Posts by Christopher Lochhead
058 Questions and Cocktails: FB Live Q & A (Part 5) | Marketing PodStorm 20
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During the PodStorm, we’re doing a live Facebook Question and Answer session, every Friday, 11:30 a.m. PST. We did our first and second one last week. We’re going to share with you our third one in this episode.
Today, podcast living legend Jason DeFillippo of Grumpy Old Geeks joins us to answer some questions about marketing and generating revenue in times of crisis, becoming a CMO who is hard to fire and masterminds for executives of color.
How do brands figure out what to do and say?
Given the current situation of the world, Christopher firmly believes there is no other time than now to make a stand. As he always shares, this is the time to be radically generous and thoughtfully aggressive. He also warns that brands should be prepared to receive a backlash.
“I think for a lot of brands, making a public statement right now is a very smart thing to do.” – Christopher Lochhead
Brands can do a lot of marketing in a positive light while also driving revenue. He encourages brands to take extra caution too with these efforts, as to not sound insensitive or tone-deaf.
“I might feel passionate and want to take a stand or say something or whatever but I am also being more purposely cautious, which is unusual for me. I think it’s a good strategy right now. If you’re going to step into the mix, so to speak, even if you’re trying not necessarily to be controversial, I think it’s a good time to be super thoughtful.” – Christopher Lochhead
What’s your advice for a B2B CMO?
One listener asked for Christopher’s advice, as she is a new CMO in a B2B company. She says she observed most CMOs get fired a lot! Christopher gives out a few pointers to remember, speaking as a 3x CMO himself.
“The first thing is: your entire ability to be effective and successful as a CMO is as a direct result of your relationship with the Chief Executive officer. The second one is one of the main reasons, particularly in the software business, CMOS get fired is they don’t make the cash register sing. The third thing is to make friends with the field.” – Christopher Lochhead
Mastermind Group For People of Color
Another listener asked if Christopher could give reference to a mastermind group for people of color. He fully supports and knows quite a number of African-American entrepreneurs, however he is yet to find a group he could refer to.
To hear more about the Facebook Live Q&A with Christopher Lochhead, with Jason DeFillippo, 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 iTunes! You may also subscribe to his newsletter, The Difference, for some amazing content.
057 Why Most Marketing Is Bullshit: 5 Marketing Lies | Marketing PodStorm 19
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Christopher Lochhead debunks five marketing lies in this episode of Lochhead on Marketing. He talks about why so much of marketing thinking is actually bullshit.
Five Marketing Lies and Why
Number one, great marketing is about marketing into an existing market to increase market share.
“Most legendary innovators, creative creators, entrepreneurs, social change, agents, and so forth, did not play by the rules. They establish their own rules. They designed a new way of thinking As a result, they created new market categories. They did not compete in somebody else’s game by somebody else’s rules.” – Christopher Lochhead
Number two, marketing is about creating demand.
“The legends did not do that. They created demand. There’s a huge distinction between capturing and creating.” – Christopher Lochhead
Number three, success comes from building a brand.
“Category makes the brand not the other way around. Success comes from being the company or the individual that designs a new way of thinking about an opportunity, or a problem that creates a category and your brand is valuable based on the power of the category.” – Christopher Lochhead
Number four, winning is about beating the competition.
“If you’re competing in an existing market, you’re in competition. Winning is not about beating anybody. Winning is about introducing the world to a new way of thinking about a problem and therefore a solution. When the world gets your thinking, bam, you stand alone, you become known for a niche that you own and you stand above everybody else, as opposed to competing with everybody else.” – Christopher Lochhead
And number five, you’re going to win if you have the best product to market.
“As a marketer and an entrepreneur, I would much prefer to have a legendary product and pair that with legendary category design and marketing. That’s what we’re trying to do. Thinking or betting that all you have to do is have a better product. Not so much.” – Christopher Lochhead
To hear more about specific examples on the five marketing lies and why they are BS, 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 iTunes! You may also subscribe to his newsletter, The Difference, for some amazing content.
165 The Gladiator Way w/ American Gladiator Dan “Nitro” Clark
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Today, we have a super fun episode with American Gladiator superstar Dan Nitro Clark. He’s a former NFL player, best selling author, speaker, fitness freak, and heart attack survivor. For a big, manly, strong, muscley looking dude with a reputation like his, you might be surprised to hear he is incredibly open, candid, and vulnerable.
