Lochhead on Marketing

<p>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.</p> <p>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.</p> <p>Welcome to <strong>Lochhead on Marketing</strong>. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.</p> <p>&#160;</p> <h2>The Category Design Lens and Why It Matters</h2> <p>In business, most companies obsess over products, better features, better marketing, faster and cheaper solutions. They play a comparison game. But the companies that truly change industries never win on product alone. They win by changing what people think about the problem being solved.</p> <p>OpenAI didn’t position ChatGPT as better search. They introduced an entirely new category called generative AI with new language, new behaviors, and new possibilities. Sara Blakely didn’t improve existing undergarments. She created shapewear. Category design is not about competing inside the existing game. It is about changing the game itself, because the person who names the problem gets to define the solution.</p> <p>&#160;</p> <h2>California as a Category Design Case Study</h2> <p>Spencer Pratt has moved from reality TV punchline to serious mayoral contender in Los Angeles with remarkable speed. Polling from late May 2026 shows Karen Bass at 30%, Pratt at 22%, and Nita Ramon at 19%. Between April and May, Pratt raised nearly 2.72 million dollars compared to 283,000 for the incumbent mayor. That is nearly a ten times difference in fundraising momentum.</p> <p>What most people are discussing is his advertising and social media strategy, but that fixation misses the deeper engine driving everything. Pratt is framing a different problem entirely. He talks about homelessness, public safety, and fire recovery in the plain language that Los Angeles residents use around their kitchen tables. He declared himself not a politician, which is not a disclaimer. It is a category declaration, explicitly rejecting the old category that produced the current problems.</p> <p>Steve Hilton is running a parallel strategy in the California governor’s race, polling virtually tied with Xavier Becerra and holding roughly an 84% chance of advancing past the June primary according to prediction markets. Like Pratt, Hilton is not saying he would be a better version of his opponent. He is saying California has an affordability problem, a spending problem, and a trust problem that current leadership has failed to solve.</p> <p>&#160;</p> <h2>This Pattern Is Not New and It Is Not Partisan</h2> <p>Bill Clinton’s entire 1992 campaign was category design in action. His defining frame, “It’s the economy, stupid,” was not a policy. It was a problem reframe that made everything else irrelevant. Obama ran on hope and change, positioning himself as a new category of leader rather than a superior version of what came before. Trump’s 2016 campaign did the same thing with Make America Great Again, framing a problem and pointing toward a different future while his opponent ran on brand credentials.</p> <p>Zoran Mamdani just became mayor of New York City using a nearly identical category strategy to Pratt, despite sitting on the opposite end of the political spectrum. He named what working New Yorkers feel every month when they pay rent and every day when they ride the subway. He rejected the old category of politician and positioned himself as something genuinely different.</p> <p>The pattern is consistent and clear. Candidates who frame the problem control the conversation. Candidates defending their record are always playing on someone else’s field. Whether California ultimately shifts in these races or not, the real signal worth watching is not whether it turns red or stays blue. The signal is that voters may be shopping for a category of politician that does not fully exist yet, not left, not right, just different. And as any category designer will tell you, different always wins.</p> <p>To hear more from Christopher Lochhead and how to approach Politics with Category Design, download and listen to this episode. Want to read more Different from Christopher Lochhead? <a href="https://lochhead.substack.com/p/what-most-people-dont-know-about" target="_blank" rel="noopener noreferrer">Join his newsletter today</a>!</p> <p>&#160;</p> <p>We hope you enjoyed this episode of <strong>Lochhead on Marketing™</strong>! Christopher loves hearing from his listeners. Feel free to <a href="https://lochhead.com/contact/" target="_blank" rel="noopener noreferrer">email</a> him, connect on <a href="https://www.facebook.com/groups/legendsandlosers/" target="_blank" rel="noopener noreferrer">Facebook</a>, <a href="https://twitter.com/lochhead" target="_blank" rel="noopener noreferrer">X (formerly Twitter)</a>, <a href="https://www.linkedin.com/in/christopherlochhead/" target="_blank" rel="noopener noreferrer">LinkedIn</a>, and subscribe on <a href="https://podcasts.apple.com/us/podcast/christopher-lochhead-follow-your-different/id1204044507?mt=2" target="_blank" rel="noopener noreferrer">Apple Podcast</a> / <a href="https://open.spotify.com/show/1DEYi0U8XGMQTvIMfP0nul" target="_blank" rel="noopener noreferrer">Spotify</a>!</p> <p>&#160;</p> <p>&#160;</p>

