Learn why complexity is the enemy of revenue in marketing as Christopher Lochhead shares timeless advice. Embrace simplicity over busyness, focus on quality over quantity, and streamline campaigns for impactful results. Dive into the importance of strategic focus and collaboration to maximize marketing effectiveness.

Eddie Yoon, category design guru, dissects Lightning Strike Marketing using Tesla Cybertruck as a case study. Lightning Strikes need to be profit-centered, timed well, and have a multiplier effect. They discuss the innovative marketing strategy of Tesla amidst controversy and legal challenges.

Discussing the importance of marketing user problems over brand solutions, using American jeans as an example. Exploring sustainability in the fashion industry and highlighting environmental impact. Showcasing Patagonia's innovative marketing strategy and the power of category design in creating demand.

On this episode of Lochhead on Marketing, we enjoy the first of many visits from Al Ramadan in 2024, as we talk about moving from being a Category Contender to a Category King. We’ll dig into what is a category contender in what it takes to win the 18-to-36-month epic category battle that every tech startup faces. So if you're an entrepreneur or marketing leader who wants to go beyond competing to actually create and dominate your own market, you're in the right place. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Al Ramadan on Tech Industry Category Development and Dominance Christopher and Al discuss the concept of being category contenders, reflecting on past research and their book on category kings. They emphasize the dominance of one company, earning around 76% of the economics in every tech category, despite skepticism. They outline the three phases of category development: define, develop, and dominate, taking approximately 15 years. They note outliers like open AI and Google's swift battles, contrasting with Salesforce's longstanding dominance. They highlight the importance of category design, likening it to a fast-paced battle where one company wins all, stressing its critical role in the tech industry's landscape. Market strategy in a competitive industry Al and Christopher discuss marketing strategies in a competitive industry, emphasizing the importance of a winner's mindset and setting the agenda. They share a scenario where a leader in a crowded field differentiates by framing the problem uniquely, focusing on end-user needs rather than feature sets like competitors. Both highlight the futility of incremental strategies and the significance of capturing mindshare by empathizing with customer problems. They term this the "Battle Royale" for mindshare, where winning means addressing the core problem effectively, rendering feature comparisons irrelevant. Christopher also stresses the pivotal role of understanding customer problems in securing market dominance. Category design and understanding customer needs Al and Christopher discuss category design and understanding customer needs. They highlight the importance of framing the problem uniquely to differentiate in a crowded market. Christopher shares a scenario where a leader in a competitive field focuses on customer needs while competitors emphasize feature sets. They critique the common focus on technology rather than customer-centric solutions, illustrating with examples from Gartner's history and Google Plus. They emphasize that categories are about customers' problems and opportunities, not just technology, stressing the significance of defining the problem scope to win in category battles. To hear more from this Al Ramadan and Christopher Lochhead dialogue, download and listen to this episode. Bio Al Ramadan is a co-founding partner of Play Bigger Advisors and coauthor of the book, Play Bigger. He also co-founded Quokka Sports, which revolutionized the way people experience sport online. Al then joined Macromedia and Adobe, where he spent almost ten years changing the way people think about great digital experiences. At Adobe, Al led teams that created the Rich Internet Applications category and helped develop the discipline of experience design. In the early ‘90s he applied data science to Australia’s Americas Cup — an innovation in sports performance analytics. His work in sailing led directly to the idea for Quokka. He lives in Santa Cruz, California. Links Connect with Al Ramadan! Play Bigger | LinkedIn | Category Contenders | The Science Behind Category Design Don’t forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche

The podcast discusses the importance of framing, naming, and claiming a problem in business to create a unique solution. It explores how category design helps companies define their market space and excel in creating legendary products/services. The guests emphasize capturing a significant market share through effective category design and articulating a clear unique value proposition.

On this episode of Lochhead on Marketing, let’s talk about a trap that most budding Category Designers fall for, and that’s thinking about competition. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Feature Battle vs Category Battle Christopher shares a story of a company who consulted with him, regarding a rising competitor in the market. Most companies’ knee-jerk reaction would be to compete; take on the same messaging, and muscle out the competitor while it’s still early. But in the end, they opted to do the opposite – they did not compete, at least not in the usual sense of it. Rather than doing a Feature Battle to see who has the better additions, messaging, and branding, they focused more on their product. They went the Category Battle route instead, carving out a large portion of the market with their improved category, and leaving the others battling for the remaining scraps. Competition Derangement Syndrome The apparent simplicity of the concept begs the question: why do most companies fail to adopt it? The answer lies in what could be termed "Competition Derangement Syndrome." Many companies, instead of pioneering their own unique category to dominate, fall into a pattern of waiting for new categories to emerge before entering the fray. Alternatively, larger corporations may opt to eliminate competition by acquiring the reigning Category King. However, this strategy essentially involves investing a significant sum to pave the way for the emergence of the next category, which their competitors will inevitably exploit. This cycle repeats itself, with each new category birthing fresh contenders, until the tables turn and the once-acquirer finds itself being acquired. Thus, the cycle perpetuates, underscoring the failure of many companies to break free from the pattern of reactive competition. Competition vs Consumer This does not mean that you avoid competing altogether. We are all driven by our will to fight, and business is not so different in that regard. But rather than going down to their level to fight on “equal” grounds, why not make it so that you are always thinking a few steps ahead, rather than slowing down just to match up to them. And if they seem to be catching up to you at a faster rate, trying to adopt their strategies just means maintaining the status quo. It also sends the wrong message to the consumers, because you are adjusting for the competition, and not for them. In the end, it’s better to achieve market dominance by consumer trust rather than just having the competitive edge, because there will always be someone that will try to compete. But as long as your consumers know that your product continues to improve for consumer satisfaction, then it will always remain as the Category King. Bio Christopher Lochhead Don’t forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer’s Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different 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!

