Lochhead on Marketing

In a special episode from the DisrupTV studios, marketing visionaries Christopher Lochhead, Ray Wang, Vala Afshar, and guest Sunil Karkera dive deep into the themes of Christopher Lochhead’s latest book, The Existing Market Trap. The conversation is a masterclass in modern marketing strategy, category design, and the seismic impact of artificial intelligence (AI) on business. If you’re a marketer, entrepreneur, or executive looking to future-proof your company and career, this episode is a must-listen. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.   Understanding the Existing Market Trap Most companies fail not because their products are bad, but because they compare their innovations to old market standards. This “existing market trap” forces them to compete in crowded, established categories, dooming them to incremental improvements and eventual irrelevance. Lochhead warns that trillions in investment will be lost if companies keep chasing existing markets instead of creating new ones, and much of the 90%+ startup failure rate is due to the trap of incrementalism, trying to be “better” rather than “different.” The key is to stop benchmarking new products against legacy solutions and instead ask: What new problem are we solving, and how can we define a new category around it? The Power of Category Design Category design is the discipline of creating and dominating new market categories. It’s not just a marketing tactic, it’s a strategic mindset shift. Markets are groups of people with a shared problem, while categories are defined by what people believe can solve that problem. Companies like OpenAI and Nvidia didn’t chase existing demand, they created it. Legendary category designers start with a vision of a radically different future and work backward, understanding that the language used to describe a product and category shapes what people believe is possible. Ultimately, the most powerful thing you can “ship” is a new belief about what’s possible. Rather than out-featuring competitors, the goal is to redefine the game and build the aisle, not just fight for shelf space. AI as a Co-Founder, Not a Copilot Treating AI as a mere “assistant” or “copilot” is a massive missed opportunity. AI should be the core foundation of your business and career. When AI is just an add-on, it leads to incremental change, but when it is treated as a co-founder, it enables exponential, net-new value creation. The next generation will be “native AI”; they’ll expect AI to be at the center of everything. To take advantage of this, businesses should integrate AI deeply, building processes, products, and even company culture around AI from the ground up, and reimagine roles so that AI is seen as a creative partner, not just a tool. To hear more of this amazing dialogue between marketing geniuses, download and listen to this episode.  Links If you wish to check out more episodes from DisrupTV, you can do so on these links: LinkedIn | X (formerly Twitter) | Youtube | Apple Podcast | Website   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!

Reflecting on the past year, the discussion dives into the trend of 60% of Americans considering job changes and the impact of AI on traditional roles. The rise of 'creative capitalists' emphasizes innovation driven by AI. Listeners are encouraged to identify their unique strengths, aiming for meaningful contributions and personal fulfillment. The conversation sets the stage for embracing transformative opportunities in the evolving workforce landscape, paving the way for a legendary 2025 ahead.

Katrina Kirsch, a skilled content strategist known for impactful marketing, dives into the critical importance of clarity in marketing. She and her host discuss the common pitfalls of convoluted messaging that confuse consumers. They stress the necessity of simple and straightforward language, using examples from major brands. Katrina also emphasizes innovative thinking through unconventional methods, while championing the idea that creativity should never come at the cost of clarity. Listeners are encouraged to embrace moments of boredom to spark creativity!

In this insightful discussion, guest Fernando Labastida, a seasoned marketing strategist, delves into how writing a book can empower businesses to define unique market categories. He emphasizes that authorship is not just about sharing knowledge but serves as a strategic tool for establishing credibility and expanding influence. Explaining the advantages of clear communication, Labastida also illustrates how a book can spark marketing efforts, enhance networking opportunities, and transform companies into recognized leaders.

Discover the power of distilling complex business strategies into a single impactful sentence. The hosts highlight how companies like Gillette use metrics like 'revenue per user per year' for clarity and focus. They reveal the secret sauce of successful organizations, emphasizing that a concise strategy fosters alignment and a strong company culture. With engaging examples from both giants and solopreneurs, this discussion showcases how simplicity drives success in today's business landscape.

Discover how the category defines a brand's success in marketing as Christopher Lochhead shares insights and examples. Learn about Qualtrics' strategic shift, the impact of AI on Experience Management companies, and Microsoft's dominance in the office productivity market with unified design.

Discussion on Apple's groundbreaking Apple Intelligence AI system, emphasis on category design for market leadership, thoughtful AI integration for enhanced user experiences, and strategic decisions shaping Apple's future in personal intelligence services

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. A Meeting of Minds in San Diego 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. The Teacher in My Life 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. Radical Generosity and Unwavering Support 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. Bio 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. Links 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!

Exploring parallels between events in America and the Gaza conflict, historical ties to Nazism, and disturbing similarities in organized hate groups. Discussing responsible activism, treatment of queer individuals in Palestine, and contrasting reactions towards pro-Palestinian actions. Delving into aid agencies supporting terrorism, international support for Israel over Hamas, and concerns over Iranian attacks and nuclear weapons.

Discover how to 'dam the demand' in marketing by creating new categories to dominate. Learn from tech titans like Marc Benioff and Peloton on redirecting existing consumer desire. Find out how companies across industries have successfully created new markets by utilizing this strategy.