YouSaid · the spoken record

Christopher Lochhead

lines on the record: 117
first: 2023-09-17
most recent: 2023-09-17
sittings or episodes: 1
sources: podcast

Every line below is reproduced as it was said and linked to the record it came from. Nothing here is summarised or generated. Directory · Search · Corrections

“Just like you can design a company, culture, business model, you can actually design a market. And in so doing, You create a new distinction in value for people that didn't exist before. I'll give you a simple example. If I could own any product in the world right now, I think I'd probably want to own Purell. And there's a great thing about the company that makes Purell. Company's been around for a very, very long time. And they're owned by the original family that created the company. And their original problem that they were solving is it was a husband and wife team. And they were working in a factory”
2023-09-17 · Lenny's Podcast · How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more) · IDENTIFIED FROM THE TRANSCRIPT · source
“We prefer the term category design, and I can explain why design instead of creation, we don't have anything against creation, but creation has creates a confusion in people's mind. When people hear category creation, because most people in business, most people in tech are strongly oriented to product, what they think you said is first to ship a product that has X features. So when most people say category creation, that's what they think. They think they didn't create the media category my thinking. Or if you've been around for a little while longer, DioCities did. And so category creation, category design does not equal first to ship a product with a set of features. Okay, so what does it equal? Here's the aha. Just like you can design a product.”
2023-09-17 · Lenny's Podcast · How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more) · IDENTIFIED FROM THE TRANSCRIPT · source
“Anyway, here's the net of it. In tech market categories, on average, one company earns two-thirds, 76% to be exact, of the total value created as measured by market cap and or valuation. So not market share, which is important. Market cap as measured by the value of all the companies in the category. So you take a category, you add all the company's value together, and you say what percent goes to the leader, the category queen or king, and what percent goes to everybody else. One company, two-thirds of the economics. So, the aha here, Lenny, is when we make the unquestioned, unconsidered, undialogue decision that we didn't know that we made to compete, we have unwittingly said, we're going to fight for the 24%. And it's the distinction or delta between create demand Capture demand So”
2023-09-17 · Lenny's Podcast · How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more) · IDENTIFIED FROM THE TRANSCRIPT · source
“Category makes the brand. The category makes the company So I'll give you the data and then I'll fully answer your question. So here's the data. We did an analysis for our first book where we studied every venture-backed tech company in the US from 2000 to 2015. And we asked a question that, to the best of our knowledge, had never been asked before. And we went to Stanford and we asked a bunch of professors this question. And they said, we don't know this. You're going to have to do it yourselves. So we did and incidentally had it peer reviewed and published in the HBR. And if you've ever gotten data published in the HBR, then you know what it's like to have a journalist.”
2023-09-17 · Lenny's Podcast · How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more) · IDENTIFIED FROM THE TRANSCRIPT · source
“And of course, me and my collaborators, we haven't read all of them, but like you and like many of us in business, we've read many of the kind of the tomes, the Bibles out there. And there's an interesting thing about virtually all of them. That's what they're about how to compete and win. Here's the ah Nobody legendary ever did that. Not a one. We all know who Bob Marley We don't know who the 17th greatest reggae musician or band in the world is. We all know who Pablo Picasso is. We don't know who the fifth greatest cubist artist is. And so Wherever you look in life, whether it's in the business world, people who drive social change, artists, creators of any kind, the people that we tend to admire the most are the people who broke and took new ground And the aha here is the category makes the product.”
2023-09-17 · Lenny's Podcast · How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more) · IDENTIFIED FROM THE TRANSCRIPT · source
“It turns out that in business, most people, and in life for that matter, make an unquestioned, unconsidered, undialogued, unthought of decision that they don't know they made. And the decision they make is what I'm going to do is I am going to compete. In a market With demand, with a better product slash service, slash brand, maybe a better business model, maybe a better set of growth hacking ideas that I learned on the Lenny podcast. And when the world gets My bet The world will be to path to my door. And if you go on to Amazon right now, Lenny, there's roughly 100,000 marketing books. And I think I'd have to double check, but I think there's about 60 or 80,000 business strategy books.”
2023-09-17 · Lenny's Podcast · How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more) · IDENTIFIED FROM THE TRANSCRIPT · source
“Well, and the interesting thing is, even though the branded of the shit has your name in it, it's not about you. That's the irony. Right? Megan Markle gets canceled. Because it's about her, and it turns out she's infinitely uninteresting I've consumed enough of your content to know that the cool thing is, yeah, it's called Lenny, but it's actually, you know, you are not trying to impress all of us with how awesome you are in front of a fucking plane or a bunch of, you know. Scantily clad people, or I don't know what.”
2023-09-17 · Lenny's Podcast · How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more) · IDENTIFIED FROM THE TRANSCRIPT · source
“And I think the legendary educators in the native digital world are the opposite of that. Anybody who's creating separation, anybody who's putting themselves above, anybody for whom there must be, I must be the leader and you must be the follower. That's the business model of a massive amount of people in the native digital world, right? And we reject that. And I know you do.”