The podcast discusses the trend of companies trying to fit in, resulting in bland and forgettable brands. Emphasizes the importance of standing out and being authentic in marketing. Highlights the significance of embracing uniqueness to make a meaningful impact in personal and professional life.

Today on Lochhead on Marketing, we talk about the good way and the bad way to rebrand. And wat better to use as an example than the recent Gemini AI rebrand by Google. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The Good Reason to “Rebrand” Before we proceed with the main topic at hand, let’s first have a good example of when to “rebrand”. There’s a company called Chirp that sells foam rollers, which is used by athletes for training their muscles and easing soreness. But after some time, a new category was invented that was adjacent to their market, the percussion massager / gun. Rather than just create their own version of percussion gun, Chirp went ahead and combined their foam rollers into this new category, essentially making a new category, the rolling percussive massager, for themselves. The Bad Reason to “Rebrand”: Google’s Gemini So why did we tell you that story? Because Google is doing the exact opposite of that, always going for the “Compete in the market” model rather than making their own market. And it could be seen with their latest endeavor in AI, Bard now rebranded as Gemini. So, why did Google make this move? While we can't say for certain, we can infer their motives. Essentially, they directly challenged ChatGPT and came up short. Now, they're revamping Bard to give it a "fresh start." While that might be their goal, most marketing experts would tell you that it simply looks like Google is backing away from the competition and trying to repurpose their AI to make the best of the situation. That in itself is a problem, but there’s also the fact that Google doesn’t really do anything different than the reigning Category King of the market. This has been true with their forays in podcasts, social media, and their other services that are now defunct. They're competing, instead of creating, which is what most companies do, and they're fucked. When to do a “Rebrand” With that said, the best time to do a rebrand is if either you’re introducing a brand-new category as your main product, or revolutionizing one of your current ones by making a new category. Rather than chasing after the tail of the Category Leader and competing for the remaining small chunk of the market, why not try doing something different? Because otherwise, you’ll just get your ass handed to you, just like what happened with Google Plus, Google Podcasts, and now, the unfortunate Google Gemini. Bio Christopher Lochhead Don’t forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer’s Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different 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!

On this episode of Lochhead on Marketing, we have a very special episode with one of my favorite marketers, Ryan Alford. Ryan Alford runs a digital marketing agency called Radical Marketing. He also has a great marketing podcast that I've been stoked to be a guest on called The Radcast, which is a top 25 Business and Marketing podcast. He's just one of those guys I like talking about marketing with. Today, we are going to talk about how to have a legendary marketing career. We also talk about why it is that many people in Marketing don't view what they do as a craft that they're working on their whole lives, and what happens when you do so. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Ryan Alford on Marketing Careers and Current Industry Trends Christopher and Ryan discuss the appeal of marketing careers, especially for younger individuals. Ryan, with 20 years of experience, emphasizes the importance of creative thinking and adaptation in the face of industry changes like AI. He believes marketing offers opportunities for innovation and creativity, essential for standing out amidst a crowded field. Christopher adds that many marketers don't view their work as a craft, but rather as a job or set of skills, contrasting it with master surfboard shaping. Ryan, drawing on his own experience, sees marketing as a craft that requires honing skills over time, akin to his father's craftsmanship. Both agree that when you love what you do, it doesn't feel like work. Ryan Alford on Marketing Skills and Adapting to Platform Changes The two then discuss the evolving landscape of marketing skills and the need for adaptability. They highlight the importance of curiosity, continuous learning, and embracing change in navigating the industry's shifts. With the proliferation of digital platforms, they emphasize the challenge of staying updated and the risk of relying too heavily on platforms beyond marketers' control. Despite these challenges, they underscore the enduring power of innovative ideas to capture attention and drive success. Christopher also cautions against shallow tactics focused solely on grabbing attention without meaningful content, using the wind feather in car dealerships and mall entrances as an example. They advocate for a balance between leveraging new platforms and maintaining focus on substantive messaging to achieve marketing goals effectively. Ryan Alford on Marketing Strategies and Generating Outcome Christopher and Ryan discuss the importance of marketing strategies producing meaningful outcomes rather than mere attention-grabbing tactics. They emphasize the necessity of tying marketing efforts to revenue generation, highlighting the distinction between visibility campaigns and those that drive sales. Ryan stresses that successful marketers focus on moving consumers from one perception to another, ultimately leading to sales. They acknowledge the controversy surrounding this viewpoint, especially among marketers who resist being held accountable for tangible results. Both agree that marketing is for those who embrace accountability and are committed to producing revenue, with Christopher noting that marketing allows for creative ideation that triggers sales, contrasting with the more direct approach of salesmanship. To hear more from Ryan Alford and learn how to have a legendary career in Marketing, download and listen to this episode. Bio Ryan Alford Links Connect with Ryan Alford! The Radcast | LinkedIn 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!

The podcast discusses the myth of distribution as a key to success using Google Podcast as an example. It emphasizes the importance of building a new category and problem for success, regardless of product or distribution advantage.