Posts by Christopher Lochhead
090 Complexity Is The Enemy of Revenue: Why It’s Time to Shave The Marketing Dog
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If you’re currently doing a big initiative, say a new product launch, a new campaign, a sales kickoff or a lightning strike, let’s talk about why you are also, most probably, making a huge mistake. Shit sometimes, gets too complex and we know that complexity is the enemy of revenue. So on this episode, let’s talk about why it’s time to shave the marketing dog.
Doing Too Much
There’s 99.9% chance you are doing too much in marketing. Christopher candidly shares that sometimes in life, it is not about winning the activity. For contests, as a matter of fact, there is an inverse relationship between activity and results.
“I see this a lot in marketing, a lot of activity, a lot of moving, a lot of bands, bouncing and dancing, and there’s stupidities in marketing today. I hear stuff like, ‘Oh, you need to be everywhere. You need to be on every channel. You need to be putting out 200 pieces of content today across every channel.’ That stuff is ridiculous. All that stuff is bullshit.” – Christopher Lochhead
Where To Shave The Dog
Whenever Christopher is doing anything marketing related, he loves to pose the question, “where do we shave this dog?” He encourages every marketer to do a forced ranking of all the activities and choose top 3 (or more) that will guarantee the same level of results from doing a couple.
I learned everything I know about design from a couple of legendary designers and one of them is John Bielenberg. He’s an incredible business and corporate marketing designer. He has a perspective, he calls thinking wrong. The idea is this, when you do anything creative, ask yourself ‘what is 180 degrees from what everybody else would do? What is wrong? What would be the wrong way to go do this?’” – Christopher Lochhead
Activities That Multiply Outcome
Christopher also shares another thinking of pursuing activities that multiple the outcomes of another former activity. One should always ask, “does this component of our plan, materially multiply our chances of achieving the outcome we want from this marketing activity?”
“Shave the dog. Shave that doggy down. Practice getting everything out. Consider getting even more radical.” – Christopher Lochhead
To know more why Complexity Is The Enemy of Revenue and Why It’s Time to Shave The Marketing Dog, 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; was 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.
089 The Future Needs You
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Just because it turned January 1st and we’re into a new year doesn’t mean anything is going to change unless people make it change. We are all in a cocoon time and it means that we, as marketers, entrepreneurs and category designers can design the future of our choosing.
The Future Is Not Like The Weather
Christopher poses his observation on some people and how they comment about the future. Some people wish to have a better 2021 but do not think about who is responsible for positive change to happen.
“I think it’s important to underscore that the future does not just happen. It’s not like the weather. People make things happen. The seminal question for all of us is: what kind of future do we want to design?” – Christopher Lochhead
The Future, From A Business Perspective
Christopher thinks, from a business perspective, that most definitely someone from your category is doing something. They may be working on or beginning to implement something to get to a different future.
“Someone in your category is examining new business models and ideas, new emerging technologies, new product strategies, looking at problems in new and different ways. As a result, discovering potential to either redesign your category or launch a new adjacent category that could change the game dramatically in your space.” – Christopher Lochhead
The Future, Designed By Legends
In this episode, Christopher cites some noteworthy, legendary entrepreneurs who did massive actions to design their future. He cites Allie Haverstraw, who did extraordinary efforts to help small businesses. He also talks about Eric Jorgensen’s legendary story of triumph over extraordinary despair. Lastly, he talks about the main man of 2021 himself, Eric Yuan of Zoom Technologies.
“What do I hope you take from examples? This, now, is our time. Those of us who are in a position to make a difference, can make a giant difference because the future needs you, regardless of how you can make a difference. Now is the time in spite of all of the misery that many of us, myself included have been through over the last year or so. I say there’s never been a greater time to design the future of our choosing.” – Christopher Lochhead
To know more about why the future needs you, 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; was 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.
199 How to Redesign Your Life w/ Eric Jorgensen
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At the moment, there is a big rise in “diseases of despair.” These are things like substance abuse, alcohol dependency, suicidal thoughts and behaviors. As a matter of fact, according to the medical journal BMJ, diseases of despair have soared in the United States over the past decade, rising 68% between 2009 and 2018. The study also shows suicidal thoughts and behaviors were up 70%. And all of that was of course before COVID.
