Posts by Christopher Lochhead
Year End Message From Christopher
Podcast: Play in new window | Download (Duration: 2:28 — 1.7MB) | Embed
Subscribe: Apple Podcasts | Spotify | Pandora | RSS | More
Podcast (lochheadonmarketing): Play in new window | Download (Duration: 2:28 — 1.7MB) | Embed
Subscribe: Apple Podcasts | Spotify | RSS | More
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
Podcast (lochheadonmarketing): Play in new window | Download (Duration: 7:53 — 5.4MB) | Embed
Subscribe: Apple Podcasts | Spotify | RSS | More
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
Podcast: Play in new window | Download (Duration: 52:56 — 36.3MB) | Embed
Subscribe: Apple Podcasts | Spotify | Pandora | RSS | More
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?
Podcast (lochheadonmarketing): Play in new window | Download (Duration: 11:08 — 5.1MB) | Embed
Subscribe: Apple Podcasts | Spotify | RSS | More
“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
Podcast: Play in new window | Download (Duration: 1:05:36 — 45.0MB) | Embed
Subscribe: Apple Podcasts | Spotify | Pandora | RSS | More
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?
Podcast (lochheadonmarketing): Play in new window | Download (Duration: 14:51 — 10.2MB) | Embed
Subscribe: Apple Podcasts | Spotify | RSS | More
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.
085 Justice Deposits: How NetFlix, Twitter & Costco Are Leading Conscious Capital & You Can Too
Podcast (lochheadonmarketing): Play in new window | Download (Duration: 17:50 — 12.2MB) | Embed
Subscribe: Apple Podcasts | Spotify | RSS | More
In June of 2020, Netflix announced that it was moving 2% of its cash equal to about $100 million to bolster black owned and black run banks, allowing these banks to lend more. The way this works is pretty simple: when we make deposits in a bank, that allows them to make more loans. More and more corporations and nonprofits are jumping in to join the movement.
In this episode, let’s go deep on the power of justice deposits.
Corporations Joining The Movement
After NetFlix’s announcement, Twitter announced its plan to move 1% of its cash or 100 million to community development financial institutions. Costco has pledged to move $25 million in deposits, Biogen has pledged to move 10 million and PayPal announced plans to move 500 million.
“The early adopters in this movement—the justice deposits—have pledged to move nearly $800 million. That is nearly equal to 20% of the current total assets held today in black owned and black run banks.” – Christopher Lochhead
Address The Root Cause of Inequality
Justice deposits inject capital into banks to banks to allow more Black Americans and minorities to gain access to capital. Aside from this, Christopher discusses on this episode why this is a very savvy marketing move. In fact, according to Harvard Business Review, 60% of Americans say that brands should take steps to address the root cause of racial inequality. It turns out, 50% of Americans go further and say brands must actually educate the public about this matter.
“There can be no equality in America without equal access to capital.” – Christopher Lochhead
HBR Article About Justice Deposits
This episode is a companion of a recent article in Harvard Business Review: “Could Gen Z Consumer Behavior Make Capitalism More Ethical?” It’s a very eye-opening article that we encourage you to read as well. Christopher, together with Eddie Yoon, Pastor Dave Ferguson and Pastor Quentin M. Mumphery collaborated on this research piece.
“What I think this means for CEOs, CMOS and even CFOs, is we need to pay attention. The Next Generation really cares about this stuff. And it’s very clear to me, and I think it should be clear to all of us that every company today needs what you could call a conscious capital strategy.” – Christopher Lochhead
To know more about justice deposits, 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.
Links:
Netflix Moves $100 Million in Deposits to Bolster Black Banks
Twitter will invest $100 million in lenders promoting racial equality
Consumers Want Brands to Take a Moral Stand on Racial Justice
Could Gen Z Consumer Behavior Make Capitalism More Ethical?
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.
196 The Last Wine Frontier: Bhutan W/Michael Juergens
Podcast: Play in new window | Download (Duration: 1:08:34 — 47.1MB) | Embed
Subscribe: Apple Podcasts | Spotify | Pandora | RSS | More
Our guest today Michael Juergens, is a senior partner at Deloitte. He’s also a super wine geek of the highest order and on a trip to the Bhutan in 2016 , he discovered there was no vineyards there at all. What you’re about to listen to is the real story of how Michael, by accident, connected with government leaders in this magic little country to become the founder of a new industry and is pioneering the last great wine frontier.
Bio:
Michael Juergens doesn’t fit into a simple box.
As a senior partner in a large global consulting firm, he’s a seasoned business executive who spends his time advising Fortune 500 organizations.
His passion for wine has led him to be a candidate to become the 45th American to qualify as a Master of Wine and he started the wine industry in the Kingdom of Bhutan in the Himalayas.
He also owns the award winning SoCal Rum company.
He’s an internationally known speaker and author, and also is a professor at the University of CA, Irvine.
He plays the drums in a punk rock band, and spends his free time diving with great whites, building motorcycles and hot rods, and running adventure races in remote locations around the world.
Links:
The World’s Newest Wine Frontier Is the Himalayan Kingdom of Bhutan
First Vineyard Planted In Bhutan
Bhutan, Land of the Thunder Dragon
Bhutan: Committed to Conservation
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!
084 Creating a Category? Do NOT listen to customers
Podcast (lochheadonmarketing): Play in new window | Download (Duration: 5:23 — 3.7MB) | Embed
Subscribe: Apple Podcasts | Spotify | RSS | More
In this episode, let’s talk about why, when you’re designing a new category, you need to be very careful who you listen to. Often times, listening to customers is the worst thing you can do.
Whose Feedback Matters?
Christopher shares one of the things that they discussed in their book Play Bigger, that new categories are often only obvious in hindsight. He further advises that if you’re designing a new category, it’s critical to be very, very careful whose feedback you listen to.
“You don’t never forget. Nobody wanted a horseless carriage, never forget.” – Christopher Lochhead
Breakthrough in Hindsight
We should not listen to customers and most people, when we’re designing a breakthrough because most people can’t see it. Now, when you’re doing incremental things, customer feedback is awesome. But in general, most people cannot see a breakthrough, whether they’re customers, partners, potential employees, or even potential investors.
“You want to talk about your new category in the early stages with people who can engage in what you might think the art of the possible with you.” – Christopher Lochhead
To know more why you should not listen to customers when creating a legendary category, download and listen to this episode.
Bio:
Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.
He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.
Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.
In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive.
Hewlett-Packard acquired the company in 2006, for $4.5 billion. He also co-founded the marketing consulting firm LOCHHEAD; 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.
