Posts by Christopher Lochhead
349 October 7th Horror To Hope: A Tech Startup For Every Fallen Israeli with Izhar Shay & Ophir Shay, Next October Co-Founders
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On this episode of Christopher Lochhead: Follow Your Different, we are joined by Izhar and Ophir Shay, a father and brother to Israelis who have lost their lives in the Hamas attack. Today, they share how they chose to honor their fallen, in what can only be described as, Different.
Izhar Shay is an entrepreneur – a venture capitalist, very successful in the startup community and startup nation in Israel. And he’s a former Israeli Member of Parliament who served as the Minister of Science and Technology. His son, Ophir Shay, is also an entrepreneur, and he has a background in marketing and customer support. Both men have served honorably in the IDF.
In Israel, it is customary to plant a tree for fallen Israelis taken in war or terrorism. But Izhar and Ophir chose to honor them by starting a startup called Next October, a nonprofit on a mission to create and build a new successful Israeli startup for every person murdered or kidnapped on October 7. It’s an extraordinary vision. How you can take horror and turn it into hope and prosperity.
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.
Ophir Shay and Izhar Shay on Coping with Loss and Grief
When asked by Christopher on how they are doing, Ophir expresses optimism amidst difficulty, mentioning progress with connecting companies and families.
Izhar then reflects on the challenge of answering “how are you doing?” following a family tragedy on October 7, losing their youngest son, Yaron, a soldier. Christopher empathizes, sharing his experience of loss and the struggle with such questions.
Izhar details Yaron’s life, highlighting his values as both an Israeli and American citizen. Yaron is remembered as a remarkable individual, cherished by his family, and honored for his service.
Memories of Yaron and His Passions in Life
Izhar and Ophir continue the conversation about Yaron’s life, one that is filled with different passions, be it in music, watching and playing different sports, and tattoos.
Izhar further reflects on Yaron’s passion for sports, spanning across continents and connecting people. He highlights Yaron’s dedication to his favorite teams and how his commitment was recognized even in his funeral.
Christopher reciprocates, sharing his lifelong passion for sports, particularly football and hockey. He recounts a story about NBA Hall of Famer Bill Walton, emphasizing the joy of being an enthusiastic fan and celebrating one’s passions.
Both agree that sports serve as a unifying force, fostering connections and bonding within families and communities.
On accepting New and Old Communities
Continuing on that line of thought, Christopher shares his experiences of bonding with his nephews over football, and introducing them to different activities, and in effect, different communities. He notes that music and sports communities tend to be more accepting, as while options might differ vastly from person to person, it’s still an avenue to get a conversation started and to have something common to talk about even if it’s the first time you have met the other person.
Ophir agrees with this sentiment, and also adding that at the end of the day, it’s about embracing a new community, or even finally embracing one that you’ve been part of all along. Nothing is stopping anyone from being hardcore fans of their teams, as long as they show mutual respect for others and the teams they support. And isn’t that the point of it all in the end?
To hear more from Izhar Shay and Ophir Shay, and how their startups honor their fallen sons and brothers, download and listen to this episode.
Bio
Izhar Shay
Cofounder of Next October.
Former Minister of Science & Technology and MK.
High-Tech Entrepreneur, Venture Capital Investor, Director & Chairman.
Founder, Start-Up Stadium, the largest online community of Israeli entrepreneurs
A former columnist at “Globes”.
Founder of the “High-Tech Ba’Pkakim” podcast and radio show.
Ophir Shay
Cofounder of Next October.
Links
Connect with Izhar Shay and Ophir Shay!
Next October website | IsraelGives.org | Izhar’s Linkedin | Ophir’s 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!
193 Your Biggest Competition Is Thinking You Have Competition
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On this episode of Lochhead on Marketing, let’s talk about a trap that most budding Category Designers fall for, and that’s thinking about competition.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
Feature Battle vs Category Battle
Christopher shares a story of a company who consulted with him, regarding a rising competitor in the market. Most companies’ knee-jerk reaction would be to compete; take on the same messaging, and muscle out the competitor while it’s still early.
