TMDP 051: How Category Kings Play Bigger & Eliminate Competition with Christopher Lochhead

The Marketing Disenchanted Podcast

Christopher Lochhead is the host of “The Podcast Silicon Valley Needs” — Legends & Losers, and the co-author of Harper Collins’ “instant classic,” Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets. Christopher is a former three-time, Silicon Valley public company CMO and entrepreneur. The Marketing Journal calls him one of “The Best Minds in Marketing,” Fast Company Magazine calls him a “Human Exclamation Point,” The Economist calls him “off -putting to some,” and Newsweek calls him, “The Howard Stern of Entrepreneurialism.”

At 18 he got thrown out of school, and with no other options he started a company. After 30 years in business he retired. Christopher can recite much of The Big Lebowski, but can’t remember his wife’s phone number. He’s a proud advisor to non-profit 1Life Fully Lived, a surf and ski bum who gives the occasional ass-kicking talk. He’s living happily ever after with an amazing woman, a great tribe and six little dinosaurs in Santa Cruz California.

Follow Christopher on Twitter at @lochhead. He can also be found on LinkedIn and https://www.legendsandlosers.com/disenchanted.

You’ll Learn:

• How Christopher overcame humble beginnings and dyslexia to grow a legendary career in Silicon Valley.
• How he failed in his first business, despite having growing revenue.
• How he bounced back with his second business, which was acquired by a CRM company, catapulting him to his first stint as CMO of a publicly traded company.
• Why category kings take 2/3’s of the economics in any category.
• Why it’s not enough to be good at what you do, you also have to understand the game you’re playing.

3 Key Points:

1. We’re living in an increasingly winner-take all world.
2. Legendary companies prosecute the “magic triangle” of product, company & category.
3. Some of the greatest category kings in history have no clue how they became category kings.

Resources Mention:

• Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth by Eddie Yoon
• Eddie Yoon on Legends & Losers: Growth Hacking Market Categories
• Brent Jones on Legends & Losers: From Super Bowl Champion 49er to Venture Capital Legend w/Brent Jones

Get New Show Alters in Facebook Messenger!

Go to http://bit.ly/mdshowbot to sign up. It’s a #chatbot and it’s pretty cool!

Killer Resources:

1. Ready to go pro but aren’t sure if College is the right choice for you? Get my Ultimate Digital Marketing College Guide.
2. Like the podcast? Then you’ll love the book! Grab Beyond Buzzwords on Amazon.
3. In the last three months of the 2016 Presidential election fake news outperformed real news on Facebook. DON’T be taken advantage of. Our Digital Discernment course teaches you how to call B.S. online.

Support this podcast:

Like what you hear? Consider becoming a patron at https://www.patreon.com/MarketingDisenchanted.

I’m a small, independent podcaster so your support goes a long way in making sure I have the funds to keep the podcast going. Go to Patreon.com and check out my awesome pledge levels. You’re doing a good deed and will be rewarded handsomely for it! Thanks in advance.

Like what you hear? Book me to speak!

While podcasting is a personal joy of mine, nothing beats connecting with like-minded people in person. Go to ConsultTemi.com to book me for your next conference, meeting or event.

Let’s Connect!

Follow me on Twitter

Connect on LinkedIn

Shoot me an email: Temi at ConsultTemi.com

(Sorry, had to break the email link to stymie the bots… damned bots.)