Posts by Christopher Lochhead
201 Category Creation: How To Dam The Demand
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On this episode of Lochhead of Marketing, we review a powerful strategy that has the potential to revolutionize how you approach marketing and demand creation for your product or service. We call this strategy “damming the demand,” and it’s all about redirecting existing consumer desire to carve out a new category that you can dominate.
If you’re not convinced, check out how these giants in the industry have utilized this strategy to their advantage by creating demand in an already existing market.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
Dam the Demand
Traditional marketing often focuses on capturing the demand that already exists. It’s about finding a place in the market and filling the needs of consumers who are already looking for solutions. But what if you could do more than just meet existing demand? What if you could create a whole new category of demand?
That’s where the concept of “damming the demand” comes in. It’s a strategy that sits between traditional marketing and category design. Instead of just capturing demand or creating it from scratch, you harness the existing demand and redirect it, creating a new space for your product or service.
Lessons from Tech Titans
Let’s look at some legendary examples to understand this better. Marc Benioff, the founder of Salesforce.com, didn’t just create a cloud CRM; he dammed the demand for traditional on-premise CRM solutions. By evangelizing the benefits of cloud-based CRM, he forced a debate in the market, making businesses choose between the old on-premise solutions and the new, more flexible cloud options. This didn’t just shift the demand—it expanded it, as more and more businesses began to see the value in cloud-based applications beyond CRM.
In the B2C world, Peloton took a similar approach. They saw the demand for spin classes and dammed it by offering an alternative: high-quality home fitness. By doing so, they didn’t just capture the existing market for spin classes; they expanded it to include people who wanted the convenience of working out at home. This created a new category of home fitness solutions that has grown exponentially.
This isn’t a new phenomenon. History is rich with examples of demand damming. Consider Henry Ford, who redirected the demand from horse and buggies to the “horseless carriage,” or Marty Cooper, who shifted the demand from landline phones to the “wireless phone” category. These visionaries didn’t just create products; they created movements that changed the landscape of their respective industries.
The Strategy in Action
So, how can you apply this strategy to your business?
First, identify the existing demand that you can dam. Look for areas where consumers are already spending their money but might be open to a new, better solution. Once you’ve dammed the demand, use it to drive revenue in the near term. Then, leverage this demand to expand and create a new category that you can lead.
Damming the demand is a potent strategy for any company looking to not just compete but dominate a new market category. By redirecting existing demand, you can create a new demand for your category, driving growth and market expansion. It’s a bold move, but as we’ve seen from the likes of Salesforce and Peloton, it’s a move that can redefine your industry and cement your place in history.
Bio
Don’t forget to grab a copy (or gift!) of one of our best-selling books:
Snow Leopard: How Legendary Writers Create A Category Of One
The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche
A Marketer’s Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy
The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different
**NEW!** The B2B Tech Marketer’s Guide To Category Design: How To Engineer Your Market, Find What Makes You Different, And Become A Category Queen
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!
359 Life Is In The Transitions with NY Times Bestselling Author Bruce Feiler
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Here at Christopher Lochhead: Follow Your Different, we’ve had the privilege of engaging in conversations that transcend the ordinary, delving into the depths of what truly makes us tick. On this episode, we sat down with Bruce Feiler, an acclaimed New York Times best-selling author, to explore his work, “Life Is in the Transitions.”
Bruce Feiler is a renowned American author, television personality, and speaker known for his insightful and thought-provoking work on family dynamics, religion, and contemporary culture. He is the author of several New York Times bestsellers, including “Walking the Bible,” “The Council of Dads,” and “Life Is in the Transitions.” Feiler’s work often blends personal narrative with broader cultural analysis, and he has been a popular columnist for publications like The New York Times.
This wasn’t your typical interview; it was a real, raw conversation about the seismic shifts we all face and how we can navigate them with grace and resilience. We believe that people are now more than ever being rocked by their life quakes, and hope that Bruce’s words could help us once again.
You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.
Bruce Feiler on the Non-Linear Journey of Life
Bruce’s personal journey is a testament to the power of embracing life’s unpredictability. From battling cancer to supporting his father through Parkinson’s disease, he’s no stranger to what he calls “life quakes.” These are the massive, often unexpected events that shake us to our core and challenge the linear narrative we’ve been sold about how life is “supposed” to go.
