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.
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The conversation around AI centers, data center protests, and artificial intelligence leadership is louder than ever. On the surface, stories about Meta’s lawsuit settlement, EU AI watermarking regulations, data center backlash, and Nvidia’s record-breaking quarter seem completely unrelated. But when you look through a category design lens, they all connect to one single issue: trust. Understanding who we trust with this technology is arguably the most important question of our generation. Being pro-AI does not mean blindly supporting every AI company, every regulation, or every infrastructure
California has long been the heartland of innovation, home to some of the most transformative companies in history. But a new proposal on the ballot is raising serious questions about whether the state is about to undermine the very foundation that made it great. Mark Cuban recently made headlines by stating that only idiot startup founders will stay in California, and while those words may sting, they carry a weight worth examining. Prop 40, marketed as a one-time billionaire tax, could have consequences that ripple far beyond the ultra-wealthy and touch every person who has ever bet their ca
In 1991, Tim Berners-Lee opened the World Wide Web to the public. At that time, the entire worldwide economy totaled roughly 24 trillion dollars. Every factory, every bank, every airline, every tech company combined. Today, the digital economy represents approximately 25% of global GDP, a number that was simply zero when the web first launched. This transformation did not happen on its own. Human beings, entrepreneurs, category designers, and builders made it happen by creating entirely new industries out of nothing. Welcome to Lochhead on Marketing. The number one charting marketing podcast f
When Spain defeated Argentina in the 2026 FIFA World Cup final, most people focused on the scoreline. But a far more fascinating story was unfolding behind the numbers. With 6.8 million international visitors attending matches across 16 American cities, and a global television audience approaching 2 billion people, something remarkable happened. America, without building a single new stadium or running one government marketing campaign, emerged as the true winner of the World Cup. The United States federal government spent zero dollars on brand promotion, and yet the country delivered one of t
For most of human history, helping people in need has come down to two basic approaches: give them something or teach them something. One is fast but temporary. The other takes time but builds capability. What if there was a third way? What if you could give someone an ownership stake in the greatest wealth-generating machine ever built, the US economy and the US stock market? That is exactly what a new category called charitable investing is doing, and it may be one of the most important category design moments in American history. On July 4th, 2026, America’s 250th birthday, something called
As America marks 250 years of existence, it is worth pausing to ask a question that most people avoid: what is actually true about this country versus what we have been conditioned to believe? The noise coming from cable news, social media algorithms, and political fundraising machines has created a version of America that feels perpetually on the brink of collapse. But the data tells a radically different story. America 250 is not a eulogy. It is a celebration grounded in economic history, human ambition, and the rare national DNA that makes this country unlike any other on earth. The story o
America is in the middle of something extraordinary, and most people are not paying attention. Since 2021, Americans have filed more than 20 million new business applications. In 2024 alone, the U.S. averaged roughly 430,000 new business applications per month, which is approximately 50% above pre-pandemic levels. This is not opinion. This is data, and it points to one of the most powerful entrepreneurial movements in modern history. The rise of AI has supercharged this momentum, giving individuals the kind of leverage that once required entire departments, massive budgets, and large technical
On this episode of Lochhead on Marketing, the Category Pirates talk with Gina Bianchini about how AI is changing the way we work faster than most people expected. In just a few short years, it has transformed how we access knowledge, complete tasks, and think about productivity. For many professionals, creators, and business owners, that shift raises a pressing question. If AI can do more and more of what we once considered valuable, where does that leave us? That question sits at the heart of a powerful conversation between Gina Bianchini, Christopher Lochhead, and Eddie Yoon. Together, they
Most people assume the great race in artificial intelligence is about making machines smarter. Bigger models, better reasoning, faster outputs. But a recent conversation between Christopher and ChatGPT accidentally uncovered something far more important than intelligence. It revealed the real frontier of the future of AI, and it has nothing to do with writing poems or passing exams. It started with a simple question about the nearest Apple Store. It ended with a profound reflection on what AI can and cannot yet do, told entirely from the perspective of the AI itself. What came out of that conv
