Posts by Christopher Lochhead
110 Category Creation: How To Dam The Demand
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With Category Design or Category Creation strategy, we often talk about the distinction between capturing existing demand, and creating new demand.
In this episode of Lochhead on Marketing, let’s talk about an in-between strategy that category designers use as a powerful tool in creating demand. That is to dam existing demand and redirect it in their own way, like the way a dam redirects water.
Damming the Demand
Marc Benioff, found of Salesforce.com, used this approach when marketing his new category. Bear in mind that when he launched Salesforce Automation as a CRM, CRM was already an established category. What made Benioff legendary is how he redirected the CRM traffic to Salesforce.
All it took was an idea: Sure, you want CRM, but you don’t want one that’s only available on-premise. Cloud CRM is where it’s at.
By adding a modifier to CRM, he dammed the demand for the old category and redirected it to his own. He’s creating a difference that did not exist in the minds of the market. Most importantly, he creates a new choice for them.
Expanding Your Reach
Much like Salesforce, Peloton did the exact same thing and ran away with it. They offered an alternative to boutique fitness in the form of home fitness. Yet again, it’s a choice that the market did not anticipate would have a demand. Peloton harnessed that demand and redirected it to their new category.
From there, they expanded it from Spin classes to treads. Eventually, they added home classes for Yoga, Pilates, and other activities usually reserved for group boutique fitness.
The use of the term Home Fitness created a demand that wasn’t there before. It’s like creating the void yourself and filling it up with your own category creation.
Tried and Tested in Category Creation
It turns out damming demand has been around for a long time. Henry Ford did the same thing with his new category back then. He dammed the demand for a horse and buggy with his new category name.
His new innovative category? It was the horseless carriage.
The same could be said for Marty Cooper and his wireless phone, which lead to the mobile phone category.
“Sometimes, new categories are named by what they are not. And when a category is named by what it is not, the category designer is purposely trying to dam demand.” – Christopher Lochhead
While Microsoft did not follow this model, they nonetheless created a new demand from existing categories. They did so by combining their word processor, presentation, and spreadsheet application into a bigger category that is Microsoft Office. Now, you don’t have to buy each software separately, and most consumers expect other companies that offer the same services to also have everything in one whole bundle.
So when you’re designing a new category, ask yourself: Where is existing demand that we can dam to drive revenue in the near term? Afterwards, how do we leverage the demand in the existing category to expand the demand of our own category design?
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 Apple Podcast! You may also subscribe to his newsletter, The Difference, for some amazing content.
216 The Comfort Crisis with Michael Easter of Men’s Health Magazine & Outside Magazine
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It’s easy to make the case that we are currently living at the most comfortable time in history. A lot of things are accessible to us with a push of a button. From getting information, entertainment, and even communicating over long distances, there’s an app to solve our problems. Though according to our guest, Michael Easter, we are having a “Comfort Crisis”.
According to the US CDC, 73.6% of Americans are either overweight or obese. That said, Obesity is a global problem, with at least 2.8 million people dying from it each year.
Our mental health is not exactly doing great either. Nearly 8 in 10 adults say the coronavirus pandemic is a significant source of stress in their lives, as reported by the American Psychological Association.
In this episode of Follow Your Different, Michael Easter discusses how we need to be active and outside to have a legendary life. We also talk about how to “embrace discomfort to reclaim ourselves”, and why being hungry is legendary.
The Comfort Crisis
Michael Easter shares how much more comfortable we are living right now compared to before. You don’t even have to go too far to compare; most of our modern-day comforts didn’t even exist a couple of decades ago.
According to Michael, the main issue with all this comfort is that nowadays, getting something you need takes little to no effort. This means have to move around less and being less active. This can lead not only to physical degradation, but mental health problems over time.
“We are moving about 14 times less than our ancestors. We spend 95 percent of our time indoors, and spend 11 hours and 6 minutes a day engaging with digital media. So we went from never having these digital media in our lives to now it’s essentially become our lives. And that’s had consequences for our attention, or awareness, how we spend our time and also our interactions with others. Things have really changed, and we’re too comfortable now.” – Michael Easter
Changing The Perspective
One of the things Michael wants to point out is that we tend to take for granted how good we have it nowadays because we are constantly surrounded by convenience and comfort. We can’t really appreciate them unless there were periods of struggle or challenges to acquire them.
It’s like going to your favorite restaurant almost every day compared to only going after a long and tiring business trip. You tend to appreciate it more compared to when you are having the same thing almost every day.
