Posts Tagged ‘Marketing PodStorm’
067 Peanut Butter & Lightning Sandwich A New Model For Marketing Execution | Marketing PodStorm #29
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We get a shit ton of marketing messages a day. Some experts say we get 40 to 60,000 messages a day if you include everything — from banners on the internet emails, logos on coffee cups, t-shirts, you name it.
Today, let’s talk about the typical marketing execution. It’s predicated on a model called reaching frequency. It’s a very old idea that states the more people see our brand, hears our message, hears our point of view, the better. Let’s find out what peanut butter and lightning sandwich is and why that’s a new model for marketing execution.
Frequency and Reach
If you’ve ever been to Cuba, you’ll realize how much we are bombarded with advertising in the Western world. In Cuba, there are no billboards, no giant signs, no logos in coffee cups. This only shows that frequency and reach are not applicable to everyone.
“You are either rising above the noise, or you’re just part of the noise.” – Christopher Lochhead
Lightning Strike
Christopher dedicated one episode of Lochhead on Marketing on Peanut Butter vs Lightning Strikes. Lightning strikes are a concentrated set of marketing activities in a very short period of time, against a very tightly defined audience or target market.
“I would rather dominate somebody’s mind space for a day or two, then be mostly irrelevant most of the time.” – Christopher Lochhead
Peanut Butter
Christopher notes the mistake he sees in virtually every marketing plan and every marketing budget. A disproportionate amount of investment and effort is spread equally over time, over product lines, and so forth.
“You can’t stand out if you do that. You’re going to disappear the noise if all you do is reach and frequency inspired.” – – Christopher Lochhead
To hear more about peanut butter and lightning sandwich as the new model for marketing execution, download and listen to this episode.
Bio:
Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.
He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.
Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.
In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.
He also co-founded the marketing consulting firm LOCHHEAD; was the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive. яндекс
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes! You may also subscribe to his newsletter,The Difference, for some amazing content.
064 The Secret Hack To Becoming A #1 Author & Podcaster, In 13 Minutes or Less | Marketing PodStorm 26
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In this episode, Christopher Lochhead shares a secret hack to become a #1 author and podcaster in 13 minutes or less. Basically, the secret hack is to hire a 16-year-old Tiktoker and let her create funny content for you. You can also explore posting provocative poses, drinking provocative drinks, and being in provocative places.
If you know Christopher well, you will be certain, there is sarcasm in the above paragraph. Today, he will discuss the real deal on reaching the top of your game. It doesn’t include any secret hack or how-to of sorts, but a real-life narration of his personal experiences on how he did it.
No Secret Hack
There is no secret hack. In Christopher’s case, he did not experience a major breakthrough or a celebrity moment that kickstarted his career. We usually see influencers who brag about being on the “Oprah List” or have guested on big podcast shows. Christopher advises you that this is not the only way to the top.
“In my life, but I’ve always been somebody that’s had to carry a lot of water to get any kind of a result. So the answer that I’m going to share with you today is both not satisfying — because there is no secret — and fantastic at the same time. I’m going to tell you right off the top, it’s disappointing and empowering.” – Christopher Lochhead
Three Things That Matter
There are three things that matter if you want to become a content person. Number one category design. What’s the category? What makes you different versus better? So that category design needs to get done for your book for your podcast for you.
Second, you got to do the work. Christopher cites the specifics on this point and third is you have to have a radically generous mindset.
No Self-Made People
Christopher also talks about how we can achieve success: that is through the help of other people. There are no self-made people because a huge chunk of success comes from customers, fans, family and friends who share your product or service (word of mouth).
Aside from word-of-mouth, Christopher also discusses the importance of paid advertising.
“There’s no secret. You got to do the work. You got to invest. You’re going to have to do some paid marketing. Some of the top digital celebrities out there want you to believe that they just became that way with no marketing at all because they have legendary products,” – Christopher Lochhead
To listen to the real secret hack to becoming a #1 author and top podcaster, download and listen to this episode.
Bio:
Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.
He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.
Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.
In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.
He also co-founded the marketing consulting firm LOCHHEAD; was the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes! You may also subscribe to his newsletter, The Difference, for some amazing content.
063 The Magic Triangle | Marketing PodStorm 25
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In this episode, let’s talk about the magic triangle — how the company, the product, and the category come together to make you the category queen or category king in your market category.
