What’s the right competitive marketing strategy for 2021?
“What’s the right competitive marketing strategy for 2021? The entrepreneur asked. Please. Don’t do “competitive marketing”. I responded. “Huh?” she responded. Please. Do not. Compete. I begged. You see…… Legends don’t want to fight over old things. They want to create new things. Legends like Kara Goldin, founder/CEO of Hint Water do not compete in…
How Loss, Cancer and Despair Led Me To Create A New Category For Families With Special Needs Loved Ones
Guest post by Eric Jorgensen, MS, MBA, ChSNC Those who know me understand I speak from personal experience when I say sometimes life’s obstacles are our greatest opportunities. Most recently I finally had the courage to start Special Needs Navigator. What gave me the impetus I needed? Two things – my cancer diagnosis and the…
Every Marketing Term You Need To Know
The world of marketing is filled with jargon, like category creation. So it pays to pay attention. Marketing terms to get comfortable with: Analytics – Refers to the tracking and analysis of data used about prospects, customers and competitors. Legendary marketing leaders, learn to love data. Data should inform all marketing efforts. Data used in…
Could Gen Z Consumer Behavior Make Capitalism More Ethical?
by Eddie Yoon, Christopher Lochhead, Dave Ferguson, and Quentin Mumphery Article originally published on Harvard Business Review In June of 2020, Netflix announced it was moving 2% of its cash, or $100 million, to bolsters Black-owned or Black-run banks, allowing those banks to lend more. Since then, Twitter has announced its plan to move 1% of its cash, or…
Are you marketing or starting a movement?
Recently legendary entrepreneur and VC David Sacks joined me for a deep dive podcast conversation on a very powerful idea. Legends don’t do marketing, they start movements. Here’s his recent blog post that is ripping through the tech startup world. It’s worth every second: During this campaign season, many of us are reflecting on how…
Why personal branding is BULS**T!
Simone McNichols-Thomas Guest Post Post originally published in Sales Impact Academy Blog Are you ready to be slapped in the face with some hard truths? “The majority of what we think we know about marketing is bullshit” and “Personal Branding” should be given a hard pass if you’re serious about dominating your market and being…
How Businesses Can Weather Monumental Challenges Through Thoughtful Aggression and Radical Generosity
Tony Kontzer Guest Post About 10% of companies get stronger during a downturn, according to Christopher Lochhead, a podcaster, best-selling author, and former chief marketing officer, and companies desperately want to be part of that 10% when the economy recovers. While Lochhead would be the first to admit that he doesn’t have all the answers,…
Here’s how I met Christopher Lochhead…
By Cole Schafer One afternoon I found myself at a dimly lit bar in an abandoned ghost town somewhere outside of Santa Cruz, California. It was the type of place where the bartops are as knuckle-worn as Russian Boxers and the hard-living regulars wear faces that make Russian Boxers look like Bo Derek. I was…
A Call For Unity | Yesterday In Santa Cruz
Monday June 8th, 2020 Yesterday in Santa Cruz, I cried at the vigil for Sargent Damon Gutzwiller, of the Santa Cruz County Sheriff’s department. He was shot to death on Saturday. Yesterday in Santa Cruz, I paddled out for George Floyd. With over 500 people (A paddle out is how surfers mourn). There have been…
