Podcast: Play in new window | Download (Duration: 1:13:32 — 50.5MB) | Embed

Subscribe: Apple Podcasts | Spotify | Pandora | RSS | More

On this episode of Christopher Lochhead: Follow Your Different, we are treated to a profound conversation with Rickson Gracie, a legendary figure in Brazilian Jiu-jitsu.

Known for his unparalleled contributions to martial arts and his deep philosophical insights, Rickson Gracie shares his wisdom on life, purpose, and spirituality.

Rickson also discusses the significance of being present, engaging authentically in relationships, and cultivating a sense of purpose. His philosophy extends beyond the mat, offering valuable lessons in personal growth and mindfulness, encouraging listeners to embrace resilience and inner strength in their daily lives.

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.

Rickson Gracie on the Nature of Competition in Jiu-Jitsu

Rickson Gracie begins by highlighting a unique aspect of jiu-jitsu: the ability to compete intensely without causing injury. Unlike striking arts such as boxing, jiu-jitsu incorporates the concept of “tapping out,” allowing practitioners to engage fully while maintaining safety. This dynamic foster a learning environment where losing is seen as an integral part of growth.

Gracie also emphasizes the significance of being present, a practice that is central to jiu-jitsu. On the mat, practitioners must focus entirely on the moment, leaving behind external distractions. This mindfulness not only enhances performance but also translates to everyday life, fostering a sense of calm and clarity.

Rickson Gracie on Engagement and Connection in Relationships

The conversation then touches on the importance of genuine engagement in relationships. Gracie reflects on how technology has altered social interactions, often leading to superficial connections. He argues that martial arts training can help individuals reconnect with the essence of human interaction, fostering deeper connections through shared experiences and presence.

Rickson Gracie on Finding and Fulfilling Your Purpose & Building Inner Strength

Rickson Gracie discusses the concepts of purpose and service, highlighting that happiness is a dynamic process requiring effort and intention. He encourages listeners to identify their commitments and responsibilities, whether to family, work, or personal growth. Taking care of oneself is essential to being able to serve others effectively.

On that note, Gracie opens up about his personal challenges, including his battle with Parkinson’s disease. He approaches this new opponent with a strategic mindset, focusing on resilience and adaptability. He emphasizes the importance of understanding oneself and developing a strong sense of inner peace to navigate life’s difficulties.

To hear more from Rickson Gracie and his philosophies on the mat & in life, download and listen to this episode.

Bio

Rickson Gracie is a legendary Brazilian Jiu-Jitsu master and MMA pioneer, celebrated for his mastery, discipline, and contributions to martial arts.

A member of the renowned Gracie family, Rickson holds an 8th-degree red-and-black belt and has achieved an unparalleled level of skill and influence.

Known for his philosophy of mind-body connection and his undefeated record in over 400 fights, he remains an iconic figure in the jiu-jitsu world, inspiring practitioners globally.

Links

Follow Rickson Gracie!

Website | Instagram

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 iTunes!

Podcast: Play in new window | Download (Duration: 1:20:35 — 55.3MB) | Embed

Subscribe: Apple Podcasts | Spotify | Pandora | RSS | More

On this episode of Christopher Lochhead: Follow Your Different, we have a conversation with Matti Anttila, the visionary founder of Grain and Barrel Spirits.

Matti shares his remarkable journey from investment banking to becoming a leader in the craft spirits market, focusing on the revitalization of the iconic Chicken Cock whiskey brand. He discusses the importance of brand authenticity, leveraging history, and the unique identity of Chicken Cock.

The episode also explores Matti’s collaboration with the Elvis Presley estate, enhancing the brand’s allure. Matti emphasizes experiential engagement and strategic partnerships to differentiate in a competitive market, offering valuable insights for entrepreneurs in the spirits industry.

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.

Matti Anttila: From Investment Banking to Craft Spirits

Matti’s transition from a lucrative career in investment banking to the unpredictable world of spirits was driven by a desire to create something meaningful. His background in real estate development fueled his passion for building something from the ground up, allowing him to see his ideas come to life.

Transitioning to a new industry can be daunting, but pursuing what he loves has led to greater fulfillment and success. By utilizing his previous experiences and skills, Matti was able to build a strong foundation in his new venture.

