All of you have probably heard about Theranos by now, and the huge impact it made in the industry. Though no matter the outcome of the trials of Elizabeth Holmes ( Theranos founder & CEO) and Sunny Ba

The electric vehicle category is a giant new mega category that is completely changing the transportation landscape. Rivian is a startup who has yet to ship a product, yet somehow is pioneering a diff

In this episode of Lochhead on Marketing, let’s talk about how to spot a legendary startup / new category idea. It turns out there are a few secret hiding places where these ideas hide, but they’re i

In this episode of Lochhead on Marketing, let us talk about something that I get asked about all the time. That is, can service firms do Category Design? Simple answer, Yes. I would even say that the

Welcome to a very special episode of Lochhead on Marketing. This episode is based on a recent Category Pirates newsletter that we wrote, which was about Big Brand Marketing and why it doesn’t work. I

In this episode of Lochhead on Marketing, let’s talk about the two categories of Problems and Opportunities that we face, and the questions that we need to ask to figure out what we’re dealing with wh

In this episode of Lochhead on Marketing, let’s talk about newsletters. Particularly, how to create a successful newsletter. Lately, we’ve been getting a lot of questions regarding newsletters: how t

In this episode of Lochhead on Marketing, let’s talk about how to be more creative and two beats ahead of the rest. I’ve been inspired of late by a new book called Two Beats Ahead by Panos Panay and

In this episode of Lochhead on Marketing, let us talk about the 14 reasons why you should not create a category. You believe in hustling – If you are one of those hustle porn believers, then you be

This episode is based on the Category Pirates  Newsletter.  In this episode of Lochhead on Marketing, we continue our discussion on Native Digitals and the impact they are having on the way we live,