Christopher Lochhead
Podcaster, Author & Advisor @ Category Pirates
Godfather of Category Design, 13x #1 bestselling author. Former 3x Silicon Valley public company CMO.
βBecoming a category pirate, covering strategic decision-making, product design, and consumer products.β
Career History
| Company | Role | Years |
|---|---|---|
| Category Pirates | Co-Creator, Podcaster & Author | ~2020-present |
| Mercury Interactive | CMO | ~2002-~2006 |
| Scient | CMO | ~1999-~2002 |
| Vantive | CMO | ~1996-~1999 |
Episodes (1)
Top Topics
Quotable Clips
βNo, you need to get it. You are a beacon in an ocean of crapola. You are incredible.β
How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more)
βWell, and I believe, I'd have to check with Steve Osler, the founder and publisher of Podcast Magazine, but I believe I'm the only podcaster in history to run a full page ad in Podcast Magazine with j...β
How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more)
βAnyway, so that's also part of it, is to just sort of say, "Hey, look, this is some of the shit people have said about our work and my work, and I'm going to just put it on display, because this is go...β
How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more)
βWhy not? I mean, look, you're incredibly successful and if somebody says something negative about you, okay, great. Fuck them. They're not your people.β
How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more)
βLegendary brand, the greatest distribution advantage in history. What happened? It cratered. It's gone. It's still there, but nobody's there.β
How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more)
βAnd she's testing your reflexes. And that's an involuntary thing, when you're sitting on the doctor's table and your legs are hanging like a little kid and she goes whack, your leg just does this twit...β
How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more)
βBut I would assert, Lenny, you do something before you get upset.β
How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more)
βAnd people understand what a railway does. It moves people and shit this way. And he said, "Great, we've now got a vertical elevator that moves people and shit this way." And if you have a vertical el...β
How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more)
βThat was not a term we were talking about.β
How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more)
βNew languaging creates new thinking, and a demarcation point in language creates a demarcation point in thinking, which can create a demarcation point in perceived value, and she, who changes and or c...β
How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more)
βGreat question, Lenny. Two things, at least. First, spend more time on the problem than the solution. There's a very early stage, security startup I'm working with right now in the AI space that's doi...β
How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more)
βThat is a founder who's obsessed with the problem. That's the first piece. The second piece of advice I'll give you, I mentioned Mike Maples, he's got a very powerful way of framing this. He calls it ...β
How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more)