Lochhead on Marketing
Lochhead on Marketing is a podcast hosted by Christopher Lochhead, aimed at entrepreneurs, marketers, and category designers who think differently. The show has earned awards and high chart positions, yet its content and style are not for everyone. It focuses on marketing strategy, category design, and unconventional business insights, with a tone that often challenges mainstream thinking.
Episodes
224 The Doomer Industrial Complex
We live in an age where fear is a product. It gets packaged, marketed, and sold to millions of people who never stop to ask who is profiting from their panic. Christopher Lochhead breaks this down brilliantly by taking us back to one of the most instructive fear campaigns in modern history: Y2K. Understanding how the Doomer Industrial Complex works is not about dismissing real problems. It is abou
223 California’s New Life Savings Tax Hiding in the “Billionaire Tax” with Hoover Institute Top Gun Benjamin Jaros
During one of our recent episodes, the conversation with Benjamin Jaros around California’s Proposition 40, the so-called billionaire tax, surfaced questions that deserved more space than we could give them at the time. So we’re picking the thread back up here on Lochhead on Marketing.
California’s November 2026 ballot carries one of the most consequential financial decisions in
222 Meta Facebook Knowingly Hurt Kids, and Why The Future of AI Centers on One Issue
The conversation around AI centers, data center protests, and artificial intelligence leadership is louder than ever. On the surface, stories about Meta’s lawsuit settlement, EU AI watermarking regulations, data center backlash, and Nvidia’s record-breaking quarter seem completely unrelated. But when you look through a category design lens, they all connect to one single issue: trust.
221 “Only Idiot Startup Founders Will Stay In California.” – Mark Cuban | Different
California has long been the heartland of innovation, home to some of the most transformative companies in history. But a new proposal on the ballot is raising serious questions about whether the state is about to undermine the very foundation that made it great. Mark Cuban recently made headlines by stating that only idiot startup founders will stay in California, and while those words may sting,
220 The World Wide Web Turns 35: What It Means for Your Future
In 1991, Tim Berners-Lee opened the World Wide Web to the public. At that time, the entire worldwide economy totaled roughly 24 trillion dollars. Every factory, every bank, every airline, every tech company combined. Today, the digital economy represents approximately 25% of global GDP, a number that was simply zero when the web first launched. This transformation did not happen on its own. Human
219 How The USA Won The FIFA World Cup | Category Pirates
When Spain defeated Argentina in the 2026 FIFA World Cup final, most people focused on the scoreline. But a far more fascinating story was unfolding behind the numbers. With 6.8 million international visitors attending matches across 16 American cities, and a global television audience approaching 2 billion people, something remarkable happened. America, without building a single new stadium or ru
218 How Every American Becomes A Millionaire: Charitable Investing
For most of human history, helping people in need has come down to two basic approaches: give them something or teach them something. One is fast but temporary. The other takes time but builds capability. What if there was a third way? What if you could give someone an ownership stake in the greatest wealth-generating machine ever built, the US economy and the US stock market? That is exactly what
217 America 250
As America marks 250 years of existence, it is worth pausing to ask a question that most people avoid: what is actually true about this country versus what we have been conditioned to believe? The noise coming from cable news, social media algorithms, and political fundraising machines has created a version of America that feels perpetually on the brink of collapse. But the data tells a radically
216 America is in the Middle of a Startup Super Cycle
America is in the middle of something extraordinary, and most people are not paying attention. Since 2021, Americans have filed more than 20 million new business applications. In 2024 alone, the U.S. averaged roughly 430,000 new business applications per month, which is approximately 50% above pre-pandemic levels. This is not opinion. This is data, and it points to one of the most powerful entrepr
215 The Asset AI Can’t Steal with Gina Bianchini of Mighty Networks
On this episode of Lochhead on Marketing, the Category Pirates talk with Gina Bianchini about how AI is changing the way we work faster than most people expected. In just a few short years, it has transformed how we access knowledge, complete tasks, and think about productivity. For many professionals, creators, and business owners, that shift raises a pressing question. If AI can do more and more
214 What AI Says About the Future of AI
Most people assume the great race in artificial intelligence is about making machines smarter. Bigger models, better reasoning, faster outputs. But a recent conversation between Christopher and ChatGPT accidentally uncovered something far more important than intelligence. It revealed the real frontier of the future of AI, and it has nothing to do with writing poems or passing exams.
