Why Marketing Leaders Get Fired
Many marketing leaders think branding is smart. According to them, competition is the goal, and creativity is award-worthy. That’s why so many of them sit at the kid’s table, disrespected as executives, and get fired faster than their peers. (Harsh, but true.)Case in point: The Cannes Lions International Festival of Creativity. They showered awards on…
Never Give Up On Something You Can’t Go A Day Without Thinking About
Winston Churchill famously said, “Never give up on something you can’t go a day without thinking about.” Although he didn’t say anything about what to do if the thing you can’t stop thinking about makes you batshit crazy? As in, your “something” owns you. It’s in your head so much, your “something” thinks YOU, not the other way…
The Problem With Platforms: How Direct-To-Creator Is Redesigning Legacy Media & Social Media At The Same Time
Originally posted in Category Pirates: it’s not a long newsletter, it’s a short book—delivered to your inbox each week. Dear Friend, Subscriber, and fellow Category Pirate, Business media “platforms” and social media platforms have a problem. The way content gets created, distributed, and monetized today is being radically transformed—and most people haven’t noticed yet.…
Looking For A Growth Strategy? Try Category Creation
Category creation is the ultimate growth strategy. According to research published in the Harvard Business review, by our friend and fellow Category Pirate ?☠️ Eddie Yoon. Defining What It Is Category creation (aka category design) is a management strategy that has been employed by the most successful companies for years. It involves the creation of…
Category Creation Versus Category Design
Category creation and category design are often confused or thought to be synonyms of each other. Those two, however, are different but closely related. Category Creation Category creation often gets conflated with “first mover”. That is to say, that a category is created by the first company to introduce a new offering. That is radically…
First Ad Campaign Featuring Negative Reviews By Podcaster
#1 Charting Business Podcaster Christopher Lochhead wants to empower creators to embrace the haters. In another first for the Podcasting category, Christopher Lochhead, announced a new marketing campaign in Podcast Magazine featuring negative reviews. “There are many creators who get crushed by one negative review,” said Christopher Lochhead. “Fear of rejection is something that stops many people…
The Business Case For Becoming A Category Creator In 2021 (And Why Most People Ignore It)
Originally published by Category Pirates ?☠️☠ Dear Friend, Subscriber, and fellow Category Pirate, Category designers introduce the world to new ways of living, working and playing. They are people and companies who move the world from the way it is, to the way they think it should be—often by solving a problem people didn’t know they had, or by reimagining a…
All Press Is Good Press, Right?
I recently got invited to be featured in a publication that spotlight’s “influencers”. If you know anything about me, you know, I believe most social media influencers are hustle pornstars, selling bullshit. Assholes who want to be famous for the sake of being famous, selling courses to people they’ve duped into thinking, that being famous…
Why Every Marketer Should Be Thinking About Category Creation
Most marketers and entrepreneurs are fighting for only 24% of their market. And they don’t even know it. We did some primary research, which we published in Harvard Business Review, that shows category designers earn 76% of the total value created in their categories. Despite this reality, most people would rather copy than create. Most…