“We don’t have these moments that push back and are essential. Essentially, what are First World Problems anymore? So I think getting yourself out of your comfort zone in a variety of ways can do that, and give you a little more perspective on your life.” – Michael Easter
Challenge Yourself
Michael talks about how children are raised differently nowadays. Some parents only let their children do what they think is best, rather than letting the children experience it themselves. This often leads to mental health issues when they go out into the world. They can’t cope with the daily struggles and challenges because they weren’t allowed to experience them beforehand.
Michael explains this concept as toughening. He adds that it is important that we insert real challenges in our lives from time to time. Not only as we are growing up, but even as adults.
“In the book I talked about, there’s a guy whose name is Marcus Eliot, and he’s sort of the foremost sports scientist in the world. He does this concept that he calls Misogi, where once a year, they choose one challenging, truly epic task. The only rules are that it has to be really hard, meaning that you have a 50% chance of finishing it, and number two, you can’t die. These are things that are truly out of their comfort zones and so challenging for them. But they learn something about themselves by getting put into position where “Damn, I really want to quit”, and “this is awful”. When he does this with athletes, those athletes can carry that mindset into the games they play.” – Michael Easter
To learn more about Michael Easter and how stepping out of your comfort zone can be legendary, download and listen to this episode.
Bio
Michael Easter is a leading voice on how humans can integrate modern science and evolutionary wisdom for improved health, meaning, and performance in life and at work. He travels the globe to embed himself with brilliant but often overlooked scientists, thinkers, and people living at the extremes and shares the best of his findings and experiences in books, articles, and other media.
Michael’s investigations have taken him into ancient monasteries in Bhutan, US Special Forces training grounds, high-tech genetic labs in Iceland, Fortune-500 boardrooms, the world’s most remote wilderness areas, and more.
His work shows science has many answers. But it also shows that many aspects of the human experience and living well cannot be measured. To that end his work often combines the best of the statistical and mystical. It melds topics ranging from medicine and anthropology to theology and philosophy, along with case studies of everyday people doing extraordinary things.
Michael’s work has appeared in over 60 countries and has been endorsed by some of the world’s largest magazines, past directors of the CIA and Navy SEALs, gold medal-winning Olympians, leading physicians, Pulitzer Prize-winning authors, Buddhist and environmental leaders, and more.
He is the author of The Comfort Crisis. You can also find his writing in Men’s Health, where he’s a contributing editor, and Outside, Men’s Journal, Cosmopolitan, Vice, Esquire, Scientific American, Women’s Health, and more. He also shares his thoughts on a Medium feed.
When he’s not on the ground reporting, Michael is a professor at UNLV. He co-founded and co-directs of the Public Communications Institute, a think tank at the University of Nevada Las Vegas (UNLV). It conducts science communications research and helps public and private organizations adapt complex messaging to mass audiences.
He’s spoken to or consulted for various top-tier universities, medical schools, Fortune-500 companies, government agencies, and some of the country’s largest nonprofits.
Links
Connect with Michael!
Website: EasterMichael.com
Twitter: @Michael_Easter
Instagram: @Michael_Easter
Get a copy of “The Comfort Crisis” today: Amazon.com/Comfort-Crisis
Related Articles:
Are Children in Tune with the Nature Pyramid? by NationalParks.UK
Stress & Mental Health Crisis by The American Psychological Association
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!
109 Want To Do Legendary Marketing? Do The Opposite
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In this episode of Lochhead on Marketing, let’s talk about how to stand out. In many ways, if you want to do legendary marketing, you need to do what the opposite of what most people do.
Doing the Opposite
As part of the mega category people refer to as Creators, there was something that we’ve noticed:
People spend a lot of time telling other people how awesome they are.
When you start looking at creator marketing, what you’ll see is a lot of creators just touting their best achievements and how great they are. Ergo, you should consume the content they create so you can share in his glory, or something.
So what did we do? First of all, we do very little paid advertising. Recently, our friends at Podcast Magazine ran their annual edition that has a directory of all the top podcasts. What we did was buy a full-page ad in it. Though rather than your usual positive reviews and highlights, we ran it featuring negative reviews.
“We ran an ad featuring negative reviews: “Off-putting to some” from The Economist and The Fall. “Annoying host uses profanity needlessly”, and “Very disappointing”. So imagine a photo of myself with those big headlines next to me.” – Christopher Lochhead
Follow Your Different
You might be asking: Why do this?
John Bielenberg talks about how he’s always looking for the dog with the red hat. In other words, he’s looking for ways in order to stand out.
At a time where people are bombarded with information from all sides, people have learned to tune things out. So if they see something that’s pretty much the same as any other information they’ve seen before, they pay less attention to it.