It started wi
213 How Anika Nilles (of Rush) Became The Most Valuble Drummer In The World
There are two kinds of people in this world. There are those who find their place, and there are those who have to make one. The story of Anika Nilles and her role in the return of Rush is one of the most compelling examples of category design, elite preparation, and radical originality that rock music has ever seen. It is a story about refusing to compete on someone else's terms and instead showi
212 What Most People Don’t Know About Politics: How Big Change Actually Happens | Different
Most people watch politics the same way they watch sports. Your team, my team, win or lose. We wear our colors, red or blue, and cheer accordingly. But that framing misses something profound about how real change actually happens in political landscapes.
There is a different lens worth considering, one borrowed from the world of business strategy called category design. This lens doesn’t just exp
211 The Enduring Power of Positioning with Laura Ries (Part 1)
This week, we sat down with marketing royalty Laura Ries, the daughter of Al Ries and Chairwoman of RIES, on Follow Your Different to unpack what makes for truly powerful brand building. We thought that it was so good, it would be a shame if the folks here at Lochhead on Marketing were to miss out. So let's get everyone caught up while we wait for part 2 to drop!
The discussion, sparked by America
210 Is Agentic AI the End of SaaS as We Know It? | DisrupTV
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,
Have a Legendary 2025
Welcome to Lochhead on Marketing 2025! In this New Year's episode, we reflect on the past year and look forward to 2025, with a focus on significant career trends and the impact of AI on the workforce.
With 60% of Americans considering job changes, the episode highlights the diminishing value of traditional knowledge work and the rise of "creative capitalists" who leverage AI for innovation. Our 2
208 Clarity in Your Category POV with Katrina Kirsch | Pirate Jam
On this episode of Lochhead on Marketing, we dive deep with fellow Category Pirate Katrina Kirsch into the critical importance of clarity in marketing.
We explore the common pitfalls that entrepreneurs and marketers face when trying to articulate their points of view (POVs) and the challenges of standing out in a crowded marketplace.
This episode will break down the key insights from their discu
207 Write Your Way to Market Leadership: Fernando Labastida on How Writing a Book Shapes New Markets
On this episode of Lochhead on Marketing, we engage in a thought-provoking conversation with Fernando Labastida, an innovative thinker in category design and a proponent of businesses creating their own unique markets.
The discussion centers on the transformative role of writing a book as a strategy for businesses to carve out their unique markets and establish themselves as category leaders.
We
206 The One-Sentence Strategy | Pirate Jam
On this episode of Lochhead on Marketing, Category Pirates Christopher Lochhead and Eddie Yoon talk about the power of simplifying business strategies into a One-Sentence Strategy.
They discuss how successful companies, from large enterprises to solopreneurs, leverage concise strategies to drive focus and alignment. Highlighting examples like Gillette's "revenue per user per year" and Microsoft's
205 The Category Makes the Brand: Unpacking Brand Hierarchy in Category Design | Pirates Perspective
On this episode of Lochhead on Marketing, Christopher Lochhead, a three-time CMO and a leading figure in category design, gives his Pirates Perspective into the critical concept that "the category makes the brand, not the other way around."
This principle underscores the importance of understanding and defining a category in marketing, as it can profoundly influence consumer perception and the ov
204 Apple’s Strategic Mastery: Unpacking the Category of Personal Intelligence | Pirates Perspective
On this episode of Lochhead on Marketing, Christopher Lochhead and Eddie Yoon dissects Apple's latest announcements from the 2024 Worldwide Developers Conference (WWDC) on an all-new Pirates Perspective.
