136 - Why Treating Your Creative Marketing Like It's Not Tied To Revenue Will Get You More Revenue (Christopher Lochhead, 3X Silicon Valley CMO)

I asked Christopher Lochhead to come back on the show (3rd time!) because I'm a really big fan and I know my listeners are as well. This time we talked about creativity, plus got a little personal! 

(please note there's some swearing so listen to this one without the kiddos)

Christopher makes content (podcasts, books, newsletters) for entrepreneurs and marketers with a different mind. He's got a newsletter called "Category Pirates" and podcasts (Follow Your Different, Lochhead On Marketing) and books ("Play Bigger" is on category design, "Niche Down" is about how become legendary by being different and "Snow Leopard" is on why legendary writers create a category.)

After this one also check out Episode 44 where we talk about “Why 98% Of Startups (And Marketers) Waste Their Time”, how companies that lead with category design are valued at 5x more, what makes a legendary entrepreneur, and how to explain Category Design to a 7-year old. This is still one of my most popular episodes.

And also check out Episode 108 where we talk about  "Why Most Business Content Is 100% Content Free And How Non-Obvious Ideas Can Help."

In THIS episode we cover:

What does “creative” mean to you (HINT: category design is actually very creative);

Why creativity requires thinking about thinking;

We talk about guns (yep);

When have you felt the most creative;

Christopher's process for getting creative + achieving flow;

Podcasting is special because it's the only medium today for real, unedited human conversation;

Balancing creativity with results (HINT: creative in business that doesn't drive revenue is not creative, but sometimes not making the money is the answer when you approach creative marketing projects).

You can find Christopher on LinkedIn.

You can learn more about Category Pirates.

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