Posts by Christopher Lochhead
355 How To Win On Shark Tank, Create A Category, & Save Billions of Butts with Sean Riley, Chief Dude at DUDE Wipes
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On this episode of Christopher Lochhead: Follow Your Different, we have the pleasure of welcoming Sean Riley, the co-founder of Dude Wipes.
For those unfamiliar with it, Dude Wipes is a brand that has revolutionized the concept of personal hygiene with a superior alternative to traditional toilet paper. Sean shares the story of how Dude Wipes catapulted to legendary success, including securing a deal with Mark Cuban on Shark Tank and being recognized as one of the top five greatest Shark Tank entrepreneurs.
Our conversation was not only enlightening, but also a testament to the power of innovation and strategic category design in entrepreneurship.
You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.
Sean Riley on Disrupting the Market with Practical Innovation
The conversation starts off with Sean’s mustache and how well everyone’s taking to it. Sean’s distinctive mustache isn’t just a personal style choice; it’s become a branding asset for Dude Wipes. Pivoting from that, Sean discusses the significance of the brand and its deep resonance with consumers. The name “Dude Wipes” itself is a stroke of genius, encapsulating humor, authenticity, and a bold approach to male hygiene.
The conversation then veered towards the practicality of Dude Wipes. Sean emphasizes the universal dissatisfaction with traditional toilet paper and the need for a better solution, especially for men on the go. He explores the potential for Dude Wipes to become as ubiquitous as toilet paper, with the aim of making the product more accessible and convenient for consumers.
Drawing parallels with Gojo Industries, the category king of liquid soap and Purell hand sanitizer, Christopher highlights the reframing of the problem and the potential for Dude Wipes to create a new category in the hygiene space. Despite initial skepticism, Sean’s commitment to disrupting the toilet paper market remains unwavering.
Sean Riley on Overcoming Skepticism and Embracing Category Potential
In the early days, Dude Wipes faced challenges and skepticism. However, Sean and his team were confident in their product’s appeal to men.
They understood that by creating a better product, they could carve out a new space in the male market. Sean’s insights on the importance of category potential and market dynamics were particularly enlightening, emphasizing the significance of entering a growing category with unique offerings.
The Shark Tank Effect: A Pivotal Moment for Dude Wipes
Sean provides an overview of Dude Wipes’ impressive sales figures and distribution channels, highlighting the company’s organic growth and resourceful brand-building approach. Reflecting on their Shark Tank experience, Sean recounts the unexpected turn of events when Mark Cuban offered them a deal, marking a pivotal moment for the company.
Sean’s passion and determination were palpable as he recounted the journey of building Dude Wipes and overcoming challenges to achieve success.
To hear more from Sean Riley and to receive valuable insights into entrepreneurship, category design, and the power of believing in a product’s potential, download and listen to this episode.
Bio
Sean Riley is the co-founder and driving force behind Dude Wipes, a groundbreaking brand in personal hygiene. With a business degree in hand, Sean teamed up with his childhood friend to challenge conventional notions of men’s grooming. In 2010, they launched Dude Products, introducing flushable wipes tailored for men, a concept that resonated with consumers seeking convenient, effective, and masculine alternatives to traditional toilet paper.
Sean’s leadership propelled Dude Products from a garage startup to a global phenomenon, with a diverse product line available in major retailers worldwide. His dedication to quality, innovation, and customer satisfaction solidified Dude Wipes’ position as an industry leader. Beyond business, Sean advocates for men’s health and wellness, leveraging Dude Wipes’ platform to promote positive habits and destigmatize personal hygiene.
With relentless drive and passion, Sean continues to inspire others to embrace their dudehood and live life to the fullest.
Links
Connect with Sean Riley!
We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on Apple Podcast / Spotify!
198 Complexity Is The Enemy of Revenue: Why It’s Time to Shave The Marketing Dog
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On this episode of Lochhead on Marketing, it’s time again to shave that Marketing Dog with Christopher Lochhead.
If you’re an avid listener of the podcast, you probably think you’re experiencing déjà vu. But we think that people still don’t get this simple concept, that it merits a replay. It is also a good reminder for others who may be falling into the trap of overcomplicating their marketing strategies.