The conversation centers around Apple's introduction of Apple Intelligence, a cutting-edge AI-driven personal intelligence system, and their strategic partnership with OpenAI. They break down the
203 A Tribute to Bill Walton
On this episode of Lochhead on Marketing, I would like to share with you a very special tribute to a man who's not only a legend in the world of basketball but also a cherished friend of mine—Bill Walton.
Join me as we take a walk down memory lane, revisiting the first time Bill graced my podcast with his presence and the indelible mark he's left on my life.
A Meeting of Minds in San Diego
It was
202 2024 Is 1939 (Again) In America
On this episode of Lochhead on Marketing, the conversation takes a deep dive into the complex and sensitive situation in Gaza, Palestine, Israel, and the broader Middle East, and how our perception here in America is being warped by misinformation from different sides.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs
201 Category Creation: How To Dam The Demand
On this episode of Lochhead of Marketing, we review a powerful strategy that has the potential to revolutionize how you approach marketing and demand creation for your product or service. We call this strategy "damming the demand," and it's all about redirecting existing consumer desire to carve out a new category that you can dominate.
If you’re not convinced, check out how these giants in the i
200 Thinking About Thinking Is The Most Important Kind Of Thinking
On this episode of Lochhead on Marketing, let’s talk about why thinking about thinking is the most important kind of thinking.
This isn't just another buzz phrase; it's a fundamental practice that can revolutionize the way we approach entrepreneurship, marketing, and business strategy. So we thought that it would be a good idea to refresh new listeners minds and remind the old heads why Context i
199 What Apple’s $110 Billion Stock Buy-Back Means For The Category Queen | Pirates Perspective
Today on Lochhead on Marketing, we want to share some insights from a riveting discussion we had with Eddie Yoon, our category pirate brother, about a monumental move by Apple.
We're talking about a colossal $110 billion stock buyback and what it means for the tech giant's innovation trajectory, particularly in the realm of artificial intelligence (AI).
Welcome to Lochhead on Marketing. The numb
198 Complexity Is The Enemy of Revenue: Why It’s Time to Shave The Marketing Dog
On this episode of Lochhead on Marketing, it’s time again to shave that Marketing Dog with Christopher Lochhead.
If you’re an avid listener of the podcast, you probably think you’re experiencing déjà vu. But we think that people still don’t get this simple concept, that it merits a replay. It is also a good reminder for others who may be falling into the trap of overcomplicating their marketing s
197 Tesla Cybertruck: A Masterclass in Lightning Strike Marketing with Eddie Yoon
On this episode of Lochhead on Marketing, we are presenting Christopher’s partner, friend, collaborator, and brother from another mother, Eddie Yoon, breaking down how to do a legendary marketing lightning strike with the Tesla Cybertruck as a textbook example.
Eddie Yoon is the category design guru to the S &P 500, and he's written more about category design in the Harvard Business Review than a
196 Marketing The Problem, Not Your Solution
On this episode of Lochhead on Marketing, we talk about why marketing the user’s problem works, but marketing only your brand/product/solutions doesn’t.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
The Importance of Understanding Consumer Problems in Marketing
Market your brand/product/solut
195 From Category Contenders to Category Kings with Al Ramadan
On this episode of Lochhead on Marketing, we enjoy the first of many visits from Al Ramadan in 2024, as we talk about moving from being a Category Contender to a Category King.
We’ll dig into what is a category contender in what it takes to win the 18-to-36-month epic category battle that every tech startup faces. So if you're an entrepreneur or marketing leader who wants to go beyond competing t
194 How Important Is Framing, Naming, and Claiming A Problem? | Pirates Perspective
Today is a fun conversation with my fellow Pirates Eddie Yoon and Katrina Kirsch, as we talk about the importance of Framing, Naming and Claiming a problem, to create a different solution for your business.