But in the end, they opted to do the opposite – they did not compete, at least not in the usual sense of it. Rather than doing a Feature Battle to see who has the better additions, messaging, and branding, they focused more on their product. They went the Category Battle route instead, carving out a large portion of the market with their improved category, and leaving the others battling for the remaining scraps.
Competition Derangement Syndrome
The apparent simplicity of the concept begs the question: why do most companies fail to adopt it? The answer lies in what could be termed “Competition Derangement Syndrome.” Many companies, instead of pioneering their own unique category to dominate, fall into a pattern of waiting for new categories to emerge before entering the fray.
Alternatively, larger corporations may opt to eliminate competition by acquiring the reigning Category King. However, this strategy essentially involves investing a significant sum to pave the way for the emergence of the next category, which their competitors will inevitably exploit. This cycle repeats itself, with each new category birthing fresh contenders, until the tables turn and the once-acquirer finds itself being acquired. Thus, the cycle perpetuates, underscoring the failure of many companies to break free from the pattern of reactive competition.
Competition vs Consumer
This does not mean that you avoid competing altogether. We are all driven by our will to fight, and business is not so different in that regard. But rather than going down to their level to fight on “equal” grounds, why not make it so that you are always thinking a few steps ahead, rather than slowing down just to match up to them.
And if they seem to be catching up to you at a faster rate, trying to adopt their strategies just means maintaining the status quo. It also sends the wrong message to the consumers, because you are adjusting for the competition, and not for them.
In the end, it’s better to achieve market dominance by consumer trust rather than just having the competitive edge, because there will always be someone that will try to compete. But as long as your consumers know that your product continues to improve for consumer satisfaction, then it will always remain as the Category King.
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
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!
348 How Young People Can Become AI Entrepreneurs In 10 Weeks with Hannah Grady Williams CEO of d’Skills
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On this episode of Christopher Lochhead: Follow Your Different, we unveil what’s really possible for young people when they’re set up to win as modern entrepreneurs, leveraging new AI technology. And who better to showcase it than the Gen Z whisperer for CEOs and executives, Hannah Grady Williams.
Hannah Grady Williams is back, and she’s here to talk about d’Skills. d’Skills is a one-of-a-kind digital training community that teaches young people entrepreneurship, AI skills, and how to create a revenue producing business in 10 weeks. And the superstars of this conversation are teenage AI entrepreneurs, Rory Straight and Anna Mitchell, two recent graduates of the d’Skills Program.
This episode will definitely challenge and inspire you to think about what’s possible for young people in new and different ways.
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.
Hannah Grady Williams on d’Skills and AI
The conversation starts off with Hannah introducing d’Skills and what they do.
Simply put, d’Skills is a hub where high schoolers are coming to learn 21st century skills and technology like ChatGPT and all its uses, and develop their skills further into projects that can make an impact in the market and the business world.
Hannah finds it fascinating how new technology can bridge the gap between young people’s ideas and the business world, and give birth to new products and categories that they can further develop as they learn more skills, or become more adept in their current ones.
Using AI for Business Projects while still in High School
Hannah also talks about a thing that she and d’Skills did over the summer called GPT Challengers Cup, in which they invited high schoolers from around the globe. And from this competition emerged Rory and Anna, who are also joining us on this episode.
It was astounding what ideas and end products that high schoolers were able to develop in the span of 30 days, but in the end, it was Rory & Anna’s project that emerged victorious.
What they ended up building was a Chrome extension that functions as an app that helps people study more efficiently by creating a comprehensive studying schedule based on the tasks you have registered in your to-do list.
Learning a New Skill in 15 Second or Less
Christopher then talks to Anna, who was handling the social media aspect of their team. This info was made more impressive by the simple fact that Anna has not handle social media marketing prior to the competition, and had to learn things through a bit of mentorship, but also doing a lot of research by herself.