2023-09-17 · Lenny's Podcast · How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more) · IDENTIFIED FROM THE TRANSCRIPT · source
“That's a very powerful thing. And I think one of the things that is insidious about influencers, hustle porn stars, part of the business model Is creating the perception of superiority. The reason Grant Cardone and Ty Lopez and all these douchebags pose in front of planes and all this garbage, right? Is they want you, Kardashians are the queens of this, right? They want you to look at them and go, oh, wow, don't I wish I was them? And so these folks are in the create and monetize envy business. And you're the opposite of that.”
2023-09-17 · Lenny's Podcast · How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more) · IDENTIFIED FROM THE TRANSCRIPT · source
“didn't know who you were until Substack, and I saw your logo, the fiery logo, and there was something endearing about your logo. And the other thing that's great about you from a radical differentiation kind of marketing perspective is you call yourself Lenny. And when I talk about you, I don't know your fucking last name. I mean, I sort of know it, but I don't really. You know what I mean? Actually, I was telling I was at the gym this morning and I was telling my buddy that we were doing this. And I said, Oh, yeah, I'm going on Lenny's podcast. He says, Lenny, who? And I said, it begins with an R. I don't know. Everybody just calls him Len And so the fact that you are yourself, you don't play a character, you're not a doucheback, you know, you're just a person, trying to be successful in the world and help others, right?”
2023-09-17 · Lenny's Podcast · How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more) · IDENTIFIED FROM THE TRANSCRIPT · source
“Why 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”
2023-09-17 · Lenny's Podcast · How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more) · IDENTIFIED FROM THE TRANSCRIPT · source
“In the Creator World, broadly, there's a lot of people who are breaking their arms, patting themselves on the back. And look, I understand why we have to tell people about why they should pay attention to us, and so we use our credentials or our awards or our downloads or our book sales. I understand that, and I do a little bit of that too. However, Come on. Let's just not take ourselves so seriously.”
2023-09-17 · Lenny's Podcast · How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more) · IDENTIFIED FROM THE TRANSCRIPT · source
“Anybody who's trying to do anything exponential, anybody who's trying to break and take new ground, anybody who's trying to radically innovate, anybody who's trying to design and dominate new categories of the way we live, work, and play gets criticized. Picasso was called stupid. The Beatles were called terrible. Elvis was called terrible. I just wrote recently a little bit about hip-hop. I was listening to Rick Rubin on Barry Weiss's podcast. Excellent episode. Excellent. She does a great job with him. And he was talking about how ridiculed hip-hop was in the beginning and it got banned. And it's the number one category of music in America today. Anyway, so that's also part of it is 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 going to happen to all of us. And then I guess Lenny, the third reason is.”
2023-09-17 · Lenny's Podcast · How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more) · IDENTIFIED FROM THE TRANSCRIPT · source
“The second piece of it is for a lot of entrepreneurs, marketers, creators, innovators of any kind, we live in this fear that when we launch our thing, whatever our thing is, that we will be criticized by the world and that we will be made fun of. And if you've ever authored a book or done a podcast or done anything built a product, a software product, built any kind of a product that you feel is part of you. And most innovators, creators, software developers, artists, of course, entrepreneurs feel that way because they put themselves into this step. And when somebody criticizes us, you know, many of us are devastated. And I have been in the past too. I'm a person just like anybody else. And what I realized is, fuck them.”
2023-09-17 · Lenny's Podcast · How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more) · IDENTIFIED FROM THE TRANSCRIPT · source
“Well, 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 just negative quotes in it. So, a couple reasons. Number one, can we all just have a sense of humor about this stuff? Right? So it's my way and the name of our team, yet we're sort of a company, but we're more of a band. Is category pirates? I mean, clearly if you're called category pirates, you're probably trying to have a little bit of fun with this stuff. And so part of it is just trying to have a sense of humor with people.”
2023-09-17 · Lenny's Podcast · How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more) · IDENTIFIED FROM THE TRANSCRIPT · source
“Lenny, it is my absolute joy. And let me say, in case my ADHD brain forgets, I love all things, Lenny You're doing a great job, buddy. I'm honored to be here. And there's so many people in the entrepreneur, startup, marketing world who are scam artists, shysters, pieces of shit, idiotic porn hustle porn stars, yelling stupidities. There's a lot of idiocy in the world in which you travel and I travel. And you, sir. Stand out. You're making a difference. The conversations you're driving, the content you're creating. You're fucking awesome, Lenny. And I'm really stoked to be here with you.”
2023-09-17 · Lenny's Podcast · How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more) · IDENTIFIED FROM THE TRANSCRIPT · source
“The point being now is the greatest time in history to be a crater, to be an entrepreneur, to be a marketer. I've been a marketer for my entire adult life. It's never been greater than it is right now. And so here's the big thing that I would share. If you're somebody for whom you want to make an exponential difference, you want to innovate. You want to create new value where there wasn't. You want to have a legendary career where you can look back on your career and go, you know what? I was part of this and that. And I was on this team and now's the greatest time in history. And what I would say to you is the future needs you.”
2023-09-17 · Lenny's Podcast · How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more) · IDENTIFIED FROM THE TRANSCRIPT · source