From time to time, we drop these video discussions that three of us have in Category Pirates, and this one I thought you might also enjoy. If you do enjoy this kind of content, you can check u
193 Your Biggest Competition Is Thinking You Have Competition
On this episode of Lochhead on Marketing, let’s talk about a trap that most budding Category Designers fall for, and that’s thinking about competition.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
Feature Battle vs Category Battle
Christopher shares a story of a company who consulted with hi
192 Stop Trying to Fit In!
On this episode of Lochhead on Marketing, let's talk about why it's time to stop trying to fit in.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
Everyone Wants to Fit In
There’s an ongoing trend in the business, startup and marketing world of companies trying to fit in. There have been studie
191 Gemini Can Testify It’s A Bland Rebrand!
Today on Lochhead on Marketing, we talk about the good way and the bad way to rebrand. And wat better to use as an example than the recent Gemini AI rebrand by Google.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
The Good Reason to “Rebrand”
Before we proceed with the main topic at hand, let
190 How To Have A Legendary Career In Marketing with Ryan Alford of The Radcast
On this episode of Lochhead on Marketing, we have a very special episode with one of my favorite marketers, Ryan Alford.
Ryan Alford runs a digital marketing agency called Radical Marketing. He also has a great marketing podcast that I've been stoked to be a guest on called The Radcast, which is a top 25 Business and Marketing podcast. He's just one of those guys I like talking about marketing wi
189 The Big Distribution Lie
Happy new year to everyone, and we at Lochhead on Marketing hope that you’ve been having a good one so far. To start off the year, let us talk about the big Distribution Lie, why it is so, and what you really need for your new startup or project to make it big.
You see, in Silicon Valley, there has been an ever-increasingly large drumbeat that says the number one thing that a startup needs or tha
188 A Wish for Different in 2024
First and foremost, we at Lochhead on Marketing would like to wish everyone from the bottom of our hearts, happy holidays. Christopher Lochhead hopes that you have an opportunity to be with the people you love this time of year, and enjoy some happiness and peace.
That said, there seems to be a lot going on lately. Be it about antisemitism, diversity, equality, and inclusion, and sort of the core
187 How To Become A Category Pirate | Christopher Lochhead on Lenny’s Podcast with Lenny Rachitsky
This week, we're presenting to you Christopher Lochhead's appearance on Lenny’s Podcast, hosted by Lenny Rachitsky.
Lenny Rachitsky runs the #1 Business Substack newsletter, Lenny’s Newsletter. It is legendary especially for people in tech marketing, product marketing, and startups. It's so legendary that even Christopher pays for it. And now, he’s in it.
This is one of the more in-depth discuss
186 Israel: War in “Startup Nation”
On this episode, let’s talk about Israel, and the war that has come to this “Startup Nation”.
Off the top, let me say the pain and suffering of what's happening is unbelievable, unbearable. My heart goes out to Israel, all Israelis, and all Jews around the world.
I also want to say I have spoken with many Arabs since this happened. There's a very big difference between an Arab or a Palestinian a
185 Where Is Consumer Spending Heading? | Pirates Perspective
On this episode of Lochhead on Marketing, we are presenting some Pirates Perspective from our newsletter, Category Pirates about consumer spending trends.
Eddie Yoon, Christopher Lochhead and Katrina Kirsch of Category Pirates discuss the latest consumer spending reports and what they mean for the retail category and retail category queens. They also dive into a category opportunity for McDonalds
184 Building Your Digital Reputation with Josh Greene, CEO of The Mather Group
On this episode, we have a powerful dialogue with our guest, Josh Greene about what it really takes to build your reputation online and do legendary marketing in the digital world.
Josh Greene is the CEO of The Mather Group. In a world of digital marketing BS, sophomores hacks and self-congratulatory vanity metrics, Josh is the real deal.
