Lochhead on Marketing

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 how effective category design can lead to market dominance. Additionally, Christopher highlights Microsoft’s strategic shift in the tech industry, emphasizing the importance of a unified category approach.

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

Category design is a strategic approach that involves creating and defining a new market category, thereby positioning a brand as the leader within that category. This concept is pivotal because it shifts the focus from competing within an existing market to creating a new space where the brand can dominate.

Christopher emphasizes that successful brands are those that not only understand their category but also actively shape it.

Christopher’s central thesis is that the category makes the brand, not the other way around. This means that the success of a brand is largely determined by how well it defines and owns its category. By focusing on the problems they solve and the experiences they create, companies can differentiate themselves and achieve lasting success in their respective markets.

Christopher then shares compelling examples to illustrate the importance of category design. One notable example is Barcade, an innovative arcade bar that successfully carved out its niche by blending the nostalgia of classic arcade games with a vibrant bar atmosphere. By defining its category clearly, Barcade attracted a dedicated customer base and differentiated itself from traditional bars and arcades.

Another significant case study is Qualtrics, a company that transformed its market position through a focus on experience management. Christopher contrasts Qualtrics with its competitors, such as Medallia and SurveyMonkey, to highlight the impact of effective category design. While Qualtrics successfully defined and owned its category, the other companies struggled to differentiate themselves, leading to varying degrees of success in the marketplace.

Christopher recounts the story of Microsoft and its journey to dominate the office productivity software market. Initially, Microsoft faced fierce competition from established players like WordPerfect in word processing, Lotus in spreadsheets, and dBase in databases. Despite launching competitive products, Microsoft struggled to gain significant market share.

The turning point came when Mike Maples Sr., a key figure at Microsoft, discovered an anomaly in sales data during a trip to Australia. He learned that bundling applications together and offering them at a discounted price led to a significant uptick in sales. This insight prompted Maples to rethink the problem: instead of viewing these applications as separate categories, he recognized that they collectively addressed a larger issue—productivity for office workers.

To hear more about Christopher Lochhead’s Pirate Perspective on Brand and Category Design, download and listen to this episode. You can also check out more Pirates Perspective at Category Pirates.

We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, X (formerly Twitter), Instagram, and subscribe on iTunes and Spotify!

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 marketers and tech enthusiasts alike.

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

Apple’s announcement of Apple Intelligence marks a significant milestone in the tech industry. This AI-driven personal intelligence system is designed to enhance user experiences by integrating smarter, more intuitive tools into daily lives. Christopher Lochhead praises this move, emphasizing Apple’s role as a primary category designer, particularly in the realm of personal computers.

Apple’s decision to partner with OpenAI rather than compete with them is a strategic move that highlights the importance of collaboration in the tech industry. Christopher Lochhead commends this approach, noting that it allows Apple to focus on serving their customers through thoughtful and aggressive innovation.

Eddie Yoon expresses both excitement and concern about the potential benefits and privacy implications of Apple’s personal intelligence system. He highlights the need for careful consideration of data usage and consumer privacy.

The conversation also delves into the need for oversight and regulations in the AI space. Christopher emphasizes the importance of strong controls while acknowledging Apple’s historical business practices and the need for critical examination.

To hear more Pirates Perspective, download and listen to this episode. You can also check out more Pirates Perspective at Category Pirates.

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

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.

It was August 24th, 2017—a day etched in my memory, thanks to the friends who captured the moment and shared a photo of our first encounter. Meeting Bill Walton was like stepping into a storybook where the characters leap off the page. Here was one of the greatest NBA players of all time, a man whose stature was matched only by his extraordinary personality, ready to become a part of my world.

Our initial meeting took place at an executive event in sunny San Diego, where we were both slated to speak. I remember watching Bill, completely unscripted, captivating the audience with his life’s slideshow in the background. His ability to weave tales and engage listeners with nothing but his memories and a carousel of personal photos was nothing short of mesmerizing.

Bill’s journey is one of resilience. From battling a stutter to enduring chronic injuries, his path was never easy. Yet, he emerged stronger, channeling his love for music and life into everything he did. His passion was infectious, and his dedication to being unapologetically unique was something that deeply resonated with me.

Bill played a crucial role in my transition to becoming a teacher. His influence was a guiding light, helping me navigate through new territories with confidence. His life lessons extended beyond the court, and I was fortunate to be one of the many who benefited from his wisdom.

One of the most touching aspects of my friendship with Bill was experiencing his radical generosity firsthand. I’ll never forget the care package of memorabilia he sent my way—a testament to his thoughtful nature and the value he placed on our bond.