During our talk, Bruce recounted a moment at his 30th college reunion that sparked a revelation. As he moderated a panel of distinguished classmates, he saw firsthand the universal struggle to maintain the facade of a perfect, linear life trajectory. This experience, coupled with his own, led him to question the societal pressures that bind us to outdated life narratives.
Bruce Feiler on the Myth of the Midlife Crisis
One of the most enlightening parts of our discussion centered on the concept of the midlife crisis. Bruce debunked this myth, pointing out the flawed research and biases behind it. He argued that we need to update our understanding of life transitions to reflect the modern, non-linear world we live in—a world where change is the only constant.
We also emphasized the importance of proactive life design. We must acknowledge and navigate through life’s disruptions, which often come at us like a “car pileup,” multiple and simultaneous. It’s about learning to dance in the rain, rather than waiting for the storm to pass.
Life Quakes: Voluntary and Involuntary
Bruce explained that life quakes are frequent disruptors, with most being manageable. However, about 53% of these quakes are involuntary—like a spouse cheating or losing a job—while 47% are voluntary, such as changing religion or leaving a job. Millennials, he noted, are more inclined to seek change, while older generations may feel more stuck.
The pandemic, a collective involuntary life quake, has heightened our sensitivity to change. Bruce stressed that while the quake may be involuntary, the life transition that follows must be voluntary. It’s about taking back control and making the decision to navigate through the transition effectively.
“If we look at life transitions as periods that we have to suffer our way through, we are wasting half of our life. If we look at them as periods, they’re going to be difficult and painful, but there’s also opportunities for growth and renewal. That’s the story of your life.”
– Bruce Feiler
Bruce’s book doesn’t just lay out the problem; it offers a toolkit for navigating life transitions. He provides practical guidance on what to expect, the phases involved, and the tools to get through it. This part of our conversation was particularly impactful, as it offered listeners actionable steps to take control of their life narratives.
To hear more from Bruce Feiler and know more about life quakes and the transitions that come with it, download and listen to this episode.
Bio
Bruce Feiler is one of America’s most popular voices in contemporary life.
He is the author of several New York Times bestsellers; the presenter of two prime-time series on PBS; and the inspiration for the drama COUNCIL OF DADS on NBC.
Bruce’s two TED Talks have been viewed more than two million times. Employing a firsthand approach to his work, Bruce is known for living the experiences he writes about. His work combines timeless wisdom with timely knowledge turned into practical, positive messages that allow people to live with more meaning, passion, and joy.
His book, LIFE IS IN THE TRANSITIONS: Mastering Change at Any Age, describes his journey across America, collecting hundreds of life stories, exploring how we can navigate the growing number of life transitions with greater purpose and skill. “One of those books that’s so profoundly aligned with the zeitgeist that you end up underlining the whole book,” wrote Arianna Huffington in Thrive Global. “Bruce Feiler is the perfect person to lead us on this journey.”
Links
Connect with Bruce Feiler!
Website | LinkedIn | Twitter/X | Books
We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on Apple Podcast / Spotify!
200 Thinking About Thinking Is The Most Important Kind Of Thinking
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On this episode of Lochhead on Marketing, let’s talk about why thinking about thinking is the most important kind of thinking.
This isn’t just another buzz phrase; it’s a fundamental practice that can revolutionize the way we approach entrepreneurship, marketing, and business strategy. So we thought that it would be a good idea to refresh new listeners minds and remind the old heads why Context is always King.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
The Power of Context in Decision-Making
In the realm of business, context is everything. It shapes our discussions, influences our decisions, and ultimately determines the trajectory of our companies. It’s not just about the data or the trends; it’s about grasping the bigger picture and recognizing the underlying currents that drive market dynamics.
Most people, particularly those who are entrepreneurial, have a strong bias to action, diving right in and creating content without the context to support it. However, it does have it downsides sometimes.
“A strong bias to action means that sometimes, and I know I’ve been guilty of this more times than I will ever know, we spring to action without doing enough thinking. More importantly, without doing enough thinking and dialoguing around what the context is for whatever it is we’re talking about.”
– Christopher Lochhead
Rejecting the Premise: A Pathway to Innovation
One of the most exhilarating concepts we discussed was the power of rejecting the premise.