Differentiating in a Competitive Market: Identifying White Space & Leveraging History

Matti emphasizes that true innovation often comes from outside the industry. When entering the spirits market, he sought to identify “white space” within established categories, allowing him to avoid the challenge of educating consumers about what whiskey or bourbon is. This approach enabled him to carve out a unique niche for Chicken Cock whiskey.

Another significant part of Matti’s strategy involved leveraging history. He recognized that whiskey is a category where history plays a crucial role. By resurrecting Chicken Cock, a brand with roots dating back to 1856, he tapped into a rich heritage that added depth to the brand’s narrative.

Matti Anttila & The Power of a Distinctive Name

The name “Chicken Cock” itself was a major draw for Matti. It not only piqued his curiosity but also served as an effective conversation starter. The brand’s history, including its prominence at the Cotton Club during prohibition and mentions by figures like Duke Ellington, added to its allure.

Matti believes that word-of-mouth marketing is one of the most powerful tools for any brand. Chicken Cock’s distinctive name naturally fosters conversations, making it easier to engage consumers and build brand awareness.

To hear more from Matti Anttila and his thoughts on how to revive a brand to something legendary, download and listen to this episode.

Bio

Matti Anttila is the founder & CEO of Grain & Barrel Spirits, an innovative company specializing in crafting and marketing premium spirits.

With a passion for authenticity and quality, Matti has revived historic brands and introduced new, award-winning products like Chicken Cock Whiskey, Dixie Vodka, and Endless Summer Spirits.

His approach combines an appreciation for tradition with a modern, entrepreneurial spirit, leading Grain & Barrel to rapid growth in the global spirits industry.

Matti’s leadership and dedication to brand authenticity have made Grain & Barrel Spirits a standout in the market, recognized for its distinctive, high-quality offerings.

Links

Follow Matti Anttila!

Website | LinkedIn | Interview with Matti

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 iTunes!

Podcast: Play in new window | Download (Duration: 45:07 — 31.0MB) | Embed

Subscribe: Apple Podcasts | Spotify | Pandora | RSS | More

On this episode of Christopher Lochhead: Follow Your Different, Christopher and fellow Category Pirate Eddie Yoon dive into the misconceptions surrounding innovation and market dynamics.

This episode is a must-listen for business leaders and entrepreneurs who want to navigate the complexities of today’s market more effectively. 

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 Context

The episode revolves around the limitations of Clayton Christensen’s “Innovator’s Dilemma” and the assumptions that can lead businesses astray. Eddie Yoon critiques the traditional understanding of disruptive innovation, arguing that it often misguides incumbents in their strategic decisions. He emphasizes the need for a fresh perspective on innovation that focuses on creating value rather than merely competing on price.

The Innovator’s Dilemma

Christopher Lochhead opens the discussion by emphasizing the importance of genuine conversations in business and innovation. He sets the context for a deep dive into the innovator’s dilemma, highlighting its relevance in today’s fast-paced market.

Eddie Yoon then elaborates on the four fatal flaws associated with the innovator’s dilemma and introduces intriguing concepts like “super dingdong premium pricing.” Yoon shares valuable insights on how companies can generate unparalleled value while steering clear of “competition derangement syndrome.”

The Four Fatal Flaws of the Innovator’s Dilemma

Lower Prices vs. Super Ding-Dong Premium Pricing

The Misconception

Many companies believe that lowering prices is the best strategy for growth. While this can increase market share, it often sacrifices profitability.

The Reality

Eddie points out that companies like Apple thrive by maintaining premium pricing, capturing a larger share of revenue and profits. Lowering prices can lead to a race to the bottom, where quality and brand value are compromised.

Lesser Consumers vs. Super Consumers

The Misconception

Businesses often target “lesser need consumers” to expand their market, assuming that this will lead to growth.

The Reality

Eddie argues that this perspective is overly simplistic and lacks empathy. Instead, businesses should recognize the potential of “super consumers”—those who are passionate about the product and willing to pay for higher quality.

Winning the Present vs. Designing the Future

The Misconception

Many companies focus solely on current market dynamics, trying to compete in existing markets rather than envisioning future possibilities.

The Reality

This short-sightedness can lead to missed opportunities for innovation and growth. Eddie encourages businesses to think beyond the present and actively design the future by identifying unmet needs and creating new solutions.

