Why Marketing By Committee Sucks

By Christopher Lochhead “If you want to kill any idea in the world, get a committee working on it.”  – Charles Kettering   Ever notice that most marketing is shitty. And by shitty, I mean not just that the creative will be bad, although that is true, but that much of this onslaught will make…

Niche Down: Why Legends Are Different

By Christopher Lochhead & Heather Clancy “There is one thing stronger than all the armies in the world, and that is an idea whose time has come.” -Victor Hugo This comment raises a question: How do I make it “my time?” Have you noticed? The most legendary people in the world are different. They are…