We dig into his life as an athlete and a celebrity. He talks about what it’s like to be among some of the earliest athletes in America to take steroids and what he learned from that. We talked about coming back from major setbacks and a whole lot more!
Steroids Use
Dan shares he started using steroids back when he was a freshman College. He wanted to secure a football scholarship badly and he resorted to the “in” thing at that time. Back then, it was unregulated and the only information available about it is that the body recuperates faster.
“I think the fallacy in the misinformation is, anybody who takes steroids is going to get huge. No, you’re not going to get huge. You still got to wait. You got to move waves. It still takes in a tremendous amount of work and effort and diet. Man, you got to go be willing to die, every workout.” – Dan Nitro Clark
The Downside of Steroids
As a strong promoter of steroids use, Dan still warns of the responsibilities one must take before, while and after using steroids. Steroids make the blood clot more so there are indications with regard to medical operations and procedures. It also increases estrogen levels in the body which explains why some men grow “manboobs.”
“It puts you out on a fair playing field. So in that sense, I don’t know if there’s a lot of harm. I think the harm comes when you start to do monstrous levels. With anything excess, and there’s equally when you have low testosterone, there are increased cardiac incidences. All these other side effects, as well and both sides too much too little. The idea is to be in the optimum range.” – Dan Nitro Clark
Wearing The Meatsuit
In a rare moment, Dan shares his personal experiences growing up. Looking back, he shares what he experienced with his divorced parents, the untimely death of his older brother at 12 years old, and how he coped with life as a broken young man.
“I didn’t have anybody to console me. His death my mom was Japanese, she barely spoke the language. So, you know, I learned to take care of myself emotionally. I learned that big boys don’t cry. I learned you don’t talk about your feelings. I learned you sucked it up. I think that was the thing. Nobody can hurt me. Nobody is going to touch me. I think that was the whole idea Why? You know, I wanted to be bigger, stronger, faster. I wanted to have this meat suit on.” – Dan Nitro Clark
To hear more about Dan, the American Gladiator, download and listen to this episode.
Bio:
Dan is a former pro football player, American Gladiator, #1 Bestselling Author, TV Host, Entrepreneur, and Speaker.
He has been featured on Good Morning America, The Early Show, Access Hollywood, Entertainment Tonight, ESPN, EXTRA, People, Time Magazine, Esquire, Men’s Health, Sport’s Illustrated, and the Huffington Post to name a few.
If you’re looking for an extraordinary speaker on the topic of resilience and motivation, you just found him.
Dan is a thought-leader and storyteller with the rare capability to not only inspire your audience to change but also teach them how.
Links:
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!
056 Legendary Marketing Copywriting w/ Cole Schafer | Marketing PodStorm 18
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Today, in this very special episode, we’re going to go deep on one of the seminal, most powerful marketing skills there is — copywriting. To discuss more, we have the OG of copywriting, Cole Schaefer of Honeycopy.com. Pay special attention to a particular legendary idea that Cole shares about how you can use your favorite book or books to transform your own writing.
Marketers Should Be Writers
Cole believes all marketers should also be writers. He believes this is of prime importance if you want to reach a wider audience. If more marketers would focus on writing, the messages will be a lot more clear, crisp and ultimately, customers will comprehend messages better.
“The vast majority of business writing and marketing communication, to be honest, it’s just really, really tough to read. I would say primarily because it’s just littered with sort of business jargon and buzzwords. I hate to say but kind of like the showboating is what I feel like when I read a lot of brand writing and it doesn’t feel that it can be understood by the wider audience.” – Cole Schafer
Writing in Third-Person POV
Another observation Cole shares is: brands write on a third-person point of view. Whether it is on their website or other communications, Cole says the rationale behind is the mentality of not being pompous.
“I think for us, any brand, be it big or small, the goal is for when someone sits down and reads their emails or their website, coffee or anything, we really want to feel like we’re talking to another human being. Right?” – Cole Schafer
Become A Legendary Writer
Cole gives out valuable copywriting advice for marketers or even aspiring writers. From knowing your voice and your audience to rewriting ads just like how David Ogilvy does it, Cole gives a rundown on his personal processes.