Languaging Around Destruction Scarcity vs. Creation Abundance

The Misconception

The language surrounding disruption often focuses on destruction and scarcity, leading to a negative mindset that stifles creativity and innovation.

The Reality

Businesses should adopt a mindset of abundance and creation, where the goal is to build new categories and solve problems rather than merely displacing competitors.

To hear more from Pirates’ Eddie Yoon and Christopher Lochhead, download and listen to this episode.

This episode is based on a new audio mini-book “The Innovator’s Delusion” by your friendly, neighborhood Category Pirates! If you are curious about how you can avoid falling into the trap of Innovator’s Delusion, read about Christopher & Eddie’s solution on “The Innovator’s Solution”. 
Want to join in on the Pirate Talks? Subscribe to Category Pirates and sail the seas with fellow Pirates today!

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 Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

Podcast: Play in new window | Download (Duration: 54:28 — 37.4MB) | Embed

Subscribe: Apple Podcasts | Spotify | Pandora | RSS | More

On this episode of Christopher Lochhead: Follow Your Different, we engage with marketing innovator and bestselling author Seth Godin.

We explore the transformative impact of AI on business, the significance of personal agency, and the pitfalls of hustle culture. Seth emphasizes the importance of choosing customers and competition wisely, as these decisions shape one’s future. The conversation also highlights the role of emotional labor, the need for intentionality in life and career design, and the dangers of hustle culture.

Seth advocates for permission-based marketing, urging marketers to build genuine connections and deliver value to their audiences.

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.

Seth Godin on the Importance Personal Agency

Seth Godin emphasizes the importance of taking control of one’s life and career. He argues that many people are conditioned to conform and fit in, which limits their potential. Instead, he advocates for a life designed with intention, where individuals actively choose their paths rather than passively responding to circumstances.

Another central idea in Seth’s philosophy is that the customers and competition one chooses directly influence their future. He explains that if you cater to a specific audience, you must accept the limitations that come with that choice. Conversely, by selecting customers who align with your vision, you can create a more fulfilling and successful career.

The Impact of AI on Business

The conversation also explores the impact of AI on the business landscape. Seth discusses how AI can be leveraged not just as a tool but as an integral part of a business strategy. He emphasizes that while AI can automate certain tasks, the human element—emotional labor, creativity, and decision-making—remains irreplaceable.

Seth Godin’s thoughts on Hustle Culture

Seth critiques the hustle culture that glorifies constant work and competition. He argues that this mindset can lead to burnout and dissatisfaction. Instead, he encourages individuals to focus on meaningful work that aligns with their values and goals, rather than chasing trends or external validation.

Seth and Christopher then discuss the idea that collaboration can oftentimes lead to greater success than competition. They argue that viewing others in the same field as collaborators rather than competitors can foster a more supportive and innovative environment.

To hear more from Seth Godin and his thoughts in AI & Hustle Culture, download and listen to this episode.

Bio

Seth Godin is a renowned entrepreneur, author, and marketing thought leader. He is the creator of the blog “Seth’s Blog,” where he shares insights on marketing, leadership, and personal development.

Godin has written over 20 bestselling books, including Purple Cow, Linchpin, and The Dip, which focus on innovation, branding, and standing out in today’s competitive market.

He is also the founder of several startups, including Yoyodyne, which pioneered online permission marketing.

Through his writing, speaking, and courses, Godin encourages individuals to embrace creativity and make meaningful contributions.

Links

Follow Seth Godin!

Seth’s Blog | Website | 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, Twitter, Instagram, and subscribe on iTunes!

Podcast: Play in new window | Download (Duration: 1:36:24 — 44.1MB) | Embed

Subscribe: Apple Podcasts | Spotify | Pandora | RSS | More

On this episode of Christopher Lochhead: Follow Your Different, we engage in a profound conversation with Command Sergeant Major Gretchen Evans, a decorated veteran who served 27 years in the U.S. Army.

Gretchen shares her inspiring journey, from her motivations for joining the military to her experiences as one of the few women in a male-dominated environment. She discusses the challenges she faced, including injuries that led to her hearing loss, and her post-military work with Team Unbroken, an adaptive athletic team she founded.

Gretchen Evans’ story is one of resilience, leadership, and unwavering dedication to service.

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.

