Lochhead on Marketing Podcast Episodes
Every week Lochhead on Marketing ™ examines the mindset & strategies required to win.
020 The Power of Podcast Guesting w/Tom Schwab, CEO of Interview Valet
From time to time, we will bring on guests to go deep on a topic in a particular field. Today’s guest is Tom Schwab, founder of Interview Valet. As we celebrate International Podcast Day, we will discuss the power of podcast guesting and why it is a strategic component of legendary marketing today. Connecting with…
019 Power of a Point of View: Play Bigger Unplugged
Christopher Lochhead shares an excerpt today from his first book, Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets about the importance and the power of a point of view. He shares to us why legendary marketers opt to sell a POV, rather than sell a product or service. Market the POV, not…
018 Personal Branding is Bullshit
In this episode, Christopher Lochhead talks about a giant topic in business today, personal branding. He further shares the difference between a brand and a person. Moreover, he discusses why legendary executives and marketers don’t give weigh to personal branding much. Personal Beef with Personal Branding Personal branding has become a giant issue in business…
017 Frame the Problem and Win
In this episode, Christopher Lochhead talks about why the company that frames and markets the problem, the most effectively, wins. To illustrate, he cites a music company, m, and ho they recently pulled something off in the marketing and PR point of view. Frame the Problem, Not the Solution Wise marketers and category creators have…
016 Category Creation Courage
In today’s episode, Christopher Lochhead talks about why courage is a critical ingredient for legendary marketing and category design. He poses the question: “What does it take to make legendary marketing happen?” and he shares some except his book Niche Down to answer this. Break From The Pack What does it take to break from…
015 Product-Market Fit Is A Dangerous Idea
In most industries, product-market fit is an unquestioned gospel, even in Silicon Valley. On the contrary, Christopher believes that product-market fit is a dangerous idea. Why? Because legendary marketers create and design their own category, as opposed to competing in an existing category. Product-Market Fit In the tech startup world, achieving product-market fit is often…
014 Don’t Take My Word For It
In this episode, Christopher Lochhead talks about how marketers strategically use language. Legendary marketers create a new language that educates the world on how they want their product or service perceived. Customer’s adaptation to that language is also a great tool to measure success. How People Perceive Us Christopher recently had Lee Hartley Carter on…
013 Committees Kill Legendary Marketing
In today’s episode, Christopher gives us a rundown on why he thinks committees kill legendary marketing. Why is so much marketing, shitty? Christopher Lochhead candidly shares his honest observation on the industry today: a lot of marketing efforts suck. Aside from bad creatives, much of this onslaught of marketing stems from their inability to make…
012 Category Creation Economics 101
In this episode, Christopher Lochhead talks about the powerful, surprising winner-take-all realities of categories and why you want to be the category queen/king in your market. Christopher layout facts and data on category creation economics that you’ll find beneficial for your business, whether you’re in the tech industry or not. Winner Takes All In Christopher’s…
011 The Perception of Your Product is Your Product
In this episode. Christopher Lochhead talks about what your real product or real service is. He discusses why product development and marketing should team because the perception of your product is your product. Marketing Defined One CEO, who is also a good friend of Christopher, once stated that “Marketing is what you do when you…
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Latest Episodes
207 Write Your Way to Market Leadership: Fernando Labastida on How Writing a Book Shapes New Markets
205 The Category Makes the Brand: Unpacking Brand Hierarchy in Category Design | Pirates Perspective
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