Product Design
Product design is the purposeful building of a product and an experience that solves a problem. Most companies, though, opt for a product-market fit. Christopher believes it a dangerous idea because it insinuates that there’s a market out there who would automatically consume whatever is offered to them.
“Typically what happens is: entrepreneurs start with a problem or something they’re working on or tinkering with, and they get obsessed with the thing. That of course, is the product.” – Christopher Lochhead
Company Design
Company design is the purposeful creation of a business model, and an organization with culture, a point of view that fits the category. In a recent episode of Christopher about BHAGs, you’ll see how a point of view with a big hairy audacious goal can come together and become a powerful motivator, driver, and unifier of culture.
“If you get category design, right, and you lock and load on a provocative point of view, that is deeply rooted in something you care about, such that you, your co-founders, your colleagues, your co-workers, the other executives in the company, etc. are on a mission centered around that point of view, it changes culture.” – Christopher Lochhead
Category Design
Category design is the mindful creation and development of a new market category. Successful category design will result in the consumers demanding the product from you and crowning you the queen.
“In marketing terms, category design is the ultimate air wars as distinct from ground wars. It’s about winning the war for public opinion. It’s about teaching the world to abandon something old and embrace something new. Category design builds the profile of the space while drawing attention to the company. Legendary companies market the category first and the company second.” – – Christopher Lochhead
To hear more about the magic triangle and specific examples for product, company, and category design, download and listen to this episode.
Bio:
Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.
He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.
Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.
In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.
He also co-founded the marketing consulting firm LOCHHEAD; was the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes! You may also subscribe to his newsletter,The Difference, for some amazing content.
062 How to be a Category Designer | Marketing PodStorm 24
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In this episode, an incredibly important topic, we discuss how to be a category designer. Moreover, we dig into how to become the person that drives a new strategy for your company and introduces the world to something new, something different, something that makes a giant difference.
Category Design: A Discipline
Christopher narrates a portion of the book Play Bigger which states: “Category design is the discipline of creating and developing a new market category and conditioning the market so it will demand your solution and crown your company as its King.”
“A category designer leads a company-wide strategy with the goal of becoming a category Queen of high value, high growth market category of your choosing.” – Christopher Lochhead
In the same book, Christopher and his co-authors did research and found out that in the tech space, one company takes two-thirds of the economics. As more and more companies behave like tech companies, more and more companies are taking two-thirds of the market.
Category Design: All-Encompassing
Category design is a discipline and for many a career. Christopher has mastered this discipline and has become a huge differentiator for his career as a 3x CMO and as an advisor.
“A category designer brings together all the critical functions in a business — the key strategic activities across your company, aligning sales, marketing, product development/engineering, and even HR — with the single focus of becoming a category queen.” – Christopher Lochhead
Category Design: The Drivers of Change
Category design is a collaborative effort between the CEO and all other Chief Officers of the company. Christopher digs deep into the process and how to go about designing your category.
“Now, category designers bring together the whole business. They help create a blueprint, a visual representation that generates a belief that you have a solution to an urgent problem. So they build this blueprint. They are the creators, and at least co-authors, if not primary authors of the provocative and engaging POV point of view that you’re now going to evangelize.” – Christopher Lochhead
To know more about becoming a category designer, download and listen to this episode.
Bio:
Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.
He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.
Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.
In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.
He also co-founded the marketing consulting firm LOCHHEAD; was the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes! You may also subscribe to his newsletter, The Difference, for some amazing content.
061 Market Categories Are Not Like The Weather | Marketing PodStorm 23
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Have you ever noticed how people talk about market categories? People involved with the business perpetuate one of the biggest lies in business. As published in a lot of major publications, these “business writers” say market categories are like the weather, we cannot control it.
Today, we will dig into why Christopher thinks its a lie standing in plain sight. We’re going to talk about how we can actually design market categories and not be the victim of them.
This Kind of Paradigm
Christopher cites several examples stating that market categories are not like the weather.
Here’s a WSJ story about IBM from Oct 2019: “IBM’s overall revenue still slipped by 4% to $18.03 billion in the quarter, coming in below Wall Street’s estimates and led mainly by the slowdown in global technology services.”
“You and I can’t do shit about the weather but we can, in this case, the global technology services market category.” – Christopher Lochhead
Here is Why it’s Bullshit
There was zero demand for bubble gum until Walter Diemer created both the product and the category in 1928. Today, bubble gum is a $28.9 Billion category.