So strap in, and get ready for some timeless advice from yours truly.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
Quality Over Quantity: A Bruce Lee Philosophy in Marketing
In the world of marketing, there’s a tendency to equate being busy with effectiveness. However, Christopher likens this to a young fighter who is all showboating but lacks the strategic focus to win. This fighter often ends up being knocked out by a more experienced opponent who understands that precision and strategy trump frantic activity. This analogy perfectly encapsulates the inverse relationship between activity and results in marketing.
The pressure to be omnipresent in the marketing world is immense. Marketers are often told they need to be on every channel, churning out content at an unsustainable pace. But Christopher challenges this notion with a powerful quote from martial arts legend Bruce Lee:
“I fear not the man who has practiced 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times.”
This philosophy is a stark reminder that quality and impact should always take precedence over quantity.
Shaving the Marketing Dog: The Art of Elimination
One of the strategies Christopher advocates for is “shaving the dog,” a metaphor for the practice of eliminating the unnecessary to focus on what truly matters. By force ranking the critical components of a campaign and rigorously evaluating which elements have the maximum impact, marketers can streamline their efforts for better results.
“Shave the dog. Shave that doggy down. Practice getting everything out. Consider getting even more radical.”
– Christopher Lochhead
Thinking Wrong to Do Right
Innovation in marketing often requires us to “think wrong,” to consider what is 180 degrees from what everyone else would do. This approach fosters creativity and differentiation, setting the stage for truly legendary marketing campaigns.
“I learned everything I know about design from a couple of legendary designers and one of them is John Bielenberg. He’s an incredible business and corporate marketing designer. He has a perspective; he calls thinking wrong. The idea is this, when you do anything creative, ask yourself ‘what is 180 degrees from what everybody else would do? What is wrong? What would be the wrong way to go do this?’”
– Christopher Lochhead
This line of thinking also allows you to pursue options that multiply outcomes, as you can sift through the “wrongs” and find those that were rejected, not because it is inherently wrong, but either be not viable in the past, but now doable in our current technology or network.
To know more why Complexity Is the Enemy of Revenue and Why It’s Time to Shave the Marketing Dog, download and listen to this episode.
Bio
Don’t forget to grab a copy (or gift!) of one of our best-selling books:
Snow Leopard: How Legendary Writers Create A Category Of One
The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche
A Marketer’s Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy
The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different
**NEW!** The B2B Tech Marketer’s Guide To Category Design: How To Engineer Your Market, Find What Makes You Different, And Become A Category Queen
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!
354 Sweat, Barriers, and the Birth of BODi: How Carl Daikeler Defined a New Fitness Category
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On this episode of Christopher Lochhead: Follow your Different, we have a conversation with Carl Daikeler, the visionary CEO of BODi (formerly known as Beachbody).
We explore Carl’s remarkable journey in the fitness industry, beginning with the inception of the eight-minute abs video series—a concept that sprang from his own need for a quick and effective workout solution.
Carl’s story is not just about the creation of a fitness program; it’s about identifying a gap in the market and filling it with innovation. The eight-minute abs series not only became a household name but also gained unexpected fame with its mention in the movie “Something About Mary.” If you’re interested to learn more, consider giving this episode a try.
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.
Carl Daikeler on the Power of Media in Fitness
Carl shares the challenges and triumphs of launching other renowned fitness programs like Power 90 and P90X. He emphasizes the crucial role of media in delivering fitness instruction and the concept of structured home fitness. Reflecting on the success of P90X, Carl reveals the strategic thinking behind creating new fitness programs, such as Insanity, and the lessons learned along the way.
The impact of Carl’s fitness programs on individuals is profound, to say the least. They offer a sense of accomplishment and success to those who may have struggled with traditional gym environments. This, in turn, sheds light on the marketing and strategic decisions that propelled these programs to success and how Beachbody evolved into a digital powerhouse.
The Evolution of Fitness: From Products to Subscriptions
In the ever-changing landscape of the fitness industry, Carl explains the shift from selling products to embracing a subscription model. In fact, BODi has successfully transitioned to this model, boasting over a million subscribers.
However, the journey hasn’t been without its challenges, such as subscription fatigue. As such, Carl highlights the importance of evolving the business model to include digital program purchases alongside subscriptions.
The unique features of their digital platform, such as virtual trainers who can make real-time corrections for dozens of participants, also helped ensure a high-quality experience. This flexibility extends to allowing users to download programs for offline use, catering to the modern consumer’s need for convenience and customization.