So often, we’re boxed in by traditional ways of thinking, by phrases and concepts that are accepted as industry standards. But what happens when we challenge those premises? When we refuse to accept the status quo? That’s when innovation truly happens.
By rejecting the premise, we open ourselves up to new possibilities, to the potential for creating entirely new categories and leading the market in directions it has never seen before.
Challenging Existing Contexts: The Forward-Thinking Mindset
A key takeaway from this discussion was the importance of challenging existing contexts. It’s easy to fall into the trap of backward thinking, of looking to past successes as a template for future endeavors.
However, the true forward-thinking entrepreneur knows that what worked yesterday might not work tomorrow. By constantly questioning and reevaluating the context in which we operate, we stay ahead of the curve and maintain a competitive edge.
To hear more about how thinking about thinking is the most important kind of thinking, download and listen to this episode.
Bio
Don’t forget to grab a copy (or gift!) of one of our best-selling books:
- Snow Leopard: How Legendary Writers Create A Category Of One
- The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche
- A Marketer’s Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy
- The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different
- **NEW!** The B2B Tech Marketer’s Guide To Category Design: How To Engineer Your Market, Find What Makes You Different, And Become A Category Queen
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!
358 Unlocking Revenue: AI’s Predictive Power in Business with Clari CEO Andy Byrne
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Welcome to a special episode of Christopher Lochhead: Follow Your Different, where we dive deep into the intersection of artificial intelligence (AI) and business growth. Today, we have the pleasure of speaking with a visionary in the realm of AI and revenue generation, Andy Byrne.
Andy Byrne is the visionary CEO of Clari, a leading revenue operations platform. With a wealth of experience in the tech industry, Byrne has been instrumental in shaping Clari’s innovative approach to sales execution and forecasting.
You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.
From Garage to Global: Clari’s Ascension
Andy takes us on a journey through Clari’s evolution, from its modest inception in a garage to becoming a powerhouse with over 700 employees and R&D centers across the globe. He shares the pivotal role of generative AI in accelerating business processes, enabling companies to swiftly create, convert, and close their sales pipelines.
Despite initial skepticism, Predictive AI has proven to be a game-changer for revenue leaders. Andy highlights how early predictions empower proactive decision-making and optimize capital deployment, crucial for managing expectations around revenue and earnings per share.
Andy Byrne on Uncovering Revenue Leaks with AI
We then discuss AI’s ability to identify and rectify revenue leaks. Andy provides tangible examples, such as neglected leads and overlooked targets, which can significantly impact a company’s bottom line. By harnessing AI, organizations can foster revenue collaboration and enhance productivity at all organizational levels.
“The process of running revenue is more of a technology game now than a sales game.”
– Andy Byrne
Predictive AI: Fostering Collaborative Conversations
Drawing parallels to the early days of SEO and network performance management, we delved into the concept of “signal” within AI. Clari’s AI is adept at analyzing signals from a myriad of sources, offering real-time insights that are instrumental in detecting revenue leaks and informing strategic decisions.
Andy recognizes how Predictive AI can spark these useful conversations. He stresses how these talks, where people compare their gut feelings with the predictions made by machines, can boost teamwork and help businesses thrive.
To hear more from Andy Byrne and how AI can help boost your company’s revenue, download and listen to this episode.
Bio
Andy Byrne, CEO of Clari, is a seasoned leader in the tech industry.
Andy Byrne is dedicated to revolutionizing revenue operations, championing innovation, and fostering collaboration within sales teams globally. His strategic vision has propelled Clari to the forefront of the industry, where it stands as a trailblazer in harnessing the power of Predictive AI for sales execution and forecasting.
Under his guidance, Clari continues to empower businesses to achieve unparalleled growth and success, setting new standards for excellence in revenue optimization and operational efficiency.
Links
Connect with Andy Byrne!
Clari.com | LinkedIn | Twitter/X
We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on Apple Podcast / Spotify!
199 What Apple’s $110 Billion Stock Buy-Back Means For The Category Queen | Pirates Perspective
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Today on Lochhead on Marketing, we want to share some insights from a riveting discussion we had with Eddie Yoon, our category pirate brother, about a monumental move by Apple.