Yet if something different suddenly comes along, say a dog with a red hat, you’d immediately notice it. Because it’s new and it’s not something you see every day.
So I would encourage people to do the opposite of everyone else and stand out amongst the crowd.
“In our case here with this ad, the creator industry is stuffed with what I would call self-congratulatory influencers and hustle porn stars. They are all very busy breaking their arms, patting themselves on the back. So we said, what’s the opposite? Well, the opposite is running an ad with negative reviews in it.” – Christopher Lochhead
Things that Drive Us
If you’re not convinced or still wondering why we did all this, here are seven key things that were driving us… sort of.
- It was Funny
- It’s Different
- It’s Provocative
- This is a first in #podcasting
- Category designers force a choice, not a comparison
- Knowing who is NOT your customer, is more important than know who IS your customer
- I want to empower all creators to say “fuck the haters!”
We share that story with you to encourage you to think in broad and unconventional ways before you’re going to take on any marketing or advertising.
Ask yourself: “what’s the opposite of what everyone else would do here? What’s provocative? What’s funny?” You ask yourself, “what is everybody in our industry doing? What is the exact opposite of that?”
You don’t have to do exactly the opposite. Just map it out and see what others are not doing, and eventually new ideas will probably emerge. As you’re looking for those new ideas, start with what’s the opposite. Do what John Bielenberg suggests, and go find your dog with a red hat.
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 Apple Podcast! You may also subscribe to his newsletter, The Difference, for some amazing content.
215 How To Be A Mission-Driven Entrepreneur with Sylvie Leotin, Founder/CEO of Equify Health
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As children, most of us had a wide range of interests, ideas, and dreams. We all wanted to do and be a lot of things. Though somehow, Life can beat us up.
Sylvie Leotin grew up pursuing those interests and dreams. She did ballet, became a visiting scholar at Stanford’s Artificial Intelligence Laboratory, and now a Healthcare Entrepreneur. Sylvie also has a deep background in engineering, robotics, artificial intelligence, as well as product marketing and management. She is also a cancer survivor.
As a woman of color who have dealt with cancer, Sylvie has had a front row seat to the racial injustice faced by minorities in the American Healthcare System. So like other legendary missionary entrepreneurs, Sylvie decided to do something about it. She founded a company called Equify Health, and is on a mission to “elevate the experience and outcomes of patients of color in healthcare and medical research”.
In this episode of Follow Your Different, we have a very real, very deep, and personal conversation with Sylvie Leotin about empathy, survival, entrepreneurship, and many more.
Sylvie’s Mission
As someone who has navigated through the American Healthcare System, Sylvie Leotin knew the hardships that a person of color goes through to get proper healthcare. So when the COVID pandemic started, she started looking into reports on mortality rates and such.
What she found was heart-breaking. She learned that people of color were dying at higher rates. Upon digging further, she observed that it was not just for COVID or cancer-related ones, but every serious chronic illness.
“As a cancer survivor and someone that got a second chance to live, I felt really deeply distraught. I really felt that this is unfair. It really shouldn’t be your race, your ethnicity, that is dictating that you have a right to health. So I started to do some research to look into this more deeply.” – Sylvie Leotin
Using Her Setbacks as Motivation
When asked why she felt deeply connected to this cause, Sylvie shares that it was probably because she battled cancer and experienced these healthcare issues herself.
While she would still be distraught and concerned about these issues regardless, she feels that she wouldn’t be doing all she is doing right now had she not had cancer.
“I think cancer took me close to mortality, close to being hopeless, close to feeling the biggest pain that I have ever felt in my life. And I really understood what it’s like to be so sick, that you can die of the sickness. I don’t think I would’ve understood if I just knew people, or even my family who died of cancer. I think cancer really opened up this huge well of compassion inside me, for the suffering of people in the world, but even more specially for the suffering of people that are affected by life threatening illnesses. And if there is anything I can do to help change that and make some people less hopeless, it will be a life worth living.” – Sylvie Leotin
Mission-Driven Entrepreneurship
Sylvie talks about how she had the insight on her current mission. As a designer, she can see the things that were poorly designed in the system as she experienced things firsthand. If she can relate it to healthcare providers, it can make a difference for future patients.
The opportunity to turn her pain and experience into easing the experience for other people felt transformative for her.
While it started as something to improve other cancer patient’s experience, it soon expanded to other serious illnesses as Sylvie saw more of the disparity and how Equify Health can help those in need.
