In this episode of Christopher Lochhead: Follow Your Different, we revisit an enlightening conversation with Ken Honda as we dive into the concept of “happy money,” a transformative philosophy that fosters a more joyful and harmonious relationship with your finances.

In a world where financial success is often measured by the size of one’s bank account, Ken Honda, a renowned Japanese author, brings a refreshing perspective on the emotional and relational aspects of money.

You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.

Ken Honda introduces the idea of “Happy Money,” which he defines as money that brings joy both when it is received and when it is spent. This concept challenges the traditional view of money as merely a tool for transactions. Instead, it emphasizes the emotional impact of money on our lives.

One of the foundational principles of Happy Money is gratitude. Ken suggests that when making payments or writing checks, we should say “thank you” to appreciate the opportunity to bless others with financial support. This simple act can transform spending from a burdensome task into a joyful experience.

Christopher points out that many financial books focus on the mechanics of making, saving, or investing money, often neglecting the emotional and relational aspects. Ken agrees, noting that he is often referred to as a “money healer.” He explains that many people have a troubled relationship with money, leading to feelings of shame, frustration, and anxiety.

Ken emphasizes that this unhealthy relationship with money is a universal issue, affecting people across different cultures and socioeconomic backgrounds. Whether someone is financially challenged, middle class, or wealthy, a lot of them experience negative emotions related to money.

The conversation delves into the concept of “money wounds,” which are emotional scars that affect how individuals perceive and interact with money. These wounds can stem from various experiences, such as financial struggles or societal pressures. Ken highlights that even wealthy individuals can feel guilt or anxiety about their financial situations.

Christopher shares a story about a wealthy acquaintance who frequently argued with his spouse about finances, illustrating that money does not guarantee happiness. Ken concurs, stating that true security comes from relationships and trust in the future, rather than solely from financial wealth.

To hear more from Ken Honda and how to heal your Money Wounds and start your Emotional Healing, download and listen to this episode.

Ken Honda is a bestselling self-development author from Japan, with over eight million books sold since 2001. His work blends financial expertise with self-help principles, offering readers insights into creating personal wealth and happiness.

Drawing from his experience owning and managing multiple businesses, Ken’s writings emphasize the importance of self-honesty in fostering financial and emotional well-being.

He holds the distinction of being the first Japanese member of the prestigious Transformational Leadership Council.

Fluent in Japanese and English, Ken has lived in Boston and currently resides in Tokyo.

Connect with Ken Honda!

Website | Happy Money | LinkedIn 

We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

Welcome to Christopher Lochhead: Follow Your Different 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 contributions, and achieve personal and financial fulfillment.

Join us in embracing these transformative opportunities for a legendary year ahead.

You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.

Recent surveys reveal a striking trend: approximately 60% of Americans are contemplating job or career changes in 2025. This statistic, reported by Gallup and corroborated by a résumé templates survey, indicates a widespread desire for new opportunities. Specifically, 56% of individuals are looking to pursue new jobs, with 27% actively searching. This data suggests that more than half of the workforce is seeking meaningful transitions in their careers.

As we navigate this new landscape, we must acknowledge the rapid advancement of artificial intelligence (AI). We are no longer in a future where AI is a distant concept; it is now a present reality. The workforce will be divided into two categories: those who thrive in this new environment and those who struggle to adapt.

For the past 70 years, the highest value work has been classified as “knowledge work,” a term coined by the renowned Peter Drucker. Knowledge workers acquire valuable information and apply it to produce results. However, in an AI-driven world, the value of existing knowledge is diminishing daily. Tools like ChatGPT and Google Gemini can provide insights and strategies that were once the exclusive domain of high-end knowledge workers.

In this evolving landscape, the new high-value role is that of the “creative capitalist.” These individuals are not just knowledge workers; they are innovators who generate new knowledge and ideas, leveraging AI to enhance their creativity and productivity. Those who can harness AI to create unique solutions and insights will find themselves at the forefront of success in 2025 and beyond.

Conversely, those who cling to traditional knowledge work without adapting to the changes brought about by AI may face significant challenges. The tech industry has already seen substantial layoffs, with around 200,000 job losses reported in 2024. This serves as a stark reminder of the need to evolve and embrace new ways of working.

To hear more about the new trends and what you need to adapt in this new year 2025, download and listen to this episode.

We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

On this episode of Christopher Lochhead: Follow Your Different, we look back on a fascinating deep dive with renowned author and peak performance expert Steven Kotler.