“It’s actually funny that you asked that question because right now, I’m actually in a marketing class. And it’s super funny, because with all due respect to my teacher, I’ve learnt nothing in that class; It is like busy work, papers, everything. It’s crazy how much that I learned even like before the two weeks before the actual cup was over, and now that I’m doing it like in my free time, that it’s really not as hard to make it seem.
You don’t have to know all the business lingo and the economic terms. All you have to do is continue to push yourself and try new things and see what works and if it doesn’t work, then you know that doesn’t work and you move on from that.”
– Anna Mitchell
To hear more from Hannah, Rory, and Anna and the importance of skill-building with new technology in the business world, download and listen to this episode.
Bio
Hannah Grady Williams is the founder/CEO of d’Skills. d’Skills is a one-of-a-kind digital training community that teaches young people entrepreneurship, AI skills and how to create a revenue producing business in 10 weeks.
Aurora Straight
Hi, I’m Aurora, a STEAM enthusiast from Kansas with a deep passion for innovation and a strong presence in both academics and extracurricular activities. I compete in robotics and debate, channel my energy into basketball, and master precision in fencing. My ambition steers me towards aerospace engineering or a career in the Air Force, reflecting my desire to explore and innovate.
I co-founded ‘Acadium,’ a testament to my commitment to enhancing educational experiences through technology. My victory in the GPT Innovators Cup further underscores my ability to leverage AI for creative solutions. With internships at notable organizations under my belt, I’m honing my skills for real-world challenges.
My journey is more than just personal achievement; it’s about pushing the boundaries of what’s possible and inspiring others to do the same.
Anna Mitchell
Hello, I’m Anna, a high school student and digital art enthusiast turned innovator. My journey is marked by the creation of ‘Acadium,’ a Chrome extension that showcases my flair for digital solutions. Winning the GPT Innovators Cup was a milestone that affirmed my passion for AI-driven creativity. I’ve also contributed to our Community Cafe, enhancing our collective experience in the March sprint.
My hands-on approach to learning is evidenced by internships with leading organizations, including Peachtree Training Group, where I’ve applied my skills to real-world challenges. These experiences have not only honed my technical abilities but also fueled my ambition to innovate within the digital art and technology sphere.
Links
Connect with Hannah and d’Skills!
d’Skills | 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!
192 Stop Trying to Fit In!
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On this episode of Lochhead on Marketing, let’s talk about why it’s time to stop trying to fit in.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
Everyone Wants to Fit In
There’s an ongoing trend in the business, startup and marketing world of companies trying to fit in. There have been studies that indicate that among the B2B tech space, as many as 70% of the brands are blue.
This urge to fit in seems to stem from a combination of several factors. One of which is that companies are trying to compete in the same market, and they end up adopting marketing trends that seems to be working, which just makes them look like carbon copies of each other.
The second part is the current culture of people seemingly being offended by the simplest things, or if something does not align with their beliefs. So companies try to be as non-offensive as possible, which in turn just make their brand into something bland.
“The overall strategy in people’s marketing, and frankly, in many people’s careers, is to achieve Marriott lobby status. So what’s a Marriott lobby? Marriott lobby is nice; It’s very functional. It’s effective. And it’s bland. It’s forgettable. And nobody ever said, “Wow, that was a fucking legendary Marriott lobby.””
– Christopher Lochhead
The Primordial Need to Fit In
We get it: people have a primordial urge to stay in groups. We are pack animals, after all. Staying in a group is safe, staying in a group is comfortable. And having something in common lets us relate personally to a group, which is why marketing companies aim for those traits to relate to their market.
But at the end of the day, nobody legendary ever fit in. Because when you try to fit in, you become part of that whole, rather than something that defines it. And rather than companies trying to make their own markets and circles, they are being content in staying in the same circle, and competing for an ever-shrinking part of it, as more and more companies try to muscle their way in.
So be legendary, and start being different.