We’re talking about a colossal $110 billion stock buyback and what it means for the tech giant’s innovation trajectory, particularly in the realm of artificial intelligence (AI).
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
Apple’s Strategic Crossroads: Innovation or Shareholder Pleasing?
Apple’s decision to buy back stock is a strategic move that has raised eyebrows across the industry.
I’ve always been fascinated by the bold moves that define market leaders, but this move by Apple has us questioning: Is this a sign of maturity and stability, or a red flag signaling a lack of innovative vision?
Warren Buffett, a name synonymous with investment acumen, was famously tech-averse until Apple caught his eye. The staggering 95% retention rate of iPhone users and the undeniable addiction to Apple’s ecosystem reminded him of his investment thesis on Coca-Cola. But as Eddie and I discussed, there’s a nuance to Apple’s success under Tim Cook’s leadership. Despite the financial growth and profitability, the company has struggled to launch new categories—a hallmark of Apple’s DNA.
The Apple Watch: A Beacon of Innovation in the Cook Era
It’s not all a tale of caution, though. The Apple Watch stands out as a testament to Apple’s ability to innovate and create new categories even post-Steve Jobs. It’s a reminder that Apple still has the chops to redefine markets. But the question lingers: Is this enough to sustain Apple’s legendary status?
The crux of the discussion centered on the massive potential of AI, as we’re just at the dawn of what could be the most significant platform shift since the internet. With Apple’s deep pockets, one would expect a torrent of investments in AI, propelling the company to the forefront of this new frontier. Instead, the $110 billion stock buyback seems to suggest a different priority—short-term stock price over long-term category creation.
Microsoft’s Contrasting Strategy: A Global AI Chess Game
Contrast Apple’s strategy with Microsoft’s aggressive global AI investments, and you get a stark picture of two tech titans taking divergent paths.
Microsoft is placing strategic bets on AI across the globe, from the UAE to Malaysia and beyond, positioning itself as a leader in the next wave of technological revolution.
To hear more Pirate talk by Christopher Lochhead and Eddie Yoon, download and listen to this episode.
If you want to join in the discussion, subscribe to Category Pirates and find more Pirates Perspective buried around the beach.
Don’t forget to grab a copy (or gift!) of one of our best-selling books:
- Snow Leopard: How Legendary Writers Create A Category Of One
- The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche
- A Marketer’s Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy
- The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!
357 Crowning Achievements: Shante & Lauren’s Trailblazing Journey in Wig Rental Category Design with Shante Frazier and Lauren Mitchell of WellCapped
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On this episode of Christopher Lochhead: Follow Your Different, we have the pleasure of sitting down with two remarkable entrepreneurs, Shante Frazier and Lauren Mitchell, the co-founders of WellCapped.
In our conversation, we delved into the origins of their groundbreaking service, the hurdles they’ve overcome, and their ambitious vision for the future of the beauty industry.
Their journey is one of innovation, resilience, and a relentless pursuit of redefining beauty standards. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.
WellCapped: The Genesis of a Game-Changer
Shante and Lauren’s venture, WellCapped, is akin to Rent the Runway, but for wigs and hair extensions. This novel concept was born from a simple suggestion by Shante’s aunt and has since blossomed into a business that caters to a diverse clientele seeking quality and affordability.
Their personal experiences and corporate backgrounds have fueled their mission to democratize high-end wigs and hair extensions, making them accessible to all.
The beauty industry has seen a surge in the use of wigs and hair extensions, with technological advancements blurring the lines between natural and styled hair. Celebrities and influencers are challenging traditional beauty norms, and WellCapped is at the forefront of this shift, empowering customers to experiment with their looks without the hefty price tag.
The Entrepreneurial Leap
Shante recounts the poignant moment that transformed her hesitation into conviction. The idea of a rental service for wigs and hair extensions wasn’t just a business opportunity; it was a chance to support individuals undergoing chemotherapy by offering free memberships and support—a testament to the personal significance of WellCapped.
Transitioning from corporate America to entrepreneurship is no small feat. Shante and Lauren share their motivations and the challenges they faced along the way.
“When you see your customers telling you how our company has changed their lives, it gives you the fuel that you need to keep going on the bad days.”
