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On this episode of Christopher Lochhead: Follow Your Different, we sit down with Captain Benaya Cherlow, an Israeli-American army officer, strategist, and veteran of both Gaza and Lebanon.

In the aftermath of October 7th, when the world witnessed astounding levels of violence and heartbreak, conversations about the Israeli-Palestinian conflict have often focused on the political, religious, and strategic dimensions. Yet, beneath the headlines are deeply personal stories of loss, identity, and the moral quandaries faced by those on the frontlines.

This dialogue traverses the emotional aftermath of tragedy, the complexities of identity in a region at war, and the indelible lessons learned amid chaos, with the hope of peace as a guiding light.

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.

Bearing Witness to Evil and Wrestling with Identity

Christopher opens the conversation by acknowledging his own pain in the wake of October 7th, having lost close friends to acts of violence and identifying deeply with the Jewish community through family and lifelong friendships. This sense of shared heartbreak becomes the backdrop for his discussion with Captain Cherlow, a man whose background embodies the intersection of cultures and conflict. Born to a Lebanese-Jewish mother from Beirut and an American father, himself descended from Holocaust survivors and World War II veterans, Captain Cherlow describes his upbringing as a “crisis of identity.” Fluent in Hebrew, Arabic, and English, he straddles the worlds of his ancestors, fighting on behalf of one homeland in the land of the other.

The experience of entering Lebanese villages as an IDF officer—aware of his maternal roots and hearing echoes of his family history everywhere—is a stark reminder of how personal the region’s turbulence becomes for those with ties on both sides. Captain Cherlow’s ability to speak Arabic and understand the culture gave him insights into the threats posed by Hezbollah, but also led to moments of profound irony and unexpected kindness even in the midst of war.

Moral Decisions on the Battlefield and the Human Cost of War

The conversation takes a raw turn as Captain Cherlow recounts experiences from the frontlines in Gaza. With the war dragging on, he describes the sheer exhaustion experienced by Israeli soldiers and citizens alike, each hoping for peace but aware of the tenuousness of any truce. It is in recounting a harrowing night, when he was faced with choosing between saving fellow soldiers or responding to a possible hostage situation, that the moral complexity of war is laid bare. Cherlow refuses to divulge the decision he ultimately made, insisting instead that listeners sit with the impossible pressure of those few seconds, a pressure for which neither military training nor life experience truly prepares anyone.

The story of using a hospital as a base of operations, only to discover women and children being used as human shields by Hamas combatants, adds another layer to the moral maze soldiers must navigate. Christopher and Captain Cherlow both focus on the humanity amidst chaos; whether that is in giving snacks to Gazan children or improvising medical care for wounded comrades. Through all this, Cherlow reflects on the importance of conveying these complexities to decision-makers in Congress. The reality of urban warfare, he emphasizes, is not the relentless heroics dramatized on television; it is long stretches of hunger, confusion, and impossible choices, punctuated by moments of both tragedy and grace.

On the Precipice of Peace, and the Weight of History

A theme running through the episode is the flickering hope for a different future. For what may be the first time, a coalition led by the United States and Israel has assembled nearly all the major Arab and Muslim nations, from Saudi Arabia to Indonesia, behind a peace proposal, leaving Hamas more isolated than ever before. Both speakers acknowledge the historical significance of this moment, yet maintain a hard-earned skepticism from decades of shattered peace deals.

Captain Cherlow draws on his wide experience: working in Congress as a policy advisor and returning repeatedly to the battlefield, to underscore how quickly the tides can shift in the region. He describes the extraordinary sense of unity and responsibility that animates Israeli reservists, many of whom are fathers and older professionals, all volunteering not just out of patriotic duty, but out of fierce dedication to their families and communities. This sense of unity, he suggests, has been both a shield and a source of meaning amidst trauma.

To hear more from Captain Cherlow and the current status on the ground and what happens behind the scenes, download and listen to this episode. 

Bio

Benaya Cherlow is a Captain in the Israel Defense Forces (IDF), having served in the Armored Corps and leading over 150 troops. He was called back into reserve duty following the October 7 escalation, and saw active service in both Gaza and along the northern border confronting Hezbollah.

Born in Jerusalem to an American father and Lebanese mother, Cherlow holds dual cultural insight. After completing his regular service, he pursued studies in decision-making strategy and diplomacy at Reichman University.

Beyond the battlefield, he now works to bridge divides through public engagement and policy dialogue. He has organized delegations to Capitol Hill and engages U.S. lawmakers to offer firsthand insight into complex Middle East realities.