Honoring Veterans and Their Service: Command Sergeant Major Gretchen Evans

Christopher opens the episode by expressing his deep respect for veterans and the critical role they play in society. He then introduces Command Sergeant Major Gretchen Evans, highlighting her remarkable journey and the challenges she faced, including injuries sustained in combat that led to her hearing loss.

Christopher emphasizes Gretchen’s role as an inspiration, both during her military career and in her life after service, particularly through her work with Team Unbroken, an adaptive athletic team for veterans and civilians who have faced life-altering injuries or trauma.

Early Motivations and Joining the Military

Gretchen shares her motivations for joining the military, which were born out of necessity. After losing her parents at a young age, her older brother became her guardian. Struggling to make ends meet while juggling college and work, she was inspired by her father, a World War II veteran, and the values instilled in her.

She decided to enlist in the military, finding a welcoming environment in the Army after being turned away by other branches due to her height.

Breaking Barriers as a Woman in the Military

When Gretchen Evans enlisted in 1979, there were very few women in combat roles. She reflects on the challenges of being one of the few women in a male-dominated environment, particularly during basic training.

Despite the tough leadership from Vietnam veterans who were not accustomed to training women, Evans expresses gratitude for the rigorous training she received, which prepared her for the realities of military life.

She shares her first experience of being deployed to a combat zone in Grenada in 1983, describing the mix of nerves and excitement she felt. Despite her youth and inexperience, she relied on her training and the guidance of her leaders to navigate the chaotic environment.

To hear more from Gretchen Evans and her inspiring story of never giving up, download and listen to this episode.

Bio

Command Sergeant Major Gretchen Evans is a highly decorated U.S. Army veteran, motivational speaker, and author.

With over 27 years of service, she served as a senior intelligence analyst and paratrooper in multiple combat zones, including Afghanistan, where a mortar blast resulted in a traumatic brain injury and hearing loss.

Despite her injury, Evans continues to inspire through her resilience, sharing her journey in overcoming adversity. She leads Team UNBROKEN, the first all-disabled team in the “World’s Toughest Race” on Amazon Prime, promoting awareness about disability and perseverance.

Links

Follow Command Sergeant Major Gretchen Evans!
Team UNBROKEN | LinkedIn |  Instagram

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 iTunes!

Podcast: Play in new window | Download (Duration: 1:28:46 — 61.0MB) | Embed

Subscribe: Apple Podcasts | Spotify | Pandora | RSS | More

In this episode of Christopher Lochhead: Follow Your Different, we look back into the harrowing events of October 7th, 2023, when Hamas launched a devastating attack on Israel, resulting in the largest massacre of Jews since World War II.

This episode features an overview of the geopolitical context, the humanitarian crisis in Gaza, and a firsthand account from Natalie Sanandaji, a survivor of the Nova Festival massacre. 

What you’re about to hear is a real, unedited, unfettered, unfiltered conversation about an extraordinary event that happened on October 7, and has been impacting the rest of the world since.

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 Geopolitical Context

Christopher Lochhead provides a detailed overview of the October 7th attacks, emphasizing the unprecedented scale and impact. On that fateful day, 3,000 terrorists infiltrated Israel, resulting in 1,200 deaths and 252 hostages taken to Gaza. Over the following year, Iran and its proxies launched 10,000 missiles, warheads, and drones at Israeli civilians, with the Iron Dome defense system intercepting nearly 200 ballistic missiles in one significant attack.

The humanitarian situation in Gaza is also dire, with the people suffering under the oppressive rule of Hamas. A survey by the Tony Blair Institute revealed that 87% of Palestinians hold Hamas responsible for the ongoing conflict and suffering. Despite receiving over $25 billion in humanitarian aid, the average Gazan sees little benefit, as Hamas leaders hoard the funds.

A Survivor’s Story: Natalie Sanandaji

Natalie Sanandaji shares her background and circumstances as to why she was in the area during the attack. As an American Jew with Iranian and Israeli heritage, Natalie has visited Israel almost every year. She attended the Nova Festival, a nature party themed around peace, unity, and love, with a vibrant atmosphere and a friendly, accepting community.

Natalie recounts the events of October 7th, providing a vivid and emotional account of the attack. The festival was in full swing when rockets began to be intercepted by the Iron Dome. Initially, attendees were more annoyed than scared, believing the Iron Dome would protect them.

