Posts by Christopher Lochhead
7 Recession Marketing Ideas
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Christopher Lochhead discusses, in his newly launched podcast, Lochhead on Marketing talks about some of his ideas timely for a potential recession.
With this threat coming, Christopher points out the importance of developing and acting on ideas that would make your companies survive this disastrous event. He hopes that through these suggestions, your company will come out even come out stronger from a potential recession.
Without further adieu, here are Christopher’s 7 Recession Marketing Ideas
- Never Let A Good Recession Go To Waste!
- Assume you can’t raise any more money
- Measure twice, cut once
- Brainstorm short-term ways to increase revenue
- Market & Sell Into The Whitespace
- Consider a competitor trade-in
- Double Down on Your Category
You can check out Lochhead Marketing Podcast on Lochead.com or any podcast player that you and listen to episode 008 7 Recession Marketing Ideas.
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!
092 1000+ Little Things Happy Successful People Do Differently w/ Marc & Angel Chernoff
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Our guests for today, NY Times best-selling author/power couple Marc and Angel Chernoff talks about their new book and other self-help topics. We had an insightful conversation about happiness and unhappiness, as well as overcoming serious set-backs and other tons of practical insights for living.
The Journey is Worth It
Marc and Angel Chernoff got into this line of work when they lost someone — a best friend and a sibling. Just in their late 20s, they found themselves investing a lot in personal development and self-reflection.
“It was those moments where ultimately — we saw therapists, I mean depression sets in. We had no tools for coping and coming out of it. We realize what we want to do on a daily basis was to reflect.” – Marc Chernoff
Fast forward to the present day, Forbes dubbed this duo as “the authors of the most popular personal development blogs on the planet.” They are promulgators of the idea of acknowledging that “our present lives are more important than all of the lofty goals we have set for ourselves.”
“Because obviously it’s a cliche, but the journey is worth it. The journey is more important. Are we spending our days the way we want to spend our lives? Our days are our lives.” – March Chernoff
Live a Life Worth Living
Marc and Angel further share some wise words about living a life worth living. Marc pointed out how lucky most people are, as there are a lot of people living in dire situations and facing immense challenges. He further discussed the importance of a positive mindset and the ability to focus on the present.
Christopher also shares his own views on living life, especially about dealing with failures. He quoted Marc when he discussed “the belief that failure is the opposite of success.” He shares candidly that he has failed himself into a life that he loves and shares a quote that says “failure feels fun.”
“I don’t necessarily think that time wasted is wasted time. It’s time for self care, it’s time to relax. We don’t always have to be go-go-go.” – Angel Chernoff
Other practical insights
Both Marc and Angel share tips on how to cope with heartbreaks — from love interests to a divorce or a broken friendship to a loss of life. Marc shares how we can use these experiences to empower us in moving forward with our lives.
Marc, Ange-and Christopher discuss a lot more about things that happy and unhappy people do, as well as dealing with expectations of others.
To hear more about the 1000+ little things happy successful people do differently, and more information about Marc and Angel Chernoff, download and listen to the episode.
Bio:
Marc and Angel Chernoff are New York Times bestselling authors, professional coaches, full-time students of life and admirers of the human spirit. Forbes recognized the couple as having “one of the most popular personal development blogs.”
Through their blog, books, course and coaching, they’ve spent the past decade writing and teaching proven strategies for finding lasting happiness, success, love, and peace.
Marc and Angel’s New York Times bestselling book, Getting Back to Happy: Change Your Thoughts, Change Your Reality, and Turn Your Trials into Triumphs, is a guide to spark sustainable action—and to return to whenever needed.
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!
SPECIAL OFFER!
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This is Christopher and I sure hope you are enjoying some of the first episodes of Lochhead on Marketing. I want to tell you about a special offer we’re making and why.
Radical Generosity
I am not a fan of self-promotion (which may sound crazy, coming from a three-time marketing guy), so I have thought about how I’m going to market and promote the podcast.
On one hand, I wanted to do some marketing that would feel comfortable without the overly self-promotional crap. This brings us to my buddy and co-conspirator on category creation and design and legendary marketing, Eddie Yoon.
He has this powerful idea: that legendary category designers practice “radical generosity.”
If you think about the word ‘creation’, in a lot of ways, you could argue creation is about bringing something to the world and Eddie says if you wanted to create a design category — having a radical generosity mindset matters.