Links

Learn more about Benaya Cherlow

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, X (formerly Twitter), Instagram, and subscribe on Apple Podcast / Spotify!

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The business world rewards those bold enough to bet on seismic shifts; those who don’t just ride the wave, but fundamentally reshape the tide. In a fascinating conversation with Tien Tzuo, legendary founder of Zoura, we get a rare look into category design, entrepreneurial persistence, and the mindset required to rewire an entire industry, as Tzuo did for the subscription economy.

As technology continues to accelerate, with AI now setting the stage for yet another major leap, this dialogue holds powerful lessons for anyone seeking to lead, not follow.

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.

Building Enduring Category Leaders: Evangelism and Timing

Legendary startups aren’t created by chance. As Tien Tzuo describes, successful category creation starts with seeing a shift others overlook, then boldly evangelizing that vision.

“Part of the category is to say, okay, there’s a shift that’s happening with this new technology. It’s a significant, meaningful, profound shift.”

– Tien Tzuo

Tien Tzuo’s journey with Zoura began well before “subscription” was a buzzword; when Netflix mailed DVDs and Wall Street scoffed at recurring revenue. He and his team endured blank stares and skepticism, proving that timing, storytelling, and the relentless ability to communicate the new reality separates mere participants from true category leaders.

The Relentless Power of Story and Persistence

Distilling complex ideas into a market-moving narrative is as important as technical innovation. Tzuo credits much of Zoura’s momentum to persistent storytelling: on stage, in books, and across every communication platform available. “What I saw was good storytellers…talk about a big, big trend that’s happening all around us…the market, the world.” Writing a book, he admits, was hard but necessary. “The only person that can tell your company story is you. Right, because it’s your idea, it’s your vision.”

For founders, being ignored or doubted isn’t a sign to pivot away; it’s a signal to refine and hammer home the message until the world is ready to hear it.

Tien Tzuo’s Advice for Category Creators in the AI Era

Today, the pace of change is faster than ever. Yet the recipe for winning new categories remains strikingly consistent. Tzuo counsels entrepreneurs to begin with their unique insight into a megatrend, not with the category label itself:

“Don’t start with a category. Start with…what gives you a right to exist?”

– Tien Tzuo

The logic applies in AI as much as SaaS: massive investments will be lost by those chasing what’s already established, while the next category-defining companies will stay close to their customers, listen relentlessly, and focus on the transformation they alone can catalyze. As Tzuo puts it, “With every new technology shift, there’s an opportunity to displace an incumbent.;” if you have the courage to shape, not just surf, the future.

To hear more from Tien Tzuo on the art of Category Making, download and listen to this episode. 

Bio

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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, X (formerly Twitter), Instagram, and subscribe on Apple Podcast / Spotify!

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When it comes to startup success, few voices are as insightful as Rich Hagberg and Tien Tzuo. On this episode of “Christopher Lochhead: Follow Your Different,” these two innovators unveiled the complex tapestry of traits, behaviors, and pitfalls that define great founders.

With decades of psychological research and hands-on experience in the tech ecosystem, they’ve distilled their findings in their new book, Founders, Keepers: Why Founders Are Built to Fail and What It Takes to Succeed. This lively, honest conversation goes far beyond the usual business platitudes, aiming to equip listeners, whether aspiring entrepreneurs, seasoned founders, or investors, with tools for self-awareness, adaptability, and ultimately, building companies that last.

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.

The Double-Edged Sword of Founders: Why Strengths Can Be Weaknesses

One of the core insights that Hagberg and Tzuo bring forward is the “double-edged sword” nature of founder psychology. Successful founders often possess massive vision and creative drive, seeing the future before others do and inspiring teams with almost evangelical zeal. Yet, these very strengths can morph into ticking time bombs as companies grow.

Founders are frequently high in vision but far less gifted in execution or relationship building. Hagberg’s decades of data, including 50+ measured personality elements and 46 leadership competencies, reveal consistent patterns: founders often struggle to manage and scale companies beyond their own shadow. As Hagberg observes, those strong on visionary skills can be “allergic to structure,” resisting the very systems and processes that enable growth and stability. Tien Tzuo, drawing on his own journey as a founder, recounts the moment when his company started unraveling as it outgrew his initial hands-on approach. The culture suffered, teams fragmented, and productivity declined. Only by honestly confronting his own leadership shortcomings and seeking help from coaches like Hagberg, was he able to pivot and build an organization beyond himself.