However, despair doesn’t have to mean defeat. Our guest today, Eric Jorgensen is an extraordinary man. His son, William was born with significant disabilities. What you’re about to hear is the extraordinary tale of how Eric’s life turned to tragedy, the horrible suffering that he endured and the painful events of Eric and William’s life. You’ll also hear how this real American hero transformed, unbearable despair into triumph.
Road to Healing
Life often throws us whirlwinds of challenges, tragedy, and sometimes even despair. Eric shares his tale of how he has withstood the hardships of having cancer and taking care of his son with significant disabilities. He shares his extraordinary story of recovery, all the while dealing with the global pandemic, Covid-19.
“When I found out it was grade IIA cancer. I guess in the scheme of things, I was somewhere in the middle. I didn’t need chemo. I didn’t need radiation. In terms of recovery, I got really lucky. It was just a matter of taking care of my wound and letting it heal…In regard to COVID, alI I could think about is holy crap. It was scary. If I get sick, on top of cancer, and I can’t help my son out on his day to day stuff, what’s going to happen. Who’s going to do that for me?” – Eric Jorgensen
Channel Your Anger
The ability to appropriately express and channel one’s anger is one of the most important things about being human. Eric discusses how his anger, while not always constructive, was the driving force for him to start his own company. Rising through all this frustration and anger, it was able to lead him into where he is now.
“I was getting frustrated because what I was being asked to do, wasn’t what I wanted to do. It wasn’t helping the people I wanted to help. It wasn’t addressing the need I thought it needed to be filled… Now that I started my company ,I get to help families who are where I was eight years ago. Not knowing what to do and I’m catching them before they get there.” – Eric Jorgensen
Know You’re Not Alone
Eric shares his big learnings as he looks back over the last eight years of his life and how he has navigated through his challenges. One of the things he wants people to remember is that don’t try and do everything alone. Everyone is strong but oftentimes, one needs someone they can lean on and trust.
“I kept it balled in and then it would shockingly blow up at the worst possible time. I would take it out on people that I had absolutely no reason for me to take it out on. So try to build a team or a tribe or whatever you call it. Try to build a group of people. I keep my circle pretty small. Get a couple of really tight people that you can really really trust.” – Eric Jorgensen
To know more how to redesign your life with Eric Jorgensen, download and listen to this episode.
Bio:
Eric has been helping families with intellectual and developmental disabilities since his retirement from the Navy in 2012.
He was widowed the same year he retired.
At the time his 12 y/o autistic son, William, was completely dependent on his wife for everything.
It was his frustration with the difficulty of figuring out what to do and navigating services for his son which led him to found Special Needs Navigator.
Eric created the category of Special Needs Planning to help families, individuals and caregivers connect the dots when working with attorneys, financial advisors, and other professionals.
His specialty is helping them identify what they don’t know and provide clarity. He works with his clients around the country to develop individualized solutions best suited to their circumstances.
In addition to working with clients one on one; Special Needs Navigator has a blog, YouTube channel and podcast. Eric uses the blog to do a deep dive every week into subjects like ABLE accounts, Special Needs Trusts and other topics families frequently have questions about.
The podcast and YouTube channel focus on benefits, resources and services families may not know, or want to learn more, about.
Links:
Website: Special Needs Navigator
Podcast: ABC’s of Disability Planning
Facebook: @SpecNeedsNav
Twitter: @NeedsNavigator
A New Study Found ‘Deaths Of Despair’ Soared Over The Past Decade
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!
Year End Message From Christopher
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This is Christopher and I just wanted to take a little moment to share a couple quick things with you.
First, just big thank you. Thank you for making me and our entire team part of your 2020.
The second thing, I know it’s been a horrible year for many of us, for me and my family, it’s been the most horrible year of all.
I also want you to know that I thought about quitting a lot this year, both podcasting and writing. Knowing that you were there, if you sent email or tweets or LinkedIn messages or just knowing you were there, has made a big difference.
I didn’t know (when I started writing and podcasting) how much the friendships that I would develop with our listeners and readers would mean to me. Even if we’ve never met or exchanged a message, I just want you to know how much I appreciate you.