“And then I say fuck that, I’m going to follow my different. I’m going to focus on the things that are most meaningful to me, and most importantly, are going to make the biggest difference.”
– Christopher Lochhead
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
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!
347 Bouncing Back: Facing and Conquering Life’s Toughest Challenges with Combat Veteran Travis Mills
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We all encounter radical challenges, and we face big choices about how we approach life in the most challenging moments and learn to survive in – maybe even thrive. Today, we are joined by a combat veteran, retired US Army Staff Sergeant Travis Mills, as he shares his challenges and the choices he has made to get to where he is today.
Travis Mills is a serial entrepreneur, the driving force behind the Travis Mills Foundation, and the author of Bounce Back: A playbook for facing life’s toughest challenges with grace and gusto.
Make sure you listen all the way to the end. You don’t want to miss any of Travis’s unrelenting spirit, wisdom and humor.
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.
Travis Mills on his Military Service and Experience
Christopher starts off the conversation by inquiring about Travis’s motivation for joining the military.
Travis recounts feeling directionless after college, and was prompted by family advice to choose a military path for personal growth and benefits. Fascinated by infantry roles, Travis enlisted for a signing bonus.
He breezed through basic training due to his athletic prowess and later engaged in military ground fighting tactics, drawing on his childhood interest in karate. Despite his combat skills, Travis values self-control and notes the discipline instilled by martial arts.
Travis Mills on Mental Toughness
Travis reflects on being featured on a magazine cover for his mental toughness rather than physical appearance. He also appreciates the recognition for his foundation work. Christopher acknowledges the disparity between modeling and true toughness.
Travis also shares instances where he had to assert himself, highlighting his ability to de-escalate conflicts but also assert authority when needed. He explains how his military background balances his jovial persona, noting people’s tendency to underestimate him. He emphasizes the importance of professionalism and corrective measures in his businesses, showcasing his leadership style derived from his military experience.
From Military to Entrepreneurship
Christopher admires Travis’s entrepreneurship and proposes introducing him to Iron Mike Stedman, a fellow Marine and entrepreneur. Stedman’s mission involves helping inner-city kids through boxing and assisting veteran entrepreneurs with their businesses.
Travis expresses his belief in pursuing dreams and betting on oneself, citing personal experiences in entrepreneurship. Despite facing challenges, Travis advocates for seizing opportunities and embracing failure as a motivator. He shares his ventures in house flipping and marina ownership, emphasizing the importance of surrounding oneself with supportive people and taking calculated risks.
Travis’s resilience and clarity of purpose derived from his military background inform his entrepreneurial journey.
To hear more from Travis Mills and his journey and challenges from being in the military to being an entrepreneur, download and listen to this episode.
Bio
Born and raised in Vassar, Michigan, United States Army Staff Sergeant (Ret.) Travis Mills of the 82nd Airborne is a recalibrated veteran, motivational speaker, actor, author and an advocate for veterans and amputees. In addition to being the founder of the Travis Mills Foundation, Travis also serves as the President of the Board of Directors.
Travis has achieved his vision for the Foundation by bringing together a talented array of experts who masterfully accomplish the Foundation’s mission. Per Travis’s lead, the team at the Foundation are not only respected colleagues, they are family.
Links
Connect with Travis Mills!
Travis Mills Foundation | 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!
191 Gemini Can Testify It’s A Bland Rebrand!
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Today on Lochhead on Marketing, we talk about the good way and the bad way to rebrand. And wat better to use as an example than the recent Gemini AI rebrand by Google.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
The Good Reason to “Rebrand”
Before we proceed with the main topic at hand, let’s first have a good example of when to “rebrand”.
There’s a company called Chirp that sells foam rollers, which is used by athletes for training their muscles and easing soreness. But after some time, a new category was invented that was adjacent to their market, the percussion massager / gun.
Rather than just create their own version of percussion gun, Chirp went ahead and combined their foam rollers into this new category, essentially making a new category, the rolling percussive massager, for themselves.
