E203: The Legendary Entrepreneurship with Christopher Lochhead

Today’s episode is a smorgasbord of explosive information that you definitely don’t want to miss!

Entrepreneur, author, and category designer Christopher Lochhead discusses why comparison marketing and personal branding don’t work, the concept of category design, and what makes a legendary entrepreneur.

A former three-time Silicon Valley public company, chief marketing officer, and startup advisor, Christopher is an author of a couple of books and the host of two different podcasts, Follow Your Different and Lochhead on Marketing. He also has a newsletter called Category Pirates.

Brace yourself as Christopher challenges the way you’ve set up your mental scaffolding!

Here are some power takeaways from today’s conversation:

[01:30] Getting thrown out of school and learning about his learning differences

[02:45] Entrepreneurship as a way out

[06:27] What it means to have a different brain

[07:57] Creating a place where you fit in

[14:51] The Category Design concept

[18:01] Why everything taught to us about entrepreneurship is all wrong

[22:00] The implications of comparison marketing

[29:07] The two kinds of thinking: reflexive vs. reflective

[34:45] Why focus on positioning the problem over the solution

[40:26] How to get from being reflexive to reflective

[45:28] Why legendary entrepreneurs are visitors from the future

[50:34] What makes legendary entrepreneurs: missionary vs. mercenary

[53:07] Why more than 90% of startups fail

[61:11] Why personal branding doesn’t work

Notable quotes from the Episode:

"For many of us, entrepreneurship is a way up... But for more of us, entrepreneurship is a way out."

“There's a comfort, a primordial comfort, a survival instinct that human beings have to fit in as a group. Unfortunately, the most legendary people you've ever met did not fit in."

"Companies and individuals that design their categories are best positioned to dominate them. And when they dominate them, they earn two-thirds of the economics."

“Category-creating companies in the fastest 100 companies growing list in the U.S. are valued roughly 5x more than their other fast-growing peers.”

"Thinking about thinking is the most important kind of thinking, and most people don't think."

Connecting with the Guest

Website: https://lochhead.com

Podcasts: Follow Your Different, Lochhead on Marketing

Newsletter: Category Pirates

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