The lesson is clear: self-awareness is not optional; it’s the foundation for sustainable success.

The Critical Role of Self-Awareness, Adaptability, and “Recovering Founders”

Delving deeper, Lochhead, Hagberg, and Tzuo discuss a trait that repeatedly separates successful founders from those destined to “blow up”: brutal, reflective self-awareness. Hagberg’s research shows that founders who actively seek feedback, reflect on both successes and failures, and are open to learning are dramatically more successful than their peers. It’s not just about innate curiosity; it’s about the willingness to recognize weakness, hire complementary strengths, and genuinely adapt as the organization matures.

This journey often requires what the guests jokingly call becoming a “recovering founder,” someone who learns the hard way that vision alone won’t scale an enterprise. The most successful founders are those who create adaptable organizations, listen keenly to advisors and employees, and deliberately build processes for collective decision-making. They reserve their opinions in meetings, choosing instead to solicit diverse viewpoints before weighing in; a counterintuitive move that leads to more honest conversations and smarter strategy.

The inability to adapt, on the other hand, is lethal. Data from Hagberg’s cohorts shows that unsuccessful founders are consistently more egotistical and stubborn, craving to be right over being successful and cultivating environments where disagreement is stifled. This leads to what Hagberg terms “sunflower bias”; teams that simply turn to follow the founder, rather than challenging assumptions or uncovering blind spots.

Building Teams, Accountability, and the Myth of the Asshole Genius

Rich and Tien are passionate about debunking the myth that great founders succeed by being abrasive, arrogant, or ruthlessly self-serving. Media coverage of figures like Jobs or Musk often focuses on tempestuous behavior, but Hagberg’s research tells a different story: the truly successful founders are team builders, not lone wolves. They recognize that the success of their companies will ultimately ride on their ability to work through others, to coach and empower executives who compensate for their own gaps.

This doesn’t mean abdication; delegation must be paired with ongoing accountability and support. Effective founders, they argue, are clear about their standards but also present to lend a hand or coach when their teams hit roadblocks. This blend of challenge and support builds resilient organizations freed from the chaos that can follow a purely top-down leadership style.

To hear more from Rich Hagberg and Tien Tzuo about Founders and how one can avoid the pitfalls of Entrepreneurship, download and listen to this episode.

Bio

Rich Hagberg

Rich Hagberg is the co-author of Founders, Keepers, a compelling exploration of leadership, resilience, and the inner journey of entrepreneurship. With decades of experience guiding executives and innovators, he blends practical wisdom with deep psychological insight to help founders navigate the personal and professional challenges of building lasting companies.

As a trusted advisor and coach, Rich has worked with leaders across industries, shaping cultures that foster growth, creativity, and authentic connection. His unique approach integrates business strategy with mindfulness and self-awareness, empowering individuals to lead with clarity and purpose.

Through his writing and speaking, Rich inspires entrepreneurs to align vision with values. Founders, Keepers distills these lessons into an engaging narrative, offering guidance for those who seek not only to create successful ventures but to sustain their own well-being and integrity.

Tien Tzuo

Tien Tzuo, acclaimed co-author of Founders, Keepers, is a visionary entrepreneur and respected thought leader in the subscription economy. Best known as the founder and CEO of Zuora, he has helped redefine how companies build recurring revenue models, drawing on decades of experience at the forefront of technology and innovation.

In Founders, Keepers, Tien shares powerful insights on leadership, culture, and the enduring commitment required to build companies that last. His writing blends practical guidance with stories from his own journey scaling global businesses.

A sought-after speaker and mentor, Tien inspires founders to stay true to their mission while adapting to change, fostering organizations that thrive for generations.

Links

Connect with Rich Hagberg & Tien Tzuo!

Rich Hagberg

Hagberg Consulting Website | LinkedIn | Medium

Tien Tzuo

Zuora Website | LinkedIn | Medium

Check out Founders, Keepers on Amazon Books! 

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, X (formerly Twitter), Instagram, and subscribe on Apple Podcast / Spotify!

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On this episode of Christopher Lochhead: Follow Your Different, in an unfiltered and deeply human conversation with Christopher Lochhead and Eddie Yoon on their Creator Capitalist Conversation, Monroe Jones traces his journey from the experimental studios of Alabama and Nashville to working alongside icons like U2, Stevie Nicks, and David Crosby. Through stories of uncertainty, obsession, and unlikely breakthroughs, Monroe offers a blueprint for building a life and career powered by authentic passion and “slow dopamine.”