“I would tell people if whether it’s writing or podcasting or whatever, whatever craft you’re trying to do, just absorb really really, really good art in that specific field. If you want to become a great writer, don’t read bad writing. Pick up a really good book, look up the best writers of all time, start reading there and I think naturally it will imprint on your brain.” – Cole Schafer
To know more about Cole and how to become a legendary copywriter, download and listen to this episode.
Bio:
Cole Schafer likes to live fast, write often, and pet dogs.
He is a thinker, marketer, and writer that has been published in Business Insider, Entrepreneur Magazine, The Mission, Thought Catalog, and P.S. I Love You.
In addition, Cole is the Founder & Copy Chief at Honey Copy, a creative copywriting agency that helps big brands write valuable “stuff” that people actually want to read.
Links:
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! You may also subscribe to his newsletter, The Difference, for some amazing content.
055 How To Fight Injustice w/ Legendary Marketing | Marketing PodStorm 17
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Today, let’s take a look at the role of marketing in driving real, dramatic, impactful, important social change. We dig into topics like the battle against AIDS, the women’s movement, and even the founding of the United States of America as actual acts of legendary marketing, and what you might think of as category design.
It moves the world
Christopher believes that legendary marketing does more than just drive sales. Legendary marketing does more. Marketing a provocative point of view creates a new category of social fabric that drives real societal change
“I would argue to you that the greatest marketers, the most legendary marketers are actually category designers. They introduced the world to new ways of thinking, playing, and working and for major societal change to happen. It requires new categories of thinking, what you might think of as very different points of view, points of view that move the world from the way it is today, to the way we want it to be.” – Christopher Lochhead
More on Societal Change
From spreading awareness about AIDS, to equality wage for equal work, to the establishment of the United States of America, Christopher carefully breaks down why these are provocative points of view that later on demanded societal changes.
He reads several quotes lifted from the actual Declaration of Independence and touches on self-governance, which is timely at the moment of recording, where there is civil unrest in the US because of the untimely death of African American George Floyd.
Designing The World of Your Choosing
As Christopher believes this is a cocoon time, a time in between pre-Covid19 and post Covid19, he poses a question on what kind of world we would like to design?
“So what am I saying to you? Whether it’s a legendary entrepreneur, artist, or social change agent? The question facing all of us in the United States, particularly and frankly, around the world, is what kind of country and what kind of world do we want to design now?” – Christopher Lochhead
Ultimately, for exponential change to happen, it requires category design. It requires the marketing of a point of view that mobilizes a movement to take the world to an exponentially different future. This is why Christopher thinks a real social change requires category design and legendary marketing predicated on a powerful and different point of view.
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:
African Americans are incarcerated more than 5 times the rate of white people
From Kenneth Cole, a New Solidarity
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! You may also subscribe to his newsletter, The Difference, for some amazing content.
054 Why You Need A Big Hairy Audacious Goal | Marketing PodStorm 16
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We are hoping you read Jim Collins two legendary books Built to Last and Good to Great. These are game-changers with insanely great research about businesses. In those books, he introduces the concept of a BHAG, which is an acronym for big, hairy, audacious goal. In this episode, let’s talk about why you need, what legendary author Jim Collins calls, a big, hairy, audacious goal.
Man On The Moon Mission
One of the greatest examples of a BHAG is when John F. Kennedy said: USA is going to put a man on the moon within the decade. It is specific, clear, and clearly big and hairy, audacious at the time. Moreover, it is complete since it has time on it.
“Why does this matter in the context of marketing, in particular, in the context of a category design approach for designing and dominating market category? Well, the first part of achieving the goal is to declare it. When you tie a BHAG to a category design strategy, something amazing happens.” – Christopher Lochhead
Microsoft’s BHAG
One of the most powerful examples in the tech industry was Microsoft when they were building the personal computer category. They had a BHAG when they called a computer, a PC on every desktop.
“Number one, PC on every desktop is very clear. Number two, by doing that, Microsoft is declaring themselves the category queen because there’s an interesting thing, in the minds of the market, in the minds of people, the company evangelizing the category must be the leader or category queen or king in that category. Microsoft, in this case, is evangelizing what they want to happen.” – Christopher Lochhead
Are you part of the 10%?