“I have witnessed so my first experience was more altruistic. But it was very visceral to go to treatment every day. While I was in the waiting room for a long time, and I was very distraught by the fact that I went to one of the top five cancer centers in the country. I didn’t see a single Black patient during my entire treatment, and I knew that this hospital is located less than three miles away from a very large black community.” – Sylvie Leotin
Sylvie knew that she not only has to point out these disparities to healthcare providers, but also offer ideas and solutions to help POC and minorities who are often overlooked.
To hear more from Sylvie Leotin, Equify Health and her mission-driven style of entrepreneurship, download and listen to this episode.
Bio
Sylvie Leotin is an entrepreneur, writer, speaker, consultant, and polymath.
She’s the founder/CEO of Equify Health. Equify Health is on a mission to elevate the experience and outcomes of patients of color in healthcare and medical research.
A gold-medal ballerina and computer scientist, she combines a unique breadth and depth of expertise, with a keen eye for connecting the dots between disciplines, thoughts, people and ideas.
Sylvie’s multifaceted career path crosses industries, continents, and boundaries. Transitioning from ballet to robotics, she made her way from France to Silicon Valley.
She was also a visiting scholar at Stanford Artificial Intelligence Laboratory, and has worked in a wide range of engineering, product and marketing roles at Oracle, Sun Microsystems and startup companies.
Driven by a lifelong thirst to understand the human mind, she is also passionate of literature, philosophy, and psychology.
As a consultant and facilitator, Sylvie combines her rich multidisciplinary knowledge, and holistic system thinking skills to help companies find unexpected insight and growth opportunities.
Passionate about empowering human potential, she developed a innovational framework to help companies uncover unrealized levers to increase customer and employee wellbeing and success. She teaches creative workshops on customer and patient experience design.
A skillful writer, her articles have been published in business, technology, and literary publications.
Sylvie holds a Masters of Science in Engineering Economics Systems from Stanford University, a Masters of Science in Computer Science from ENSIIE, and a gold medal in ballet from France’s National Conservatory.
Links
Website:
Follow Sylvie at Twitter:
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!
108 Advice for 30 Year Old Marketers
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In this episode of Lochhead on Marketing, let us talk about some advice for 30 year old marketers.
I have been asked this question a bunch of times, so I just put together my response as a LinkedIn post. A lot of people though it was a great list, so I thought I’d share it with you.
Making the List
As said earlier, this list was originally a LinkedIn post, and it’s a list of practical advice for 30 year old marketers. There were some who asked if it was in a certain order, and one outright challenged me to do so.
I did not want to do that because I wanted to present them as ideas. Because what might be important for me might not be for others.
Sure enough in the comments, different things on the list resonated with different people.
Though there is an argument to be made about creating lists in certain order, so as to elicit something close to a call to action.
“It seems we live in a world of prescriptions, where people want to do lists and more and more inane sort of business and marketing advice. You know, the seven things Elon Musk does before breakfast. And we’ve gotten to a place where a lot of content about business, about self-help, about marketing is very pablumatic and sort of at a prescription level, do this, do that, etc.” – Christopher Lochhead
While we do create prescription type articles, mostly on what you should and shouldn’t do, that’s not how we work most of the time. Our job is to give people ideas, and with those ideas, they can come up with different combinations or new ways to approach things. We feel that having something close to a to-do list hinders that process.
The Advice for 30 Year Old Marketers
That said, here’s the list of Advice for 30 Year Old Marketers, in no particular order:
- Do legendary work
- Position yourself or be positioned
- You’re not too young to be a CMO, or start a company
- Stop giving a shit about what other people think of you, it’s a trap
- Thinking about thinking is the most important thinking
- Most marketers have been recruited into the cult of the brand
- Categories make brands, not the other way around
- Marketers who create new demand, are most in demand
- They are called category designers
- Nobody legendary is working on their “personal brand”
- The most influential people in the world are not “influencers”
- Only work on legendary teams
- If your company is not going to be a category queen, quit
- Be very careful who’s content you consume
- 90% of what we get taught about marketing is BS
- Learn to write
- Make friends with other Superstar 30 year old’s
- One day, you might rule the world together
- It goes by fast, soak up every second
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 Apple Podcast! You may also subscribe to his newsletter, The Difference, for some amazing content.
214 Sex with Amy Baldwin & April Lampert of Shameless Sex Podcast
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In this episode of Follow Your Different, let’s have a very different dialogue about Sex.
It seems like we might be living at a time where the very category of sex is changing, and there are a few megatrends going on.
First, we seem to be in what The Atlantic calls a “sexual recession”. The Atlantic reports: “In the space of a generation, sex has gone from something most high school students have experienced to something most haven’t.”