The conversation centers around Kotler’s book, “The Art of Impossible,” which explores the intricate relationship between motivation, neurobiology, and the pursuit of extraordinary achievements.

This episode will break down the key insights to help you harness your potential and achieve remarkable results. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.

Steven Kotler begins by unpacking the concept of intrinsic motivation, which he identifies as a crucial driver for human performance. He highlights five key elements: Curiosity, Passion, Purpose, Autonomy, and Mastery.

These components not only fuel our desire to excel but also enhance our focus and engagement in activities. Kotler emphasizes that these intrinsic motivators are hardwired into our biology, suggesting that when we align our actions with these motivators, we can achieve remarkable results with less effort.

Kotler illustrates this point by referencing the neurochemicals involved in passion and love, particularly dopamine and norepinephrine. He recalls the intense focus and attention one experiences when falling in love, noting that this heightened state of awareness comes effortlessly. This natural inclination towards passion and engagement, he argues, is a testament to our biological design, which favors extraordinary achievements.

A striking assertion made by Kotler is that not striving for greatness can have detrimental effects on our well-being. He argues that human beings are inherently wired for extraordinary accomplishments, and failing to pursue big goals can lead to negative outcomes. This perspective challenges conventional views on motivation and success, suggesting that complacency can be harmful.

Kotler points out that many of the issues plaguing modern society, such as depression and anxiety, can be linked to a lack of meaningful work and engagement. He identifies eight major causes of depression, two of which—genetics and severe trauma—are often highlighted. However, he emphasizes that these factors account for less than half of the equation. The remaining causes are rooted in our biology and motivation, particularly the absence of work that aligns with our values, passions, and the opportunity for mastery.

One of the most significant insights from Kotler’s discussion is the idea that meaningful work is essential for mental health and fulfillment. He explains that when individuals engage in work that lacks curiosity, passion, or autonomy, they are more likely to experience feelings of emptiness and depression. This lack of alignment with intrinsic motivators can lead to a sense of stagnation and dissatisfaction.

Kotler argues that the modern workforce often overlooks the importance of these intrinsic motivators, leading to widespread disengagement. He stresses that when people are not allowed to pursue their passions or develop their skills, they miss out on the flow state—a mental state of complete immersion and focus that is crucial for peak performance.

To hear more from Steven Kotler and how you can unlock peak performance in your company, download and listen to this episode.

Steven Kotler is a New York Times bestselling author, an award-winning journalist, and the Executive Director of the Flow Research Collective. He is one of the world’s leading experts on human performance.

He is the author of nine bestsellers (out of thirteen books), including The Art of Impossible, The Future is Faster Than You Think, Stealing Fire, The Rise of Superman, Bold, and Abundance.

His work has been nominated for two Pulitzer Prizes, translated into over 40 languages, and has appeared in over 100 publications, including the New York Times Magazine, Wired, Atlantic Monthly, Wall Street Journal, TIME, and the Harvard Business Review.

Website | X (formerly Twitter) | LinkedIn

We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

On this episode of Christopher Lochhead: Follow Your Different, we get a blast from the past from a legendary dialogue with Rick Bennett, a renowned marketing expert from Silicon Valley.

We delve into unconventional marketing strategies, emphasizing the importance of boldness and creativity in a crowded market. Rick shares anecdotes about impactful campaigns, such as a direct ad to a CEO that led to a significant response, and discusses the necessity of courage in marketing.

The episode highlights the psychological impact of disruptive advertising on competitors and clients, encouraging executives to embrace risk for standout success. Christopher’s engaging style and Rick’s authentic insights make this a must-listen for marketing enthusiasts.

You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.

Rick Bennett is celebrated for his ability to craft ads that not only capture attention but also provoke strong reactions. One of the standout moments in the episode is Christopher’s recollection of Rick’s iconic website from 1996. This site was more than just a digital presence; it was a masterclass in contextualizing advertisements within the competitive landscape.

Rick shares an intriguing story about creating an ad for a political candidate designed to catch the eye of Sergey Brin at Google. The ad claimed the candidate had a revolutionary plan to eliminate income taxes and the national debt. This bold approach succeeded in getting the candidate a direct call from Brin, showcasing the power of direct and audacious communication.

Christopher probes Rick about how he assesses the courage of CEOs when considering collaboration.