– Lauren Mitchell of WellCapped
Eventually, Lauren’s layoff became a catalyst for her commitment to WellCapped, while Shante reflected on the naivety and learning curve of starting a new venture.
The Journey of Fundraising and Resilience
Raising funds for a startup is a daunting task, but Shante and Lauren’s determination was unwavering. They focused on aligning with investors who shared their vision, rather than convincing skeptics. Their commitment to excellence and continuous improvement has been a driving force behind their success.
Their participation in the Techstars program marked a pivotal chapter for WellCapped. The intensive accelerator experience honed their brand and helped shift customer perceptions about renting wigs—a concept that is now gaining traction and acceptance.
Shante emphasized the growing trend of viewing hair as a fashion accessory. WellCapped taps into this trend by offering a cost-effective way for consumers to express themselves through their hair, fostering a culture of experimentation and self-expression.
To hear more from Shante & Lauren and how they raised WellCapped from the ground up, download and listen to this episode.
Bio
Shante Frazier
Shante is a recent MBA graduate from NYU Stern, where she specialized in Marketing and Strategy. She graduated from Spelman College in 2012 with a BA in Economics.
Prior to coming to Stern, Shante worked at Progressive Insurance for 3 years in the Pricing and Competitive Intelligence departments while also serving as an officer in the Ohio Army National Guard.
Lauren Mitchell
Lauren is a experienced marketing enthusiast with a demonstrated history of providing direction in the consultant industry and building meaningful relationships.
She is a two-time graduate from Louisiana State University where she received her MBA focused in Management Consulting and a BS in Marketing.
Links
Connect with Shante & Lauren!
WellCapped: Website | LinkedIn | Instagram
Shante Frazier: LinkedIn
Lauren Mitchell: LinkedIn
We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on Apple Podcast / Spotify!
356 Unbroken Spirit: The Fight To Save American Wild Horses with Scott Wilson of American Wild Horse Conservation
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Here at Christopher Lochhead: Follow Your Different, we’ve had the privilege of engaging in conversations that are not just thought-provoking, but also deeply impactful. On this episode, we sit down with Scott Wilson, the passionate co-founder of American Wild Horse Conservation, to discuss a topic close to both our hearts: the plight of America’s wild horses and the ongoing efforts to preserve and protect these magnificent creatures.
Scott Wilson is a renowned Colorado Nature Photographer and Communications Leader, whose journey took an unexpected turn when he discovered the plight of America’s wild horses. Scott became captivated by the freedom and majesty of the wild horses roaming the western United States. His realization that these iconic animals were facing threats to their survival inspired him to take action and co-found American Wild Horse Conservation. This non-profit organization is dedicated to preserving and protecting wild horses, which have played a pivotal role in the nation’s history and ecology.
This captivating conversation illuminates the plight of these majestic creatures, and the tireless efforts to secure their freedom and ensure their survival.
You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.
Scott Wilson on the Historical Tapestry of America’s Wild Horses
The history of wild horses in the United States is as rich and complex as the country itself. Scott Wilson shares that there are approximately 65,000 wild horses roaming free across ten states in the western United States.
It’s also a little-known fact that all the world’s horses have their origins in North America, and they were reintroduced in the 1500s. These animals are not just a part of the natural ecology but are woven into the very tapestry of our nation’s history.
In 1971, the Wild Horse and Burro Protection Act was a promise made to these animals—a promise that we are duty-bound to uphold. As we delved into the significance of wild horses, it became clear that they are not just symbols of the wild but are key players in the ecological balance of our public lands.
Wild Blue Roan by Scott Wilson of the American Wild Horse Conservation
Scott Wilson on the Struggle for Space and Survival
Given these facts, it was unsettling to learn that wild horses are allocated a mere 2% of public lands. Contrary to popular belief, these horses are not in competition for building or economic development. In fact, only 1% of the nation’s beef is produced on these lands, debunking the myth that wild horses pose a significant threat to our economy.
However, the challenges they face are real and pressing. Competition with livestock, encroachment by oil and gas businesses, and government policies that often do more harm than good are just a few of the hurdles wild horses must overcome to survive.