Another example is the e-sports category. Statista.com cites “in 2018, the global eSports market was nearly 865 million U.S. dollars and will reach 1.79 billion U.S. dollars in 2022. Andy Stout suggests that 106 million people viewed the 2017 Worlds Esports competition eSports scholarships grew an astonishing 480% in 2018. The final prize pool for 2016 League of Legends World Championship, was $6.7 million.
Before Marc Benioff, founder of Salesforce, there was no cloud. In 2019 it was a $266.0 billion category and it’s growing at 15%. Market categories are not the weather. Every category exists because someone designed it.
What’s The Point
Christopher could give you a million examples. We are living in a cocoon time and somebody is designing or redesigning the future of your market category. The question for you is, is it you?
“Our businesses are not victims, we are not victims of the market. We have the ability to affect how the market categories behave. Legends, by definition, do not accept the way it is.” – Christopher Lochhead
To know more about why market categories are not like the weather, download and listen to this episode.
Bio:
Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.
He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.
Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.
In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.
He also co-founded the marketing consulting firm LOCHHEAD; was the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes! You may also subscribe to his newsletter, The Difference, for some amazing content.
060 10 Commitments Companies Must Make to Advance Racial Justice | Marketing PodStorm 22
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In this episode, let’s take a look at Mark R. Kramers’s article for Harvard Business Review article entitled The 10 commitments companies must make to advance racial justice. Mark is a senior lecturer at Harvard University.
Although Christopher does not agree with Mark’s article in its entirety, he believes these are very powerful ideas worth discussing and advancing inside our companies. Frankly, these commitments should be a must for all business people.
Racial Justice On a Marketing Podcast?
Mark’s list is fascinating and you might be asking why are we discussing this on Lochhead on Marketing. Aside from the fact that its a timely discussion, on a marketing perspective, Christopher believes marketing plays a huge part in creating a culture.
“It’s hard to succeed in the marketplace when you go to market a shitty product. it’s impossible to have legendary internal marketing and communications built on shitty products and policies. Additionally, we are living at a time of mass scrutiny, your category brand and therefore ultimately your revenue will suffer if you’re not viewed as being forward on your skis on topics of race, equality, diversity, and the fair treatment of your people.” – Christopher Lochhead
The 10 Commitments
Christopher discusses each of the commitments and cites Mark’s examples, occasionally adding his thoughts, inputs,and views on these matters.
1. Commit to anti-racism personnel policies and racial-equity training.
Adopt a no-tolerance-for-racism policy like Franklin Templeton’s, which led to its swift, recent termination of Amy Cooper following her altercation with Christian Cooper,
2. Commit to pay equity.
Studies that show closing the racial pay gap would increase U.S. GDP by 14%, or more than $2 trillion.
3. Commit to giving employees a voice.
Ensure representation of hourly employees, women, and people of color in all employment policy decisions. Consider employee representation on your board — it’s a legal requirement in Germany and is one reason why its economy recovered more strongly from the Great Recession than America
4. Commit to supporting full participation in democracy.
“Mark advocates making election day, a paid day off. He’s right. I’m generally no fan of more regulations for business but I’ll go a step further and say, States should mandate election day as a day off, with pay. if an employee wants to vote BEFORE election day, they should be given any day in November off to vote.” – Christopher Lochhead
5. Commit to lobbying for good.
“Mark says, commit at least 50% of your lobbying expenditures to support bills that improve conditions for communities of color I think this is a cool idea and I also think there are a lot of important causes.” – Christopher Lochhead
6. Commit to paying a living wage.
“The national minimum wage hasn’t been raised in a decade and has not nearly kept up with inflation. This has had a disproportionately negative impact on Black workers, Mark points to research that shows States that have raised minimum wages to $15 an hour have seen their economies grow and thrive. Further, he points to Research that shows that the companies that pay well and offer good benefits and treat their hourly employees with respect are more profitable. Walmart raised entry-level worker wages to $12 an hour and saw productivity rise while turnover fell, generating a net increase in corporate earnings.” – Christopher Lochhead
7. Commit to paid parental and sick leave.
“Most women of color cannot afford to take significant periods of unpaid leave from their jobs when they have a child.” – Christopher Lochhead
8. Commit to full health care coverage for all employees and support national health care.
He cites research that shows that Corporations spend twice as much providing employees with health care as they pay in taxes. He argues, that it puts U.S; businesses at a massive global competitive disadvantage, Mark argues, that supporting national health care coverage that would reduce the burden on corporations and ensure that those without insurance — many of them people of color — are covered.