“One of our friends from our campsite was on the dance floor when the rock first rockets were intercepted overhead, and she knew that we were still at the campsite sleeping; we hadn’t woken up yet. So she came back to the campsite to wake us up, because she wants to make sure that we were alert to what was happening. She came in she woke us up and she was all smile-y. And she was like, “Hey guys, good morning. I just want to wanted you to know a few rockets were intercepted overhead. But it’s fine.” “

– Natalie Sanandaji

However, the situation quickly escalated as festival security shut off the music and announced an evacuation.

The Aftermath and Reflection

Natalie reflects on the aftermath of the attack and the importance of sharing her story. She disassociated from the moment she saw the rockets, allowing her to speak about the events without breaking down emotionally. Many of her friends and fellow festivalgoers did not survive, and she feels a responsibility to be a voice for those who cannot speak out.

Natalie’s bravery and resilience are evident as she continues to share her story and raise awareness about the ongoing conflict.

To hear more from Natalie Sanandaji and the event that unfolded during the October 7th attack, download and listen to this episode. 

Bio

Natalie Sanandaji, 28, serves as a public affairs officer for the Combat Antisemitism Movement (CAM).

A Long Island native, Natalie worked in real estate in New York City before October 7th, when she survived the Nova music festival massacre during a visit to Israel. Her traumatic experience that day led her to transform her life and switch her professional track to Jewish advocacy and fighting antisemitism.

Links

Connect with Natalie Sanandaji!

Twitter/X | Instagram

Combat Antisemitism Movement | CAM Twitter/X

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 iTunes!

Podcast: Play in new window | Download (Duration: 1:21:34 — 56.0MB) | Embed

Subscribe: Apple Podcasts | Spotify | Pandora | RSS | More

In the spirit of Oktoberfest, this episode of the Christopher Lochhead: Follow Your Different is a look back into our conversation with Professor Edward Slingerland, a distinguished scholar and author of Drunk: How We Sipped, Danced, and Stumbled Our Way into Civilization.

They delve into the cultural and historical significance of alcohol consumption, examining its role in human civilization. Professor Slingerland argues that alcohol has been pivotal in social bonding, creativity, and even the development of agriculture. They discuss how different cultures approach drinking, highlighting the benefits of moderation and the potential harms of excessive consumption. The episode offers a nuanced perspective on alcohol’s impact on society.

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.

Edward Slingerland on Why Humans Enjoy Getting Drunk

Professor Slingerland begins by addressing a fundamental question: why do humans enjoy getting drunk? The simple answer is that it feels good. However, this leads to a deeper inquiry: why has evolution allowed us to enjoy getting drunk? The prevailing narrative suggests that our attraction to intoxication is an evolutionary mistake. Substances like alcohol are often seen as hijacking our brain’s reward circuits, providing pleasure without any evolutionary purpose.

Contrary to this view, Professor Slingerland argues that alcohol has played a significant role in human evolution. Unlike other pleasurable activities that evolution tolerates because they are not overly costly, alcohol consumption can cause real harm.

But despite its potential dangers, humans have been focused on making and consuming alcohol for thousands of years. Archaeological evidence shows that humans were brewing beer around 13,000 years ago, well before the advent of agriculture. This suggests that our desire to get intoxicated may have driven the development of agricultural societies.

Alcohol and the Development of Societies

One of the key arguments in Professor Slingerland’s book is that the first plants domesticated by humans were often those with psychoactive properties, not necessarily those that were nutritionally beneficial. For instance, the ancestor of maize was cultivated for its potential to make beer rather than for food. This desire for intoxication may have been a primary motivator for settling down and forming agricultural societies.

Once humans transitioned to agricultural societies, they faced new challenges. Life in these communities was often stressful and monotonous compared to the more egalitarian and diverse lifestyles of hunter-gatherers. Alcohol provided a means to cope with these stresses, enhancing mood and reducing anxiety. This is still true today; many people enjoy a drink after work to mark the transition from a stressful day to a more relaxed evening.

Alcohol and Creativity

Alcohol has a long history of being used to enhance creativity. Humans rely heavily on creativity for survival, especially in adapting to changing environments and competing with other groups. However, there’s a tension in our brains between the need to innovate and the need to focus. Alcohol can help loosen inhibitions and foster creativity by temporarily downregulating the prefrontal cortex (PFC), which is responsible for executive functions like focus, impulse control, and decision-making.