Owning the Morning and the Holistic Approach to Health
The conversation took a personal turn as Carl shares his morning routine, which includes a health shot and Shakeology. He stressed the significance of starting the day with healthy habits to set the tone for overall well-being.
This led to the discussion of a controversial topic in weight loss pharmaceuticals, like Ozempic, and the dangers of relying on drugs without making necessary lifestyle changes. Carl advocates for a holistic approach to health, emphasizing the need to build and preserve muscle for long-term vitality.
They ponder whether people use these drugs as a kickstarter for a healthier lifestyle or merely as a shortcut. Carl introduces the concept of “health esteem,” advocating for building a lifestyle centered around health and activity rather than focusing solely on weight loss.
To hear more from Carl Daikeler and how to build up your body the healthy way, download and listen to this episode.
Bio
Carl Daikeler is the visionary CEO and Co-founder of BODi, a revolutionary health and wellness company. With over two decades of experience in the fitness industry, Carl is on a mission to transform lives through innovative approaches to exercise and nutrition.
Carl’s journey began with a passion for helping others achieve their fitness goals. Drawing from his own struggles with weight management and a desire to make a difference, he co-founded BODi to provide people with accessible and effective solutions for sustainable health transformations.
Under Carl’s leadership, BODi has become a beacon of inspiration, empowering individuals worldwide to take control of their well-being. His relentless dedication to creating impactful programs and fostering a supportive community has earned him recognition as a trailblazer in the industry.
Beyond his role at BODi, Carl is a fervent advocate for health advocacy and philanthropy. He continuously strives to make a positive impact on society by promoting healthy lifestyles and supporting charitable initiatives.
With Carl Daikeler at the helm, BODi is not just a company; it’s a movement towards a healthier, happier world. Join us as we embark on this transformative journey together.
Links
Connect with Carl Daikeler!
LinkedIn | Instagram | Twitter / X | Facebook
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!
353 Russia Could Have Been Legendary: Russia’s Turbulent Transition with Kevin Maney, NYT Bestselling Author of Red Bottom Line
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On this episode of Christopher Lochhead: Follow Your Different, we are joined again by a dear friend, Kevin Maney, as he shares stories about the missed opportunities for innovation after Soviet Union’s fall.
Kevin Maney has a new book out called Red Bottom Line, wherehe tells his firsthand experience as a young USA Today reporter in Russia during the time. From the optimism of Gorbachev’s era to the disillusionment under Putin, Christohper and Kevin also explore Russia’s technological transformation, societal issues and geopolitical impact.
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.
Kevin Maney on the Journalism in Russia during the late 80s and early 90s
Kevin starts off the conversation with a description of the conditions in Russia before, during, and after the fall of the Soviet Union. He describes when Mikhail Gorbachev started loosening restrictions and allowing more foreign correspondents into Russia, which allowed journalists like Kevin to make it to Russian soil as early as 88-88.
Though some restrictions were lifted, Kevin recalls that they still had to jump through so many hoops just to get there, as there aren’t exactly direct routes or flights going from America to Russia at the time.
At this point in time, a lot of Americans and other Westerners were flocking to Russia, as demand for common consumer products skyrocket. Things like toothpaste and deodorant were being sold left and right, things that weren’t originally available locally. Kevin observed this trend and proposed to his editor to let him cover this economic and financial phenomenon that is happening in the Soviet Union.
Kevin Maney on Life in Russia during Economic Hardship
As Kevin recalls the situation then, he saw a country that was on its last legs, and its people trying desperately to live as normal as they could. He observed certain stores that only allowed foreigners or people with non-local currencies to shop, as they know it had more buying power in the long run.
Local residents were crowding other stores, either to purchase clothing items or to replenish their essential supplies. In department stores, shelves were nearly bare, with only toys and luxury items remaining unsold. Everyone was scooping up anything they could find.
Seeing all that in contrast to people’s lives in America was disheartening, to say the least.
The Opening of the First McDonalds in Russia during the 90s
Given all that, Kevin still saw some hope for the country as they start rebuilding themselves from within. That, and all the companies that are now flooding into Russia to help supplies their needs and ideally, boost their economy.
One such company was McDonalds, who Kevin has a fond story to tell. He shares that on one of his trips back to Russia, he just happened to be on the same flight as George Kohan, the biggest McDonalds franchisee in Canada. George was on his way to Moscow to check his plans to build a branch there, which eventually became the first of many McDonalds built in Russia.