We’re Gonna Spend A Bunch Of Money
Legendary category designers and creators come from a place of generosity. So, to promote this podcast, I am going to spend a bunch of money. Rather than buying a ton of ads, I thought I might include you. I’m doing it in a way that is radically generous.
Here’s the offer: I’d love it if you will rate and review Lochhead on Marketing, take a screenshot of that review, email it to bl*******@******ad.com. For the next 7 days, I am going to make a $20 donation to four of my chosen charities.
We will publish on our website with full transparency, how much money we raise and how much money we gave away as a result of you participating in helping us market the new marketing podcast.
The Beneficiaries
What I’m asking you to do is rate and review the podcast, share it on social media and email us at bl*******@******ad.com.
Once you do that, we will drop $20 in one of the following charities:
1. As we all know, I love animals. American Society for the Prevention of Cruelty to Animals (ASPCA) is one of my chosen beneficiaries.
2. Frontrow Foundation is a charity that works with people, often kids, who are facing life-threatening conditions to give them one legendary experience.
3. If you’re a regular listener, I’m sure you know how much I love 1LifefullyLived.org. Founded by my buddy, Tim Rhode, this nonprofit has tried to put together programs and content around life planning and design, financial planning and design, and entrepreneurship. They try to do this as close to free as possible.
4. The fourth one is a non-profit called DonorsChoose. This is an extraordinary organization that allows school teachers around the country, to tell people what they need and people can go ahead and fund those things for their students and their classrooms.
So thank you so much!
BIG NEWS! SPECIAL OFFER!
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We have just launched a new marketing podcast! It talks about the mindsets and strategies for winning — with a special focus on how you design, create and dominate market categories. It’s called LOCHHEAD ON MARKETING.
Radical Generosity
As Christopher is not a fan of self-promotion (which may sound crazy, coming from a three-time marketing guy), we have thought about how we’re going to market and promote the podcast.
On one hand, we wanted to do some marketing that would feel comfortable without the overly self-promotional crap. This brings us to Christopher’s buddy and co-conspirator on category creation and design, and legendary marketing, Eddie Yoon.
He has this powerful idea that legendary category designers practice “radical generosity.”
“If you think about the word ‘creation’, in a lot of ways, you could argue creation is about bringing something to the world and Eddie says, if you wanted to create a design category — having a radical generosity mindset matters.” – Christopher Lochhead
We’re Gonna Spend A Bunch Of Money
Legendary category designers and creators come from a place of generosity. So, to promote this podcast, we are going to spend a bunch of money. Rather than buying a ton of ads, we thought we might include you. We’re doing it in a way that is radically generous.
Here’s the offer: we would love if you will rate and review Lochhead on Marketing, take a screenshot of that review, email it to bl*******@******ad.com. For the next 7 days, we are going to make a $20 donation to four of my chosen charities.
“Were gonna divide up all the inbound and then divide it into quarters. Then, we will give it to the ASPCA, Frontrow Foundation, 1LifeFullyLived and Donorschoose.org. We will publish on our website—with full transparency —how much money we raise and how much money we gave away. This is the result of you participating in helping us market the new marketing podcast.” – Christopher Lochhead
The Beneficiaries
What we were asking you to do is rate and review the podcast, share it on social media and email us at bl*******@******ad.com. Once you do that, we will drop $20 in one of the following charities:
1. As we all know, Christopher loves animals. American Society for the Prevention of Cruelty to Animals (ASPCA) is one of his chosen beneficiaries.
2. Frontrow Foundation is a charity that works with people, often kids, who are facing life-threatening conditions to give them one legendary experience.
3. If you’re a regular listener, we’re sure you know how much Christopher loves 1LifefullyLived.org. Founded by his buddy, Tim Rhode, this nonprofit has tried to put together programs and content around life planning and design, financial planning and design, and entrepreneurship. They try to do this as close to free as possible.
4. The fourth one is a non-profit called DonorsChoose. This is an extraordinary organization that allows school teachers around the country, to tell people what they need and people can go ahead and fund those things for their students and their classrooms.
Checkout Lochhead on Marketing on Lochhead.com or any of your favorite podcast players.
Thank you so much for being a listener of Follow Your Different. Thank you so much for helping us become radically generous. We hope you think its a cool idea.