Wild Pinto Stallion Picasso by Scott Wilson of the American Wild Horse Conservation
Nevada: The Heartland of Wild Horses
It’s a surprising fact that roughly half of the wild horse population in the US is concentrated in Nevada. This distribution has significant implications for conservation efforts and the management of these animals.
That being said, Scott Wilson’s initiative to buy back land and expand the habitat for wild horses is a beacon of hope. The acquisition of 3500 acres in Nevada and the establishment of a land trust are steps toward ensuring that wild horses and other wildlife can coexist peacefully.
To hear more from Scott Wilson and how American Wild Horse Conservation help protect these majestic creatures, download and listen to the episode.
Freedom by Scott Wilson of the American Wild Horse Conservation
Bio
A brand-builder and landscape photographer of twenty years, Scott Wilson found his conservation voice after a prolonged battle with stage 4 colon cancer refocused his lens on Colorado’s wildlife, leading to the life-changing discovery of a remote and mesmerizing herd of wild horses in Sand Wash Basin, on the border with Wyoming.
While an early photographic encounter with a wild tricolored pinto mustang named Picasso helped change the focus of Scott’s career as an artist, it was an impending federal roundup, threatening the very survival of the herd, that unlocked his voice as an advocate, and he has since campaigned for better outcomes for wild horses, behind and in front of the lens, both as a spokesperson and strategist for American Wild Horse Conservation, the nation’s leading wild horse conservation NGO.
Anger Management, a statement piece about the conservation challenges facing wild horses in the American west, earned Open Photographer of the Year and Natural World and Wildlife Awards in the 2022 Sony World Photography Awards, raising awareness of wild horse issues in more than 140 countries.
Scott is a contributor to We Animals Media, the world’s largest animal photojournalism agency, and his PhotoAdvocacy work has featured in local, national and international media, including the BBC, Daily Telegraph, Nat Geo España, GQ Italia, Advanced Photographer, Denver Post, 5280, 303, Westword and Colorado Life Magazine.
Scott operates Colorado’s Wild Horse Art Gallery within Gallery 6 – voted Westword Denver’s Best Photography Gallery in 2023 – in the heart of Denver’s Art District, where he also serves as Art District President.
Links
Connect with Scott Wilson
American Wild Horse Conservation | Instagram | Facebook
Check out more images of these majestic wild horses at the Photo Advocacy website & their Instagram!
We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on Apple Podcast / Spotify!
355 How To Win On Shark Tank, Create A Category, & Save Billions of Butts with Sean Riley, Chief Dude at DUDE Wipes
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On this episode of Christopher Lochhead: Follow Your Different, we have the pleasure of welcoming Sean Riley, the co-founder of Dude Wipes.
For those unfamiliar with it, Dude Wipes is a brand that has revolutionized the concept of personal hygiene with a superior alternative to traditional toilet paper. Sean shares the story of how Dude Wipes catapulted to legendary success, including securing a deal with Mark Cuban on Shark Tank and being recognized as one of the top five greatest Shark Tank entrepreneurs.
Our conversation was not only enlightening, but also a testament to the power of innovation and strategic category design in entrepreneurship.
You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.
Sean Riley on Disrupting the Market with Practical Innovation
The conversation starts off with Sean’s mustache and how well everyone’s taking to it. Sean’s distinctive mustache isn’t just a personal style choice; it’s become a branding asset for Dude Wipes. Pivoting from that, Sean discusses the significance of the brand and its deep resonance with consumers. The name “Dude Wipes” itself is a stroke of genius, encapsulating humor, authenticity, and a bold approach to male hygiene.
The conversation then veered towards the practicality of Dude Wipes. Sean emphasizes the universal dissatisfaction with traditional toilet paper and the need for a better solution, especially for men on the go. He explores the potential for Dude Wipes to become as ubiquitous as toilet paper, with the aim of making the product more accessible and convenient for consumers.
Drawing parallels with Gojo Industries, the category king of liquid soap and Purell hand sanitizer, Christopher highlights the reframing of the problem and the potential for Dude Wipes to create a new category in the hygiene space. Despite initial skepticism, Sean’s commitment to disrupting the toilet paper market remains unwavering.
Sean Riley on Overcoming Skepticism and Embracing Category Potential
In the early days, Dude Wipes faced challenges and skepticism. However, Sean and his team were confident in their product’s appeal to men.