The Bad Reason to “Rebrand”: Google’s Gemini
So why did we tell you that story? Because Google is doing the exact opposite of that, always going for the “Compete in the market” model rather than making their own market. And it could be seen with their latest endeavor in AI, Bard now rebranded as Gemini.
So, why did Google make this move? While we can’t say for certain, we can infer their motives. Essentially, they directly challenged ChatGPT and came up short. Now, they’re revamping Bard to give it a “fresh start.” While that might be their goal, most marketing experts would tell you that it simply looks like Google is backing away from the competition and trying to repurpose their AI to make the best of the situation.
That in itself is a problem, but there’s also the fact that Google doesn’t really do anything different than the reigning Category King of the market. This has been true with their forays in podcasts, social media, and their other services that are now defunct. They’re competing, instead of creating, which is what most companies do, and they’re fucked.
When to do a “Rebrand”
With that said, the best time to do a rebrand is if either you’re introducing a brand-new category as your main product, or revolutionizing one of your current ones by making a new category.
Rather than chasing after the tail of the Category Leader and competing for the remaining small chunk of the market, why not try doing something different? Because otherwise, you’ll just get your ass handed to you, just like what happened with Google Plus, Google Podcasts, and now, the unfortunate Google Gemini.
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
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!
346 Dating Over 40 with Nina Jarnum, author of “F*ck Kissing Frogs”
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It’s February, so what better time it is than to talk Love on Christopher Lochhead: Follow Your Different. Today, we have a fun one: a special dating episode for people over 40. And who better to talk about it than our guest, Nina Jarnum.
Nina Jarnum is a lawyer-turned-Yogi-turned-popular writer, and she’s the author of a new book called, “F*ck Kissing Frogs”. And we had a blast talking about her book and the topic of dating over 40, as you’ll hear in just a bit.
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.
Nina Jarnum on Kissing Frogs
Christopher jumps straight into it with the question of how many frogs do you have to kiss to find the one. Nina answers that if one is being smart about picking and dating, not as much as one would think.
Nina recounts her experiences in online dating, starting off with the bad impressions and stigma that people say online dating has to offer. But for the most part, Nina did not encounter those issues and had fun with online dating; which got her curious why a lot of people had a bad impression of it.
And so Nina asked her friends if she could check out their matches and update their profile, and some got better results from it soon after.
Nina Jarnum’s Online Dating Tips for Women
When asked about what is it that sets up a good profile from a bad one, Nina points out that having a good profile is like introducing yourself favorably to the other person. It’s a good way to share some information that shows what you are looking for in a person, but not so much that you’re sharing your life story.
Another tip that Nina gives is to be mindful of your profile pictures. Aside from the usual things to avoid like hiding in group photos and such, Nina suggests having at least one full-body picture on it, so that people have an idea of who they are meeting, and it’s also a good visual treat.
Nina also talks about avoiding using filters and other image-altering stuff in your profile, as it is a major turn-off for men to find out that they’re not meeting who they think they were supposed to meet based on the profile.
“Don’t put filter on your photos. Every man I have spoken to about this have been like, their pet peeve is turning up on a date and not being able to recognize the person is such a turnoff. I like comparing it to as a woman when you go on a date with a man and his profile says he’s 6’5”, and he turns up and he’s 5’7”. It’s not cool.”
– Nina Jarnum
Nina Jarnum on Dating Preferences and Honesty
Following that line of thought, Nina adds that not only is it an awkward encounter at the very beginning of the date, it sets a bad impression and precedent right from the start that you are lying about something. She explains that while trying to appeal to the general consensus of what a “good-looking” guy or gal sounds seems like the way to go, the whole point of online dating is to find someone that likes you that you might also like, and not the other way around.
That said, there will always be preferences on people that you like, but Nina suggests that you don’t overly limit yourself to those preferences, because you might be missing out. One common thing that she points out is about people’s height; as some would not even consider dating someone who is below a certain number.