If you’ve ever wondered what it takes to create a meaningful, enduring legacy in the music business, or any creative field, legendary Grammy-winning producer Monroe Jones offers a masterclass in the transformative power of obsession, generosity, and self-forgetfulness.

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.

The Art of Serendipity: Building a Life Through Obsession and Generosity

From the earliest moments of the conversation, it’s clear Monroe Jones’ career wasn’t pursued with a perfect plan, but rather, navigated by an intense pull, what he calls “the disease” of creativity. Growing up in the South, Monroe was steeped in family, tradition, and, crucially, music; a world that intersected unexpectedly with architecture, marketing, and the showmanship of the British pop invasion. By his teens, Monroe was constructing makeshift studios, experimenting with reel-to-reel tape machines, and hustling his way through the yellow pages of Nashville’s Music Row. Resourcefulness was his secret weapon. For nearly a decade before his breakthrough, Monroe lived on a writer’s stipend, stacking thousands of “unseen reps” in the studio, all the while feeling compelled to create, regardless of circumstance.

But perhaps what truly sets Monroe apart is not just the hustle or even the technical prowess, but his commitment to generosity and openness within creative communities. He recounts transformative moments: in dimly lit control rooms at A&M Studios or impromptu sessions with future legends, where serendipity and relationships created leaps of opportunity. “A lot of it is in a Forrest Gump sort of way,” Monroe laughs, describing chance encounters with the likes of Bono and Jimmy Iovine. Yet these “lucky breaks” were only possible because Monroe had prepared meticulously for a decade, learned every piece of new technology, and was always willing to show up for others, both as a collaborator and behind the scenes. “Creativity is freedom for me,” he declares. “If I can make something, boy oh boy. That’s it.”

Design, Songwriting, and the Architecture of Lasting Craft

One of the most insightful threads running through the conversation is Monroe’s unique perspective on the parallels between songwriting, architecture, and marketing. He attributes much of his creative worldview to both his father, a celebrated architect, and a college professor who urged him to pursue his true passion. The insight? Structure underpins all acts of creation, whether building a cathedral or crafting a pop anthem. Monroe sees songs as buildings, each with their own rooms (verses, choruses, bridges) and design principles, a blend of logic, beauty, and flow.

This architect’s eye carries over to his work with artists at every stage, from the earliest demos to Grammy-caliber productions. Monroe’s obsession with “stacking reps”, hours spent learning, iterating, and failing, is the invisible scaffolding behind creative legends. He reflects on years in the studio as both exhilarating and grueling, emphasizing that the foundational investments of time and curiosity yield not just technical mastery, but an enduring inner capital of confidence, relationships, and creative assets.

Slow Dopamine: The Bliss of Self-Forgetfulness and the True Creative Edge

Perhaps the richest takeaway from Monroe’s journey is his articulation of what he and Eddie Yoon call “slow dopamine”, the deep, sustaining joy that comes not from a viral hit or fleeting applause, but from the immersive, almost meditative process of creation. In his words, slow dopamine is akin to a state of self-forgetfulness:

“When you’re caught, when you’re in the zone and in some kind of flow, you lose yourself in it… There’s no more self-consciousness. What’s better than that?”

– Monroe Jones

The contrast couldn’t be starker in an age addicted to short-form, quick-fix dopamine hits: the buzz of likes, views, and superficial validation. Monroe champions instead the unhurried magic that comes from longform, collaborative effort, where the act of making itself becomes the reward. He sees this not just as a personal high but as the foundation of “lifetime creator capital”, emotional, intellectual, and even financial dividends that reverberate across decades. In the studio, surrounded by a trusted band of collaborators, Monroe explains, the slow dopamine becomes communal, a shared ecstasy at the moment of authentic creation that technology alone can never quite replicate.

His advice for those seeking meaning and durability in their work is both ambitious and comforting: reject the fleeting pursuit of noisy, cheap highs, and design your career for the bliss of self-forgetfulness and craftsmanship. Build not just for yourself, but for the category you alone can inhabit; your “category of one.” As Monroe and his hosts make clear, in a world clamoring for easy achievement, what it really needs is the gift of your unique, enduring perspective—created one obsessed, generous, and blissful moment at a time.

To hear more from Monroe Jones and how to build a career that lasts in the current market, download and listen to this episode.

Bio

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On this episode of Christopher Lochhead: Follow Your Different, we welcome back Ray Wang, principal analyst and CEO of Constellation Research, for a dynamic discussion on technology’s future.

