HOW TO DO MARKETING LIKE A LEGEND

Real Marketing Real Fast

Podcast Notes Key Takeaways CREATE YOUR OWN CATEGORY Legends never compete—competition, by definition. is a comparison game Data allows businesses to know their customers— if something can be digitized, it can be personalized Products don’t speak for themselves—position yourself or be positioned“The empires of the future do not fit into the categories and paradigms of the past. Product-market fit, by definition, is backward-looking, not forward-looking.”– Chris Lochhead

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Tips on how to do marketing like a legend with Christopher Lochhead

A marketing legend breaks or takes new ground. They do not compare themselves to the past. They create the future and they educate the world about how they see that future.

Legendary category leaders like Netflix build a moat and they do it with data.

Competition by definition is a comparison game and compared to existing products and services in the market category that we are now going to compete in. The legends never compete.

Number one, what makes us radically different? Number two, what problem or opportunity do we see that no one else sees? Once you connect those two things, you then build this thing called a point of view.

I'm here to tell you, products do not speak for themselves. One of my favorite expressions is "position yourself or be positioned."

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A marketing legend breaks or takes new ground. A legend doesn't compare themself to the past. A legend creates the future and educates the world about how they see that future.

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Doug Morneau: Well. Welcome back listener to the episode of Real Marketing Real Fast. Today in studio joining me fellow Canadian, now ex-pat living in the Santa Cruz, California area in the US, Christopher Lochhead. He is a co-author of a book, a HarperCollins instant classic, called Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets. He's also the author of a book called Niche Down: How to Become Legendary by Being Different, a book which I had a chance to read earlier this year and really enjoyed the book. Christopher is a three-time public company chief marketing officer and an entrepreneur. In addition, he co-hosts a podcast called Legends and Losers as well as Lochhead on Marketing, which is now a top-rated podcast on iTunes.

Doug Morneau: Fast Company calls Christopher a human exclamation point. The Marketing Journal says he's one of the best minds in marketing and The Economist I think hits it right on the head and says that he's off-putting to some. At 18, he was thrown out of high school. With no other options, he started a company. After 30 years, he is now mostly retired. He is a kickass speaker. He's a surfer, a ski bum and a proud adviser to One Life Fully Lived, living happily ever after in Santa Cruz, California. I'd like to welcome Christopher to the Real Marketing Real Fast Podcast today. Hey, Christopher, super excited to have you on the Real Marketing Real Fast Podcast. Welcome to the show.

Christopher L.: Doug, it's great to be here. It's great to hang out with you. It's always fun to talk to legendary Canadians.

Doug Morneau: There we go, a couple of Canadians, a couple of marketers. You're a legend with your two podcasts, number one on Amazon and an author as well. Hey, congrats.

Christopher L.: Thank you. It's a little trippy. I'll tell you. It's a very bizarre thing when you wake up one morning and you get a note from a friend of yours and says, "Hey, do you know your podcast is the number one business podcast in Apple right now?" I'm like, "What? You've got to be crazy." It's a little trippy, but here we are.

Doug Morneau: I'm a fan of your podcast and I shared with you before we got talking, I've only read one of your books. I've read Niche Down and really, really enjoyed the book and had just listened to your most recent episode about being a first mover or category creator with Eddie Yoon. I loved the whole conversation about data flywheel. I think that's a whole topic that most people have no idea even exists when they're looking at building their business and going into the marketplace.

Christopher L.: I think you're right, which is why we wanted to write about it and talk about it. Between us girls,