There are two kinds of people in this world. There are those who find their place, and there are those who have to make one. The story of Anika Nilles and her role in the return of Rush is one of the most compelling examples of category design, elite preparation, and radical originality that rock music has ever seen. It is a story about refusing to compete on someone else’s terms and instead showing up entirely as yourself. When Neil Peart died in January of 2020, most people assumed Rush died with him. Geddy Lee and Alex Lifeson said as much. But what happened next offers a masterclass in how
Most people watch politics the same way they watch sports. Your team, my team, win or lose. We wear our colors, red or blue, and cheer accordingly. But that framing misses something profound about how real change actually happens in political landscapes. There is a different lens worth considering, one borrowed from the world of business strategy called category design. This lens doesn’t just explain who wins elections. It explains how large scale change tips in markets, cultures, and yes, in politics. And right now, California is giving us a live demonstration that is impossible to ignore. We
This week, we sat down with marketing royalty Laura Ries, the daughter of Al Ries and Chairwoman of RIES, on Follow Your Different to unpack what makes for truly powerful brand building. We thought that it was so good, it would be a shame if the folks here at Lochhead on Marketing were to miss out. So let's get everyone caught up while we wait for part 2 to drop! The discussion, sparked by American Eagle’s controversial Sydney Sweeney campaign, offers a masterclass in cutting through the noise and making brands that dominate for decades, not just news cycles. In a world obsessed with fleeting
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, c
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 transformat
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, catego
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 Fe
On this episode of Lochhead on Marketing, Category Pirates Christopher Lochhead and Eddie Yoon talk about the power of simplifying business strategies into a One-Sentence Strategy. They discuss how successful companies, from large enterprises to solopreneurs, leverage concise strategies to drive focus and alignment. Highlighting examples like Gillette's "revenue per user per year" and Microsoft's "a computer on every desktop," they emphasize the importance of clarity and customer-centric approaches. The episode underscores that while crafting a one-sentence strategy is challenging, it is essen
On this episode of Lochhead on Marketing, Christopher Lochhead, a three-time CMO and a leading figure in category design, gives his Pirates Perspective into the critical concept that "the category makes the brand, not the other way around." This principle underscores the importance of understanding and defining a category in marketing, as it can profoundly influence consumer perception and the overall success of a brand. Through engaging stories and practical examples, Christopher illustrates how effective category design can lead to market dominance. Additionally, Christopher highlights Micro
On this episode of Lochhead on Marketing, Christopher Lochhead and Eddie Yoon dissects Apple's latest announcements from the 2024 Worldwide Developers Conference (WWDC) on an all-new Pirates Perspective. The conversation centers around Apple's introduction of Apple Intelligence, a cutting-edge AI-driven personal intelligence system, and their strategic partnership with OpenAI. They break down the key insights from their discussion, offering actionable advice and thorough explanations for marketers and tech enthusiasts alike. Welcome to Lochhead on Marketing. The number one charting marketing p
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 c
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
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, categ
On this episode of Lochhead on Marketing, let’s talk about why thinking about thinking is the most important kind of thinking. This isn't just another buzz phrase; it's a fundamental practice that can revolutionize the way we approach entrepreneurship, marketing, and business strategy. So we thought that it would be a good idea to refresh new listeners minds and remind the old heads why Context is always King. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The Power of Context in Decision-M
Today on Lochhead on Marketing, we want to share some insights from a riveting discussion we had with Eddie Yoon, our category pirate brother, about a monumental move by Apple. We're talking about a colossal $110 billion stock buyback and what it means for the tech giant's innovation trajectory, particularly in the realm of artificial intelligence (AI). Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Apple's Strategic Crossroads: Innovation or Shareholder Pleasing? Apple's decision to buy ba
On this episode of Lochhead on Marketing, it’s time again to shave that Marketing Dog with Christopher Lochhead. If you’re an avid listener of the podcast, you probably think you’re experiencing déjà vu. But we think that people still don’t get this simple concept, that it merits a replay. It is also a good reminder for others who may be falling into the trap of overcomplicating their marketing strategies. So strap in, and get ready for some timeless advice from yours truly. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entre
