Introduction

In this episode of Lochhead on Marketing, let’s talk about why thinking about thinking is the most important kind of thinking. Context Matters More Than Content This might be obvious, but it bears repeating: context matters more than content. In any strategy discussion, the context of which is what leads to some kind of outcome or content. Most people, particularly those who are entrepreneurial, have a strong bias to action, which can be healthy and powerful. 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 Accept or Reject the Premise The next piece to think of when discussing the context, is that whether you accept or reject the premise of said context? It could be a product, a service, or and prevalent idea. Here’s what I know. “Legendary category designers, legendary entrepreneurs, creators, and marketers reject the premise. They start by rejecting the premise. So somebody says something and you go, that's interesting. And in our mind, we go, I reject the whole thing.” – Christopher Lochhead Now, you may end up circling back to that premise and either accepting it entirely, or just part of it. Though the reason why starting by rejecting the premise is so powerful, is that all premise, context, and established thinking is based on past experience, insight, or research. Of course, there are many cases where accepting the premise is the wise thing to do. Yet here’s the rub: how do you create a different future, if the premise or context you start with is tied to the past? So we reject the premise, we reject the rules of the past and open ourselves up to a whole new kind of thinking. Listen to the Words In business and marketing, almost every sentence that somebody says to us use “accept the premise” language. Part of rejecting the premise is listening to the words they say. One example is “go to market”. You might ask, what’s wrong with that premise? If you think about it, that premise suggests that there is a market out there, and we need to go and grab it. Which means that you are competing for other businesses that are also going to the same market. Yet wouldn’t it be better to create your own market? That way, you get the lion’s share of it outright, and you don’t have to compete for it. Moreover, the customers/users then come to you, and not the other way around. To hear more about how thinking about thinking is the most important kind of thinking, download and listen to this episode. 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.