Thank you because for the last 15 months, it’s really been the worst time of my life. Having you with me has made a giant difference. I know you being there has made a giant difference to our entire team. So thank you so much.
I also wanted to share a little piece that I put on social media, for those of you who might have lost someone. So I’ll just read that to you quickly.
If you have an empty chair, this holiday, I’m truly sorry. If you have an empty chair, this holiday, please know that your family does not cry alone. And if you do not have an empty chair this holiday, please remember to tell your friends and family how much you love them.
In times like these, it really calls for inspiration and who better to turn to than Winston Churchill. So I thought I’d share this quote with you.
If you will, as a toast to 2021, without courage, all other virtues lose their meaning.
So I’m going to grab hold of this Macallan 12. I have a little squirt and say, thank you. Bless you. Here’s to 2021.
088 What Kind of Human You Are Determines What Kind of Marketer You Are
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Steven Kotler has written one of the most important books of 202, The Art of the Impossible. One of the things discussed in the book is human evolutionary motivations. As a result, Christopher believes Steven has uncovered a key learning point for marketers, entrepreneurs and category designers. That is: the kind of human you are determines what kind of marketer and category designer you are.
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; was 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.
198 The Future of Tech with #1 Tech Analyst R “Ray” Wang Chairman Constellation Research
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What really happened in 2020? Where’s the world of technology heading? What does the future of software look like and what do we all have to be prepared for? We discuss all these and a whole lot more with Ray Wang. He’s the number one tech analyst in the world and the founder of Constellation Research. Today, give us some powerful insights as we go forward into 2021.
Salesforce Slack
Christopher and Ray dive into the discussion with COVID hypocrisy and Ray’s thoughts on the Salesforce Slack $27 billion deal, and where he sees the future of technology headed. He emphasizes the idea of business graphs and how this can potentially tap tribal knowledge for business and become a great acquisition. It is the kind of category acceleration deal that is fit for category designers, visionary entrepreneurs and CEOs who are trying to shape the future as opposed to monetizing the present or past.
“Why would we want a business graph in our business? The goal of the business graph is so that we can start making better decisions. We call them precision decisions and the goal is to improve this concept called decision velocity. Which, I talk a lot about in my book, are basically machines making decisions a hundred times per second.” – Ray Wang
Ad Revenue
Ray discusses how top companies like Google, Facebook, and Microsoft are competing head-on for digital advertising revenue. A massive winner takes all market and digital ads of category kings who are running some of the largest market shares in each of their categories. These category kings are battling for six areas of monetization: ad revenues, search revenues, goods, services, and membership subscriptions.
“There’s all your digital monetization models. Now I won’t say too much before my book comes out. That’s what we spent a lot of time talking about. These different monetization plays that are happening. We talk about how value chains are collapsing, but in Salesforce and in Microsoft’s case, they’re building this business operating system or this business nervous system. That’s actually coming in the transactions between sales orders.” – Ray Wang
Zoom in Light of Slack Salesforce Deal
Through every single video revolution the problem with video was there was never enough bandwidth. Ray shares how Zoom needs to go beyond meetings and discover the ability to integrate with everyone else. Whether this means selling at their peak and letting other people build or integrate into a future broadcast platform.
“You have your own personal ad network with the zoom. You’re basically internal only. I mean, they have the ability to do all those kinds of things. You can actually do broadcasts. You are a video property. You are basically a media property. They haven’t taken it from tool to where now the broadcast property kind of like YouTube is the broadcast pot property. So someone who’s creative enough thinking about this market that wants to go after it pretty hard could attempt to kind of work with them in that regard. Though the valuation is so high, right? That’s the challenge.” – Ray Wang
Bio:
R “Ray” Wang (pronounced WAHNG) is the Principal Analyst, Founder, and Chairman of Silicon Valley based Constellation Research, Inc.
He’s also the author of the popular business strategy and technology blog “A Software Insider’s Point of View”.
With viewership in the 10’s of millions of page views a year, his blog provides insight into how disruptive technologies and new business models such as digital transformation impact brands, enterprises, and organizations.
Wang has held executive roles in product, marketing, strategy, and consulting at companies such as Forrester Research, Oracle, PeopleSoft, Deloitte, Ernst & Young, and Johns Hopkins Hospital.