In the aftermath of a personal tragedy, it was Bill’s kindness that shone through the darkness. His heartfelt messages provided comfort and support when I needed it most, further solidifying the profound impact of our friendship.

As I reflect on the time spent with Bill Walton, I’m filled with immense gratitude. His legacy extends far beyond his basketball accolades; it’s etched in the hearts of those he’s touched with his generosity, spirit, and unwavering friendship.

I hope that this episode gives you a glimpse into the remarkable man that is Bill Walton and the special place he holds in my life. His story is one of triumph, tenacity, and the power of genuine connections. Thank you for joining me in this celebration of friendship and legacy.

Bill Walton, an NBA legend, is renowned for his exceptional skills, dynamic personality, and influential career. Born on November 5, 1952, Walton’s basketball journey began at UCLA, where he led the Bruins to two national championships.

In the NBA, he played for the Portland Trailblazers, San Diego/Los Angeles Clippers, and Boston Celtics, earning two NBA championships and an MVP award in 1978. In 1997, Bill Walton was selected as one of the NBA’s Fifty Greatest Players of all Time.

Post-retirement, he became a beloved broadcaster, known for his colorful commentary. Walton’s legacy continues to inspire basketball enthusiasts worldwide.

BillWalton.com | NBA Profile | ESPN Biography

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

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.

On the evening of Feb. 20, 1939, the marquee of Madison Square Garden was lit up for the big event: “Pro American Rally.” But it was the farthest thing from being American as can be. Uniformed members of pro-Hitler group The German American Bund carried American and nazi flags.

That being said, In the last week of December 1942, fifty leading German-Americans (including baseball legend Babe Ruth) signed a declaration condemning nazis which appeared in ten major American daily newspapers. Ultimately, American patriots stopped the American nazis.

Looking at the events this week at Columbia, MIT, NYU, and other elite US schools, they mirror much of the hate, horror and scale of The German American Bund. While some were there to genuinely support the civilians trapped in the ongoing conflict, there were others that openly supported Hamas’ extremist actions. It was very ironic to see banners about women and LGBT+ groups support, when they are the most oppressed in the world that these people envision.

What’s even worse is that there were reasons to suspect that these protests were sponsored by people who don’t want to get their own hands dirty.

One of the downsides of our technological boom is the ease of access to information. Unfortunately, ease of access does not always mean a smart populace.

As information is shared from peer to peer, information gets distorted, if not outright manipulated to suit their agendas, that sometimes the victim comes out on the other end as the one being ganged on, instead of the oppressor.

This particularly true with social media sites, who has become the de-facto source of information for the younger generation. There was even a brief period where young people were lauding a speech that Bin Laden made to justify 9/11. Never mind the atrocities he and his jihadist group committed in the US and international stage, he made a great speech! Totally justified.

Nazis have attacked America from within before. American patriots stopped them. The only question now is, will you and I empower radical jihadists nazis?

Or will we stop them, like our ancestors did 78 years ago?

To hear more of Christopher Lochhead’s points on the matter, download and listen to this episode.

Christopher Lochhead

WSJ Article on the Anti-Israel Protesters

The World’s Record Holder for Executing Women Has Executed Three Women in Three Days

This Is Ahmad. He Was Queer In Palestine.

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

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 market.

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

Traditional marketing often focuses on capturing the demand that already exists. It’s about finding a place in the market and filling the needs of consumers who are already looking for solutions. But what if you could do more than just meet existing demand? What if you could create a whole new category of demand?

That’s where the concept of “damming the demand” comes in. It’s a strategy that sits between traditional marketing and category design. Instead of just capturing demand or creating it from scratch, you harness the existing demand and redirect it, creating a new space for your product or service.

Let’s look at some legendary examples to understand this better. Marc Benioff, the founder of Salesforce.com, didn’t just create a cloud CRM; he dammed the demand for traditional on-premise CRM solutions. By evangelizing the benefits of cloud-based CRM, he forced a debate in the market, making businesses choose between the old on-premise solutions and the new, more flexible cloud options. This didn’t just shift the demand—it expanded it, as more and more businesses began to see the value in cloud-based applications beyond CRM.

In the B2C world, Peloton took a similar approach. They saw the demand for spin classes and dammed it by offering an alternative: high-quality home fitness. By doing so, they didn’t just capture the existing market for spin classes; they expanded it to include people who wanted the convenience of working out at home. This created a new category of home fitness solutions that has grown exponentially.

This isn’t a new phenomenon. History is rich with examples of demand damming. Consider Henry Ford, who redirected the demand from horse and buggies to the “horseless carriage,” or Marty Cooper, who shifted the demand from landline phones to the “wireless phone” category. These visionaries didn’t just create products; they created movements that changed the landscape of their respective industries.