<p>This week, we sat down with marketing royalty <strong>Laura Ries</strong>, the daughter of Al Ries and Chairwoman of RIES, on <strong>Follow Your Different</strong> 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 <strong>Lochhead on Marketing</strong> were to miss out. So let&#8217;s get everyone caught up while we wait for part 2 to drop!</p> <p>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 attention spans, viral TikToks, and celebrity partnerships, the rules for building a lasting brand have never been more confusing, or more misunderstood. When “attention” has become the trending currency, too many marketers forget the fundamental principles that separate overnight sensations from category-defining legends.</p> <p>Welcome to <strong>Lochhead on Marketing</strong>. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.</p> <p> </p> <p><strong>Chasing Attention Versus Owning a Strategic Position</strong></p> <p>Laura Ries doesn’t mince words. Right from the start, she asks, “Are we just going out for attention’s sake?” In the American Eagle campaign, the retailer had Sydney Sweeney, a star adored by a young demographic. front and center with the tagline “Sydney Sweeney has great jeans.” The resulting hullabaloo proved attention-grabbing, but Laura and Christopher quickly zero in on the flaw: it was a win for Sweeney’s personal brand, maybe the category of jeans, but not for American Eagle.</p> <p>Compare this to the iconic Brooke Shields for Calvin Klein moment, seared into pop culture by its taboo-breaking line: “Nothing comes between me and my Calvins.” Everyone still remembers it. And Shields herself, now in her 50s and 60s, gets asked about it to this day. Why did it stick when so many celebrity-driven campaigns fade fast? Laura argues the difference is clear: Calvin Klein tied a provocative moment to a real, ownable positioning idea. It wasn’t just attention; it was differentiation, and it transformed the brand.</p> <p> </p> <p><strong>The Leader, the Challenger, and the Power of Contrasts</strong></p> <p>Christopher then adds, “The category king of jeans is Levi Strauss”. If you’re not the leader, you can’t just market the category; you must establish a well-defined, opposite position. Calvin Klein’s campaign worked because it created a contrast in the market: there’s an implied competitor, a reason to choose Calvin’s over everything else.</p> <p>American Eagle, on the other hand, failed to anchor its campaign in any clear difference or strategic enemy. Christopher asks, “If you’re American Eagle, what the fuck are you doing?” To this, they both agree: at the very least, American Eagle, given its patriotic name, should have leaned into American-made authenticity rather than a generic celebrity endorsement disconnected from any unique brand promise.</p> <p> </p> <p><strong>Category Design: The True Differentiator</strong></p> <p>Brands like Dude Wipes and Liquid Death exemplify the playbook for building new categories, and thus, legendary brands. Dude Wipes didn’t invent wipes, just as Liquid Death didn’t invent water. But they staked out a radically different, memorable position: “Dude” wipes for men, and canned water that resembles a beer or energy drink and brands itself as death to plastics.</p> <p>This isn’t attention for attention’s sake; it’s strategic, memorable, and deeply anchored to a big idea: a core enemy, a new experience, a bold promise.</p> <p>To hear more from Laura Ries and her thoughts on why virality isn’t enough to build a legendary brand, download and listen to this episode.</p> <p> </p> <h3>Bio</h3> <p><strong>Laura Ries</strong> is a leading marketing strategist, best-selling author, and global keynote speaker. She is the co-author of several influential books on branding, including The 22 Immutable Laws of Branding and The Fall of Advertising &#38; the Rise of PR written with her late father and legendary positioning pioneer, Al Ries. Her new book The Strategic Enemy: How to Build &#38; Position a Brand Worth Fighting For will be published in September 2025 by Wiley.</p> <p>As chairwoman of RIES, the consulting firm she founded with Al, Laura has advised Fortune 500 companies and startups alike on building powerful, enduring brands. Her expertise lies in positioning, brand focus, and creating category dominance in competitive markets.</p> <p> </p> <h3 data-start="626" data-end="884">Links</h3> <p data-start="626" data-end="884"><strong>Connect with Laura Ries!