091 Crowd Funding For Good w/ DonorsChoose.org’s Charles Best & Oliver Hurst-Hiller
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Today’s inspiring guests are from DonorsChoose.org, CEO and Founder Charles Best and entrepreneur Oliver Hurst-Hiller. These two, together with a small group of people, came together and made our world a different place, through crowdfunding.
DonorsChoose.org
Donorschoose.org is a non-profit which enables teachers who need help to go straight to the public and seek financial assistance. Charles Best, a former high school teacher turned activist founded the organization. Together with Oliver Hurst-Hiller, the Chief Technology Officer of the org, they have pioneered the category of crowdfunding.
“I was like teachers all over the country. I was spending my own money on school supplies for my students. My colleagues are doing the same. We would talk about all the stuff we want our students to have, but we couldn’t go into our own pockets to buy.” – Charles Best
Merging Technology with Advocacy
Charles Best and Oliver Hurst-Hiller share the current education situation in the US — it is underfunded — and teachers and students need help. In the past, millionaires have been the common benefactors of organizations. Charles, however, thought about regular citizen donors and how their collective power can benefit this cause.
Regular donors will have the ability to pick, choose, donate and hear directly from the beneficiaries. All the donors — whether they donated 50 dollars or 5 million dollarngets the same appreciation, feedback, and transparency direct from their beneficiaries.
“If the internet/technology can enable a regular person giving 50 bucks to have that experience of directness, transparency, reporting and feedback, something magical might happen and 840 million dollars later, I think it has.” – Oliver Hurst-Hiller
The “Philanthropic eBay”
Stanford Business School and Amazon dubbed DonorsChoose.org as “the most innovative non-profit.” The organization is for school front-liners who have an idea or project and is seeking microloans to fund it. The organization connects them to patrons and philanthropists.
“The first news story about our site compared us to a philanthropic eBay. That’s the only parallel that they could draw at that time — with its two-sided marketplace and people connecting.” – Charles Best
Charles Best and Oliver Hurst-Hiller talk more about the organization, crowdfunding. Further, they discussed more on the power-houses backing them up as board of directors. They are Stephen Colbert and LinkedIn CEO Jeff Weiner, to name a few.
To hear more about the DonorsChoose.org crowdfunding for good and more information about Charles Best and Oliver Hurst-Hiller, download and listen to the episode.
Bio:
Charles Best, Founder / CEO
Charles Best leads DonorsChoose.org, a nonprofit website that enables anyone to help a classroom in need. He launched the organization in 2000 at a Bronx public high school where he taught history for five years. To date, teachers at more than 80% of all the public schools in America have created classroom project requests on DonorsChoose.org, and more than 3 million people have given to those projects.
DonorsChoose.org is one of Oprah Winfrey’s “ultimate favorite things.” It made the cover of Fast Company as one of the “50 Most Innovative Companies in the World.” It is the first time any charity has received such recognition.
Oliver Hurst-Hiller, Chief Technology Officer and Head of Product
Oliver is responsible for the technology and user experience that power DonorsChoose.org’s unique philanthropic marketplace.
Prior to joining the team in 2006, Oliver managed product engineering projects for Microsoft’s new search engine, now called Bing. He helped start Microsoft Live Labs, an applied research laboratory for Internet technologies. Further, he is also the co-inventor of 22 issued U.S. patents related to Internet search technologies.
In 2011, the Microsoft Alumni Foundation honored Oliver with the Integral Fellows Award. He is the Chair of CTOs For Good and on the Advisory Council on Computing & Information Technology for Brown University.
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!
090 The Green “Circular Economy” w/ #1 Amazon Bestselling Author Heather Clancy
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Today, Amazon-best-selling author Heather Clancy gives us insights about a very timely topic — the green economy. We talk about what she’s learning about the green economy, the controversy around carbon taxes and how companies are creating new offerings centered on sustainability.
The Sustainability Journalist
Heather is the editorial director of GreenBiz.com. She is an award-winning journalist who covers transformative technology for business readers. Media outfits such as Entrepreneur, Fortune, The International Herald Tribune and The New York Times have featured her articles.
She discusses with Christopher the concept of circular economy and how major corporations have played a major role in its growth and acceptance among consumers.