Rick introduces the concept of a “self-weeding garden,” a metaphor for identifying the right clients. He emphasizes the importance of being straightforward and authentic, stating, “God hates cowards,” to underline the necessity of courage in marketing.

Christopher praises Rick for being unapologetically himself, noting that his authenticity sets him apart in the industry. Rick recounts his early experiences, including a pivotal moment with Larry Ellison, where he confidently challenged Ellison’s views on advertising. This encounter not only solidified Rick’s reputation but also transformed Ellison into an advocate for advertising.

Rick shared some important insights about guerilla marketing. One of the goals of guerilla warfare is to make the generals of the opposing army make mistakes.

“My ads will attack your competition like a pack of speedy, crazed wolverines”

– Rick Bennett

He adds, “Demoralize the generals of the opposing army, then they’ll make mistakes. You have your investors to say, ‘Hey we have a winner here’ and you have to make the employees feel that their boss is kicking ass.”

In the end, marketers should aim for a campaign where you make opposing generals psychologically surrender, even before any battle has begun.

To hear more from the Marketing Assassin Rick Bennett, download and listen to this episode.

Rick Bennett is a renowned Silicon Valley guerrilla marketing expert with decades of experience helping startups and tech companies achieve explosive growth through unconventional and impactful strategies.

Known for his innovative thinking and bold approach, Rick has a proven track record of creating campaigns that maximize reach and engagement while minimizing costs.

Passionate about empowering businesses to stand out in competitive markets, he continues to be a trusted advisor and mentor for entrepreneurs seeking game-changing marketing solutions.

Follow Rick Bennett!

We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

On this episode of Christopher Lochhead: Follow Your Different, the spotlight is on the resilience and unique challenges faced by Israeli entrepreneurs as we have a conversation with Judah Taub, managing partner at Hetz Venture Capital.

Judah shares insights on the Israeli tech startup ecosystem, the profound impact of military service, and the remarkable adaptability of entrepreneurs, especially following the traumatic events of October 7th.

This dialogue highlights the intertwined nature of personal and professional lives in Israel, showcasing the enduring spirit and innovation that drive the entrepreneurial community amidst adversity.

You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.

Judah Taub discusses the integral role of military service in Israeli society, emphasizing how it creates a shared experience that binds citizens together. He shares an anecdote about speaking to West Point cadets, highlighting the differences between their backgrounds and those of Israelis. In Israel, military service fosters a collective sense of urgency and responsibility, particularly during crises.

The conversation shifts to October 7th, a day that transformed from a high holy day to one of duty for Judah and his family, as they were called back into military service. This rapid transition underscores the unpredictable nature of life in conflict zones and its profound personal impact.

Judah remembers the emotional toll of sudden changes, noting that the reality of the situation didn’t fully sink in until a week later. This highlights the struggle of processing trauma amidst chaos and the importance of recognizing different coping mechanisms.

Despite challenges, Judah highlights the resilience of Israeli entrepreneurs, who thrive on innovation and determination. The ability to adapt and pivot is crucial for success in uncertain environments.

Judah then reflects on balancing multiple roles over the past year, including military service and entrepreneurial endeavors. He hope for the future, emphasizing the resilience of the Israeli spirit. Despite challenges, there is a strong foundation for recovery and growth within the entrepreneurial community.

To hear more from Judah Taub and the power to innovate even at the most dire situations, download and listen to this episode.

Judah Taub is an Israeli entrepreneur known for his innovative approach to business and technology.

As the managing partner at Hetz Ventures, he has played a pivotal role in investing in and supporting early-stage startups, helping them scale and succeed globally.

Judah’s expertise spans venture capital, product development, and strategic growth, with a focus on fostering innovation in deep tech and enterprise software.

Passionate about empowering entrepreneurs, he combines analytical insights with hands-on mentorship, making him a respected figure in Israel’s vibrant tech ecosystem and beyond.

Follow Judah Taub!

LinkedIn | X (formerly Twitter) | Hetz Ventures

We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

The holiday season is often portrayed as a time of joy, celebration, and togetherness. However, for many, it can also be a period of profound sorrow and reflection, especially for those who have experienced loss. So for this upcoming holidays, let’s look back to a heartfelt conversation with Dushka Zapata, a prolific writer known for her impactful work on Quora and her books, including “Love Yourself and Other Insurgent Acts That Recast Everything.”

This episode delves into the complexities of grief, suffering, and the challenges some people face during the holiday season.

You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.

