Christopher Lochhead Wants You To Stop F-ing Up | PoP 244

Christopher Lochhead Wants You To Stop F-ing Up

In this episode, Joe Sanok speaks with Christopher Lochhead about how to stop f-ing up.

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Meet Christopher Lochhead

Christopher is a former three-time, Silicon Valley public company CMO and entrepreneur. The Marketing Journal calls him one of “The Best Minds in Marketing,” Fast Company Magazine calls him a “Human Exclamation Point,” The Economist calls him “off -putting to some,” and Newsweek calls him, “The Howard Stern of Entrepreneurialism.” At 18 he got thrown out of school, and with no other options he started a company. After 30 years in business he retired. Christopher can’t remember his wife’s phone number, but can recite much of The Big Lebowski. He’s a proud advisor to non-profit t 1Life Fully Lived, a surf and ski bum who gives the occasional ass-kicking talk. He’s living happily ever after with an amazing woman, a great tribe and six little dinosaurs in Santa Cruz California.

Christopher Lochhead’s Story

He was born and raised in Canada. His family is originally from Scotland. He became an entrepreneur by accident when he was 18 and got thrown out of school. He had no money, no experience, and no education, but was faced with either becoming an orderly in a hospital or starting his own business.

“I had to learn by doing, seeking out coaches and mentors, and reading.”

In This Podcast

**Explicit content**


Christopher Lochhead provides invaluable insight into how to successfully market your business in an innovative way known as ‘categorization’. This involves setting up a unique category by identifying a problem and marketing how you solve that problem. Christopher also speaks about the importance of entrepreneurs and avoiding competing with others.

How To Make a Difference

“Entrepreneurs build our world.”

Entrepreneurs are the type of people that can go from having nothing to building an empire. We all have an obligation to change the world in whatever way we can. If you want to raise a community up, empower entrepreneurs.

How To Be Successful In Your Business

1. Be a category king

  • Identify a problem
  • Position yourself in the context of that problem
  • Market your point of view instead of your service
  • Be known for the problem you solve

2. Three major levers when marketing a business:

  • Product
  • Company
  • Category

“Instead of marketing features, market problems. Problems create categories.

Competition is for losers. Don’t compete, stand alone.


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Meet Joe Sanok

Joe Sanok helps counselors to create thriving practices that are the envy of other counselors. He has helped counselors to grow their businesses by 50-500% and is proud of all the private practice owners that are growing their income, influence, and impact on the world. Click here to explore consulting with Joe.




Thanks For Listening!

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