It turns out that people in their early 20s are two and a half times as likely to be abstinent. Though it’s not only limited to the younger generation. Even Gen Xers and Baby Boomers are having less traditional sex over the years.
The second one is about increased loneliness. According to the HBR, rates of loneliness in the US have doubled over the past 50 years. Nowadays, around 40% of Americans say that they are lonely.
The third is about Digital Sex. It has been reported that the porn industry is now worth nearly $100 billion, and uses more bandwidth than Facebook, Amazon, or Netflix.
It seems that porn continues to reach new heights with the advent of new technologies and categories:
- In 2018, a Japanese man spent 2 million Yen on his wedding to an AI hologram.
- Toronto has opened a new category in the form of Sex Doll Brothels.
- OnlyFans has seen a spike of creators and registered users since Covid, who are mostly there for adult content.
- AR and VR sex is on the rise
We talk about all this and more with our guests, Amy Baldwin and April Lampert of the Shameless Sex Podcast. They are here for a fascinating, no-holds-barred dialogue about Sex. This is a very frank, descriptive, and dare I say deep conversation.
Sex Education
Amy and April talk about the current state of sex education in the US. To most families, sex is not a topic that they are comfortable talking with their children. Though there are schools that have sex education classes, it mostly consists of anatomy and topics about abstinence. Most young adults tend to learn on their own, either through their friends, from experience, or from porn.
While they do not shun consumption of porn, both think that porn should not be used as an educational tool.
“I think it really depends on where you’re growing up. Luckily, we have the internet now. But like April said, there’s porn, and we are not anti porn. We are anti porn as a sex educator, unless it’s educational pornography.” – Amy Baldwin
They believe this is where they come in, to correct misconceptions brought about by bad information or unrealistic expectations people get from hearing stories or watching porn.
Shameless Sex Podcast
When asked about how open they were when talking on their podcast, Amy shares that they didn’t begin like that. While they do talk boldly and bravely about sexuality in their podcast, it wasn’t the case when they were younger.
They also believe that we can all talk boldly about sex if we want to.
“I believe we all can speak really openly and boldly about sexuality. Just like with anything, if we practice enough and we want to, (but) not everyone needs to speak the way we do.” – Amy Baldwin
“It’s normalizing the conversation around sex. I think someone Emily Morris was specifically saying this treating another podcaster in sexuality, she was saying she wants to normalize sex so we can talk about it like it’s the weather and I think we do the same thing.” – April Lampert
Designing Relationships
In the topic of relationships, it is weird how rather than sitting down and talking about it, we just end up having to guess each other’s desires and objectives as we go along. April thinks that it’s because we find it easier to point out what we don’t like rather than honing in on the things we do.
“In my opinion, and I know from my experience throughout the course of my life, I was always talking about what I didn’t want. I noticed that when I when I speak to folks, they are really great about ‘I don’t want this’ or ‘I don’t want to fight.’ ‘I don’t want to feel isolated in my relationship.’ I’m like, so what do you what do you want, then?” – April Lampert
Amy shares that we have been taught and conditioned to believe that sex should be spontaneous. That couples shouldn’t talk about it; we should just let it happen. While spontaneous sex is great, Amy believes that you should have a plan for intimacy.
“So I think that people are taught and this is conditioning. It’s what’s hot is spontaneity. It’s just supposed to magically happen. We’re supposed to know everything. We shouldn’t have to have these conversations, when in fact, that’s bullshit. That’s really, really the magic and these conversations can feel really good.” – Amy Baldwin
To hear more from Amy Baldwin and April Lampert, the Shameless Sex podcast, and more of their insights regarding relationships and intimacy during this time of isolation, download and listen to this episode.
Bio:
Amy Baldwin is a Sex and Relationship Coach trained in both the Somatica® and Hakomi Method, Certified Sex Educator, lead educator for Uberlube, as well as co-owner of a mother-daughter owned online pleasure boutique called Pure Pleasure Shop. Amy has a passion for promoting shame-free, pleasure-focused sexuality education while emphasizing the deep emotional and energetic forces behind great sex and intimate connection, offering everything from private sessions to how-to workshops to erotic empowerment retreats.
April Lampert has been educating people about sexual pleasure, health and wellness, and pleasure products at a global scale since 2008. She travels internationally as VP of Hot Octopuss, an innovative pleasure product company. April was voted Woman of the Year in the adult industry in 2016, and has dedicated her life to the business of sex and pleasure.
Together, Amy and April combined forces to create the Shameless Sex Podcast, inspiring radical self-love, sexual empowerment, and shame-free intimacy. Shameless Sex is unabashed real talk about sexuality with a playful twist. Amy and April are not afraid to tell it like it is and invite you to join the SHAMELESS SEX REVOLUTION!