“For many individuals, there’s a lot of different reasons for this, the idea of the circular economy is ‘something can be reused in someways.’ Not necessarily recycled, but potentially remanufactured.” – Heather Clancy
The Circular Economy
Heather shares some of the efforts of major corporations to address sustainability issues in the market. A recent company called The Real Real raised 300M in their last week’s IPO. It is one indication that the circular economy is on the rise.
Moreover, she shared about the company Loop, formed by Terracycle, which offers common household products in reusable packaging.
“The idea behind Loop is: big consumer brands like Procter & Gamble and Unilever, should be thinking about reusable containers. They are now designing packaging using aluminum or glass, which you think about as old packaging, but they’re kinda beautiful.” – Heather Clancy
This effort of Terracyle challenges packaging designers to offer consumers a different kind of product, one that still creates brand affinity. Additionally, Heather thinks that this switch from single-use plastic to reusable packaging would be a good talking point for PR.
Are all the efforts worth it?
Loop partnered with grocery store Walgreens and drugstore Kroger as drop-off points for the empty reusable packaging. UPS then collects the empty bottles for the refill and redelivers them to the customers. With this supply-chain set-up, Christopher posed a very important question: are all efforts worth it?
We are very much aware of the carbon emissions for transporting these goods. Likewise, Christopher also mentioned an article about Tesla and how “unsustainable” it is. The cost of manufacturing one car is alarming, in terms of carbon emissions.
“I don’t have an impact statement for you there, but the companies who are making them, are basically giving a 2nd life to them.” – Heather Clancy
To hear more about the green “circular economy” w/ #1 amazon bestselling author, Heather Clancy, download and listen to the episode.
Bio:
Heather Clancy is a veteran journalist working at the intersection of information technology, entrepreneurship, and green technology.
Heather is the Co-author of #1 Amazon bestseller, Niche Down: How To Become Legendary By Being Different.
Heather’s articles have appeared in Entrepreneur, Fortune, The International Herald Tribune and The New York Times.
She is the editorial director for GreenBiz.com, and the launch editor of FORTUNE Data Sheet, a daily dose of enterprise technology news.
Links:
The Real Real: Luxury Consignment Sales
Terracycle – Closed Loop Solutions
Wired.com – Teslas Electric Cars Might Not Be As Green As You Think
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!
089 Entrepreneurs: Know the Difference Between “Craft Venture Capitalists” & Wall St VCs
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In this episode, Christopher Lochhead explores the distinction between Craft Venture Capitalists and Wall Street Venture Capitalists (VCs) and why is it very important for entrepreneurs to know the difference.
This is a special episode for entrepreneurs who are contemplating on raising funds from VCs.
The Power of Venture-backed startups
In a study published by Brookings, they claimed that “in recent decades Venture Capital (VC) has generated more economic and employment growth in the U.S. than any other investment sector. Further, venture-backed startups make up 0.2% of GDP, in terms of investment and they deliver an astonishing 21% of U.S. GDP
“Venture-backed startup entrepreneurs who seek VC, produce an extraordinary outcome, not just for themselves, their people, customers, investors but for the US economy overall.” – Christopher Lochhead
So, What’s The Issue?
Lochhead frankly discussed a disturbing trend in Silicon Valley over the last 15 years or so. The emergence of Wall Street type VCs — who are principally focused on value extraction. This is in opposition to “Craft VCs” who helped build Silicon Valley.
“Here’s the problem: the wall street types come in and they whisper sweetly into the ears of entrepreneurs and they convince them to delay going public. They convince them to make money with them.” – Christopher Lochhead
Lochhead clarified that these folks are focused on value extraction from the entrepreneurs. These Wall Street VCs impose terms and conditions which are often fairly punitive to entrepreneurs and to employees.
Entrepreneurs: Pay Close Attention!
Lochhead forewarns entrepreneurs who are considering Wall Street VCs versus Craft VCs. First and foremost, Craft VCs prioritizes relationship with the founder and the employees. They focus on providing experience, as they are former entrepreneurs themselves.
“Craft VCs partner to create value with entrepreneurs and the terms and conditions reflect this over time. The wall street folks? They just wanna come in, make money and frankly, they don’t care who else is successful. They don’t care who else they hurt, they’re in for themselves.” – Christopher Lochhead
To hear more about the difference between craft VCs and Wall Street VCs, download and listen to the episode.