We explore the explosive rise of AI-native companies, the shifting global tech landscape, and the urgent need for U.S. manufacturing revitalization. Ray also highlights NVIDIA’s dominance in AI, the U.S.-China tech rivalry, and challenges facing Western innovation.

The conversation addresses local governance, inefficiencies in public spending, and the importance of community-focused leadership. Insightful and timely, the episode offers a candid look at the opportunities and risks shaping tomorrow’s tech-driven world.

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.

Ray Wang on the Rise of AI Exponential Companies: Redefining Tech’s Competitive Landscape

The tech industry is undergoing a radical shift as “AI exponentials” redefine how companies launch, scale, and compete. Coined by Christopher Lochhead and analyst Ray Wang, these ultra-lean ventures harness artificial intelligence to achieve extraordinary efficiency, often generating tens of millions in annual recurring revenue with only a few employees.

ServiceNow’s rise to a $180 billion market cap illustrates the long arc of cloud innovation, but today’s startups push the model further. Sites like tinyteams.xyz track firms posting up to $20 million ARR per employee, while projects such as Turbo Learn AI, built by college dropouts using only ChatGPT, AWS, and Perplexity, show how minimal capital can now create high-impact software.

This “atomization” of business echoes biotech’s disruption of big pharma: innovation emerges outside legacy giants, who increasingly serve merely as distribution channels. The next frontier may be one-person, billion-dollar enterprises, unleashing vast creative potential while reshaping society.

Ray Wang on the White Collar Recession and the AI-Driven Future of Work

Ray Wang warns that the world is entering the largest White-Collar Recession yet, driven by rapid automation and AI. Tech giants like Microsoft and Nvidia expect to double revenue without adding comparable headcount, transforming the workplace from a broad pyramid into a narrow diamond. This shift threatens entry-level and managerial roles, leaving young workers with limited opportunities and older professionals facing displacement despite valuable expertise.

Rather than simple layoffs, Ray sees an evolution of work. Experienced knowledge workers, equipped with affordable, scalable tools, are more likely to launch their own ventures than climb shrinking corporate ladders. Venture capital, built for slower, capital-heavy startups, struggles to keep pace as AI founders can bootstrap to profitability.

The next two years, he predicts, will usher in a golden age of AI entrepreneurship. Yet this transformation raises urgent questions about mentorship, economic mobility, and how society will adapt alongside technological progress.

Geopolitical AI, the US-China Cold War, and the Battle for Humanity’s Future

Ray Wang casts the US–China tech rivalry as a defining struggle for humanity’s future: one fought with chips, algorithms, and influence rather than weapons. He contrasts China’s centralized, surveillance-driven AI model with the West’s ideal of decentralized abundance and freedom. This conflict, simmering for over a decade, now plays out in debates over chip exports, data sovereignty, and social-media persuasion wars.

America currently holds a three-year chip advantage through companies like Nvidia, which dominate both hardware and AI software ecosystems. But Wang warns this lead is fragile: Chinese engineers are skilled, manufacturing capacity is world-class, and Europe risks irrelevance unless it chooses a side. Economic cooperation could quickly turn zero-sum.

Maintaining Western competitiveness demands massive mobilization: from reshoring iPhone production to leveraging tribal lands for low-regulation manufacturing and rethinking energy and supply chains. The decisions made on AI governance, economic policy, and alliances will shape whether the future favors freedom or digital feudalism.

To hear more from Ray Wang and his thoughts on Agentic AI and how you can take advantage of the current flow from manual to AI, download and listen to this episode.

Bio

R “Ray” Wang (pronounced WAHNG) is the Founder, Chairman, and Principal Analyst of Silicon Valley based Constellation Research Inc. He co-hosts DisrupTV, a weekly enterprise tech and leadership webcast that averages 50,000 views per episode and authors a business strategy and technology blog that has received millions of page views per month.  Wang also serves as a non-resident Senior Fellow at The Atlantic Council’s GeoTech Center.

Since 2003, Ray has delivered thousands of live and virtual keynotes around the world that are inspiring and legendary. Wang has spoken at almost every major tech conference. His ground-breaking bestselling book on digital transformation, Disrupting Digital Business, was published by Harvard Business Review Press in 2015.  Ray’s new book about Digital Giants and the future of business titled, Everybody Wants to Rule the World will be released July 2021 by Harper Collins Leadership.