Links:
Follow them on Instagram!
More articles regarding this podcast:
The Atlantic: The Sex Recession
Institute for Family Studies: Is Sex Recession turning into the Great Sex Recession
Talyor & Francis Online: Pornography Consumption, Modality and Function in a Large Internet Sample
Healthline: Why Young Adults, Especially Men, Are Having Sex Less Frequently
Shape.com: How Might Virtual Reality Porn Affect Sex and Relationships?
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!
107 Did The Roaring 2020s Just Start?: The Economy (Part 2)
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Welcome to the second of a special two-part series here on Lochhead on Marketing called, “Did the Roaring 2020s Just Start?” In this episode, we talk about the Economy.
We believe there is a chance we could be heading into a time of unprecedented economic growth. For a year now, a Categorynado of newness has been gaining momentum. There has never been a higher receptivity to new “stuff”.
Now of course I’m no economist, but I thought it would be powerful to connect some dots on some critical data points in our economy through the category lens.
This two-part series is based on a recent letter published in Category Pirates, my newsletter with co-pirates Eddie Yoon and Nicolas Cole. Go check it out today!
Drawing Parallels
Before we get to the 2020s, let’s talk about the roaring 1920s, and the parallels to what we are experiencing today. At the time it was the end of a pandemic, there was an explosion of new technology, and there was a rocking and raging stock market as well as an explosion of new categories. There were also political and international tensions on proving who was the best that drove development.
Fast forward to today, and we are experiencing the same thing. Only instead of television and vacuum cleaners, our new categories involve AI, Robotics, and information technology.
“That’s what was going on in the 1920s. So for example, electric blenders televisions and vacuum cleaners were categories that took off. Now let’s think about what’s going on in the 2020s. Same thing with the pandemic. Of course, same thing with technology and new categories. Only this time around the new categories are things like AI, video communications, robots, self-learning, robot vacuums, citizen space travel, the electrification of everything and digital Education, telemedicine.” – Christopher Lochhead
Bannister Breakthroughs are Everywhere
We’ve talked about Bannister Breakthroughs in part one of the Roaring 2020s, and how we see it all around us nowadays. Strangely enough, the 1920s also had a lot of Bannister Breakthrough moments. There was an explosion of new categories and ideas brought about by the limitation of the pandemic.
Electricity became widespread to households, new innovations in the automobile industry drove down prices, which brought about various lifestyle and economic impacts. Mail order became a booming category, and companies like Sears. Roebuck and Co. became category kings in this regard.
If you look at how things are today, it is eerily similar yet slightly different at the same time. E-Commerce is booming, and there has been a drive for more efficient electric devices like e-bikes and robo-vacuums. Of course, there’s also Tesla paving the way for developing electronic hybrid cars.
Experts are predicting that another ‘roaring 20s’ is in the making. The Wall Street Journal reported that analysts have increased their economic growth forecast for 2021 to 5.95%
The last time the U.S. economy hit a growth rate anything like that was in 1984.
Looking at the Tailwinds
Let’s take a look at some major tailwinds that we can see on the horizon. First of all, cash. The Wall Street Journal recently reported that, “US companies are sitting on the largest pile of cash ever”.
Furthermore, according to Investor’s Business Daily, “Nine companies in the S&P 500, including Goggle, Apple, and Microsoft, each hold a net cash of 5 Billion apiece or more. Together, these companies hold a total of $325 billion”.
Simply put, there’s a lot of cash in corporations sitting on the sidelines waiting to get deployed.
On the consumer side of things, consumer spending, which accounts for more than two-thirds of U.S. economic activity, jumped 2.4% last month, according to Reuters. The Wall Street Journal reports, “consumer spending has nearly returned to pre COVID-19 levels. The average personal incomes of US households, surpassed pre pandemic levels in September.”
Not to mention all the money being pumped back to the economy via the new Biden Administration’s infrastructure plan.
So what does this all mean?
It means we could be heading into a new golden age of opportunity. As we’ve talked about before, now’s not the time to be focused on the incremental.
“Legendary companies jam the throttle hard coming out recession’s now might be the time to consider investing in innovation in new product development, in marketing, in expansion, and in new category design, and to do that ahead of the curve. Because all the research shows us that the companies who do the best coming out of recessions hit that throttle early in the recovery.” – Christopher Lochhead
To learn more about the Roaring 20s, be it in 1920 or 2020 and its effects on the economy, 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 Apple Podcast! You may also subscribe to his newsletter, The Difference, for some amazing content.
