Lochhead on Marketing Podcast Episodes
Every week Lochhead on Marketing ™ examines the mindset & strategies required to win.
089 The Future Needs You
Just because it turned January 1st and we’re into a new year doesn’t mean anything is going to change unless people make it change. We are all in a cocoon time and it means that we, as marketers, entrepreneurs and category designers can design the future of our choosing. The Future Is Not Like The…
Year End Message From Christopher
This is Christopher and I just wanted to take a little moment to share a couple quick things with you. First, just big thank you. Thank you for making me and our entire team part of your 2020. The second thing, I know it’s been a horrible year for many of us, for me and…
088 What Kind of Human You Are Determines What Kind of Marketer You Are
Steven Kotler has written one of the most important books of 202, The Art of the Impossible. One of the things discussed in the book is human evolutionary motivations. As a result, Christopher believes Steven has uncovered a key learning point for marketers, entrepreneurs and category designers. That is: the kind of human you are…
087 Marketing is what you do when you have a shitty product, right?
“Marketing is what you do when you have a shitty product.” Says an ex-CEO/Software Engineer who found himself wrapping his company around the lamppost, with his entire executive team leaving, and his investors getting f*cked up. In spite of many stories like this, there are still a lot of people in Silicon Valley (and in…
086 Are You Wasting Your Career?
According to the January 2018 report from the Bureau of Labor Statistics, the average person changes jobs 10 to 15 times within their career. If you take it from that perspective, if you’re 25 years old and you are serious in your career, you still get seven chances to do something legendary in your career…
085 Justice Deposits: How NetFlix, Twitter & Costco Are Leading Conscious Capital & You Can Too
In June of 2020, Netflix announced that it was moving 2% of its cash equal to about $100 million to bolster black owned and black run banks, allowing these banks to lend more. The way this works is pretty simple: when we make deposits in a bank, that allows them to make more loans. More…
084 Creating a Category? Do NOT listen to customers
In this episode, let’s talk about why, when you’re designing a new category, you need to be very careful who you listen to. Often times, listening to customers is the worst thing you can do. Whose Feedback Matters? Christopher shares one of the things that they discussed in their book Play Bigger, that new categories…
083 The Problem With Your Marketing Plan
On this episode, let’s talk about what the problem with your marketing plan might be in specifically three areas. Number one, calling it a “plan” might be a problem. Number two, it’s actually a legendary marketing plan that is about more than just marketing. Lastly, number three, your relationship with your CFO and finance team…
082 How Category Designers Do Acquisitions: Why Salesforce/Slack Is a Savvy Deal
Most people look at acquisitions through a spreadsheet lens. Of course the financials matter for mergers and acquisition deals, but when viewed through a category design lens, acquisitions look very, very different. In this episode, we break down the differences using the Salesforce / Slack Deal as an example and Google purchasing YouTube way back…
081 Marketing Fail: Sherwin-Williams Vs. Ocean Spray
In today’s episode, we dig into two how two companies approached a viral situation. First, Ocean Spray’s positive trendjack in response to Nathan Apodaca’s viral TikTok video. Second, is how Sherwin-Williams fired an employee who created viral Tiktok videos mixing paints. We ask the seminal question, how can you be more like Ocean Spray? Marketing…
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