Christopher opens the conversation by acknowledging that while the holiday season is often seen as a time of joy and celebration, it can also be a period of profound sorrow for many. He candidly shares that this holiday season is particularly challenging for him due to personal losses he experienced in 2019. He emphasizes that this episode is for anyone feeling pain during the holidays, and he hopes it will foster empathy and understanding.

Dushka responds by discussing the common questions she encounters on Quora regarding grief, such as whether it’s normal to feel sad or how long grief should last. She asserts that there is no “normal” when it comes to grief; people should feel whatever emotions arise without worrying about societal expectations. Dushka points out that no one has the authority to dictate how long someone should grieve or how they should feel.

The conversation shifts to the well-meaning but often misguided attempts by others to help those who are grieving. Dushka likens the pressure to “cheer up” to sitting on someone’s chest while they’re trying to breathe, describing it as suffocating. She believes that the best way to support someone in grief is to give them the space to feel their emotions without judgment or pressure to conform to societal norms of happiness.

“I think so many people want to help but I’m going to tell you, asking someone to cheer up when they’re grieving is like sitting on someone’s chest when they’re trying to breathe.”

– Dushka Zapata

Christopher agrees, noting that if someone is perpetually happy, it may indicate they are avoiding deeper issues.

Dushka adds that happiness can coexist with grief; one can be happy while still mourning. She shares her personal experience of grieving her father, who passed away in December, a month filled with reminders of loss amidst the holiday cheer.

Dushka recounts how difficult it can be to navigate social interactions during the holidays when everyone expects happiness. She describes moments when people wish her a “happy holiday,” and she feels an overwhelming urge to respond with honesty about her pain. She believes it’s essential for people to feel free to express their true emotions, even if it catches others off guard.

Dushka then shares her decision to opt out of traditional holiday celebrations. After her father’s death, she found Christmas too painful and chose to set it aside for her well-being. She describes how she has created a holiday experience that feels right for her, which may not include the usual festivities. Dushka expresses that it’s okay to prioritize one’s emotional health over societal expectations.

Christopher conveys his understanding and support for Dushka’s choice, affirming that everyone has the right to navigate their grief in their own way. Dushka acknowledges that while she may eventually reintroduce holiday celebrations, she is currently focused on honoring her feelings and taking care of herself.

To hear more from Dushka Zapata and Christopher Lochhead’s conversation on grief and happiness during the holidays, download and listen to this episode. 

Dushka Zapata is one of the most prolific and popular writers working today. On question and answer site Quora her work has been viewed over 150 million times.

She’s the author of eight best-selling books and has over 20 years experience as a senior communications executive in Silicon Valley. 

When she’s not writing, she serves as a communications executive at tech juggernaut Zendesk.

Follow Dushka Zapata!

Quora | X (Formerly Twitter) | LinkedIn

We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

On this episode of Christopher Lochhead: Follow Your Different, we are treated to a profound conversation with Rickson Gracie, a legendary figure in Brazilian Jiu-jitsu.

Known for his unparalleled contributions to martial arts and his deep philosophical insights, Rickson Gracie shares his wisdom on life, purpose, and spirituality.

Rickson also discusses the significance of being present, engaging authentically in relationships, and cultivating a sense of purpose. His philosophy extends beyond the mat, offering valuable lessons in personal growth and mindfulness, encouraging listeners to embrace resilience and inner strength in their daily lives.

You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.

Rickson Gracie begins by highlighting a unique aspect of jiu-jitsu: the ability to compete intensely without causing injury. Unlike striking arts such as boxing, jiu-jitsu incorporates the concept of “tapping out,” allowing practitioners to engage fully while maintaining safety. This dynamic foster a learning environment where losing is seen as an integral part of growth.

Gracie also emphasizes the significance of being present, a practice that is central to jiu-jitsu. On the mat, practitioners must focus entirely on the moment, leaving behind external distractions. This mindfulness not only enhances performance but also translates to everyday life, fostering a sense of calm and clarity.

The conversation then touches on the importance of genuine engagement in relationships. Gracie reflects on how technology has altered social interactions, often leading to superficial connections. He argues that martial arts training can help individuals reconnect with the essence of human interaction, fostering deeper connections through shared experiences and presence.

Rickson Gracie discusses the concepts of purpose and service, highlighting that happiness is a dynamic process requiring effort and intention. He encourages listeners to identify their commitments and responsibilities, whether to family, work, or personal growth. Taking care of oneself is essential to being able to serve others effectively.