Wang is well quoted and frequently interviewed in media outlets such as the Wall Street Journal, Fox Business News, CNBC, Yahoo Finance, Cheddar, CGTN America, Bloomberg, Tech Crunch, ZDNet, Forbes, and Fortune.  He is one of the top technology analysts in the world.

Links

Follow Ray Wang!

Website | Twitter | LinkedIn | Constellation Research | DisrupTV

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, X (formerly Twitter), Instagram, and subscribe on Apple Podcast / Spotify!

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On this episode of Christopher Lochhead: Follow Your Different, we welcome back marketing leader and author Laura Ries for the conclusion of their two-part conversation. If you haven’t listened to part 1 or would like to remind yourself where we left off, you can check it out here for a quick recap (FYD 405). 

Laura shares insights from her new book, The Strategic Enemy, emphasizing the importance of defining what your brand stands against. The discussion covers lessons from her father Jack Trout’s legacy, the power of positioning, and the role of visual storytelling in marketing. Laura has been on the frontlines of marketing for decades, carrying on the legacy of her father, Al Ries, and pushing the boundaries of positioning with her own punchy perspective.

So what’s the real difference-maker in a market crowding with noise, AI, and everyone vying for a sliver of attention? It’s not merely being seen. It’s being distinct, thanks to the power of strategic opposition. Join us as we get into it and more with Laura Ries.

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.

Opposition over Superiority

Laura puts it in plain English: “The mind understands opposition faster than superiority.” Translation? If you want people to quickly get why they should care, you have to tell them what you’re not. Chick-fil-A isn’t just for chicken lovers, it’s for people who are tired of burgers. In-N-Out doesn’t bother with chicken or vegan burgers; they double down on a simple, hyper-focused menu that stakes out clear territory against the bells and whistles of modern fast food.

When brands define WHO or WHAT they’re battling, it’s easier for us to pick sides. Defining an “enemy” isn’t about trash talk, it’s about clarity. It sharpens what your business stands for, attracts loyal fans, and carves out space the competition can’t touch.

Laura Ries on Finding Your Horse & Riding It

This goes deeper than companies. The idea holds for personal brands, careers, even college choices.

Laura recalls her father’s (now out-of-print) classic “Horse Sense”: don’t desperately try to do everything yourself; align yourself with the right “horse” (be it a category, a company, a person) and let synergy do the work. In a world of endless new tech and shifting industries, picking the right vehicle can be everything.

Stop Chasing Attention. Start Picking Fights (the Smart Way)

At the end of the day, nobody cares about your journey just for the sake of it. They care about how you make THEM matter, how you help them win THEIR battles, or fight an enemy they find worth taking down.

So, next time you’re tempted to “go viral,” ask yourself: Are you actually useful, or just noisy? Have you defined your enemy? Because if your brand (or your career) doesn’t stand against something, it’s just floating in the middle… and nobody roots for the middle.

Laura’s full-throttle approach: get clear, get focused, and don’t be shy about drawing a line in the sand.

To hear more from Laura Ries and her thoughts on Strategic Opposition, download and listen to this episode. 

Bio

Laura Ries is a leading marketing strategist, best-selling author, and global keynote speaker. She is the co-author of several influential books on branding, including The 22 Immutable Laws of Branding and The Fall of Advertising & the Rise of PR written with her late father and legendary positioning pioneer, Al Ries. Her new book The Strategic Enemy: How to Build & Position a Brand Worth Fighting For will be published in September 2025 by Wiley.

As chairwoman of RIES, the consulting firm she founded with Al, Laura has advised Fortune 500 companies and startups alike on building powerful, enduring brands. Her expertise lies in positioning, brand focus, and creating category dominance in competitive markets.

Links

Connect with Laura Ries!

Website | LinkedIn | X (Formerly Twitter)

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, X (formerly Twitter), Instagram, and subscribe on Apple Podcast / Spotify!

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On this episode of Christopher Lochhead: Follow Your Different, we sit down with marketing royalty Laura Ries, the daughter of Al Ries and Chairwoman of RIES, to unpack what makes for truly powerful brand building. The discussion, sparked by American Eagle’s controversial Sydney Sweeney campaign, offers a masterclass in cutting through the noise and making brands that dominate for decades, not just news cycles.

In a world obsessed with fleeting attention spans, viral TikToks, and celebrity partnerships, the rules for building a lasting brand have never been more confusing, or more misunderstood. When “attention” has become the trending currency, too many marketers forget the fundamental principles that separate overnight sensations from category-defining legends.

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.