</strong></p> <p><a href="https://www.ries.com/" target="_blank" rel="noopener noreferrer">Website</a> &#124; <a href="https://www.linkedin.com/in/lauraries/" target="_blank" rel="noopener noreferrer">LinkedIn</a> &#124; <a href="https://x.com/lauraries?lang=en" target="_blank" rel="noopener noreferrer">X (Formerly Twitter)</a> </p> <p> </p> <p>We hope you enjoyed this episode of <strong>Lochhead on Marketing™</strong>! Christopher loves hearing from his listeners. Feel free to <a href="https://lochhead.com/contact/" target="_blank" rel="noopener noreferrer">email</a> him, connect on <a href="https://www.facebook.com/groups/legendsandlosers/" target="_blank" rel="noopener noreferrer">Facebook</a>, <a href="https://twitter.com/lochhead" target="_blank" rel="noopener noreferrer">Twitter</a>, <a href="https://www.instagram.com/lochhead/" target="_blank" rel="noopener noreferrer">Instagram</a>, and subscribe on <a href="https://itunes.apple.com/us/podcast/christopher-lochheads-legends-losers/id1204044507?mt=2" target="_blank" rel="noopener noreferrer">iTunes</a>!</p> <p class="wp-block-paragraph">

<p>In a special episode from the <strong>DisrupTV studios</strong>, marketing visionaries Christopher Lochhead, Ray Wang, Vala Afshar, and guest Sunil Karkera dive deep into the themes of Christopher Lochhead’s latest book, <em>The Existing Market Trap</em>.</p> <p>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.</p> <p>Welcome to <strong>Lochhead on Marketing</strong>. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.</p> <p> </p> <h2>Understanding the Existing Market Trap</h2> <p>Most companies fail not because their products are bad, but because they compare their innovations to old market standards. This “existing market trap” forces them to compete in crowded, established categories, dooming them to incremental improvements and eventual irrelevance.</p> <p>Lochhead warns that trillions in investment will be lost if companies keep chasing existing markets instead of creating new ones, and much of the 90%+ startup failure rate is due to the trap of incrementalism, trying to be “better” rather than “different.” The key is to stop benchmarking new products against legacy solutions and instead ask: What new problem are we solving, and how can we define a new category around it?</p> <h2>The Power of Category Design</h2> <p>Category design is the discipline of creating and dominating new market categories. It’s not just a marketing tactic, it’s a strategic mindset shift. Markets are groups of people with a shared problem, while categories are defined by what people believe can solve that problem. Companies like OpenAI and Nvidia didn’t chase existing demand, they created it. Legendary category designers start with a vision of a radically different future and work backward, understanding that the language used to describe a product and category shapes what people believe is possible.</p> <p>Ultimately, the most powerful thing you can “ship” is a new belief about what’s possible. Rather than out-featuring competitors, the goal is to redefine the game and build the aisle, not just fight for shelf space.</p> <h2>AI as a Co-Founder, Not a Copilot</h2> <p>Treating AI as a mere “assistant” or “copilot” is a massive missed opportunity. AI should be the core foundation of your business and career. When AI is just an add-on, it leads to incremental change, but when it is treated as a co-founder, it enables exponential, net-new value creation.</p> <p>The next generation will be “native AI”; they’ll expect AI to be at the center of everything. To take advantage of this, businesses should integrate AI deeply, building processes, products, and even company culture around AI from the ground up, and reimagine roles so that AI is seen as a creative partner, not just a tool.</p> <p>To hear more of this amazing dialogue between marketing geniuses, download and listen to this episode. </p> <h3>Links</h3> <p><strong>If you wish to check out more episodes from DisrupTV, you can do so on these links:</strong></p> <p><a href="https://www.linkedin.com/feed/update/urn:li:activity:7349498577116684288" target="_blank" rel="noopener noreferrer">LinkedIn</a> &#124; <a href="https://x.com/i/broadcasts/1nAKEgYwOykJL" target="_blank" rel="noopener noreferrer">X (formerly Twitter)</a> &#124; <a href="https://www.youtube.com/watch?v=f1su3Yfny-U" target="_blank" rel="noopener noreferrer">Youtube</a> &#124; <a href="https://podcasts.apple.com/us/podcast/escaping-the-%2413-trillion-trap-rethinking-ai-markets/id1237334663?i=1000716876655" target="_blank" rel="noopener noreferrer">Apple Podcast</a> &#124; <a href="https://www.constellationr.com/media/disruptv-episode-403-escaping-13-trillion-trap-rethinking-ai-markets-innovation-w-christopher" target="_blank" rel="noopener