Welcome to Lochhead on Marketing. The number one charting
183 What Barbie Can Teach Tech CEOs About Marketing
On this episode of Lochhead on Marketing, let’s take a look on what the movie Barbie did to reach such an overwhelming success, and what Tech CEOs can learn about their approach to marketing.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
Barbie’s Approach to Marketing
Christopher Lochhead ope
182 Is Twitter’s Rebrand to X a Category Design Play? | Pirates Perspective
On this episode of Lochhead on Marketing, we are presenting some Pirates Perspective from our newsletter, Category Pirates.
Eddie Yoon, Christopher Lochhead and Katrina Kirsch of Category Pirates discuss Elon Musk’s recent move to rebrand Twitter to X. They also speculate why Elon made such a move, and what he could have done from a category design perspective.
Welcome to Lochhead on Marketing.
181 My First Year As A Category Designer with Mike Bruno of Play Bigger
On this episode, we welcome Mike Bruno, Senior Category Designer at Play Bigger. Today, we dig into what it takes to make Category Design your career, and how incredible it is working with some of the most advanced technology companies in the world on category design.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs wi
180 How Important is Framing, Naming, & Claiming a Problem? | Pirates Perspective
On this episode, we are presenting some Pirates Perspective from our newsletter, Category Pirates.
Eddie Yoon, Christopher Lochhead and Katrina Kirsch of Category Pirates discuss why it's crucial to frame, name, and claim a problem when designing a category and marketing it to customers. They also discuss why companies struggle to articulate their problems, and explain what happens if they fail t
179 Why Do Some Companies Ship Products And Very Few Category Design Markets? | Pirates Perspective
On this episode, we are presenting some Pirates Perspective from our newsletter, Category Pirates.
Eddie Yoon, Christopher Lochhead and Katrina Kirsch of Category Pirates discuss why some companies ship products, but very few companies category design markets. They explain this through the lens of Apple's new Vision Pro spatial computing headset in talk about why Apple's approach is different.
W
178 Apple’s New Category Design & Why(almost) No One Got It
Apple announced some powerful new stuff at their Worldwide Developer Conference. And, as usual, many people in the business press, Twitter, and in Silicon Valley didn't see what happened in plain sight. So here we are again, explaining why this new category is different from the other virtual and reality augmentation devices out there, and why it is important.
Welcome to Lochhead on Marketing. Th
177 Should My Category Name Be Relevant And Relatable? | Pirates Perspective
On this episode, we are presenting some Pirates Perspective from our newsletter, Category Pirates.
Eddie Yoon and Christopher Lochhead of Category Pirates answer questions about how important it is to create a category name that resonates with people—and that is similar enough to everyday language. Languaging takes thinking, but it’s worth getting right.
Welcome to Lochhead on Marketing. The num
176 How AI Changes Startups, Entrepreneurship & Venture Capital with Mike Maples Jr. of Floodgate
On this episode of Lochhead on Marketing, we have a dialogue with Mike Maples Jr. on how artificial intelligence is changing startups and venture capital.
Mike Maples Jr. is the co-founder of Floodgate, one of the highest profile early stage venture capitalists. He also has a podcast called Starting Greatness, and it is one of my absolute favorites.
By the end of it, we hope that you'll gain a n
175 Elon Musk’s New Category Design For Twitter: Will it work?
On this episode of Lochhead on Marketing, myself and Eddie Yun, co-founder & co-creator of Category Pirates, tackle what's going on with what Elon Musk is now doing at Twitter; specifically, the move to charging people for their Validation Verification– once coveted, now purchasable – Blue Checkmarks.
This is part of a new thing we're doing with our Category Pirates newsletter called Pirate Persp
174 CFO To CMO (tough times) Conversation
This Lochhead on Marketing episode is a short one, almost like a bedtime story with Uncle Lochhead.
I recently did a post on LinkedIn that blew up in a way that I didn’t quite expect. It was meant to be a humorous post about Marketing, but it seems to have cut quite deep in some, and others found it relatable. I thought it would be fun to read to you so we could share a few chuckles about it.