They understood that by creating a better product, they could carve out a new space in the male market. Sean’s insights on the importance of category potential and market dynamics were particularly enlightening, emphasizing the significance of entering a growing category with unique offerings.
The Shark Tank Effect: A Pivotal Moment for Dude Wipes
Sean provides an overview of Dude Wipes’ impressive sales figures and distribution channels, highlighting the company’s organic growth and resourceful brand-building approach. Reflecting on their Shark Tank experience, Sean recounts the unexpected turn of events when Mark Cuban offered them a deal, marking a pivotal moment for the company.
Sean’s passion and determination were palpable as he recounted the journey of building Dude Wipes and overcoming challenges to achieve success.
To hear more from Sean Riley and to receive valuable insights into entrepreneurship, category design, and the power of believing in a product’s potential, download and listen to this episode.
Bio
Sean Riley is the co-founder and driving force behind Dude Wipes, a groundbreaking brand in personal hygiene. With a business degree in hand, Sean teamed up with his childhood friend to challenge conventional notions of men’s grooming. In 2010, they launched Dude Products, introducing flushable wipes tailored for men, a concept that resonated with consumers seeking convenient, effective, and masculine alternatives to traditional toilet paper.
Sean’s leadership propelled Dude Products from a garage startup to a global phenomenon, with a diverse product line available in major retailers worldwide. His dedication to quality, innovation, and customer satisfaction solidified Dude Wipes’ position as an industry leader. Beyond business, Sean advocates for men’s health and wellness, leveraging Dude Wipes’ platform to promote positive habits and destigmatize personal hygiene.
With relentless drive and passion, Sean continues to inspire others to embrace their dudehood and live life to the fullest.
Links
Connect with Sean Riley!
We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on Apple Podcast / Spotify!
198 Complexity Is The Enemy of Revenue: Why It’s Time to Shave The Marketing Dog
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On this episode of Lochhead on Marketing, it’s time again to shave that Marketing Dog with Christopher Lochhead.
If you’re an avid listener of the podcast, you probably think you’re experiencing déjà vu. But we think that people still don’t get this simple concept, that it merits a replay. It is also a good reminder for others who may be falling into the trap of overcomplicating their marketing strategies.
So strap in, and get ready for some timeless advice from yours truly.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
Quality Over Quantity: A Bruce Lee Philosophy in Marketing
In the world of marketing, there’s a tendency to equate being busy with effectiveness. However, Christopher likens this to a young fighter who is all showboating but lacks the strategic focus to win. This fighter often ends up being knocked out by a more experienced opponent who understands that precision and strategy trump frantic activity. This analogy perfectly encapsulates the inverse relationship between activity and results in marketing.
The pressure to be omnipresent in the marketing world is immense. Marketers are often told they need to be on every channel, churning out content at an unsustainable pace. But Christopher challenges this notion with a powerful quote from martial arts legend Bruce Lee:
“I fear not the man who has practiced 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times.”
This philosophy is a stark reminder that quality and impact should always take precedence over quantity.
Shaving the Marketing Dog: The Art of Elimination
One of the strategies Christopher advocates for is “shaving the dog,” a metaphor for the practice of eliminating the unnecessary to focus on what truly matters. By force ranking the critical components of a campaign and rigorously evaluating which elements have the maximum impact, marketers can streamline their efforts for better results.
“Shave the dog. Shave that doggy down. Practice getting everything out. Consider getting even more radical.”
– Christopher Lochhead
Thinking Wrong to Do Right
Innovation in marketing often requires us to “think wrong,” to consider what is 180 degrees from what everyone else would do. This approach fosters creativity and differentiation, setting the stage for truly legendary marketing campaigns.
“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
This line of thinking also allows you to pursue options that multiply outcomes, as you can sift through the “wrongs” and find those that were rejected, not because it is inherently wrong, but either be not viable in the past, but now doable in our current technology or network.
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.
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Don’t forget to grab a copy (or gift!) of one of our best-selling books:
- Snow Leopard: How Legendary Writers Create A Category Of One
- The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche
- A Marketer’s Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy
- The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different
- **NEW!** The B2B Tech Marketer’s Guide To Category Design: How To Engineer Your Market, Find What Makes You Different, And Become A Category Queen
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!