Kevin got to talk with George Kohan on how things were going with building a business on foreign soil, and the procedures and machinations he had to go through to finally get approved to open his business there.
To hear more from Kevin Maney and his stories from the redeveloping Russia in the 90s, download and listen to this episode.
Bio
Kevin Maney is cofounder of Category Design Advisors, where he works with CEOs and executive teams to develop and execute strategies to design and dominate markets. He is also a multi-time bestselling author and journalist who writes about technology and society.
His most recent book, UnHealthare: A Manifesto for Health Assurance, was co-authored with venture capitalist Hemant Taneja and Jefferson Health CEO Steve Klasko. It came out in 2020, and tees up how healthcare will evolve in the post-Covid era.
His previous book, Unscaled: How AI and a New Generation of Upstarts are Creating the Economy of the Future, was co-authored with Hemant Taneja and came out in 2018.
His book Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets (Harper Business, 2016), is a collaboration with Silicon Valley veterans Al Ramadan, Dave Peterson and Christopher Lochhead. The book introduces business to the idea of category design and gave birth to the advisory firm Category Design Advisors, where I’m now a partner.
Other Works
He co-authored, with TIBCO CEO Vivek Ranadive, The Two-Second Advantage: How We Succeed by Anticipating the Future…Just Enough. Merging brain science and computer science, it was a 2011 New York Times bestseller, and predicted much of the conversation we’re now having about artificial intelligence.
He also co-wrote Making the World Work Better, which marked IBM’s centennial in 2001. More than 600,000 copies are in print in a dozen languages.
His other books include Trade-Off: Why Some Things Catch On, and Others Don’t, The Maverick and His Machine: Thomas Watson Sr. and the Making of IBM and Megamedia Shakeout.
Over the years, he’s been a contributor to Fortune, The Atlantic, Fast Company and ABC News, among other media outlets. He was a contributing editor at Conde Nast Portfolio during its brief run from 2007 to 2009. For 22 years, he was a columnist, editor and reporter at USA Today.
He’s appeared frequently on television and radio, including CNN, CBS Sunday Morning and NPR, and lectured at conferences and universities, including New York University, UNC in Chapel Hill, and his alma mater, Rutgers.
Kevin also plays music with other New York rockers in a band called Total Blam Blam.
Links
Follow Kevin Maney today!
Website: KevinManey.com | CategoryDesignAdvisors.com
LinkedIn: in/KevinManey | company/CategoryDesign
Facebook: fb.com/CategoryDesign
Twitter: @KManey | @CD_Advisors
Instagram: @CategoryDesign
Check out his new book: Red Bottom Line
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!
197 Tesla Cybertruck: A Masterclass in Lightning Strike Marketing with Eddie Yoon
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On this episode of Lochhead on Marketing, we are presenting Christopher’s partner, friend, collaborator, and brother from another mother, Eddie Yoon, breaking down how to do a legendary marketing lightning strike with the Tesla Cybertruck as a textbook example.
Eddie Yoon is the category design guru to the S &P 500, and he’s written more about category design in the Harvard Business Review than anyone else alive or dead.
So buckle up for a quick lightning strike of an episode, and hey ho, let’s go! Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
The Concept of a Lightning Strike
Let’s talk about Lightning Strikes.
Lightning Strikes have four critical ingredients: one, it should be profit-center and not an expense. Remember, marketing that does not drive revenue, category potential, or market cap, is just arts and crafts. Lightning Strikes are no different.
Two, Lightning Strikes should be a strike and not a spread – meaning don’t space it over the whole course of the year; it will just dilute the effect of it that way. You want a clear point in time, a quick in and out in a certain area or market, and you’re done. The idea is to get maximum lift without spending too much.
Third, it should have a multiplier effect. It must be engineered to generate word of mouth that lasts beyond the strike itself. You do it buy creating a stunt or a fight, or you want to have a very prominent giveaway. These are the things that people tell their friends and family, and spread from there.
And lastly, you want to be a hijacker or hitchhiker. You want to your lightning strike to take advantage of some broader thing where you take over the conversation, or piggyback off an audience that is already established.
The Cybertruck as a Lightning Strike by Tesla
So, how does the Cybertruck fit into all these things?
Let’s go through the list.
