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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Economics Marketing
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Episodes
  • Have a Legendary 2025

    Have a Legendary 2025
    Jan 1 2025
    Welcome to Lochhead on Marketing 2025! In this New Year's episode, we reflect on the past year and look forward to 2025, with a focus on significant career trends and the impact of AI on the workforce. With 60% of Americans considering job changes, the episode highlights the diminishing value of traditional knowledge work and the rise of "creative capitalists" who leverage AI for innovation. Our 2025 focus includes helping individuals identify their unique strengths, connect them to meaningful contributions, and achieve personal and financial fulfillment. Join us in embracing these transformative opportunities for a legendary year ahead. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Trends in Job Changes Recent surveys reveal a striking trend: approximately 60% of Americans are contemplating job or career changes in 2025. This statistic, reported by Gallup and corroborated by a résumé templates survey, indicates a widespread desire for new opportunities. Specifically, 56% of individuals are looking to pursue new jobs, with 27% actively searching. This data suggests that more than half of the workforce is seeking meaningful transitions in their careers. The New Reality of AI As we navigate this new landscape, we must acknowledge the rapid advancement of artificial intelligence (AI). We are no longer in a future where AI is a distant concept; it is now a present reality. The workforce will be divided into two categories: those who thrive in this new environment and those who struggle to adapt. For the past 70 years, the highest value work has been classified as "knowledge work," a term coined by the renowned Peter Drucker. Knowledge workers acquire valuable information and apply it to produce results. However, in an AI-driven world, the value of existing knowledge is diminishing daily. Tools like ChatGPT and Google Gemini can provide insights and strategies that were once the exclusive domain of high-end knowledge workers. The Rise of Creative Capitalists In this evolving landscape, the new high-value role is that of the "creative capitalist." These individuals are not just knowledge workers; they are innovators who generate new knowledge and ideas, leveraging AI to enhance their creativity and productivity. Those who can harness AI to create unique solutions and insights will find themselves at the forefront of success in 2025 and beyond. Conversely, those who cling to traditional knowledge work without adapting to the changes brought about by AI may face significant challenges. The tech industry has already seen substantial layoffs, with around 200,000 job losses reported in 2024. This serves as a stark reminder of the need to evolve and embrace new ways of working. To hear more about the new trends and what you need to adapt in this new year 2025, download and listen to this episode. 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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    7 mins
  • 208 Clarity in Your Category POV with Katrina Kirsch | Pirate Jam

    208 Clarity in Your Category POV with Katrina Kirsch | Pirate Jam
    Nov 27 2024
    On this episode of Lochhead on Marketing, we dive deep with fellow Category Pirate Katrina Kirsch into the critical importance of clarity in marketing. We explore the common pitfalls that entrepreneurs and marketers face when trying to articulate their points of view (POVs) and the challenges of standing out in a crowded marketplace. This episode will break down the key insights from their discussion, and offer thorough explanations & actionable advice to help you refine your marketing strategies. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Katrina Kirsch on the Challenge of Clarity in Marketing Christopher opens the discussion by highlighting a prevalent issue: many marketing messages are convoluted and fail to convey the core message clearly. He points out that when potential customers visit a company's website, they often leave feeling confused about what the business actually does. This confusion stems from the tendency of companies to overcomplicate their messaging, using jargon and clever phrasing that ultimately obscures their value proposition. Katrina agrees, sharing her experiences with creatives who often fall into the trap of trying to be overly clever in their marketing. She emphasizes that while creativity is essential, it should not come at the cost of clarity. The duo stresses that the most effective marketing is straightforward and easy to understand. They argue that clarity is not just a nice-to-have; it is a fundamental requirement for successful marketing. The Power of Simplicity The conversation shifts to the power of simplicity in messaging. Christopher cites Walmart's tagline, "Save money. Live better," as an example of effective simplicity. This tagline is memorable and communicates the brand's value proposition clearly. He contrasts this with the overly complex messaging often found in the tech industry, where companies may describe their products in multiple ways, leading to confusion rather than clarity. Katrina shares a story about a photography club leader who was preparing to launch a virtual camp. The leader's email communications were filled with clever but confusing language, including hidden links and overly complex descriptions. After reviewing the emails together, Katrina advised him to prioritize clarity over cleverness. She emphasizes that when communicating with an audience, especially those unfamiliar with the subject matter, it is crucial to be as clear as possible. Katrina Kirsch on the Dangers of Overcomplication Christopher and Katrina discuss how the desire to sound smart can lead to overcomplicated messaging. They reference a smart startup CEO who, despite his intelligence, produced a press release that described the company's product in six different ways. This lack of consistency made it difficult for readers to understand what the company actually did. Christopher points out that this is a common mistake among intelligent individuals who may feel the need to showcase their knowledge through complex language. Katrina adds that in certain fields, such as academia or science, complexity can be valued. However, in marketing, especially for solopreneurs and small businesses, clarity should take precedence. The speakers agree that the goal should be to communicate the problem being solved and the solution offered in the simplest terms possible. To hear more from Katrina Kirsch on the Importance of having a clear POV, download and listen to this episode. Bio Katrina Kirsch is a skilled content strategist and writer specializing in creating impactful marketing strategies and engaging content. With a background in journalism and digital marketing, Katrina has a talent for crafting clear, compelling messages that resonate with diverse audiences. She excels in SEO, social media management, and brand storytelling, helping businesses build strong online presences.
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    49 mins
  • 207 Write Your Way to Market Leadership: Fernando Labastida on How Writing a Book Shapes New Markets