Chasing Attention Versus Owning a Strategic Position

Laura Ries doesn’t mince words. Right from the start, she asks, “Are we just going out for attention’s sake?” In the American Eagle campaign, the retailer had Sydney Sweeney, a star adored by a young demographic. front and center with the tagline “Sydney Sweeney has great jeans.” The resulting hullabaloo proved attention-grabbing, but Laura and Christopher quickly zero in on the flaw: it was a win for Sweeney’s personal brand, maybe the category of jeans, but not for American Eagle.

Compare this to the iconic Brooke Shields for Calvin Klein moment, seared into pop culture by its taboo-breaking line: “Nothing comes between me and my Calvins.” Everyone still remembers it. And Shields herself, now in her 50s and 60s, gets asked about it to this day. Why did it stick when so many celebrity-driven campaigns fade fast? Laura argues the difference is clear: Calvin Klein tied a provocative moment to a real, ownable positioning idea. It wasn’t just attention; it was differentiation, and it transformed the brand.

The Leader, the Challenger, and the Power of Contrasts

Christopher then adds, “The category king of jeans is Levi Strauss”. If you’re not the leader, you can’t just market the category; you must establish a well-defined, opposite position. Calvin Klein’s campaign worked because it created a contrast in the market: there’s an implied competitor, a reason to choose Calvin’s over everything else.

American Eagle, on the other hand, failed to anchor its campaign in any clear difference or strategic enemy. Christopher asks, “If you’re American Eagle, what the fuck are you doing?” To this, they both agree: at the very least, American Eagle, given its patriotic name, should have leaned into American-made authenticity rather than a generic celebrity endorsement disconnected from any unique brand promise.

Category Design: The True Differentiator

Brands like Dude Wipes and Liquid Death exemplify the playbook for building new categories, and thus, legendary brands. Dude Wipes didn’t invent wipes, just as Liquid Death didn’t invent water. But they staked out a radically different, memorable position: “Dude” wipes for men, and canned water that resembles a beer or energy drink and brands itself as death to plastics.

This isn’t attention for attention’s sake; it’s strategic, memorable, and deeply anchored to a big idea: a core enemy, a new experience, a bold promise.

To hear more from Laura Ries and her thoughts on why virality isn’t enough to build a legendary brand, download and listen to this episode.

Bio

Laura Ries is a leading marketing strategist, best-selling author, and global keynote speaker. She is the co-author of several influential books on branding, including The 22 Immutable Laws of Branding and The Fall of Advertising & the Rise of PR written with her late father and legendary positioning pioneer, Al Ries. Her new book The Strategic Enemy: How to Build & Position a Brand Worth Fighting For will be published in September 2025 by Wiley.

As chairwoman of RIES, the consulting firm she founded with Al, Laura has advised Fortune 500 companies and startups alike on building powerful, enduring brands. Her expertise lies in positioning, brand focus, and creating category dominance in competitive markets.

Links

Connect with Laura Ries!

Website | LinkedIn | X (Formerly Twitter)

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, X (formerly Twitter), Instagram, and subscribe on Apple Podcast / Spotify!

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In a special episode from the DisrupTV studios, marketing visionaries Christopher Lochhead, Ray Wang, Vala Afshar, and guest Sunil Karkera dive deep into the themes of Christopher Lochhead’s latest book, The Existing Market Trap.

The conversation is a masterclass in modern marketing strategy, category design, and the seismic impact of artificial intelligence (AI) on business. If you’re a marketer, entrepreneur, or executive looking to future-proof your company and career, this episode is a must-listen.

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.

Understanding the Existing Market Trap

Most companies fail not because their products are bad, but because they compare their innovations to old market standards. This “existing market trap” forces them to compete in crowded, established categories, dooming them to incremental improvements and eventual irrelevance.

Lochhead warns that trillions in investment will be lost if companies keep chasing existing markets instead of creating new ones, and much of the 90%+ startup failure rate is due to the trap of incrementalism, trying to be “better” rather than “different.” The key is to stop benchmarking new products against legacy solutions and instead ask: What new problem are we solving, and how can we define a new category around it?

The Power of Category Design

Category design is the discipline of creating and dominating new market categories. It’s not just a marketing tactic, it’s a strategic mindset shift. Markets are groups of people with a shared problem, while categories are defined by what people believe can solve that problem. Companies like OpenAI and Nvidia didn’t chase existing demand, they created it. Legendary category designers start with a vision of a radically different future and work backward, understanding that the language used to describe a product and category shapes what people believe is possible.

