On this episode, let’s talk about what might be the most important equation in business and in marketing.

Welcome to Lochhead on Marketing, the number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.

Maybe The Most Important Equation Ever

I want to share with you a little bit of math that I learned very early in my career. It was incredibly eye-opening, and has been a bedrock that I have tried to stand on ever since. And the equation goes like this:

Results do not equal No Results plus an Excuse.

Now, this might seem obvious, but if you look around, you’ll find the contrary to that.

You might also think, what’s the harm of having a great excuse when you can’t achieve the results you want? Well, here’s the interesting thing: That mindset can perpetuate. Over time, you’ll start thinking that it’s perfectly okay to not reach the result you want, as long as there was a valid excuse not to do so.

Who You Are in Business

Here’s the AHA moment in business, entrepreneurship, and in category design: Who you are is based on your results.

It may sound harsh, but think about the people that you work with, particularly those who you admire. Chances are, you respect and admire them the most because they can be counted on to produce results.

If we use sales as an example, it’s easy to see one’s value for the business. That is, if they hit their target numbers or not. If they do hit their numbers and beyond, they are recognized and rewarded for it. You also gain the reputation as someone who achieves their goals, or if you already have said reputation, it is further reinforced.

The reason this matter is, in marketing and category design, there are winners and losers. In every category, there tends to be one category king or queen who gets roughly 70% of the market, and everybody else are fighting for roughly a quarter of it.

So train yourself. The excuse doesn't matter when it's on the line. The most legendary people produce results no matter what. That's the mindset.

Don’t be Afraid to Ask

If you’re a product manager, developer, or engineer, it can be easy to measure goals and objectives. You either meet the requirements, or you don’t. Though for marketing, the goal or objective might not be as clear.

If you’re not sure about the goal of your marketing is, don’t be afraid to ask. After that, make sure the rest of your team is clear to that goal. That beats running around doing things that might not even be related to your goal, which wastes time and resources.

So to recap:

Results do not equal No Results plus an Excuse.

Results equal Reputation. Which means you are your results and your results drive your reputation.

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; 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 Apple Podcast! You may also subscribe to his newsletter, The Difference, for some amazing content.