On that note, Gracie opens up about his personal challenges, including his battle with Parkinson’s disease. He approaches this new opponent with a strategic mindset, focusing on resilience and adaptability. He emphasizes the importance of understanding oneself and developing a strong sense of inner peace to navigate life’s difficulties.

To hear more from Rickson Gracie and his philosophies on the mat & in life, download and listen to this episode.

Rickson Gracie is a legendary Brazilian Jiu-Jitsu master and MMA pioneer, celebrated for his mastery, discipline, and contributions to martial arts.

A member of the renowned Gracie family, Rickson holds an 8th-degree red-and-black belt and has achieved an unparalleled level of skill and influence.

Known for his philosophy of mind-body connection and his undefeated record in over 400 fights, he remains an iconic figure in the jiu-jitsu world, inspiring practitioners globally.

Follow Rickson Gracie!

Website | Instagram

We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

On this episode of Christopher Lochhead: Follow Your Different, we have a conversation with Matti Anttila, the visionary founder of Grain and Barrel Spirits.

Matti shares his remarkable journey from investment banking to becoming a leader in the craft spirits market, focusing on the revitalization of the iconic Chicken Cock whiskey brand. He discusses the importance of brand authenticity, leveraging history, and the unique identity of Chicken Cock.

The episode also explores Matti’s collaboration with the Elvis Presley estate, enhancing the brand’s allure. Matti emphasizes experiential engagement and strategic partnerships to differentiate in a competitive market, offering valuable insights for entrepreneurs in the spirits industry.

You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.

Matti’s transition from a lucrative career in investment banking to the unpredictable world of spirits was driven by a desire to create something meaningful. His background in real estate development fueled his passion for building something from the ground up, allowing him to see his ideas come to life.

Transitioning to a new industry can be daunting, but pursuing what he loves has led to greater fulfillment and success. By utilizing his previous experiences and skills, Matti was able to build a strong foundation in his new venture.

Matti emphasizes that true innovation often comes from outside the industry. When entering the spirits market, he sought to identify “white space” within established categories, allowing him to avoid the challenge of educating consumers about what whiskey or bourbon is. This approach enabled him to carve out a unique niche for Chicken Cock whiskey.

Another significant part of Matti’s strategy involved leveraging history. He recognized that whiskey is a category where history plays a crucial role. By resurrecting Chicken Cock, a brand with roots dating back to 1856, he tapped into a rich heritage that added depth to the brand’s narrative.

The name “Chicken Cock” itself was a major draw for Matti. It not only piqued his curiosity but also served as an effective conversation starter. The brand’s history, including its prominence at the Cotton Club during prohibition and mentions by figures like Duke Ellington, added to its allure.

Matti believes that word-of-mouth marketing is one of the most powerful tools for any brand. Chicken Cock’s distinctive name naturally fosters conversations, making it easier to engage consumers and build brand awareness.

To hear more from Matti Anttila and his thoughts on how to revive a brand to something legendary, download and listen to this episode.

Matti Anttila is the founder & CEO of Grain & Barrel Spirits, an innovative company specializing in crafting and marketing premium spirits.

With a passion for authenticity and quality, Matti has revived historic brands and introduced new, award-winning products like Chicken Cock Whiskey, Dixie Vodka, and Endless Summer Spirits.

His approach combines an appreciation for tradition with a modern, entrepreneurial spirit, leading Grain & Barrel to rapid growth in the global spirits industry.

Matti’s leadership and dedication to brand authenticity have made Grain & Barrel Spirits a standout in the market, recognized for its distinctive, high-quality offerings.

Follow Matti Anttila!

Website | LinkedIn | Interview with Matti

We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

On this episode of Christopher Lochhead: Follow Your Different, Christopher and fellow Category Pirate Eddie Yoon dive into the misconceptions surrounding innovation and market dynamics.

This episode is a must-listen for business leaders and entrepreneurs who want to navigate the complexities of today’s market more effectively. 

You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.

The episode revolves around the limitations of Clayton Christensen’s “Innovator’s Dilemma” and the assumptions that can lead businesses astray. Eddie Yoon critiques the traditional understanding of disruptive innovation, arguing that it often misguides incumbents in their strategic decisions. He emphasizes the need for a fresh perspective on innovation that focuses on creating value rather than merely competing on price.

