Ep. 473: Chris Lochhead Interview with Michael Covel on Trend Following Radio

Michael Covel's Trend Following

Michael Covel

Business, Investing

4.6 • 732 Ratings

🗓️ 5 August 2016

⏱️ 71 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

My guest today is Christopher Lochhead, the co-author of "Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets". He is an unlikely 8-time #1 bestselling Amazon author, #1 charting Apple podcaster, top 1% business newsletter creator, (Category Pirates) and is best known as a "godfather" of Category Design. He's on a mission to help people design a different future. And ALL of Lochhead's work is co-created with legendary friends and partners who he is beyond grateful for.

The topic is his book Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets.

In this episode of Trend Following Radio we discuss:

Disrupting the marketplace
Product marketing
Teaching consumers about your product
Creating new market categories
The anchoring effect
Thunder lizards
Category kings
The Innovator's Dilemma
Category design

Jump in!

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I'm MICHAEL COVEL, the host of TREND FOLLOWING RADIO, and I'm proud to have delivered 10+ million podcast listens since 2012. Investments, economics, psychology, politics, decision-making, human behavior, entrepreneurship and trend following are all passionately explored and debated on my show.

To start? I'd like to give you a great piece of advice you can use in your life and trading journey… cut your losses! You will find much more about that philosophy here: https://www.trendfollowing.com/trend/

You can watch a free video here: https://www.trendfollowing.com/video/

Can't get enough of this episode? You can choose from my thousand plus episodes here: https://www.trendfollowing.com/podcast

My social media platforms:
Twitter: @covel
Facebook: @trendfollowing
LinkedIn: @covel
Instagram: @mikecovel

Hope you enjoy my never-ending podcast conversation!

Transcript

Click on a timestamp to play from that location

0:00.0	A big thank you to all of my listeners.
0:03.5	And if you would like to support this transmission even more and boost your trading account,
0:10.1	go to trendfollowing.com slash now.
0:16.1	And without any further delay, on to today's show.
0:19.7	Thank you. And without any further delay, on to today's show.
0:30.2	This is Trend Following Radio, where great thinking comes alive.
0:40.3	Nobel Prize winners, legendary traders, best-selling authors, and the pros that know what drive us irrational human beings. I am your host, Michael Covel, not filtered, raw, honest.
0:46.3	That's my passion.
0:49.3	I've got a book in front of me. It's called Play Bigger, How Pirates, Dreamers, and Innovators
1:00.1	Create and Dominate Markets. It's authored by four guys, Al Ramadan, Dave Peterson, Christopher
1:08.2	Lockhead, and Kevin Maney.
1:12.3	Buy this book.
1:15.7	I'm not getting paid a damn thing.
1:17.0	Buy this book.
1:20.7	Now maybe somebody's going to write me and say, Michael, you're stupid.
1:22.4	This book is not very good.
1:26.6	I'm going to come back and argue and say that you might be mentally challenged.
1:36.0	If this book Play Bigger doesn't give you multiple aha moments on how to look at marketing today,
1:46.4	you're crazy. You're 100% crazy. My guest today is one of the four authors of Play Bigger, Christopher Lockhead.
1:49.7	I think you're going to really enjoy this conversation.
1:52.6	I'm very lucky to have Chris on my show today. You're West Coast right now?
2:03.1	Yeah, I'm in Santa Cruz, California.
	...

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