First, the Cybertruck is a profit center in multiple ways. One is the product itself, but it also promotes the broader brand of Tesla motors. Lastly, its components are also something that can be a profit center for later generation of electric cars.
It also has a multiplier effect, as it has generated word of mouth not only from Tesla car owners, but people who are either at awe or making fun of the Cybertruck’s design. Even after it’s short showcase, people are still talking about it. The design is so polarizing: you either hate it, or love it. Either way, you’re going to hear about it. The Cybertruck itself became the stunt it needed for the lightning strike to occur.
Lastly, it’s hitchhiking off the launch of Apple Vision Pro, some people who are using Apple Vision Pro has been seen driving said Cybertrucks in videos and social media. It hit its target well that it hitchhiked in the Apple Vision Pro conversation to some extent, getting a rise from Apple enthusiasts.
And that, my friends, is a successful lightning strike.
If you want to join in the discussion, subscribe to Category Pirates and find more Pirates Perspective buried around the beach.
Don’t forget to grab a copy (or gift!) of one of our best-selling books:
- Snow Leopard: How Legendary Writers Create A Category Of One
- The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche
- A Marketer’s Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy
- The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different
- **NEW!** The B2B Tech Marketer’s Guide To Category Design: How To Engineer Your Market, Find What Makes You Different, And Become A Category Queen
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!
352 Big Bets and the Future of Leadership with John Rossman, Author of Big Bet Leadership
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On this episode of Christopher Lochhead: Follow Your Different, we are joined by our friend and multi-time guest, John Rossman.
John Rossman is a Master of Innovation and former Amazon Executive who brings to the table his insights from his new book, Big Bet Leadership: Your playbook for winning in the hyper digital era. His experiences with industry giants illuminate the path for making bold, transformative decisions.
This conversation is a deep dive into the courage and strategy required to lead in uncertain times, focusing on big bets that redefine industries, in an era where navigating technological change is crucial.
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.
John Rossman on Category Design and Big Bet Leadership
Christopher and John discuss the impact of category transformation and AI on businesses. John expresses gratitude for Christopher’s influential work on category design, which has shaped his thinking and client engagements positively.
They then delve into the challenges faced by companies in making big bets and succeeding in transformations, particularly in the context of AI and digital eras. Both acknowledge the historical struggle of major corporations to adapt and innovate compared to startups.
John emphasizes the need for senior leaders to rethink traditional approaches and embrace new strategies to navigate the hyper-digital era successfully and achieve substantial productivity gains.
John Rossman on Bold Moves vs Incremental Improvements
Christopher and John explore the necessity of both incremental improvements and bold moves in corporate leadership. They stress the importance of executives balancing ongoing operations with strategic innovation, emphasizing the need for a portfolio of big bets alongside incremental changes.
Drawing on insights from successful leaders like Satya Nadella, Jeff Bezos, and Elon Musk, they highlight the challenges of leading transformations in established companies. They propose a framework centered on creating clarity, maintaining velocity, and accelerating risk and value to guide organizations towards systematic transformation.
Customer Obsession and Customer-Driven Innovation
Christopher and John then talk about the importance of customer obsession and strategic thinking in driving successful business transformations. They critique competitor-focused strategies and highlight the significance of understanding customer problems deeply.
Drawing from Amazon’s approach, they emphasize the need for a portfolio of hypotheses and ideas, continuously testing and iterating before scaling.
Both caution against premature scaling and advocate for a patient approach that prioritizes operational readiness and sustainability. They stress that a combination of tactics, including customer obsession, agile methodologies, and strategic experimentation, is essential for systematic innovation and transformation.
To hear more from John Rossman and how to make Big Bets for your company, download and listen to this episode.
Bio
John Rossman
Digital and Innovation Advisor
Mr. Rossman is an expert at digital business models, operations and organizing programs. He has led engagements on developing innovation processes, Internet of Things strategies, marketplace and API driven platform business models.
He is a sought-after speaker on creating a culture of operational excellence and innovation.
Mr. Rossman has worked with clients across various industries, including retail, insurance, education, healthcare, consumer products, industrial products and transportation.
Mr. Rossman’s notable assignments include The Bill and Melinda Gates Foundation, Microsoft, Nordstrom and several of the world’s leading retail and insurance organizations.
Prior to Rossman Partners, John was a Managing Director at Alvarez and Marsal, a performance improvement consulting firm.
