Welcome to a special two-part series of Lochhead on Marketing, where I answer two of the most important questions in my life and career. Are you curious as to what those questions are? Stay tuned to find out.

My Favorite Question to Ask

You need a bit of back story for the first question.


In 2006, I was the head of marketing for a software company called Mercury Interactive. ...

These days, we hear a non-stop barrage of career advice. Some of them is good, but a lot of them are not. In this episode of Lochhead on Marketing, let’s talk about what might be the only career advice that matters.


Relationships, Marriages, and Divorce

By now, you may have heard of Bill and Melinda Gates are getting a divorce, and that Jeff Bezos and McKenzie Scott got divo...

With Category Design or Category Creation strategy, we often talk about the distinction between capturing existing demand, and creating new demand.


In this episode of Lochhead on Marketing, let’s talk about an in-between strategy that category designers use as a powerful tool in creating demand. That is to dam existing demand and redirect it in their own way, like the way a...

In this episode of Lochhead on Marketing, let’s talk about how to stand out. In many ways, if you want to do legendary marketing, you need to do what the opposite of what most people do.

 

Doing the Opposite

As part of the mega category people refer to as Creators, there was something that we’ve noticed:

People spend a lot of time telling other people how awesome they are.

When...