The famous saying “write drunk, edit sober” encapsulates this dynamic. Different psychoactive substances can enhance different cognitive functions. Alcohol can help loosen inhibitions and foster creativity, while stimulants like caffeine can improve focus and task management. This balance between creativity and focus is crucial for innovation and problem-solving.

To hear more from Professor Edward Slingerland and the culture of drinking through the ages, download and listen to this episode.

Bio

Professor Edward Slingerland is a Distinguished University Scholar at the University of British Columbia, specializing in early Chinese thought, cognitive science, and digital humanities.

Educated at Princeton, Stanford, and UC Berkeley, he has authored major works, including Trying Not to Try and Drunk, exploring the intersections of ancient philosophy and modern science.

He directs the Database of Religious History and has received over $11 million in grants for interdisciplinary projects. Slingerland is also a dual citizen, avid ocean kayaker, and educator through his popular MOOCs on Chinese thought and religion.

Links

Website | UBC Profile | Twitter | Drunk

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!

Podcast: Play in new window | Download (Duration: 1:21:51 — 56.2MB) | Embed

Subscribe: Apple Podcasts | Spotify | Pandora | RSS | More

On this episode of Chistopher Lochhead: Follow Your Different, we talk with Richard Worsham and Grant Longenbaugh, the President and CMO of Janus Motorcycles. They discuss Janus’s unique approach to motorcycle design, emphasizing craftsmanship, simplicity, and a distinctive riding experience called “rambling.”

Richard and Grant share their journey from customizing mopeds to creating a new category of lightweight, custom motorcycles. They highlight their rejection of the industry’s focus on speed and technology, instead prioritizing the joy of riding and community engagement.

The episode underscores Janus’s success in redefining the motorcycle experience through authenticity and innovative category design.

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.

What is Janus Motorcycles?

Janus Motorcycles stands out in an industry that typically prioritizes speed and technological advancements. While the mainstream motorcycle market grows at a modest rate of about 2% annually, Janus has achieved remarkable growth, boasting a 50% increase over the previous year. This success is attributed to their commitment to craftsmanship and a unique riding experience that emphasizes a slower, more meditative journey.

The early days of Janus saw Richard and his co-founder, Devin, customizing mopeds and eventually deciding to create a motorcycle that reflected their vision. They started with a 50cc model, drawing inspiration from their experiences with mopeds. Community and collaboration played a crucial role in their journey, as they relied on local expertise and craftsmanship to bring their vision to life.

Richard Worsham & Grant Longenbaugh and how they got into Janus Motorcycles

Richard Worsham’s journey began on the East Coast and eventually led him to Goshen, Indiana, where Janus is based. His time at Notre Dame and the region’s rich history in craftsmanship, particularly in the RV industry, laid the foundation for Janus. Leveraging local manufacturing resources, including partnerships with Amish craftsmen known for their exceptional quality, Richard’s passion for motorcycles was ignited during his college years. This passion ultimately led to the creation of Janus Motorcycles.

Grant Longenbaugh, with a background in marketing and creative work, became involved with Janus out of passion and curiosity. He and his colleague, Jordan, helped launch the 250cc line through a successful Kickstarter campaign. This campaign not only provided the necessary funding for EPA testing but also marked a turning point for Janus, allowing them to scale their operations.

On Rejecting Industry Norms

Janus Motorcycles takes a starkly different approach compared to the broader motorcycle industry, which has been focused on technological advancements and performance enhancements for decades. Richard and Grant articulate their philosophy of rejecting this “features push” mentality, instead prioritizing beauty, simplicity, and a genuine connection to the riding experience.

Richard draws parallels between motorcycles and classic cars, noting that vehicles like the old MGs provide a raw, engaging experience that modern vehicles often lack. He argues that while technological advancements like anti-lock brakes and rider aids are beneficial, they can also dilute the authentic experience of riding. The focus should be on the joy of the ride itself, rather than on features that might be more appropriate for household appliances.

To hear more from Richard Worsham & Grant Longenbaugh on their experience with Janus Motorcycles and the category of motorcycles and riding experience, download and listen to this episode.

