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 2025 focus includes helping individuals identify their unique strengths, connect them to meaningful c...
Jan 01, 2025•7 min
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 discussion, and offer thorough explanations & actionable advice to help you refine your marketing strat...
Nov 27, 2024•49 min•Season 1Ep. 208
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. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category desi...
Nov 06, 2024•1 hr 5 min•Season 1Ep. 207
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 "a computer on every desktop," they emphasize the importance of clarity and customer-centric approac...
Oct 23, 2024•10 min•Season 1Ep. 206
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 overall success of a brand. Through engaging stories and practical examples, Christopher illustrates ho...
Jul 24, 2024•32 min•Season 1Ep. 205
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 key insights from their discussion, offering actionable advice and thorough explanations for markete...
Jun 18, 2024•27 min•Season 1Ep. 204
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 August 24th, 2017—a day etched in my memory, thanks to the friends who captured the moment and share...
May 31, 2024•Season 1Ep. 203
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 with a different mind. A Feeling of Déjà Vu for America On the evening of Feb. 20, 1939, the marquee ...
May 29, 2024•32 min•Season 1Ep. 202
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 industry have utilized this strategy to their advantage by creating demand in an already existing mark...
May 23, 2024•12 min•Season 1Ep. 201
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 is always King. Welcome to Lochhead on Marketing. The number one charting marketing podcast for market...
May 15, 2024•17 min•Season 1Ep. 200
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 number one charting marketing podcast for marketers, category designers, and entrepreneurs with a differen...
May 08, 2024•19 min•Season 1Ep. 199
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 strategies. So strap in, and get ready for some timeless advice from yours truly. Welcome to Lochhead ...
Apr 10, 2024•14 min•Season 1Ep. 198
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 anyone else alive or dead. So buckle up for a quick lightning strike of an episode, and hey ho, le...
Mar 27, 2024•7 min•Season 1Ep. 197
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/solution, and I think you want my money. Market my problem, and I think you want to help me. This is one o...
Mar 20, 2024•18 min•Season 1Ep. 196
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 to actually create and dominate your own market, you're in the right place. Welcome to Lochhead on Mar...
Mar 13, 2024•1 hr 31 min•Season 1Ep. 195
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 us out at CategoryPirates.com And subscribe to the Category Pirates newsletter. Welcome to Lochhead on...
Mar 06, 2024•12 min•Season 1Ep. 194
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 him, regarding a rising competitor in the market. Most companies’ knee-jerk reaction would be to compet...
Feb 28, 2024•16 min•Season 1Ep. 193
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 studies that indicate that among the B2B tech space, as many as 70% of the brands are blue. This urge to fi...
Feb 21, 2024•11 min•Season 1Ep. 192
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’s first have a good example of when to “rebrand”. There’s a company called Chirp that sells foam rol...
Feb 14, 2024•12 min•Season 1Ep. 191
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 with. Today, we are going to talk about how to have a legendary marketing career. We also talk about wh...
Feb 07, 2024•1 hr 2 min•Season 1Ep. 190
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 that a new software launch of any kind needs is distribution. That if you can only get distribution, the...
Jan 31, 2024•7 min•Season 1Ep. 189
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 values that the United States will be governed by and will latch on to. So I wanted to take this tim...
Dec 18, 2023•46 min•Season 1Ep. 192
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 discussions Christopher has had with a very smart person about category design in a while. So settle in for a...
Oct 25, 2023•1 hr 49 min•Season 1Ep. 187
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 and Hamas. They are not the same thing. My Arab friends wanted to stress that to me. My heart goes out ...
Oct 12, 2023•11 min•Season 1Ep. 186
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 and how it could impact the future of food delivery. Welcome to Lochhead on Marketing. The number on...
Sep 20, 2023•18 min•Season 1Ep. 185
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 marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Josh Gr...
Sep 06, 2023•1 hr 10 min•Season 1Ep. 184
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 opens up the dialogue with pointing out the things that the Barbie producers did that made it a blockbus...
Aug 16, 2023•8 min•Season 1Ep. 183
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. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a ...
Aug 02, 2023•17 min•Season 1Ep. 182
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 with a different mind. Mike Bruno and his first year as a Category Designer Mike, who has been a categ...
Jul 26, 2023•1 hr 8 min•Season 1Ep. 181
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 to properly language it. Welcome to Lochhead on Marketing. The number one charting marketing podcast f...
Jun 28, 2023•11 min•Season 1Ep. 180