“Here is what I know, tying health care to employment is insane for both employees & employers I know small E entrepreneurs, who’ve been driven out of business because of health care costs and I’ve known many want-trepreneurs, who are afraid to start a company because they can’t afford to lose health care this is mental. it is time to de-couple employment and healthcare.” – Christopher Lochhead
9. Commit to an employee emergency relief fund or low-cost loan program.
Nearly 40% of Americans — disproportionately people of color — lack the savings to cover even a $400 emergency expense.
10. Commit to democratize employment applications.
Eliminate the box for “felony conviction” on job application forms, which disproportionately excludes people of color. Eliminate testing for marijuana use and other drugs if not required by law or the nature of the job. Join the companies such as EY, Google, and Whole Foods that no longer require a college degree for jobs that do not actually need higher education.
Christopher Lochhead’s 11th
“No more stock buybacks. A company that does a stock-buyback is telling the world, they have run out of ideas. A company that does a stock-buyback is telling the world, that they would rather give their cash to executives and investors instead of their people. IMHO stock buybacks are bullshit.” – Christopher Lochhead
To know more about 10 commitments companies must make, download and listen to this episode.
Bio:
Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.
He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.
Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.
In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.
He also co-founded the marketing consulting firm LOCHHEAD; was the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram and subscribe on iTunes! You may also subscribe to his newsletter, The Difference, for some amazing content.
059 Questions and Cocktails: FB Live Q & A (Part 6) | Marketing PodStorm 21
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During the PodStorm, we’re doing a live Facebook Question and Answer session, every Friday, 11:30 a.m. PST. This is the sixth part of the series. Today, podcast living legend Jason DeFillippo of Grumpy Old Geeks joins us to answer some questions about the gig economy, key traits of a good marketing professional and staging a lightning strike.Gig economy as displaced creative hubs
The term gig economy has received a lot more negative heat. Christopher says he agrees and disagrees with Jason’s opinions, as he stated in his podcast Grumpy Old Geeks about the gig economy. Jason also gave a few insightful comments about developing a sense of community and cooperation.“We take responsibility for our career. We take responsibility for our financial security, and we decide the kind of work we want to do, with the kind of people want to do it, we decide where the fuck we want to do that.” – Christopher Lochhead
Looking to hire our first marketing person
One listener asked what traits should they look for as they are about to hire their first marketing person. Christopher gave a lot of insights here, basically to avoid “suits” and opt for someone well rounded, preferably from Product Development who could help you with Category Design.“I know you’re going to hate me for saying this, but it’s a well-rounded marketing executive that can put on a scuba suit and can go deep and can put on a wingsuit and fly high. That is to say, air wars and ground wars strategy and tactics. I hate to say this because I didn’t come from this background, but generally, those folks are found more in Product Marketing than in brand, or lead gen, or “corporate marketing,” because they tend to have more of a GM General Manager type mentality.” – Christopher Lochhead
Lightning Strike, Own Event or Hijack An Event?
Should you try to put on your own event planning capitalize on something else in your space, like in a big convention? What are some examples of lightning strike events for small entrepreneurs worth considering? What are other ways to create a lightning strike, especially if your product is a life event product? Christopher answers all of these in this episode.“The other place to look at for things like this, and I don’t normally like to talk about it, because it’s a secret that I don’t like to share, Quora is one of the most under-exploited marketing opportunities out there. Why more thought leaders aren’t on Quora? I don’t understand.” – Christopher LochheadTo hear more about the Facebook Live Q&A with Christopher Lochhead, with Jason DeFillippo, download and listen to this episode.
Bio:
He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur. Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist. In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion. He also co-founded the marketing consulting firm LOCHHEAD; was the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive. We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes! You may also subscribe to his newsletter, The Difference, for some amazing content.058 Questions and Cocktails: FB Live Q & A (Part 5) | Marketing PodStorm 20
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During the PodStorm, we’re doing a live Facebook Question and Answer session, every Friday, 11:30 a.m. PST. We did our first and second one last week. We’re going to share with you our third one in this episode.
Today, podcast living legend Jason DeFillippo of Grumpy Old Geeks joins us to answer some questions about marketing and generating revenue in times of crisis, becoming a CMO who is hard to fire and masterminds for executives of color.