213 George Floyd, The U.S. Capitol Attack, And The Future of Policing in America with Dr. Cedric Alexander, Former Police Chief & President of the National Organization of Black Law Enforcement Executives
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As you know, the United States of America is in a deep, much-needed conversation about race, equality, justice and policing. This was sparked in large part by the killing of George Floyd and now his murder trial.
In this very special episode of Follow Your Different, we are honored to bring you this legendary dialogue with one of the most qualified, experienced, and highest-profile law enforcement leaders in America, Dr. Cedric Alexander.
You’ve probably seen Dr. Alexander on stage giving a speech or on television. Yet unlike TV, where you only get a few minutes with him today, we go deep, like you can only go on a real dialogue podcast. This is a very special conversation that you’ll surely enjoy.
Reimagining Policing
According to Dr. Cedric, rethinking policing is not a new thing. They have been thinking of new ways for policing to serve the community and get them involved. He said that they have made significant progress with it under the former President Obama’s directive, as part of the Task Force on 21st Century Policing. Unfortunately, it got shelved as a new administration was ushered in.
Though regardless of which administration is in play, police departments and officers have to understand that the times are changing. They might get tired of the community asking for transparency from them, but this is not a bad thing. It only means that the community wants to be involved in ensuring public safety, and they should embrace that.
“Because public safety is only as strong as the public in the police department joined together, police cannot do it by themselves. And the community cannot do it by themselves.” – Dr. Cedric Alexander
On Defunding the Police
Dr. Cedric Alexander then talks about the calls to defund the police, and how he thinks it is the wrong approach to reimagining Policing as a whole. Police departments need that budget to do the things that solve their cases and carry out their mission to the community.
What Dr. Cedric suggests is that the police should be specific on what they have to do for the community, and focus on that alone. Set standards on those specific tasks and duties, and hold them to those standards. As of right now, he believes that people are asking police to do things that they’re not trained to do.
“We have to really define and be very clear about what we want police to do in our communities, and not take monies away from them. Though they need to find other monies to fund some of these other social service organizations that can get the people who are struggling with homelessness, mental health issues, and domestic issues. You don’t take that out of police budgets. You let them have what they need in order to provide good public safety. Hold them accountable to that, with some ways to measure that success.” – Dr. Cedric Alexander
The Importance of Community Policing
Dr. Cedric goes back to his point on Community Policing, and how important it is to build a great relationship with the community you protect. Since no matter how technologically advanced or highly-skilled your police department is, getting information to solve crimes will be harder when no one in the community is cooperating with you.
That’s exactly what Community Policing means in its most basic fundamental term. It means that the police and the community have a relationship. It means that both are supportive of public safety in the community. Since at the end of the day, all that authority that comes with the police officers’ job is only as valuable as the community giving them the legitimacy to do it.
“I tell police officers this all the time, you’ve been given the authority by the state. But it is the communities that give you alone your legitimacy, in order to carry out your function. When we have a trusting relationship, and we’re constantly working on that relationship, when something happens, we don’t separate from each other, we join together to try to find resolve to it.” – Dr. Cedric Alexander
To hear more from Dr. Cedric Alexander and his thoughts on George Floyd, the Capitol Attacks, and more of his insights regarding the current and future state of Policing in America, download and listen to this episode.
BIO:
Dr. Cedric L. Alexander
A visionary leader who has served over four decades in law enforcement and public service, there’s few more qualified to speak on the growing strife between race, communities, and the police.
In his frequent, high profile commentary on CNN’s Amanpour, NBC News, and MSNBC, he poses the hard questions about systemic racism in our country and the need for police reform.
Cedric remains front and center on these issues that have inflamed our nation.
He speaks out on the violence while providing concrete solutions about how to navigate these troubled waters to address the problems plaguing law enforcement and the communities of color they serve.
Dr. Alexander brings to the conversation lengthy experience as the former Chief of Police in DeKalb County, GA, President of the National Organization of Black Law Enforcement Executives, and member of President Obama’s Task Force on 21st Century Policing. Throughout his career, he has been pivotal in reforming troubled police departments and restoring trust between them and their communities.
He is also the author of In Defense of Public Service: How 22 Million Government Workers Will Save Our Republic that features endorsements from the late U.S. Representative Elijah Cummings, Retired Major General James “Spider” Marks, and attorney Barry Scheck from the Innocence Project.
His insight into the non-elected “fourth branch” of government—our nation’s public servants, civil servants, and first responders—as those who will save the nation by helping bring our greatly divided society together is uncanny during today’s times.