His new best selling book Disrupting Digital Business, published by Harvard Business Review Press and now globally available provides insights on why 52% of the Fortune 500 have been merged, acquired, gone bankrupt, or fallen off the list since 2000.
In fact, this impact of digital disruption is real. However, it’s not the technologies that drive this change. It’s a shift in how new business models are created.
Wang has held executive roles in product, marketing, strategy, and consulting at companies such as Forrester Research, Oracle, PeopleSoft, Deloitte, Ernst & Young, Personify, and Johns Hopkins Hospital. He is a prominent and dynamic keynote speaker and research analyst working with clients on digital, innovation, business model design, engagement strategies, customer experience, matrix commerce, and big data.
His Silicon Valley research firm, Constellation Research, Inc., advises Global 2000 companies on the future, business strategy, and disruptive technology adoption.
Ray is a regular contributor to Harvard Business Review and well quoted in The Wall Street Journal, Forbes, Bloomberg, CNBC TV, Reuters, IDG News Service, and other global media outlets. Wang has thrice won the prestigious Institute of Industry Analyst Relations (IIAR) Analyst of the Year Award.
Links:
Constellation Research: Ray Wang
Personal Log: Understanding Case Fatality Rates For #COVID19 #CoronaVirus
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!
087 Marketing is what you do when you have a shitty product, right?
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“Marketing is what you do when you have a shitty product.”
Says an ex-CEO/Software Engineer who found himself wrapping his company around the lamppost, with his entire executive team leaving, and his investors getting f*cked up. In spite of many stories like this, there are still a lot of people in Silicon Valley (and in the business world in general) who believe the best product wins and that marketing isn’t worth very much.
So in this episode, we dig into a research project involving one of the world’s greatest violin players and the Washington post. They prove that the power of category design and marketing is actually, almost everything
Everything Else is Bullsh*t
Most CEOs believe the best product wins. In fact, the CEO we previously mentioned also told Christopher “we make shit and we sell shit and everything else is bullshit.” Christopher narrates his personal experiences with various non-believers of the power of marketing and the importance of category design.
The Social Experiment
In 2007, legendary violinist Joshua Bell partnered with two time Pulitzer prize writer, Gean Weingarten of the Washington Post. The premise is Bell would play in Washington D.C. Metro Station and Weingarten would film and analyze what will happen.
This was an experiment about context, perception and priorities.
“Here’s what you need to know about Joshua Bell.. He has been called an internationally acclaimed virtuoso. Joshua regularly plays to massive sold-out crowds. Audiences hang on his every note. When he plays the violin, he tends to make a thousand dollars a minute.” – Christopher Lochhead
The Results of the Experiment
Bell played with his handcrafted $14 million violin. Weingarten wanted to know if people will be moved by the music of this master? If they were, how would they value the music that he was making? The results will shock you.
“The perception of your product or service is your product or service. Joshua plays and get paid a thousand dollars a minute because they’ve been told that he’s legendary. When people aren’t told that he’s legendary, hardly anybody gives a shit. So as marketers and category designers, we must never forget. We are in the perception, manufacturing business.” – Christopher Lochhead
To know more if marketing is what you do when you have a shitty product, 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; was 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.
197 Embrace The Suck w/ Navy SEAL Brent Gleeson
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In today’s episode, we have legendary combat veteran Navy seal Brent Gleason. He’s got a red, hot, rocking, new book out called Embrace The Suck. Brent is a successful entrepreneur, author and speaker and his new book is catching everybody’s attention. Today, we get into why Brent thinks we need to lean into pain, how to deal with failure and rise up to any challenge, no matter what.
Leading Through Change
Brent gives us an inside look on what it was like as a legendary combat veteran Navy seal. Moreover, he shares his perspective on the pandemic and what he thinks leaders should be doing. He thinks organizations should reevaluate the needs of its people based on a lot of factors.