The point is, sampling out of your comfort zone is fine once in a while, especially if your current pool is not turning out the results that you want. You might end up finding that great date from someone you didn’t expect.
To hear more from Nina Jarnum and more dating tips for people over 40, download and listen to this episode.
Bio
Nina Jarnum is a mother, a lover and a world explorer. She was born and raised in Denmark, moved to England in her twenties where she graduated law school.
Nina has taught yoga, breath work and mindfulness all over the world, has written for major fitness magazines and worked with “Start Today” for the Today Show. She uses her knowledge and experience as mindfulness teacher to help people on a conscious journey of healthy dating.
Nina believes that authenticity, self-care, a willingness to be uncomfortable and most of all gratitude is the secret to not just finding love but also a happy life.
Links
Connect with Nina Jarnum!
Instagram | Twitter / X | F*ck Kissing Frogs
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!
190 How To Have A Legendary Career In Marketing with Ryan Alford of The Radcast
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On this episode of Lochhead on Marketing, we have a very special episode with one of my favorite marketers, Ryan Alford.
Ryan Alford runs a digital marketing agency called Radical Marketing. He also has a great marketing podcast that I’ve been stoked to be a guest on called The Radcast, which is a top 25 Business and Marketing podcast. He’s just one of those guys I like talking about marketing with.
Today, we are going to talk about how to have a legendary marketing career. We also talk about why it is that many people in Marketing don’t view what they do as a craft that they’re working on their whole lives, and what happens when you do so.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
Ryan Alford on Marketing Careers and Current Industry Trends
Christopher and Ryan discuss the appeal of marketing careers, especially for younger individuals.
Ryan, with 20 years of experience, emphasizes the importance of creative thinking and adaptation in the face of industry changes like AI. He believes marketing offers opportunities for innovation and creativity, essential for standing out amidst a crowded field.
Christopher adds that many marketers don’t view their work as a craft, but rather as a job or set of skills, contrasting it with master surfboard shaping. Ryan, drawing on his own experience, sees marketing as a craft that requires honing skills over time, akin to his father’s craftsmanship. Both agree that when you love what you do, it doesn’t feel like work.
Ryan Alford on Marketing Skills and Adapting to Platform Changes
The two then discuss the evolving landscape of marketing skills and the need for adaptability. They highlight the importance of curiosity, continuous learning, and embracing change in navigating the industry’s shifts.
With the proliferation of digital platforms, they emphasize the challenge of staying updated and the risk of relying too heavily on platforms beyond marketers’ control. Despite these challenges, they underscore the enduring power of innovative ideas to capture attention and drive success. Christopher also cautions against shallow tactics focused solely on grabbing attention without meaningful content, using the wind feather in car dealerships and mall entrances as an example.
They advocate for a balance between leveraging new platforms and maintaining focus on substantive messaging to achieve marketing goals effectively.
Ryan Alford on Marketing Strategies and Generating Outcome
Christopher and Ryan discuss the importance of marketing strategies producing meaningful outcomes rather than mere attention-grabbing tactics. They emphasize the necessity of tying marketing efforts to revenue generation, highlighting the distinction between visibility campaigns and those that drive sales.
Ryan stresses that successful marketers focus on moving consumers from one perception to another, ultimately leading to sales.
They acknowledge the controversy surrounding this viewpoint, especially among marketers who resist being held accountable for tangible results.
Both agree that marketing is for those who embrace accountability and are committed to producing revenue, with Christopher noting that marketing allows for creative ideation that triggers sales, contrasting with the more direct approach of salesmanship.
To hear more from Ryan Alford and learn how to have a legendary career in Marketing, download and listen to this episode.
Bio
Links
Connect with Ryan Alford!
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!
345 Learned Excellence: Legendary Lessons from Navy SEALs, CEOs, Pro Athletes & Big Wave Surfers with Dr. Eric Potterat & Alan Eagle
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This episode is exclusively for people who want to have a personal breakthrough in their own performance. And who better to discuss it with but with people who have learned excellence, Dr. Eric Potterat & Alan Eagle.