Bio:
Christopher Lochhead is a Top 25 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:
Brookings – As the venture capital game gets bigger, the Midwest keeps missing out
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!
007 Category Creation is the Strategy
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In this episode, Christopher Lochhead discusses why category creation is the new growth strategy for legendary marketing.
Great companies do not focus on incremental growth, rather, they focus on being exponentially different. These leading companies introduce people to new businesses and provide them with new ways of doing things.
Making A Different Future
Legendary companies shape our lives and design a different future. They are on a mission to make the future different. Further, these companies create something exciting — a new way of living, thinking and doing business — category creation. Through category creation, these companies are pioneering the way to the future.
“Many times they are solving a problem we didn’t know we had—or a problem we didn’t pay attention to because we never thought there was another way.” – Christopher Lochhead
These legendary companies make ordinary companies run for their lives. These ordinary companies want to profit from the world for offering it the same set of products and services.
Big Es and Small Es
Lochhead cites different big enterprises as well as small enterprises as an example. Huge companies now started as small when they changed our way of thinking. Companies such as AirBNB, Google, Amazon, Palo Alto Networks, Cisco and Salesforce not only created great products—they created a good company and a great category.
“They had to courage to stand on their own to create a new category of products / services they niched down. And by designing a different niche, they got to own it.” – Christopher Lochhead
Category First, Brands Come Second
Categories make the company, not the other way around. In relation to this, if we carefully examine big brands, there are no legendary companies in a bad category. There will be no customer-recall of brands if these brands are not tailored to cater to a category.
“Brands only matter if they dominate categories that matter. Category design is a new lens, play with it!” – Christopher Lochhead
To hear more about Category Creation as the new growth strategy and more relevant information from Christopher Lochhead, download and listen to the episode.
Bio:
Christopher Lochhead is a Top 25 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 — which was acquired by Hewlett-Packard 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.
Link:
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!
006 Peanut Butter vs. Lightning
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In this episode, Christopher Lochhead looks into the age-old marketing approach of peanut butter marketing and why it is not an applicable strategy in today’s world. Instead, he introduces us to the concept of lightning marketing, as mentioned in his first book “Play Bigger.”
PB and Lightning Defined
In Lochhead’s book “Play Bigger,” he defined the terms Lightning Strike and Peanut Butter marketing. With the traditional Peanut Butter approach, marketers spread the marketing and PR across all sorts of markets—over a long period of time—with the hopes that somewhere, somewhat, the message would “stick.”
“Peanut butter marketing does not break through in this era of ca-co-pho-nous media and never-ending swarms of new start-ups seeking attention. A lightning strike must overcome the noise.” – Christopher Lochhead
In today’s society—where ads are all over social media, television, radio, and print media—most people consider Peanut Butter marketing as noise. This definitely calls for a different kind of approach, hence, a lightning strike.
“A Lightning Strike is an event meant to explode onto the market, grab the attention of customers, investors, analysts, and media, and make any potential competitors crap their drawers. It is the full concentration of the company’s resources on a high-intensity strike.” – Christopher Lochhead, Play Bigger
Ground Wars and Air Wars
Lochhead quotes more information from his book, this time, about ground wars and air wars. Air-wars is a campaign to change potential customers’ minds so they would consider buying from the company. On the other hand, ground wars refer to more hand-to-hand work such as lead generation, sales, calls, and closing deals.
“Some companies know they need both air wars and ground wars to move their target’s brains so they then move their buying patterns. Lighting strike gets air wars off with a resounding bang. One of the best strikes is to hijack an event—an industry conference or trade show—where a good number of the target audience will be gathered.” – Christopher Lochhead, Play Bigger
It is a Company Event
Lochhead further shares that the most important thing to understand about a lightning strike is: it’s not a marketing event, it’s a company event. It becomes a forcing function for every part of the company.
“Once the work is done to define the category and set up the vision, the lightning strike is meant to show the world that the category and vision are real, imminent, and inevitable.” – Christopher Lochhead
He gives further advise on strategies when to best employ the lightning strike approach.
To hear more about Peanut Butter vs. Lightning and more relevant information from Christopher Lochhead, download and listen to the episode.
Bio:
Christopher Lochhead is a Top 25 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 — which was acquired by Hewlett-Packard 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.
Link:
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!