How do brands figure out what to do and say?
Given the current situation of the world, Christopher firmly believes there is no other time than now to make a stand. As he always shares, this is the time to be radically generous and thoughtfully aggressive. He also warns that brands should be prepared to receive a backlash.
“I think for a lot of brands, making a public statement right now is a very smart thing to do.” – Christopher Lochhead
Brands can do a lot of marketing in a positive light while also driving revenue. He encourages brands to take extra caution too with these efforts, as to not sound insensitive or tone-deaf.
“I might feel passionate and want to take a stand or say something or whatever but I am also being more purposely cautious, which is unusual for me. I think it’s a good strategy right now. If you’re going to step into the mix, so to speak, even if you’re trying not necessarily to be controversial, I think it’s a good time to be super thoughtful.” – Christopher Lochhead
What’s your advice for a B2B CMO?
One listener asked for Christopher’s advice, as she is a new CMO in a B2B company. She says she observed most CMOs get fired a lot! Christopher gives out a few pointers to remember, speaking as a 3x CMO himself.
“The first thing is: your entire ability to be effective and successful as a CMO is as a direct result of your relationship with the Chief Executive officer. The second one is one of the main reasons, particularly in the software business, CMOS get fired is they don’t make the cash register sing. The third thing is to make friends with the field.” – Christopher Lochhead
Mastermind Group For People of Color
Another listener asked if Christopher could give reference to a mastermind group for people of color. He fully supports and knows quite a number of African-American entrepreneurs, however he is yet to find a group he could refer to.
To hear more about the Facebook Live Q&A with Christopher Lochhead, with Jason DeFillippo, download and listen to this episode.
Bio:
Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.
He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.
Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.
In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.
He also co-founded the marketing consulting firm LOCHHEAD; was the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.
We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes! You may also subscribe to his newsletter, The Difference, for some amazing content.
057 Why Most Marketing Is Bullshit: 5 Marketing Lies | Marketing PodStorm 19
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Christopher Lochhead debunks five marketing lies in this episode of Lochhead on Marketing. He talks about why so much of marketing thinking is actually bullshit.
Five Marketing Lies and Why
Number one, great marketing is about marketing into an existing market to increase market share.
“Most legendary innovators, creative creators, entrepreneurs, social change, agents, and so forth, did not play by the rules. They establish their own rules. They designed a new way of thinking As a result, they created new market categories. They did not compete in somebody else’s game by somebody else’s rules.” – Christopher Lochhead
Number two, marketing is about creating demand.
“The legends did not do that. They created demand. There’s a huge distinction between capturing and creating.” – Christopher Lochhead
Number three, success comes from building a brand.
“Category makes the brand not the other way around. Success comes from being the company or the individual that designs a new way of thinking about an opportunity, or a problem that creates a category and your brand is valuable based on the power of the category.” – Christopher Lochhead
Number four, winning is about beating the competition.
“If you’re competing in an existing market, you’re in competition. Winning is not about beating anybody. Winning is about introducing the world to a new way of thinking about a problem and therefore a solution. When the world gets your thinking, bam, you stand alone, you become known for a niche that you own and you stand above everybody else, as opposed to competing with everybody else.” – Christopher Lochhead
And number five, you’re going to win if you have the best product to market.
“As a marketer and an entrepreneur, I would much prefer to have a legendary product and pair that with legendary category design and marketing. That’s what we’re trying to do. Thinking or betting that all you have to do is have a better product. Not so much.” – Christopher Lochhead
To hear more about specific examples on the five marketing lies and why they are BS, download, and listen to this episode.
Bio:
Christopher Lochhead is a #1 Apple podcaster and #1 Amazon bestselling co-author of books: Niche Down and Play Bigger.
He has been an advisor to over 50 venture-backed startups; a former three-time Silicon Valley public company CMO and an entrepreneur.
Furthermore, he has been called “one of the best minds in marketing” by The Marketing Journal, a “Human Exclamation Point” by Fast Company, a “quasar” by NBA legend Bill Walton and “off-putting to some” by The Economist.
In addition, he served as a chief marketing officer of software juggernaut Mercury Interactive. Hewlett-Packard acquired the company in 2006, for $4.5 billion.
He also co-founded the marketing consulting firm LOCHHEAD; was the founding CMO of Internet consulting firm Scient, and served as head of marketing at the CRM software firm Vantive.
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