108 - Why Most Business Content Is 100% Content Free And How Non-Obvious Ideas Can Help (Christopher Lochhead, 3X Silicon Valley CMO)

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I asked Christopher Lochhead (3X Silicon Valley public company CMO) to come back and talk with me on the show about the things we did not get to cover last time, so here's round 2! Christopher makes content (podcasts, books, newsletters) for entrepreneurs and marketers with a different mind. He's got a newsletter called "Category Pirates" and podcasts (Follow Your Different, Lochhead On Marketing) and books (Play Bigger, Niche Down).

Last time he was on the show was last summer! Episode 44. We talked about “Why 98% Of Startups (And Marketers) Waste Their Time”, how companies that lead with category design are valued at 5x more, what makes a legendary entrepreneur, and how to explain category design to a 7-year old. This is still one of my most popular episodes.

In THIS episode we hit on:

Given all that's happening in the world, is this still an amazing time to be an entrepreneur; 

Some startup marketing leaders that have done it are saying you shouldn't create a category! Why are they saying this, what's your take;

What's the best way to scale your business fast (HINT: category design, understand the power of WOM and super consumer and having a strong POV);

How does one actually go about creating legendary content;

What's the difference between obvious vs. non-obvious content;

Why solopreneurs (versus corporate) are actually really good at putting out great content;

How to generate non-obvious ideas.

You can reach Christopher on LinkedIn: www.linkedin.com/in/christopherlochhead/

Check out the website: www.categorypirates.com/

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