At the beginning of this PodStorm, episode number 39, Christopher shared that approximately 10% of companies get stronger in a downturn. Now, he encourages you to adopt that as a possible goal for your company.
“By declaring your BHAG, and making it clear to your people, your prospects, your customers, your investors, and — this one I actually love the most — your competitors, all of a sudden you’ve planted your flag on something. It becomes very unifying, very focusing. and it motivates your people. Hopefully, it inspires your customers, investors, and partners, and it scares the shit out of your competition. And to me, legendary marketing does all of that.” – Christopher Lochhead
To know more about Christopher and how why you need a BHAG for your company, 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:
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! You may also subscribe to his newsletter, The Difference, for some amazing content.
053 Little Marketing Ideas, Legendary Results | Marketing PodStorm 15
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In this episode of the PodStorm, let’s talk about some little marketing ideas that can produce legendary results. Christopher shares two stories to depict this: the first, about how legendary guitar brand Fender got 500,000 emails almost overnight during the pandemic, and how Colgate got kids to brush their teeth with ice cream.
Fender Got 500,000 Emails During C19
Christopher narrates stories from his friend and copywriter Cole Shaefer of Honeycopy.com about Fender, a legendary guitar company that makes guitars and amps and other various musical equipment. Recently, they proved that radical generosity and thoughtfully aggressive can produce legendary results.
“You need to manufacture guitar players because there ain’t no guitar-buying if there ain’t no guitar players. So what Fender has done over time is they transform themselves from a hardware company into a software company. In doing so, they built their own data flywheel.” – Christopher Lochhead
The hardware company set up a software platform called Fender Play, designed to teach people to play guitar. Listen to the episode to find out what else happened when Fender decided to give access to its software, for free.
Don’t Forget About Colgate
Another story Cole Schaffer told Christopher happened way back in 2009. Colgate was devising of marketing efforts to get kinds onboard with the whole “brush your teeth twice a day” movement.
“Imagine you’re the CEO or the CMO of Colgate, and you’re trying to get kids to brush their teeth. What’s the opposite of what most people would do? Well, give them ice cream, but that’s exactly what Colgate did. So imagine instead of a generic stick inside, it’s a stick that looks a lot like a toothbrush. It’s in the shape of a toothbrush. It’s a wooden Ice cream stick in the shape of a toothbrush with a copy on it that says, ‘Don’t forget’, and Colgate started handing out Ice cream, ice cream bars to kids.” – Christopher Lochhead
Key Takeaway
These are both legendary examples of simple ideas that are very thoughtfully aggressive and radically generous at the same time. So how might that apply to your business?
“Think small, think simple, think cheap, sometimes not having much of a budget drives creativity. And ask yourself what is an insanely simple, cheap, thoughtfully aggressive, radically generous idea that we could pull off fast and then go do that?” – Christopher Lochhead
To hear more about how to devise little marketing ideas with legendary results, 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:
Fender wants to teach you guitar (for free) during quarantine
How Colgate reminded kids to brush their teeth by feeding them ice cream
024 The Difference Between a First Mover and a Category Creator w/ Eddie Yoon
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! You may also subscribe to his newsletter, The Difference, for some amazing content.
164 How to Build Billion-Dollar Startups | Osman Rashid founder Chegg & Convo.com
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Today, the second in a two-part series on entrepreneurship with none other than Osman Rishad, the founder of $8B, publicly-traded Chegg and now Convo.com. This is an inspiring conversation with a legendary entrepreneur about building billion-dollar startups.
This is an inspiring, timely conversation between Christopher Lochhead and Osman, as the former believes entrepreneurs are going to play an outsized role in carrying us forward in recovering from the situation we all find ourselves in, and most importantly, in designing a future that really works.
Fear of Being Irrelevant
Osman narrates to Christopher how some people are still asking why he is continuing to “fight” or spearhead more companies and projects. He shares that he has given this question a thought and realized a lot of things why he keeps on pushing forward.
“I felt that I wasn’t adding any value. Frankly, that’s when I realized maybe my number one fear in life is the fear of being irrelevant, that you have nothing to do. I actually love what I’m doing. I mean, I love building things. So it is not ‘work’ for me.” – Osman Rashid
He further shared that nothing will stop him from doing what he loves, because everything else fell into its righteous place, such as marriage and building a family.