Bio

Richard Worsham and Grant Longenbaugh are the President and CMO of Janus Motorcycles, a motorcycle manufacturer company based in Goshen, Indiana. Richard Worsham, an artist and engineer with a passion for vintage and handcrafted designs, envisioned a brand that blends classic aesthetics with modern engineering. He focuses on creating lightweight, small-displacement motorcycles that offer an authentic riding experience, drawing inspiration from 20th-century motorcycling heritage.

Grant Longenbaugh, with a background in engineering and business, complements Worsham’s vision by overseeing operations, logistics, and business strategy. Together, they turned their shared enthusiasm for craftsmanship, American manufacturing, and motorcycling into a successful enterprise. Their motorcycles are celebrated for their unique, hand-built quality, simple yet effective engineering, and distinct retro-inspired design.

Under their leadership, Janus Motorcycles has grown a dedicated following of riders who appreciate the company’s philosophy of embracing the joy of riding over speed, as well as its commitment to sustainable, small-scale production. The company remains proudly American-made, with every motorcycle built by hand in their Indiana workshop.

Links

Learn more about Janus Motorcycles!

Janus’ Website | Janus’ LinkedIn | Instagram | YouTube | Facebook

Richard’s LinkedIn | Grant’s 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!

Podcast: Play in new window | Download (Duration: 1:06:47 — 45.9MB) | Embed

Subscribe: Apple Podcasts | Spotify | Pandora | RSS | More

On this episode of Christopher Lochhead: Follow Your Different, we have a conversation with John Spagnola, CEO of Ublendit, about innovation and category creation in the spirits industry.

John shares his journey, emphasizing the strategic advantage of creating new categories rather than competing in existing markets. He discusses the success of Hideout Vodka and introduces a new agave spirit, the “77,” designed for health-conscious consumers.

The episode also explores the impact of celebrity endorsements and meaningful partnerships, such as Hideout Vodka’s initiative with the National Parks.

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 Spagnola on the Challenge of Competing in Established Markets

John starts off the conversation by reflecting on the challenges faced by smaller brands in a market controlled by a few large companies like Diageo and Constellation Brands. These giants can easily undercut smaller brands on price, making it difficult for them to compete. John emphasizes that merely trying to fit into the existing market is a trap that many fall into.

Instead of competing within established markets, John advocates for creating new categories. This approach not only differentiates products but also attracts attention from larger companies, who view category creators as innovative rather than as threats. He cites the success of brands like Screwball Whiskey and 21 Seed, which created unique categories and achieved significant valuations.

Hideout Vodka and MGM Partnership

John shares the story of Hideout Vodka, which gained traction by securing a partnership with MGM properties in Las Vegas. This partnership allowed Hideout Vodka to become the vodka of choice in several MGM hotels, marking a significant win for a smaller player in the industry. However, as the brand began to grow, John realized they were falling into the trap of merely trying to fit into the existing market.

Recognizing the need for innovation, John and his team brainstormed a new product idea involving Cheech and Chong, the iconic duo known for their association with cannabis culture. They conceptualized a vodka product called “The Judge’s Water,” which cleverly ties into a memorable scene from Cheech and Chong’s movie “Up in Smoke.” The product not only serves as vodka but also converts into a bong, appealing to their fan base in a novel way. This product sold over 5,000 units quickly, showcasing the power of category creation.

John Spagnola on Leveraging Celebrity Partnerships

John believes that aligning with well-known figures can turbocharge category creation and drive consumer interest. He shares his excitement about developing an apple pie whiskey, initially inspired by Martha Stewart, but now considering other celebrity partnerships that could elevate the brand even further.

John then discusses the potential for high acquisition multiples in the spirits industry, noting that companies can achieve impressive valuations, especially when they have a unique product and a celebrity endorsement. He highlights the average revenue multiples in the spirits sector, which can reach as high as 21x for celebrity-backed brands, making it an attractive space for innovation and investment.

To hear more from John Spagnola and his ventures in Category Creation, download and listen to this episode.

If you want to hear about our previous discussion about the Custom Spirits Category, check out this previous episode at FYD 212.

Bio

John Spagnola is the CEO of Ublendit, LLC. Ublendit is a pioneer in the custom spirts category. They are the first to create custom spirits for hotels, bars, nightclubs, restaurants and special events.

John is also Managing Partner at Venture Santa Cruz, where they identify new markets to make a difference in and disrupt them.

He’s based in Santa Cruz, CA.

Links

Follow John Spagnola!

Ublendit.com | 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!