Prior to A&M, John was an executive at Amazon.com where he launched the Marketplace business and third-party selling platform, and ran the merchant services business.
Links
Connect with John Rossman!
LinkedIn: in/John-Rossman | Twitter: @JohnERossman | Get the book: Big Bet Leadership
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!
196 Marketing The Problem, Not Your Solution
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On this episode of Lochhead on Marketing, we talk about why marketing the user’s problem works, but marketing only your brand/product/solutions doesn’t.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
The Importance of Understanding Consumer Problems in Marketing
Market your brand/product/solution, and I think you want my money. Market my problem, and I think you want to help me. This is one of the biggest unlocks in category design for marketers. And it comes from a very simple, powerful notion: people do not buy solutions unless they have problems.
Yet a lot of companies do not get this simple concept. For them, it’s always brand awareness this, or advertise this product to the “market”. They play the attention game and call it frequency and reach. But most of the users in that market only see it as a cash grab for said company.
Marketing the Problem Done Right
So here we present a good example of how to market a user problem, and it’s in the form of the American jeans we all know and love.
Over the years, Jeans have come a long way from being those stiff dark blue pants to now being very soft and somewhat comfortable to wear. But therein lies the problem: the thing that makes it soft and pliable is very polluting and very resource-intensive. After which, they present their fix, a “remaking” of the American jeans as we know it.
Framing the Problem to Create Urgency
After naming the problem with the jeans, the article continues to explain that multiple companies have tried working together for years to develop jeans that are soft but not as punishing to the environment and our remaining resources. This serves as a way to intensify the problem by framing it as something that has not been solved. But now, they’ve found a solution. A solution to a problem they themselves proposed.
If you follow that flow, they first introduced a problem that a user can relate to, being that the jeans they wear harms the environment. They then mention that other companies have tried but not yet succeeded in finding a solution. Only after that do they supply the solution, so you can continue to enjoy those comfortable jeans without the previous repercussions and guilt on them. Prompting users to buy new jeans and ditching the old.
And that’s how you market with Category Design.
Link to the article on The Remaking of American Jeans
Don’t forget to grab a copy (or gift!) of one of our best-selling books:
- Snow Leopard: How Legendary Writers Create A Category Of One
- The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche
- A Marketer’s Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy
- The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different
- **NEW!** The B2B Tech Marketer’s Guide To Category Design: How To Engineer Your Market, Find What Makes You Different, And Become A Category Queen
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!
351 The Harm of Childhood Trauma and the Hope of Resilience with Dr. Marc Hauser, Author of Vulnerable Minds
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On this episode of Christopher Lochhead: Follow Your Different, we are joined by educator, neuroscientist, and former Professor of Evolutionary Biology and Psychology at Harvard, Dr. Marc Hauser.
Dr. Marc Hauser has a new book out called Vulnerable Minds: The harm of childhood trauma in the hope of resilience.
You should also know this is a very adult conversation, as it deals with tough topics like childhood abuse. If you are not comfortable with such topics, you have been advised.
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. Marc Hauser on Trauma and Compassion Fatigue in Working with Children
Dr. Marc Hauser, who works extensively with trauma victims, discusses the challenges of maintaining emotional well-being while dealing with the profound suffering of his clients. He acknowledges the risk of compassion fatigue and emphasizes the importance of self-care.
Dr. Hauser reveals his coping mechanisms, including physical activity and the supportive environment of his home life. He also highlights the necessity of balancing empathy for his clients with maintaining professional boundaries to avoid becoming overwhelmed.
Comparing his work to that of his veterinarian wife, he underscores the unique emotional demands of his profession, particularly when faced with physically aggressive clients. Despite the difficulties, Dr. Hauser emphasizes the importance of maintaining compassion and offering hope for a better tomorrow to those he serves.
Dr. Marc Hauser on Childhood Trauma and its Impact on Mental and Physical Health
Dr. Marc Hauser explains the significance of TRACEs (Trauma Response to Adverse Childhood Experiences) and RRACEs (Resilience Response to Adverse Childhood Experiences) alongside ACEs (Adverse Childhood Experiences). He elaborates on how ACEs, identified through a questionnaire developed by Dr. Vincent Felitti, are linked to physical and mental health issues.
Dr. Hauser highlights the transformative impact of understanding and addressing childhood trauma through TRACEs and RRACEs, emphasizing the importance of trauma-informed care and resilience-building strategies. It underscores the need for a holistic approach to supporting individuals affected by childhood trauma, considering both the adverse effects and potential pathways to resilience and healing.