So, how can you apply this strategy to your business?

First, identify the existing demand that you can dam. Look for areas where consumers are already spending their money but might be open to a new, better solution. Once you’ve dammed the demand, use it to drive revenue in the near term. Then, leverage this demand to expand and create a new category that you can lead.

Damming the demand is a potent strategy for any company looking to not just compete but dominate a new market category. By redirecting existing demand, you can create a new demand for your category, driving growth and market expansion. It’s a bold move, but as we’ve seen from the likes of Salesforce and Peloton, it’s a move that can redefine your industry and cement your place in history.

Christopher Lochhead

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

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 marketers, category designers, and entrepreneurs with a different mind.

In the realm of business, context is everything. It shapes our discussions, influences our decisions, and ultimately determines the trajectory of our companies. It’s not just about the data or the trends; it’s about grasping the bigger picture and recognizing the underlying currents that drive market dynamics.

Most people, particularly those who are entrepreneurial, have a strong bias to action, diving right in and creating content without the context to support it. However, it does have it downsides sometimes.

“A strong bias to action means that sometimes, and I know I’ve been guilty of this more times than I will ever know, we spring to action without doing enough thinking. More importantly, without doing enough thinking and dialoguing around what the context is for whatever it is we’re talking about.”

– Christopher Lochhead

One of the most exhilarating concepts we discussed was the power of rejecting the premise.

So often, we’re boxed in by traditional ways of thinking, by phrases and concepts that are accepted as industry standards. But what happens when we challenge those premises? When we refuse to accept the status quo? That’s when innovation truly happens.

By rejecting the premise, we open ourselves up to new possibilities, to the potential for creating entirely new categories and leading the market in directions it has never seen before.

A key takeaway from this discussion was the importance of challenging existing contexts. It’s easy to fall into the trap of backward thinking, of looking to past successes as a template for future endeavors.

However, the true forward-thinking entrepreneur knows that what worked yesterday might not work tomorrow. By constantly questioning and reevaluating the context in which we operate, we stay ahead of the curve and maintain a competitive edge.

To hear more about how thinking about thinking is the most important kind of thinking, download and listen to this episode.

Christopher Lochhead

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

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 different mind.

Apple’s decision to buy back stock is a strategic move that has raised eyebrows across the industry.

I’ve always been fascinated by the bold moves that define market leaders, but this move by Apple has us questioning: Is this a sign of maturity and stability, or a red flag signaling a lack of innovative vision?

Warren Buffett, a name synonymous with investment acumen, was famously tech-averse until Apple caught his eye. The staggering 95% retention rate of iPhone users and the undeniable addiction to Apple’s ecosystem reminded him of his investment thesis on Coca-Cola. But as Eddie and I discussed, there’s a nuance to Apple’s success under Tim Cook’s leadership. Despite the financial growth and profitability, the company has struggled to launch new categories—a hallmark of Apple’s DNA.

It’s not all a tale of caution, though. The Apple Watch stands out as a testament to Apple’s ability to innovate and create new categories even post-Steve Jobs. It’s a reminder that Apple still has the chops to redefine markets. But the question lingers: Is this enough to sustain Apple’s legendary status?

The crux of the discussion centered on the massive potential of AI, as we’re just at the dawn of what could be the most significant platform shift since the internet. With Apple’s deep pockets, one would expect a torrent of investments in AI, propelling the company to the forefront of this new frontier. Instead, the $110 billion stock buyback seems to suggest a different priority—short-term stock price over long-term category creation.

Contrast Apple’s strategy with Microsoft’s aggressive global AI investments, and you get a stark picture of two tech titans taking divergent paths.

Microsoft is placing strategic bets on AI across the globe, from the UAE to Malaysia and beyond, positioning itself as a leader in the next wave of technological revolution.

To hear more Pirate talk by Christopher Lochhead and Eddie Yoon, download and listen to this episode.

If you want to join in the discussion, subscribe to Category Pirates and find more Pirates Perspective buried around the beach.

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

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 on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.

In the world of marketing, there’s a tendency to equate being busy with effectiveness. However, Christopher likens this to a young fighter who is all showboating but lacks the strategic focus to win. This fighter often ends up being knocked out by a more experienced opponent who understands that precision and strategy trump frantic activity. This analogy perfectly encapsulates the inverse relationship between activity and results in marketing.

The pressure to be omnipresent in the marketing world is immense. Marketers are often told they need to be on every channel, churning out content at an unsustainable pace. But Christopher challenges this notion with a powerful quote from martial arts legend Bruce Lee:

“I fear not the man who has practiced 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times.”

This philosophy is a stark reminder that quality and impact should always take precedence over quantity.