    207 Write Your Way to Market Leadership: Fernando Labastida on How Writing a Book Shapes New Markets
    Nov 6 2024
    On this episode of Lochhead on Marketing, we engage in a thought-provoking conversation with Fernando Labastida, an innovative thinker in category design and a proponent of businesses creating their own unique markets. The discussion centers on the transformative role of writing a book as a strategy for businesses to carve out their unique markets and establish themselves as category leaders. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Fernando Labastida on the Value of Writing a Book Fernando Labastida begins by discussing the advantages of writing a book, asserting that it can serve as a powerful means to organize and galvanize ideas. He notes that while it’s possible to design a category without writing a book, the process of writing can clarify thoughts and solidify concepts. Fernando likens writing a book to assembling a puzzle or using a paint-by-numbers coloring book, where a detailed outline helps structure the ideas. He also highlights how a book can kickstart marketing efforts, enabling authors to engage in "information wars" and "air wars" to evangelize their categories. A book can open doors to speaking engagements, podcast appearances, and networking opportunities, amplifying the author’s message across various platforms. The Impact of Being an Author Christopher shares a personal anecdote about the impact of being a published author. He recounts a recent experience in Fiji, where a stranger recognized him as one of the authors of "Play Bigger" and expressed how the book had changed his life and business. This moment underscores the profound effect that a book can have on readers, creating a lasting connection that is often more impactful than other forms of media, such as podcasts or blogs. Fernando posits that in an age where attention spans are dwindling, writing a book demonstrates a commitment to deep thinking and sustained effort, which can resonate with audiences. Creating New Language and Thought Leadership The conversation shifts to the importance of language in establishing thought leadership. Christopher points out that those who create new language often dominate their categories. He cites Starbucks as an example, where the company’s unique terminology has shaped customer expectations and industry standards. Similarly, he discusses how ChatGPT has redefined language around artificial intelligence, introducing terms like "large language model" and "prompt engineer," which have become integral to the conversation about AI. Fernando echoes this sentiment, referencing the Eisenberg brothers, who coined terms like "conversion rate optimization" to describe emerging concepts in digital marketing. He emphasizes that new problems arising from technological advancements necessitate new solutions and, consequently, new language to describe them. To hear more from Fernando Labastida and the legendary value of writing a book, download and listen to this episode. Bio Fernando Labastida is a seasoned marketing strategist known for his expertise in content marketing and business growth. He has helped tech companies and startups build brand authority through strategic storytelling, connecting businesses with their target audiences. Passionate about innovative growth, Fernando excels in crafting compelling narratives that drive engagement and customer loyalty, making him a trusted leader in tech marketing who skillfully blends strategy with creativity to achieve impactful results. Links Follow Fernando Labastida! Website | 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!
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    1 hr and 5 mins

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