681: Christopher Lochhead | Category Design

The Art of Charm

http://www.TheArtOfCharm.com

Business, Health & Fitness, Education

4.7 • 11K Ratings

🗓️ 26 December 2017

⏱️ 48 minutes

🔗️ Recording | iTunes | RSS

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Summary

Christopher Lochhead (@lochhead) is a former entrepreneur, retired Silicon Valley three-time public company CMO, category designer, host of the Legends & Losers Podcast, and co-author of Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets. "People remember different in a way they don't remember better." -Christopher Lochhead The Cheat Sheet: Entrepreneurship is at an all-time low. Why? Every legendary product, service, or brand exists because an innovator got product, company, and category right at the right time. Why legends are different, not better. Learn how to design and dominate your own category. Learn how to design your own legendary life. And so much more... Full show notes at https://theartofcharm.com/681/ Find out more about the team who makes The Art of Charm podcast here! Does your business have an Internet presence? Now save a whopping 50% on new webhosting packages here with HostGator by using coupon code CHARM! Want to spend less time shopping for insurance and take advantage of every possible discount? Visit meetamica.com/Forbes and find out why 95% of customers with combined auto and home policies stay with Amica! Stocks $5 a trade. Options 50¢ per contract plus $5 per trade. Futures $1.50 per contract, per side. Ready to make your move? Come to TradeStation.com/Charm! With pain-free invoicing, FreshBooks helps entrepreneurs and freelancers save time and avoid a lot of the stress that comes with running a small business. Try a month of unrestricted use for free here (no credit card required)! Enter ART OF CHARM in the How You Heard About Us section. CastBox introduces an in-audio search capability that offers a brand new way to search for podcasts you may love based on words or topics. Download CastBox for iOS or Android now to try it out for yourself! Free yourself from typing notes, reports, and documents by going with the transcriptionists we trust here at AoC: TranscriptionOutsourcing.net -- 99% or higher accuracy guaranteed! HELP US SPREAD THE WORD! If you dig the show, please subscribe in iTunes and write us a review! This is what helps us stand out from the crowd and help people find the credible advice they need. Review the show in iTunes! We rely on it! http://www.theartofcharm.com/mobilereview Stay Charming!

Transcript

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0:00.0	So when you unpack what the legends did, what you discover is that legends are different, not better.
0:09.2	Welcome to the Art of Charm. I'm Jordan Harbinger and as always, I'm here with producer Jason
0:13.7	to Philipo. On this episode, we'll be talking with my friend Christopher Lockehead. He's the host
0:18.8	of the Legends and Losers podcast and co-author of Play Bigger. This guy's been running businesses
0:24.3	and he's a retired Silicon Valley three time public company CMO chief marketing officer.
0:30.1	And dorks like me call him the godfather of category design. What that means we'll talk about
0:35.1	in a bit. But today, we'll discuss the surprising fact that entrepreneurship is actually at an
0:39.3	all-time low in America and why that might be and we'll uncover how to design and dominate your
0:45.2	own category. Every legendary product service or brand exists because an innovator got product,
0:51.7	company and category right at the right time. We'll also discuss designing what Christopher calls
0:57.4	a legendary life. Cheeseier not. Some people think that life is what happens to you like the weather
1:02.4	and legendary folks proactively design each and every component of their life. And we'll get into
1:07.5	how this applies to you whether you're an entrepreneur, a business owner or working your way up the
1:12.7	ladder in a corporate career. Don't forget we have a worksheet for today's episode so you can make
1:17.4	sure you solidify your understanding of the key takeaways here from Chris Lockhead. That link is
1:22.4	in the show notes at the art of charm.com slash podcast. Now let's hear from Chris Lockhead.
1:27.8	Chris, thanks for coming on the show, man. I know we had a little bit of a back and forth in the
1:32.0	reason behind my resistance initially is we don't normally talk about business focused topics or
1:38.6	business specific topics on the show. But something that really did hook me here was initially
1:44.0	something that I did not believe, which is your claim or the claim that I saw in our pre-show chat
1:49.6	here, which is that entrepreneurship is at an all time low in America. I cannot believe this and
1:55.9	it turns out you're right, spoiler alert. But I cannot believe this because when I go online,
	...

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