Christopher Lochhead opens the discussion by emphasizing the importance of genuine conversations in business and innovation. He sets the context for a deep dive into the innovator’s dilemma, highlighting its relevance in today’s fast-paced market.

Eddie Yoon then elaborates on the four fatal flaws associated with the innovator’s dilemma and introduces intriguing concepts like “super dingdong premium pricing.” Yoon shares valuable insights on how companies can generate unparalleled value while steering clear of “competition derangement syndrome.”

The Misconception

Many companies believe that lowering prices is the best strategy for growth. While this can increase market share, it often sacrifices profitability.

The Reality

Eddie points out that companies like Apple thrive by maintaining premium pricing, capturing a larger share of revenue and profits. Lowering prices can lead to a race to the bottom, where quality and brand value are compromised.

The Misconception

Businesses often target “lesser need consumers” to expand their market, assuming that this will lead to growth.

The Reality

Eddie argues that this perspective is overly simplistic and lacks empathy. Instead, businesses should recognize the potential of “super consumers”—those who are passionate about the product and willing to pay for higher quality.

The Misconception

Many companies focus solely on current market dynamics, trying to compete in existing markets rather than envisioning future possibilities.

The Reality

This short-sightedness can lead to missed opportunities for innovation and growth. Eddie encourages businesses to think beyond the present and actively design the future by identifying unmet needs and creating new solutions.

The Misconception

The language surrounding disruption often focuses on destruction and scarcity, leading to a negative mindset that stifles creativity and innovation.

The Reality

Businesses should adopt a mindset of abundance and creation, where the goal is to build new categories and solve problems rather than merely displacing competitors.

To hear more from Pirates’ Eddie Yoon and Christopher Lochhead, download and listen to this episode.

This episode is based on a new audio mini-book “The Innovator’s Delusion” by your friendly, neighborhood Category Pirates! If you are curious about how you can avoid falling into the trap of Innovator’s Delusion, read about Christopher & Eddie’s solution on “The Innovator’s Solution”. 
Want to join in on the Pirate Talks? Subscribe to Category Pirates and sail the seas with fellow Pirates today!

We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

On this episode of Christopher Lochhead: Follow Your Different, we engage with marketing innovator and bestselling author Seth Godin.

We explore the transformative impact of AI on business, the significance of personal agency, and the pitfalls of hustle culture. Seth emphasizes the importance of choosing customers and competition wisely, as these decisions shape one’s future. The conversation also highlights the role of emotional labor, the need for intentionality in life and career design, and the dangers of hustle culture.

Seth advocates for permission-based marketing, urging marketers to build genuine connections and deliver value to their audiences.

You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.

Seth Godin emphasizes the importance of taking control of one’s life and career. He argues that many people are conditioned to conform and fit in, which limits their potential. Instead, he advocates for a life designed with intention, where individuals actively choose their paths rather than passively responding to circumstances.

Another central idea in Seth’s philosophy is that the customers and competition one chooses directly influence their future. He explains that if you cater to a specific audience, you must accept the limitations that come with that choice. Conversely, by selecting customers who align with your vision, you can create a more fulfilling and successful career.

The conversation also explores the impact of AI on the business landscape. Seth discusses how AI can be leveraged not just as a tool but as an integral part of a business strategy. He emphasizes that while AI can automate certain tasks, the human element—emotional labor, creativity, and decision-making—remains irreplaceable.

Seth critiques the hustle culture that glorifies constant work and competition. He argues that this mindset can lead to burnout and dissatisfaction. Instead, he encourages individuals to focus on meaningful work that aligns with their values and goals, rather than chasing trends or external validation.

Seth and Christopher then discuss the idea that collaboration can oftentimes lead to greater success than competition. They argue that viewing others in the same field as collaborators rather than competitors can foster a more supportive and innovative environment.

To hear more from Seth Godin and his thoughts in AI & Hustle Culture, download and listen to this episode.

Seth Godin is a renowned entrepreneur, author, and marketing thought leader. He is the creator of the blog “Seth’s Blog,” where he shares insights on marketing, leadership, and personal development.

Godin has written over 20 bestselling books, including Purple Cow, Linchpin, and The Dip, which focus on innovation, branding, and standing out in today’s competitive market.

He is also the founder of several startups, including Yoyodyne, which pioneered online permission marketing.

Through his writing, speaking, and courses, Godin encourages individuals to embrace creativity and make meaningful contributions.

Follow Seth Godin!

Seth’s Blog | Website | LinkedIn

We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!