Misconception on the ACE score
Dr. Hauser discusses the misconception surrounding ACE scores, emphasizing that they were never intended as individual predictors but as population measures. He explains how ACE scores were misinterpreted and integrated into policies like insurance coverage in California based on individual scores.
Christopher questions the implications of ACE scores on insurance premiums and treatment eligibility. Dr. Hauser clarifies that ACE scores are not accurate predictors of individual health risks but rather reflect population trends. He compares ACE scores to heritability measures, highlighting that they indicate predispositions but not definitive outcomes for individuals.
Dr. Hauser underscores the importance of understanding ACE scores as measures of experience rather than direct responses to adverse childhood experiences, introducing the concepts of TRACEs and RRACEs for a more nuanced understanding of trauma response.
To hear more from Dr. Marc Hauser on childhood trauma, download and listen to this episode.
Bio
Links
Connect with Dr. Marc Hauser
LinkedIn | Twitter / X | Marc D. Hauser website
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!
195 From Category Contenders to Category Kings with Al Ramadan
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On this episode of Lochhead on Marketing, we enjoy the first of many visits from Al Ramadan in 2024, as we talk about moving from being a Category Contender to a Category King.
We’ll dig into what is a category contender in what it takes to win the 18-to-36-month epic category battle that every tech startup faces. So if you’re an entrepreneur or marketing leader who wants to go beyond competing to actually create and dominate your own market, you’re in the right place.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
Al Ramadan on Tech Industry Category Development and Dominance
Christopher and Al discuss the concept of being category contenders, reflecting on past research and their book on category kings.
They emphasize the dominance of one company, earning around 76% of the economics in every tech category, despite skepticism. They outline the three phases of category development: define, develop, and dominate, taking approximately 15 years.
They note outliers like open AI and Google’s swift battles, contrasting with Salesforce’s longstanding dominance. They highlight the importance of category design, likening it to a fast-paced battle where one company wins all, stressing its critical role in the tech industry’s landscape.
Market strategy in a competitive industry
Al and Christopher discuss marketing strategies in a competitive industry, emphasizing the importance of a winner’s mindset and setting the agenda.
They share a scenario where a leader in a crowded field differentiates by framing the problem uniquely, focusing on end-user needs rather than feature sets like competitors. Both highlight the futility of incremental strategies and the significance of capturing mindshare by empathizing with customer problems.
They term this the “Battle Royale” for mindshare, where winning means addressing the core problem effectively, rendering feature comparisons irrelevant. Christopher also stresses the pivotal role of understanding customer problems in securing market dominance.
Category design and understanding customer needs
Al and Christopher discuss category design and understanding customer needs. They highlight the importance of framing the problem uniquely to differentiate in a crowded market.
Christopher shares a scenario where a leader in a competitive field focuses on customer needs while competitors emphasize feature sets. They critique the common focus on technology rather than customer-centric solutions, illustrating with examples from Gartner’s history and Google Plus.
They emphasize that categories are about customers’ problems and opportunities, not just technology, stressing the significance of defining the problem scope to win in category battles.
To hear more from this Al Ramadan and Christopher Lochhead dialogue, download and listen to this episode.
Bio
Al Ramadan is a co-founding partner of Play Bigger Advisors and coauthor of the book, Play Bigger. He also co-founded Quokka Sports, which revolutionized the way people experience sport online.
Al then joined Macromedia and Adobe, where he spent almost ten years changing the way people think about great digital experiences. At Adobe, Al led teams that created the Rich Internet Applications category and helped develop the discipline of experience design.
In the early ‘90s he applied data science to Australia’s Americas Cup — an innovation in sports performance analytics. His work in sailing led directly to the idea for Quokka. He lives in Santa Cruz, California.
Links
Connect with Al Ramadan!
Play Bigger | LinkedIn | Category Contenders | The Science Behind Category Design
Don’t forget to grab a copy (or gift!) of one of our best-selling books:
- Snow Leopard: How Legendary Writers Create A Category Of One
- The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche
- A Marketer’s Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy
- The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different
- 🏴☠️ **NEW!** The B2B Tech Marketer’s Guide To Category Design: How To Engineer Your Market, Find What Makes You Different, And Become A Category Queen
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!