One of the strategies Christopher advocates for is “shaving the dog,” a metaphor for the practice of eliminating the unnecessary to focus on what truly matters. By force ranking the critical components of a campaign and rigorously evaluating which elements have the maximum impact, marketers can streamline their efforts for better results.

“Shave the dog. Shave that doggy down. Practice getting everything out. Consider getting even more radical.”

– Christopher Lochhead

Innovation in marketing often requires us to “think wrong,” to consider what is 180 degrees from what everyone else would do. This approach fosters creativity and differentiation, setting the stage for truly legendary marketing campaigns.

“I learned everything I know about design from a couple of legendary designers and one of them is John Bielenberg. He’s an incredible business and corporate marketing designer. He has a perspective; he calls thinking wrong. The idea is this, when you do anything creative, ask yourself ‘what is 180 degrees from what everybody else would do? What is wrong? What would be the wrong way to go do this?’”

– Christopher Lochhead

This line of thinking also allows you to pursue options that multiply outcomes, as you can sift through the “wrongs” and find those that were rejected, not because it is inherently wrong, but either be not viable in the past, but now doable in our current technology or network.

To know more why Complexity Is the Enemy of Revenue and Why It’s Time to Shave the Marketing Dog, download and listen to this episode.

Christopher Lochhead

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

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, let’s go! Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.

Let’s talk about Lightning Strikes.

Lightning Strikes have four critical ingredients: one, it should be profit-center and not an expense. Remember, marketing that does not drive revenue, category potential, or market cap, is just arts and crafts. Lightning Strikes are no different.

Two, Lightning Strikes should be a strike and not a spread – meaning don’t space it over the whole course of the year; it will just dilute the effect of it that way. You want a clear point in time, a quick in and out in a certain area or market, and you’re done. The idea is to get maximum lift without spending too much.

Third, it should have a multiplier effect. It must be engineered to generate word of mouth that lasts beyond the strike itself. You do it buy creating a stunt or a fight, or you want to have a very prominent giveaway. These are the things that people tell their friends and family, and spread from there.

And lastly, you want to be a hijacker or hitchhiker. You want to your lightning strike to take advantage of some broader thing where you take over the conversation, or piggyback off an audience that is already established.

So, how does the Cybertruck fit into all these things?

Let’s go through the list.

First, the Cybertruck is a profit center in multiple ways. One is the product itself, but it also promotes the broader brand of Tesla motors. Lastly, its components are also something that can be a profit center for later generation of electric cars.

It also has a multiplier effect, as it has generated word of mouth not only from Tesla car owners, but people who are either at awe or making fun of the Cybertruck’s design. Even after it’s short showcase, people are still talking about it. The design is so polarizing: you either hate it, or love it. Either way, you’re going to hear about it. The Cybertruck itself became the stunt it needed for the lightning strike to occur.

Lastly, it’s hitchhiking off the launch of Apple Vision Pro, some people who are using Apple Vision Pro has been seen driving said Cybertrucks in videos and social media. It hit its target well that it hitchhiked in the Apple Vision Pro conversation to some extent, getting a rise from Apple enthusiasts.

And that, my friends, is a successful lightning strike.

If you want to join in the discussion, subscribe to Category Pirates and find more Pirates Perspective buried around the beach.

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

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.

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 of the biggest unlocks in category design for marketers. And it comes from a very simple, powerful notion: people do not buy solutions unless they have problems.

Yet a lot of companies do not get this simple concept. For them, it’s always brand awareness this, or advertise this product to the “market”. They play the attention game and call it frequency and reach. But most of the users in that market only see it as a cash grab for said company.

So here we present a good example of how to market a user problem, and it’s in the form of the American jeans we all know and love.

Over the years, Jeans have come a long way from being those stiff dark blue pants to now being very soft and somewhat comfortable to wear. But therein lies the problem: the thing that makes it soft and pliable is very polluting and very resource-intensive. After which, they present their fix, a “remaking” of the American jeans as we know it.

After naming the problem with the jeans, the article continues to explain that multiple companies have tried working together for years to develop jeans that are soft but not as punishing to the environment and our remaining resources. This serves as a way to intensify the problem by framing it as something that has not been solved. But now, they’ve found a solution. A solution to a problem they themselves proposed.

If you follow that flow, they first introduced a problem that a user can relate to, being that the jeans they wear harms the environment. They then mention that other companies have tried but not yet succeeded in finding a solution. Only after that do they supply the solution, so you can continue to enjoy those comfortable jeans without the previous repercussions and guilt on them. Prompting users to buy new jeans and ditching the old.

And that’s how you market with Category Design.

Link to the article on The Remaking of American Jeans 

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