We
173 Untold lessons from the SVB bank run | Christopher Lochhead on Starting Greatness with Mike Maples Jr.
Pirate Lochhead is sailing the seven seas this week, so we’re dropping a legendary conversation that he had recently with Mike Maples Jr. and Ann Miura on the Starting Greatness Podcast.
They discuss the recent SVB bank run that lead to a variety of situations and accusations by “experts” on social media. They also discuss what lessons a Founder can learn by studying the cause and effect of such
172 The New Way To Create Content & Code
There is a fundamental tectonic change happening in the way work gets done – White Collar knowledge work to be specific.
This new technology is creating a new category of worker beyond what has been the sort of top of the pyramid, the Knowledge Workers. There's a new layer above the Knowledge Worker emerging called the Creator Capitalist – someone who gets paid not simply to apply knowledge, but
171 Why Treating Your Creative Marketing Like It’s Not Tied To Revenue Will Get You More Revenue | Christopher Lochhead on Modern Startup Marketing Podcast with Anna Furmanov
Pirate Lochhead is sailing the seven seas this week, so we're dropping a legendary conversation that he had recently with Anna Furmanov on the Modern Startup Marketing podcast.
They discuss creative marketing category design, guns, human composting and more. Yes, human composting. Just… listen, trust me.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, c
170 Silicon Valley: What Happened & What People Are Confused About
It's been a crazy handful of days in Silicon Valley. But now that the federal government has made their announcements and has the ball rolling, I wanted to spend a few minutes with you just clarifying some things that seem to be creating confusion in the recent Silicon Valley Bank situation.
There seems to be more confusion about what just happened with the collapse of the Silicon Valley Bank and
169 Silicon Valley & 5 Crisis Marketing / Communications Principles
Silicon Valley Bank’s collapse went off like a bomb on March 10th 2023. And I want to reach out to you and essentially share with you the conversations that I've been having with many friends, many entrepreneurs, many VCs, in the last 24 hours or so.
That said, let's talk about what's really going on; specifically, what the media talking heads and idiot, ‘thought leaders’ on the internet are gett
168 Career Considerations for Technology / Startup Professionals, Category Designers & Pirates
If you are in tech, a Silicon Valley type, in a startup, or you're a category designer working in that world, this podcast is for you. Because today, we're going to talk about career considerations for all of you. Whether you are planning to climb the corporate ladder or break away from it, we hope that his episode can help you figure things out.
Speaking of making a difference, my friends at Acc
167 The Monster Category Battle: OpenAI & Microsoft vs Google
On this episode of Lochhead on Marketing, let’s talk about what most people are missing about the biggest category battle of the decade: OpenAI & Microsoft vs. Google.
Even some of the smartest people in business can't see what's happening here, as most people don’t have a category design lens; they have a competition lens. The competition lens is about winning a comparison game with other compan
166 Why The Future Belongs To Intellectual Capitalists on Cloud Wars Live
On this episode of Lochhead on Marketing, we are going to drop a conversation that I recently had with my dear friend, one of the smartest guys in tech, Bob Evans, on his podcast, Cloud Wars Live.
If you work in technology, what Bob and his guests have to say is fascinating, illuminating, and, frankly, agenda-setting. If you're a regular reader of Category Pirates, you'll know that we've been wri
165 16 Learnings From Marketing Legend George Lois
The Wall Street Journal says, “George Lois is the one the only prodigy or fathead, founder of agencies, creator of Legends, George Lewis is a genuine advertising superhero”. George Lois is well known if not famous for designing culture, changing cover images for Esquire magazine, and his “call your cable company and tell them I want my MTV”. That campaign made the music video category and made MTV
164 How to be a Legendary Creator/Writer: Sachit Gupta & Christopher Lochhead Unpack #1 Bestseller Snow Leopard
Recently, I was a guest with the legendary Sachit Gupta on his fantastic podcast called Conscious Creators, which I highly recommend. During our conversation on his podcast, we unpack Category Pirates’ most recent book Snow Leopard. Our producer Jason DeFilippo heard this podcast and thought it'd be a great idea to drop it here for you.