Do Something of Value
Christopher points out how hustle porn stars sold us a false narrative that entrepreneurship should equate to airplanes and Lamborghinis. Both agreed that although there is nothing wrong with financial independence, there are other important goals that should be celebrated.
“I get happy when people around me get financial independence, economic freedom, as you said. But the goal is to build a great company. If you are doing something of value, then the financial outcome happens automatically. But if that’s your actual focus, I would say the failure rate is going to be even higher than that.” – Osman Rashid
Hallmark of Legendary Entrepreneurs
Believe it or not, both Christopher and Osman believes you have to be a special kind of stupid to become a legendary entrepreneur. Being stupid means small and ordinary issues do not weigh you down.
“At that time, I had no idea, I thought I was just being dumb about the whole thing. That’s the beauty of it because I never thought about being a legendary entrepreneur. I’m not even sure I’m one right now. There are some amazing people out there. It was all about ‘look, I’ve got this problem to solve for tomorrow. If I don’t solve this, I’m in deep doo-doo. So I’m going to solve this thing. The way I think of entrepreneurship, you have to be a little bit crazy in the head to go for it.” – Osman Rashid
Osman further advises to find a specific problem that bothers you and try to solve it and within those process, you become an entrepreneur.
To hear more about building a billion-dollar startup and for more information about Osman, download and listen to this episode.
Bio:
Osman Rashid is an executive and entrepreneur in the field of education technology.
Currently he is the founder and CEO of Galxyz, an intergalactic science adventure that he founded in late 2013.
Previously, he was co-founder and CEO of online textbook rental leader and student hub Chegg, remaining involved until early 2010 after dramatically growing the company from its inception in 2005.
He was also co-founder and CEO of Kno, Inc., (acquired by Intel in November 2013) a digital education platform company. Kno, Inc. has received funding from Andreessen Horowitz, Intel Capital, Goldman Sachs, FLOODGATE and GSV Capital, while Chegg was funded by KPCB, IVP, Gabriel Ventures and others.
Currently he is involved with ChildLife Foundation as a member of the Board of Trustees.
Osman Rashid was born in London and did his early schooling in Ghana and finished middle and high school from Islamabad, Pakistan.
He later moved to the United States where he received his bachelor’s degree in electrical engineering from University of Minnesota in 1993.
Links:
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!
052 Questions and Cocktails: FB Live Q & A (Part 4) | Marketing PodStorm 14
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During the PodStorm, we’re doing a live Facebook Question and Answer session, every Friday, 11:30 a.m. PST. We did our first and second one last week. We’re going to share with you our fourth part of the Q&A session in this episode. Today, podcast living legend Jason DeFillippo of Grumpy Old Geeks joins us to answer some questions about lightning strikes, taglines, how to launch a new category, and much more.
How long does a Lightning Strike Last?
Christopher answers this question about marketing lightning strikes: it ranges from a day to a week. He further says that this is a challenge of either rising above the noise or being part of the noise. During a lightning strike, you try to stand out and become undeniable to your target audience
“The key tenants of a lightning strike are maximum impact in minimum time. It’s predicated on the premise that you can’t peanut butter, your marketing, right.” – Christopher Lochhead
How do we come up with a tagline?
Christopher and Jason converses nicely about coming up with a powerful tagline. Christopher says the Grumpy Old Geeks have one of the best taglines in over the web: “What went wrong on the internet and who’s to blame?” Christopher gives out other examples in this episode.
“The vast majority of taglines are complete bullshit. The reason they’re bullshit is: they’re some meaningless thing. Most importantly, they do not tie often to the brand. Category and legendary taglines are representative of a point of view, centered around the category.” – Christopher Lochhead
When is a good time to launch a new category?
Christopher gives out a few examples of companies that successfully launched their categories, such as Zoom. Jason chides in with a few more examples such as Reddit. Ultimately, what is worthy to take note are the megatrends that you could take advantage of to build a new category.
“I think it would be silly not to acknowledge the importance of timing, and to some degree, the importance of luck.” – Christopher Lochhead
To hear more about the Facebook Live Q&A with Christopher Lochhead, with Jason DeFillippo, 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 iTunes! You may also subscribe to his newsletter, The Difference, for some amazing content.
