to deliver to sales to help them be successful in their job? Of course, there are. But we’re not order takers, we’re leaders. And we’re partners. We’re in a co creation relationship.
You’re in the business of co-creating a legendary relationship. Are there some service elements of that? Sure, there are. But that is not the primary paradigm, the primary paradigm is a co-creation relationship.
That’s the relationship marketing wants to have with sales, that is to say, both of which should get together and say, what are our objectives for the year for the quarter for the month? How do we partner together to produce legendary revenue with the exact kind of customers that we want? So in that regard, marketing and sales work together, hand in glove.
To hear more on how Marketing should be done in your business, download and listen to this episode.
Bio
Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.
He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.
Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.
In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.
He also co-founded the marketing consulting firm LOCHHEAD; the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!
261 The Future of School with Ted Dintersmith, Bestselling Author of “What School Could Be”
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We are currently at the start of a radical change in education of all levels. On this episode of Christopher Lochhead: Follow Your Different, Ted Dintersmith explains what the future of school will be like as the new category of humans begin to shape it anew.
Ted Dintersmith had a career in venture capitalism, but has now dedicated himself in the field of education and improving it. He is the author of a bestselling book, What School Could Be. It is quite an interesting read, and I would recommend you picking it up to learn more about the current state of education.
On this dialogue, we discuss how school can be reimagined, redesigned, and recreated to become legendary. We also discuss what parents, students, and education leaders can do now to develop young people to thrive in the new world.
Also, to hear about my thoughts and position on Spotify and the recent Joe Rogan scandal, please listen to the intro of this episode.
The Current School Systems are Outdated
The dialogue starts as Ted points out how relevant the difference is between Native Digitals and Native Analogs are. If you are not aware what a Native Digital is, check out one of our previous episodes (FYD 250) that talks extensively on the matter.
It is important to recognize the difference, because then you’ll realize that the current school systems are still being run by Native Analogs that prepare students for a world that’s Native Analog. With the rapid growth of technology and the birth of Native Digitals and services that cater to them and them alone, a Native Analog school system will and is slowly becoming obsolete.
The First Step is Recognizing the Problem
The other issue according to Ted, is that when you talk to Native Analogs, they don’t think there’s a profound difference on the matter. Whereas Native Digitals can easily spot the difference.
“You realize that, when you live in a digital world, you have control over what you do. You’re able to go deep on what you’re interested in, the content is either really compelling, or you just switch to something else.
Plop that same kid over into school, and oftentimes, it’s programmed, scripted, boring content that the student has no interest in or voice in, that the teacher really is not that interested in either. But some state legislator, some College Board, or some curriculum writer says, “This is what you got to learn.” And the kids just check out, because I think kids find school boring. They don’t feel they have any real sense of purpose in it. And they know there’s an alternative universe that’s much more compelling.” – Ted Dintersmith
Ted Dintersmith on What School Could Be
The conversation steers to the topic on what the future of school should look like. Ted was then asked this question:
“Besides the baseline subjects such as history, math, science, etc., should the student have the agency to say, “I really want to focus on this or that”?”
Ted shares that he has seen schools that have employed these types of learning system. What he saw was that students were very engaged, and they were easily retaining what they were learning. Also, both student and educator were really excited to be in the classroom every day.
Unfortunately, these school systems were quite rare across classrooms in America.
One issue was the disconnect between what students find enjoyable and engaging, to what the current system thinks the student needs to have a good career when they finish their education. Add to that the rift that growing between Native Analog frameworks and curriculum, and the gap grows bigger.
To hear more from Ted Dintersmith and how we can bring the current school systems to a new era, download and listen to this episode.
Bio
Links
Connect with Ted Dintersmith today!
Website | What School Could Be | LinkedIn
Other Related Links:
Category Pirates: The Digital Education Crisis
NPR: More than 1 Million fewer students are in college
CNBC: More Colleges face bankruptcy but top schools experience record wealth
We hope you enjoyed this episode of Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!
141 Why Most Marketing Fails, and what CEOs and CMOs need to know to fix it
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On this episode, let’s talk about why most marketing fails, and what we can do about it.
Speaking of marketing, I want to thank you from the bottom of my heart for making our new books into bestsellers at Amazon Books. You can check the whole list Category Pirates mini-books at Amazon Books, and expect more in the near future!
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
The Marketing Folklore
When most people say marketing, they usually have a preconceived notion to what it is. That is, to compete for an existing demand with a better product and a better brand in an existing market category.
The reason most people think like this is that it is what is taught in business schools and MBAs. That’s what is said a lot in marketing books and the like. So it has become a belief, almost a folklore, that things should be done as such.
Competing for Leftovers
The problem with this line of thinking is that it’s a very bad idea.
We did a data science project published in the HBr, as well as in our newsletter Category Pirates, and discovered something fascinating. We found that in tech categories, on average, the category king or queen wins 76% of the total value created, as measured by market cap in the entire category.
This means, if you’re not doing category design, you’re playing in someone else’s category. When somebody says marketing, what they’re really saying is, we are going to fight for the remaining 24% of the value.
The issue now is that most companies don’t realize that they’re only fighting for a small piece of the pie.
“Because the vast majority of marketers don’t know that that’s what they’re doing. When they hear the word marketing, they make an unconscious, undiscussed unanalyzed choice to compete in a category designed by somebody else, which only allows for 24% of the value.
And that is why most marketing fails.” – Christopher Lochhead
Bio
Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.
He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.
Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.
In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.
He also co-founded the marketing consulting firm LOCHHEAD; the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!