What you're about to hear is me and Satya go deep on what it
Pause for Democracy
In observance of the Midterm Elections in the United States, we will not be dropping full normal episodes of Lochhead on Marketing this week. And if you are American, I do hope you get out and vote. It is, in my opinion, one of the most patriotic things you can do.
I also just wanted to read you a little something that I wrote recently on LinkedIn that I think is germane. Because whatever happens
163 How To Think Like A Category Designer | Category Pirates
What percentage of the total value created in any given market category goes to the category designer or leader? That was a question that we had several years ago. And we thought there would be research about that. Well, when we were writing Play Bigger, we couldn't find that data. So we had to create it. The number has been an extraordinary insight. It turns out that the company that wins the cat
162 PR / Communications: A Very Different Point-of-View
On this episode of Lochhead on Marketing, let's talk about public relations/communications, and a very different point of view about that. In particular, why your content is your marketing.
Towards the end, we'll talk about five easy steps to consider when building your own direct audience, and bypassing the legacy publications: the old-school, dusty gatekeepers.
Welcome to Lochhead on Marketing
161 Adobe is Smart & Wall Street is Dumb: Why the $60B Figma Acquisition is Legendary Category Design
On September 15 2022, Adobe announced it was buying startup Figma for 20 billion US dollars. This is one of the largest private company purchases in Silicon Valley history. They paid approximately 50 times Figma’s 2022 revenue, and Wall Street hated it.
Skeptics are saying that Adobe paid an "astronomical price" for a company projected to book only 400 million in ARR annualized reoccurring revenu
160 The Content Pyramid: 5 Levels of Becoming a Legendary Writer, Creator, & Thought Leader
Welcome to a special episode of Lochhead on Marketing, where we dive further into our new book called Snow Leopard. On this episode, we discuss the Content Pyramid, and how one can become a legendary creator, writer, and thought leader.
But before all that, we’d like to say thank you very much to all who took the time to read our new book and share it around. It's also caused a tremendous amount
159 Successful or Useful?: Learning from Drucker
Peter Drucker is considered the father of modern business management. If there was a Mount Rushmore of business thinking, he'd be on it. Recently on Category Pirates, we’ve begun work on the evolution of Peter Drucker’s concept of a knowledge worker, to what can today be called as the emergence of an intellectual capitalist.
So I wanted to look back on Peter Drucker’s ideas that had a huge impact
158 Crossing the Chasm & 22 Immutable Laws of Marketing: Through the Category Lens with Matt Johnson of the One Book That Changed My Life Podcast
On this episode of Lochhead on Marketing, Matt Johnson and I have a conversation about the book that changed my life. In my case, it was two books in particular that changed my life. We look into them through a category lens perspective in Matt Johnson’s new podcast, One Book That Changed My Life Podcast.
Matt Johnson is the founder of PursuingResults.com. Matt and his firm were the original prod
157 How Category Contenders Become Category Leaders with Al Ramadan, Co-Author of Play Bigger
On this episode of Lochhead on Marketing, our guest Al Ramadan talks about what’s at stake when it comes to category battles, how you can spot the category challengers who can become category kings and queens, and what they need to become category leaders that earn 76% of the economics.
There comes a time in every startup’s life, where they face an epic, typically 18-to-36-month category battle.
156 How to Drive B2B Revenue Now with White Space Marketing
On this episode of Lochhead on Marketing, let’s talk about how marketing can drive revenue with White Space Analysis.