“The global pandemic has caused an even heightened level of leadership, complexity, and challenge. As leaders, we’re supposed to show empathy and be innately in tune with what motivates each individual on our team, within our direct reports and our peers. Now with everybody working predominantly in a remote setting, everybody has a different environment that they’re now in. In addition, some people thrive in remote settings and others feel isolation and uncertainty. Greater levels of digital silos are now creating communication challenges. Obviously your organization is going to go through a lot of change.” – Brent Gleeson
Leaning Into The Pain
In his book, he shares psychological, emotional, and physical pain and suffering and how various people deal with pain. There is a purposeful suffering that everyone must engage in to achieve loftier goals and causes greater than ourselves. These will serve to develop individuals in expanding the boundaries of one’s comfort zone. In turn, lead to a more fulfilling, happier, and purpose-driven life.
“When have you ever achieved anything meaningful in your life that did not have something attached to it? Like some level of pain, suffering, or adversity. The answer is nothing. When have you ever done something that gave you true fulfillment that was trapped within the confines of your comfort zone? Nothing. It’s only when we peak beyond the boundaries of the comfort zone and see what’s out there. That is what expands your comfort zone and moves the goalposts. You make it a ritual part of your existence and part of your mindset.” – Brent Gleeson
Taming The Tiger
Brent discusses how in life there are choices down the road that lead you to temptation. He shares how one can tame the tiger and resist temptation. In life, humans are inevitably tempted and human centered, the goal is to mend the relationships or goals one is focusing on.
He shares how it ultimately comes down to the philosophy of simply limiting choices and creating an environment that supports your objective. He discusses how one should set themselves up for success by being purposeful in the environment and what one creates. Lessening the opportunity to be distracted or tempted by things that do not align with the actions necessary to achieve the desired outcome.
“In order to tame my tiger, I had to transform my entire lifestyle and mindsets to limit the choices. I removed every possible element of temptation from my life that would stand in the way of the goals I had made. So my social life, my dietary habits, workout regimen, even going as far as removing people from my life that I knew would stand in the way of achieving that goal. If I wanted to achieve my goal, all that stuff had to go.” – Brent Gleeson
To know more about the legendary Brent Gleeson, his new book and his incredible life journey. Download and listen to this episode.
Bio:
Brent Gleeson was a member of SEAL Team 5, some of the first SEALs deployed to Iraq in early 2003. He completed combat deployments in Iraq, Africa, and other theaters of war.
After returning to civilian life, Brent earned an MBA and has built award-winning, multi-million dollar organizations that have repeatedly landed on the Inc. 500 list of fastest growing private companies.
He is the author of TakingPoint and has starred in several reality shows including Mark Burnett’s ‘Stars Earn Stripes.’
Links:
Taking Point Leadership – Books
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!
086 Are You Wasting Your Career?
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According to the January 2018 report from the Bureau of Labor Statistics, the average person changes jobs 10 to 15 times within their career. If you take it from that perspective, if you’re 25 years old and you are serious in your career, you still get seven chances to do something legendary in your career before you hit the big 6-0.
So in today’s episode, we ask, are you wasting your career?
Make Every Career Count
You get a very few chances to do something legendary, so make them count. Mike Maples of podcast Starting Greatness says “start or join a company worthy of your talent.” Christopher adds that a lot of people make the mistake of trying to sell themselves to a company, instead of you evaluating the potential of a company.
“Most people look at this backwards. They look at things like the salary, title, who their boss is going to be, the health care plan, vacation time, the commute. I’m not saying all those things aren’t important. They are important. I would start or suggest you start to look, ‘is this company. designing and dominating a giant space?’” – Christopher Lochhead
Work For Category Queens
Choose the best and the pioneers in their own space. That’s how you can make money out of your career. First, you get the job security and assurance that the company is here to stay. Secondly, most companies offer stock option for long term employees, which enables you to build wealth.
“You have to ask yourself, is this company, the leadership, the founder, the CEO, the CMO, the head of sales, the head of engineering —do they have what it takes to design a legendary product company and category at the same time and become the category queen?” – Christopher Lochhead
Find Ways To Earn Horizontally
Wise people take a job where they are getting paid to work and they convert that cash into investments. Over time they build a real nest egg. Christopher believes that it is important to find a career that enables you to gain investment opportunities. These investments can later on earn passive income for you.
“Convert sweat for cash into an investment that sweats for you.” – Christopher Lochhead
To know more if you are wasting your career, 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; was 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.