noreferrer">Website</a></p> <p> </p> <p>We hope you enjoyed this episode of <strong>Lochhead on Marketing™</strong>! Christopher loves hearing from his listeners. Feel free to <a href="https://lochhead.com/contact/" target="_blank" rel="noopener noreferrer">email</a> him, connect on <a href="https://www.facebook.com/groups/legendsandlosers/" target="_blank" rel="noopener noreferrer">Facebook</a>, <a href="https://twitter.com/lochhead" target="_blank" rel="noopener noreferrer">Twitter</a>, <a href="https://www.instagram.com/lochhead/" target="_blank" rel="noopener noreferrer">Instagram</a>, and subscribe on <a href="https://itunes.apple.com/us/podcast/christopher-lochheads-legends-losers/id1204044507?mt=2" target="_blank" rel="noopener noreferrer">iTunes</a>!</p> <p class="wp-block-paragraph">

<p>Welcome to <strong>Lochhead on Marketing</strong><strong> 2025</strong>! In this New Year&#8217;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.</p> <p>With 60% of Americans considering job changes, the episode highlights the diminishing value of traditional knowledge work and the rise of &#8220;creative capitalists&#8221; 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.</p> <p>Join us in embracing these transformative opportunities for a legendary year ahead.</p> <p>Welcome to <strong>Lochhead on Marketing</strong>. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.</p> <h2>Trends in Job Changes</h2> <p>Recent surveys reveal a striking trend: approximately 60% of Americans are contemplating job or career changes in 2025. This statistic, reported by Gallup and corroborated by a résumé templates survey, indicates a widespread desire for new opportunities. Specifically, 56% of individuals are looking to pursue new jobs, with 27% actively searching. This data suggests that more than half of the workforce is seeking meaningful transitions in their careers.</p> <h2>The New Reality of AI</h2> <p>As we navigate this new landscape, we must acknowledge the rapid advancement of artificial intelligence (AI). We are no longer in a future where AI is a distant concept; it is now a present reality. The workforce will be divided into two categories: those who thrive in this new environment and those who struggle to adapt.</p> <p>For the past 70 years, the highest value work has been classified as &#8220;knowledge work,&#8221; a term coined by the renowned Peter Drucker. Knowledge workers acquire valuable information and apply it to produce results. However, in an AI-driven world, the value of existing knowledge is diminishing daily. Tools like ChatGPT and Google Gemini can provide insights and strategies that were once the exclusive domain of high-end knowledge workers.</p> <h2>The Rise of Creative Capitalists</h2> <p>In this evolving landscape, the new high-value role is that of the &#8220;creative capitalist.&#8221; These individuals are not just knowledge workers; they are innovators who generate new knowledge and ideas, leveraging AI to enhance their creativity and productivity. Those who can harness AI to create unique solutions and insights will find themselves at the forefront of success in 2025 and beyond.</p> <p>Conversely, those who cling to traditional knowledge work without adapting to the changes brought about by AI may face significant challenges. The tech industry has already seen substantial layoffs, with around 200,000 job losses reported in 2024. This serves as a stark reminder of the need to evolve and embrace new ways of working.</p> <p>To hear more about the new trends and what you need to adapt in this new year 2025, download and listen to this episode.</p> <p> </p> <p>We hope you enjoyed this episode of <strong>Lochhead on Marketing™</strong>! Christopher loves hearing from his listeners. Feel free to <a href="https://lochhead.com/contact/" target="_blank" rel="noopener">email</a> him, connect on <a href="https://www.facebook.com/groups/legendsandlosers/" target="_blank" rel="noopener">Facebook</a>, <a href="https://twitter.com/lochhead" target="_blank" rel="noopener">Twitter</a>, <a href="https://www.instagram.com/lochhead/" target="_blank" rel="noopener">Instagram</a>, and subscribe on <a href="https://itunes.apple.com/us/podcast/christopher-lochheads-legends-losers/id1204044507?mt=2" target="_blank" rel="noopener">iTunes</a>!</p> <p class="wp-block-paragraph">