We talked about how to drive short-term revenue via category design a few episodes ago (LOM 151). Today, we provide you with more options to make that cash register sing as soon as possible.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers
155 Content-Free Marketing: How the Marketing World Got Duped into Saying Nothing Everywhere (Snow Leopard Book Excerpt)
The Content Marketing category is almost 700 billion. Almost every company is working on content and increasing their content marketing investments. And yet, when was the last time you got a piece of content marketing and you said that was legendary? Let's dig into how the marketing world got duped into content free marketing, aka saying nothing everywhere, and why this is one of the largest oppor
154 The Solo Thought Leader with Diego Pineda
On this episode of Lochhead on Marketing, let’s talk about how you can be a Thought Leader. More specifically, we’ll discuss how to be a Solo Thought Leader and build yourself up with our guest, Diego Pineda.
Diego Pineda is the author of the book The Solo Thought Leader: from Solopreneur to Go-To Expert in Seven Steps. Being viewed as a thought leader is a powerful thing. Becoming known for a ni
153 The Three Marketing Metrics That Matter
On this episode of Lochhead on Marketing, let’s talk about the three marketing metrics that matter. Because it appears as if there’s still a lot of confusion out there about this. So I thought we could unpack the real metrics that matter for marketing.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different m
152 The Three Stages of a Legendary Career: What Star Wars Can Teach Us
On this episode of Lochhead on Marketing, let’s talk about the three stages of a legendary career. Let’s also talk about the lessons we can learn about it from a source you wouldn’t think about at first, Star Wars. Yes, that Star Wars.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.
Three Stage
151 How To Drive Short Term Revenue Now
On this episode of Lochhead on Marketing, let’s talk about how to use category design thinking to drive short term revenue.
We talked a lot about what to do in a recession on our last episode, and on this episode, we're going deep on a very specific topic, about how to make the cash register sing immediately.
Welcome to Lochhead on Marketing. The number one charting marketing podcast for markete
150 How To Make Money In A Recession: 5 Steps To Create Demand For Your Product, Service, Or Platform
Welcome to a very special episode of Lochhead on Marketing, where we talk about how to make money in a recession.
In times that are challenging, one of the greatest things we all can do is contribute what we can contribute. Given that it looks like we're about to be in a recession, what Eddie Yoon Nicolas Cole, and I aka the Category Pirates decided to do was to write a new mini book newsletter. I
149 Startup Downturn Marketing Mistake, What To Do About It, & Why People Who Create Demand Are In Massive Demand
On this episode of Lochhead on Marketing, let's talk about the big startup downturn marketing mistakes and what to do about it. We also talk about why people who create demand are in massive demand.
Lastly, there is the topic about your career, and what to do when the economy goes sideways, both in your business and in your career.
Welcome to Lochhead on Marketing. The number one charting market
148 Who Are You Going To Be When The Sh*t Hits The Fan
On this episode of Lochhead on Marketing, let’s talk about a critical question: Who are you going to be when the shit hits the fan?
As we have talked about in previous episodes, it is starting to look like the business environment could get very hard here. Some people in Silicon Valley are even saying that it could be like back in 2008. Sequoia Capital wrote their seminal “RIP, Good Times” presen
147 Why Most Tech Marketing Fails & What To Do About It with Chris Walker & Megan Bowen of Refine Labs
As you all know, normally there aren’t any guests for Lochhead on Marketing. But today, we have a special episode for tech entrepreneurs and marketers, as we have a dialogue with Megan Bowen and Chris Walker of Refine Labs.
Megan Bowen and Chris Walker are the COO and CEO of Refine Labs. They also have an amazing podcast, called The State of Demand Gen podcast.
As there have been a lot of bad thin
146 13 Strategic Assumptions for Entrepreneurs, CEOs, CMOs and Executive Leaders
On this episode, let’s talk about some of the smart assumptions we can make about the rest of 2022.
Of course, this is based on the numerous dialogues I’ve had in the past months with some of the smartest entrepreneurs, VCs, CEOs, and executives in Silicon Valley. If you’re interested in those conversations, check out Christopher Lochhead: Follow Your Different in your podcast feed today.
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