Chris Lochhead — Why Creators Should Stop Making Hustle P*rn and How to Create a Category of One

The ultimate question for every creator, marketer, and entrepreneur is if you read and consume your content for the first time, would you go and say -that's legendary content! If you're a creator when your shit goes out, do you rush to consume it? Are you the biggest fan of your content? Because if you're not, it's telling you something. - Chris Lochhead

This week Sachit (@sachitgupta) chats with Christopher Lochhead (@lochhead). Chris is the thirteen-time #1 bestselling CoAuthor of Play Bigger, Snow Leopard, and Category Pirates and #1 charting business dialogue podcaster, who is best known as a "godfather" of Category Design.

He’s been an advisor to over 50 venture-backed startups, is a former three-time Silicon Valley public company CMO (Mercury Interactive, Scient, Vantive), and entrepreneur.

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(2:37) - Chris and Sachit’s first conversation

(06:45) - Chris’s content matrix and approach to becoming a great creator

(11:52) - The obvious content and how so many books fall into that category

(22:20) - Live example of how Sachit can take his non-obvious content and reach an audience

(25:17) - How to make a difference at scale

(27:41) - Different types of thinking

(32:24) - Figuring out what your category is, using your existing point of view

(41:24) - How Sachit has helped Chris identify that he has fallen into a trap

(43:27) - Why creators become creators

(46:18) - The only sane reason to use social media platforms

(49:45) - The big creator lie

(51:08) - Chris’s category — science research

(55:10) - The evils of hustle porn culture

(57:27) - How to monetize insight, not envy

(01:10:44) - Deep dive into category design and examples of obvious and non-obvious content

(01:12:04) - Why non-obvious content and ideas are the ones that scale

(01:15:26) - The content trap

(01:17:47) - How niching down super tight can make you more money

(01:22:48) - Category designers that inspire Chris

(01:26:39) - One person he is grateful to

(01:27:46) - Chris’s definition of a conscious creator

(01:31:12) - What he is most excited about in the coming years