Ultimately, the most powerful thing you can “ship” is a new belief about what’s possible. Rather than out-featuring competitors, the goal is to redefine the game and build the aisle, not just fight for shelf space.

AI as a Co-Founder, Not a Copilot

Treating AI as a mere “assistant” or “copilot” is a massive missed opportunity. AI should be the core foundation of your business and career. When AI is just an add-on, it leads to incremental change, but when it is treated as a co-founder, it enables exponential, net-new value creation.

The next generation will be “native AI”; they’ll expect AI to be at the center of everything. To take advantage of this, businesses should integrate AI deeply, building processes, products, and even company culture around AI from the ground up, and reimagine roles so that AI is seen as a creative partner, not just a tool.

To hear more of this amazing dialogue between marketing geniuses, download and listen to this episode. 

Links

If you wish to check out more episodes from DisrupTV, you can do so on these links:

LinkedIn | X (formerly Twitter) | Youtube | Apple Podcast | 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, X (formerly Twitter), Instagram, and subscribe on Apple Podcast / Spotify!

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On this episode of Christopher Lochhead: Follow Your Different, we sit down with Chris Happ, co-founder and CEO of Virtuous AI, to discuss the urgent need for businesses to embrace AI.

We explore how companies have a narrow two-year window to integrate AI deeply or risk being left behind. Chris shares real-world insights on closing the “execution gap” with AI, treating AI as a true business partner, and why curiosity is now the top skill for leaders.

This episode is essential listening for marketing professionals and executives navigating the AI-driven future.

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.

Chris Happ on the AI Tipping Point for Business

If you’re a business leader, entrepreneur, or marketer, you’re standing at a crossroads. The AI revolution isn’t coming—it’s already here. Christopher sat down with Chris Happ, CEO of Virtuous AI, to tackle a critical question: Do businesses have just two years to embrace AI, or risk being overtaken by it?

This is not just another tech hype cycle. As Chris Happ puts it, companies will either become AI-first or become fossils. The pace of change is relentless, and the window to act is closing fast.

The Urgency: Why the Next Two Years Matter

Chris Happ and Christopher Lochhead draw a powerful parallel between today’s AI moment and the dawn of the commercial internet in the late 1990s. Back then, the fear was being “Amazoned”—disrupted by a digital-first competitor. Today, the risk is being left behind by AI-native businesses.

Chris estimates that businesses have about a two-year window—maybe less—to make AI a core part of their operations before the competitive gap becomes insurmountable. The pace of AI development is exponential. What seemed impossible last year is table stakes today. And this isn’t just a tech problem; it’s a business survival issue. Every industry, from butchers to billion-dollar enterprises, is at risk.

The advice is clear: start now. Don’t wait for AI to “mature.” The companies that experiment, learn, and iterate today will dominate tomorrow. Look at how leading companies are using AI—not just in Silicon Valley, but in your own industry.

The Execution Gap: The Real Barrier to Growth

Most successful companies already have solid strategies. The real challenge is execution. Chris Happ calls this the “execution gap”—the chasm between what you plan and what you actually deliver.

As companies grow, executing on strategy becomes exponentially harder. Critical information is often locked away in different departments or systems, and too much time is spent on repetitive, low-value tasks. AI can close this gap by analyzing data and generating insights in seconds, not weeks. AI-driven processes reduce human error and ensure best practices are followed every time, enabling you to do more with less and scale your operations without scaling your headcount.

Chris Happ shared a story where Virtuous AI’s “Violet” answered a complex business question in just 26 seconds—a task that would have taken a traditional data team two weeks. The lesson: map out where your strategy breaks down in execution, identify the bottlenecks, and pilot AI solutions in high-impact areas like sales forecasting, customer segmentation, or process automation.

To hear more from Chris Happ and how you can turn AI into a valuable business partner, download and listen to this episode.

Bio

Chris Happ has served as Chief Executive Officer of Virtuous AI since June 1, 2024, leading the company’s move from beta into enterprise-ready deployments of its “AI in a Box” platform.

An experienced tech executive and entrepreneur, he previously co‑founded blueSolutions (exiting to Hubwoo), led Goby through growth to exit via Conservice, and scaled MarketTime to 780 % revenue growth and Inc. 5000 recognition.

A graduate in Economics from Miami University, Happ also advises startups like Ivee and LUDEX and serves on the board of the Greater Chicago Food Depository.

Links

Find out more about Chris Happ!

LinkedIn | VirtuousAI

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, X (formerly Twitter), Instagram, and subscribe on Apple Podcast / Spotify!