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Lochhead on Marketing

By: Christopher Lochhead
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  • Summary

  • Lochhead on Marketing™ is the award winning, chart topping podcast for entrepreneurs, marketers, and category designers with a different mind. Most people do not like it.
    Copyright ©2021
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Episodes
  • 202 A Tribute to Bill Walton

    202 A Tribute to Bill Walton
    May 31 2024
    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!
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    Less than 1 minute
  • 202 2024 Is 1939 (Again) In America

    202 2024 Is 1939 (Again) In America
    May 29 2024
    On this episode of Lochhead on Marketing, the conversation takes a deep dive into the complex and sensitive situation in Gaza, Palestine, Israel, and the broader Middle East, and how our perception here in America is being warped by misinformation from different sides. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. A Feeling of Déjà Vu for America On the evening of Feb. 20, 1939, the marquee of Madison Square Garden was lit up for the big event: "Pro American Rally." But it was the farthest thing from being American as can be. Uniformed members of pro-Hitler group The German American Bund carried American and nazi flags. That being said, In the last week of December 1942, fifty leading German-Americans (including baseball legend Babe Ruth) signed a declaration condemning nazis which appeared in ten major American daily newspapers. Ultimately, American patriots stopped the American nazis. Looking at the events this week at Columbia, MIT, NYU, and other elite US schools, they mirror much of the hate, horror and scale of The German American Bund. While some were there to genuinely support the civilians trapped in the ongoing conflict, there were others that openly supported Hamas’ extremist actions. It was very ironic to see banners about women and LGBT+ groups support, when they are the most oppressed in the world that these people envision. What’s even worse is that there were reasons to suspect that these protests were sponsored by people who don’t want to get their own hands dirty. (Mis)Information is Rampant One of the downsides of our technological boom is the ease of access to information. Unfortunately, ease of access does not always mean a smart populace. As information is shared from peer to peer, information gets distorted, if not outright manipulated to suit their agendas, that sometimes the victim comes out on the other end as the one being ganged on, instead of the oppressor. This particularly true with social media sites, who has become the de-facto source of information for the younger generation. There was even a brief period where young people were lauding a speech that Bin Laden made to justify 9/11. Never mind the atrocities he and his jihadist group committed in the US and international stage, he made a great speech! Totally justified. Call to Arms Nazis have attacked America from within before. American patriots stopped them. The only question now is, will you and I empower radical jihadists nazis? Or will we stop them, like our ancestors did 78 years ago? To hear more of Christopher Lochhead’s points on the matter, download and listen to this episode. Bio Christopher Lochhead Links WSJ Article on the Anti-Israel Protesters The World’s Record Holder for Executing Women Has Executed Three Women in Three Days This Is Ahmad. He Was Queer In Palestine. 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!
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    32 mins
  • 201 Category Creation: How To Dam The Demand

    201 Category Creation: How To Dam The Demand
    May 23 2024
    On this episode of Lochhead of Marketing, we review a powerful strategy that has the potential to revolutionize how you approach marketing and demand creation for your product or service. We call this strategy "damming the demand," and it's all about redirecting existing consumer desire to carve out a new category that you can dominate. If you’re not convinced, check out how these giants in the industry have utilized this strategy to their advantage by creating demand in an already existing market. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Dam the Demand Traditional marketing often focuses on capturing the demand that already exists. It's about finding a place in the market and filling the needs of consumers who are already looking for solutions. But what if you could do more than just meet existing demand? What if you could create a whole new category of demand? That's where the concept of "damming the demand" comes in. It's a strategy that sits between traditional marketing and category design. Instead of just capturing demand or creating it from scratch, you harness the existing demand and redirect it, creating a new space for your product or service. Lessons from Tech Titans Let's look at some legendary examples to understand this better. Marc Benioff, the founder of Salesforce.com, didn't just create a cloud CRM; he dammed the demand for traditional on-premise CRM solutions. By evangelizing the benefits of cloud-based CRM, he forced a debate in the market, making businesses choose between the old on-premise solutions and the new, more flexible cloud options. This didn't just shift the demand—it expanded it, as more and more businesses began to see the value in cloud-based applications beyond CRM. In the B2C world, Peloton took a similar approach. They saw the demand for spin classes and dammed it by offering an alternative: high-quality home fitness. By doing so, they didn't just capture the existing market for spin classes; they expanded it to include people who wanted the convenience of working out at home. This created a new category of home fitness solutions that has grown exponentially. This isn't a new phenomenon. History is rich with examples of demand damming. Consider Henry Ford, who redirected the demand from horse and buggies to the "horseless carriage," or Marty Cooper, who shifted the demand from landline phones to the "wireless phone" category. These visionaries didn't just create products; they created movements that changed the landscape of their respective industries. The Strategy in Action So, how can you apply this strategy to your business? First, identify the existing demand that you can dam. Look for areas where consumers are already spending their money but might be open to a new, better solution. Once you've dammed the demand, use it to drive revenue in the near term. Then, leverage this demand to expand and create a new category that you can lead. Damming the demand is a potent strategy for any company looking to not just compete but dominate a new market category. By redirecting existing demand, you can create a new demand for your category, driving growth and market expansion. It's a bold move, but as we've seen from the likes of Salesforce and Peloton, it's a move that can redefine your industry and cement your place in history. 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 **NEW!
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    12 mins
Marketing Economics
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