Cedric has testified before the House Oversight and Reform Committee on Facial Recognition Technology, as well as on the pros and cons of using body cameras, drones, and crime mapping in law enforcement.
He sits on the board of the Innocence Project, working to exonerate the wrongly convicted through DNA testing and reforming the criminal justice system to prevent future injustice.
He is also consulting with companies such as AT&T FirstNet, the first nationwide network dedicated to public safety to help law enforcement, fire service, and EMS do their jobs safely and effectively.
With a doctorate in clinical psychology from Wright State University, Cedric is equipped to address the prevailing issues nationwide. In every situation, he conveys a sharp understanding of human nature, the breadth of issues facing our communities, and how to break through to create a solution everyone can unite behind. Widely respected for his ability to lead thoughtfully and respectfully, he transcends both public and private sectors in an effort to foster positive change.
Links:
Linkedin: in/CedricLAlexanderPsyD
Twitter: @CAlexLaw
Amazon Books: The New Guardians
Other information about Dr. Cedric Alexander:
This is a Job for Cedric Alexander
Dr. Cedric Alexander on Capitol Security
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!
106 Did The Roaring 2020s Just Start? Bannister Breakthroughs (Part 1)
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Welcome to a special two-part series on Lochhead on Marketing called, “Did the Roaring 2020s Just Start?” In this episode, we talk about the Bannister Breakthroughs, and how its influence can be seen everywhere today.
We believe there is a chance we could be heading into a time of unprecedented economic growth. We’ll get to the specifics of it in part 2, but for this episode, let’s talk about how category breakthroughs can lead to even more category breakthroughs. If we play our cards right, we might be living at the greatest time for new innovation in history!
This two-part series is based on a recent letter published in Category Pirates, my newsletter with the legendary co-pirates Eddie Yoon and Nicolas Cole.
Breaking Through the Limits
On May 6th 1954, a young British land named Roger Bannister broke the four-minute mile. Before the feat was achieved, this was deemed impossible or only doable under the right circumstances. Yet Bannister broke records and expectations by doing it his way.
The Harvard Business Review published a terrific summary of the story:
“The four-minute barrier stood for decades — and when it fell, the circumstances defied the confident predictions of the best minds in the sport. Experts believed they knew the precise conditions under which the mark would fall. It would have to be in perfect weather — 68 degrees and no wind. On a particular kind of track — hard, dry clay, and in front of a huge, boisterous crowd urging the runner on to his best-ever performance. But Bannister did it on a cold day, on a wet track, at a small meet in Oxford, England, before a crowd of just a few thousand people.”
Roger Bannister’s achievement served as the breakthrough that led to more breakthroughs in the world of competitive running. Only 46 days later, the “impossible” record was broken again. A year after that, three runners broke the four-minute mile in a single race.
Much like Bannister, legendary innovators and category designers make the impossible possible. While it may seem mundane now — like Bannister’s four-minute breakthrough, it still serves as a catalyst for others to believe that something impossible could be done. It makes people receptive to the idea that there is a possibility that they can explore which leads to a different future.
Creating a Before and After
The results of a Bannister Breakthrough or creating a revolutionary category always creates a before and after. People who bear witness to both sides are changed as a result. They either embrace it, or find new ways and breakthroughs themselves.
“Category designers, innovators, entrepreneurs, that’s what they do. They create a before and after they change reality, they make new possibilities into new realities.” – Christopher Lochhead
Category designers create a before and after they change reality, they make new possibilities into new realities.
In Rogers’ case, he smashed an imaginary what seemed like an immovable milestone. His breakthrough, like all legendary breakthroughs, opened up others to ask, “What else is possible?”
Bannister Breakthroughs Everywhere
Fast forward to today, where you can see Bannister breakthroughs happening everywhere. With information at our fingertips, you’ll see people come up with new categories to solve things others didn’t know they even needed up until today.
For a more relatable example, having a large-scale remote workforce wasn’t deemed possible before. It was always a means for emergency access to work for some, and usually only available for managerial roles. Yet within the span of a year, we’ve seen businesses thrive in full-remote or hybrid setups worldwide.
As these breakthroughs continue to happen, just like back in Roger’s days, there are three categories of people:
“There are the people who make the change. There are the people who sit there and go, “oh look, something just changed”. And there are people who say, “What the fuck, did something happen?” – Christopher Lochhead
At this unique moment in history where almost everything about the way we work, live and play is at least potentially up for change, the question we all have to ask ourselves is what kind of person am I?
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 Apple Podcast! You may also subscribe to his newsletter, The Difference, for some amazing content.