Alan Eagle is an executive Communication Coach, and he spent 16 years working with a top people at Google. He’s written several other books, and his most well-known for his celebrated book, “Trillion Dollar Coach” about the legendary Silicon Valley coach Bill Campbell.
Dr. Eric Potterat is a clinical and performance psychologist, and he was with the US Navy for over 20 years as a commander. On the last 10 years of Eric’s career. he was the head psychologist for the US Navy SEALs globally.
To say that these two know a little bit about how the top performers in the world do what they do is a radical understatement. And on this episode, we get into all of it, we pop the hood to go deep on their new book learned Excellence, which I highly recommend you pick up a copy of.
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.
Dr. Eric Potterat and Alan Eagle on Maintaining One’s Mental Health in a Chaotic World
Christopher, Alan and Dr. Eric opens the discussion on how they maintain their mental health with all the crazy things happening around all of us.
Christopher highlights the overwhelming challenges globally, from political divisiveness to wars and rising anti-Semitism. Dr. Eric emphasizes the importance of focusing on what individuals can control, citing attitude, effort, and behavior within their circle. Alan adds that staying informed is crucial, but he discourages excessive complaining, urging people to think about actionable steps rather than mere criticism.
“I can’t stand the complainers. Okay, if you’re going to take a position, great! Then I would think through, “what can you do?””
– Alan Eagle
The three then get into how the struggle of balancing engagement with the world and avoiding emotional overload, especially in the face of potentially troubling events in the upcoming years.
Dr. Eric Potterat and Alan Eagle on Mindset, Organizational Culture, and Sustained Excellence in Baseball
Christopher, Alan, and Dr. Eric then talk about maintaining a good mindset in spite of challenges along the way.
Dr. Eric talks about the concept of agency, and how to distinguish between victims, survivors, and thrivers, advocating for the latter by practicing agency and embracing post-traumatic growth.
Alan underscores the importance of choosing a mindset and shares his experience with the Dodgers, highlighting the team’s systemic approach and organizational mindset. Dr. Eric credits the Dodgers’ sustained excellence to a focus on hiring talented individuals, providing necessary tools, and maintaining a process-oriented approach.
Process and Mental Toughness in Entrepreneurship
They then discuss the crucial role of process and mental toughness in entrepreneurship. Christopher draws from Michael Gerber’s “The E Myth,” highlighting how successful franchises attribute their triumph to well-defined processes, contrasting with small businesses’ failure due to a lack of systematic approaches.
Dr. Eric identifies process as a pillar of mental toughness, emphasizing its role among the five pillars discussed in their book.
Alan Eagle also shares insights from Silicon Valley, underscoring the balance between process and visionary chaos at Google, which contributed to its innovative success.
To hear more from Dr. Eric Potterat and Alan Eagle on how to learn excellence, download and listen to this episode.
Bio
Eric Potterat, PhD, is a clinical and performance psychologist and a leading expert in individual and organizational performance optimization. He retired as a commander from the US Navy after twenty years of service, during which he helped create the mental toughness curriculum used during Navy SEALs BUD/S training.
Dr. Eric spent several years as the director of specialized performance for the Los Angeles Dodgers and has also worked with Red Bull athletes, the US Women’s national soccer team, the Miami Heat, and numerous Olympic athletes, first responders, business leaders, and NASA astronauts.
Alan Eagle is an author and executive communications consultant, helping leaders and companies shape and tell their stories. He spent 16 years at Google, partnering with executives to communicate the company’s story to clients, partners, employees, and the public.
Alan is the co-author of the books How Google Works and Trillion Dollar Coach, and the author, all by himself, of seven letters-to-the-editor published in Sports Illustrated. He has never won the New Yorker Caption Contest.
Links
Connect with Dr. Eric Potterat & Alan Eagle!
Dr. Eric LinkedIn | Alan LinkedIn | Learned Excellence
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