<p>On this episode of <strong>Lochhead on Marketing</strong>, we dive deep with fellow Category Pirate Katrina Kirsch into the critical importance of clarity in marketing.</p> <p>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.</p> <p>This episode will break down the key insights from their discussion, and offer thorough explanations &#38; actionable advice to help you refine your marketing strategies.</p> <p>Welcome to <strong>Lochhead on Marketing</strong>. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.</p> <h2>Katrina Kirsch on the Challenge of Clarity in Marketing</h2> <p>Christopher opens the discussion by highlighting a prevalent issue: many marketing messages are convoluted and fail to convey the core message clearly. He points out that when potential customers visit a company&#8217;s website, they often leave feeling confused about what the business actually does. This confusion stems from the tendency of companies to overcomplicate their messaging, using jargon and clever phrasing that ultimately obscures their value proposition.</p> <p>Katrina agrees, sharing her experiences with creatives who often fall into the trap of trying to be overly clever in their marketing. She emphasizes that while creativity is essential, it should not come at the cost of clarity. The duo stresses that the most effective marketing is straightforward and easy to understand. They argue that clarity is not just a nice-to-have; it is a fundamental requirement for successful marketing.</p> <h2>The Power of Simplicity</h2> <p>The conversation shifts to the power of simplicity in messaging. Christopher cites Walmart&#8217;s tagline, &#8220;Save money. Live better,&#8221; as an example of effective simplicity. This tagline is memorable and communicates the brand&#8217;s value proposition clearly. He contrasts this with the overly complex messaging often found in the tech industry, where companies may describe their products in multiple ways, leading to confusion rather than clarity.</p> <p>Katrina shares a story about a photography club leader who was preparing to launch a virtual camp. The leader&#8217;s email communications were filled with clever but confusing language, including hidden links and overly complex descriptions. After reviewing the emails together, Katrina advised him to prioritize clarity over cleverness. She emphasizes that when communicating with an audience, especially those unfamiliar with the subject matter, it is crucial to be as clear as possible.</p> <h2>Katrina Kirsch on the Dangers of Overcomplication</h2> <p>Christopher and Katrina discuss how the desire to sound smart can lead to overcomplicated messaging. They reference a smart startup CEO who, despite his intelligence, produced a press release that described the company&#8217;s product in six different ways. This lack of consistency made it difficult for readers to understand what the company actually did. Christopher points out that this is a common mistake among intelligent individuals who may feel the need to showcase their knowledge through complex language.</p> <p>Katrina adds that in certain fields, such as academia or science, complexity can be valued. However, in marketing, especially for solopreneurs and small businesses, clarity should take precedence. The speakers agree that the goal should be to communicate the problem being solved and the solution offered in the simplest terms possible.</p> <p>To hear more from Katrina Kirsch on the Importance of having a clear POV, download and listen to this episode.</p> <h3>Bio</h3> <p>Katrina Kirsch is a skilled content strategist and writer specializing in creating impactful marketing strategies and engaging content.</p> <p>With a background in journalism and digital marketing, Katrina has a talent for crafting clear, compelling messages that resonate with diverse audiences. She excels in SEO, social media management, and brand storytelling, helping businesses build strong online presences.</p> <p>Passionate about connecting ideas with people, Katrina stays ahead of industry trends to deliver innovative solutions. Her dedication to quality and creativity has earned her a reputation as a trusted professional committed to driving meaningful results for her clients and collaborators.</p> <h3>Links</h3> <p><strong>Follow Katrina Kirsch!</strong></p> <p><a href="https://katrinakirsch.com/" target="_blank" rel="noopener">Website</a> &#124; <a href="https://www.linkedin.com/in/katrina-kirsch/" target="_blank" rel="noopener">LinkedIn</a> &#124; <a href="https://x.com/thekatkirsch" target="_blank" rel="noopener">X (formerly Twitter)</a></p> <p>We hope you enjoyed this episode of <strong>Lochhead on Marketing™</strong>! Christopher loves hearing from his listeners. Feel free to <a href="https://lochhead.com/contact/" target="_blank" rel="noopener">email</a> him, connect on <a href="https://www.facebook.com/groups/legendsandlosers/" target="_blank" rel="noopener">Facebook</a>, <a href="https://twitter.com/lochhead" target="_blank" rel="noopener">Twitter</a>, <a href="https://www.instagram.com/lochhead/" target="_blank" rel="noopener">Instagram</a>, and subscribe on <a href="https://itunes.apple.com/us/podcast/christopher-lochheads-legends-losers/id1204044507?mt=2" target="_blank" rel="noopener">iTunes</a>!</p>