18 Burst results for "christopher lockhead"

"christopher lochhead" Discussed on Marketing Over Coffee

Marketing Over Coffee

03:06 min | Last month

"christopher lochhead" Discussed on Marketing Over Coffee

"A mutual I'm I'm one of the few guys in the world. Can plagiarize a good idea and run with it, and you give me a cup. Well, you've given me many and you also. You're one of those people in early in my career, you know. I was only twenty seven or twenty eight years old when I met you. You were a shining example of what courage in business looked like. And it was like Hey, man. Rick Bennett can have those is balls and maybe I can, too. Easy! Easy courage with other people's money. We're the guys behind the scenes. If, we make a mistake. We don't run a company out of business. I mean you know we say Gee, that bad bad news. Well Yeah but. You have the thing you know one of the phrases that unlike in business, these days is personal branding and the reason I like it is is not so much that I don't like where the idea started i. don't like where it is. Which is, people can try this image. They WANNA put out in the world, and it's this very sort of I. Don't know I think it's very bowl shitty social media. You know contrived thing. You have what I think people actually want. is a reputation? That and I don't try to be what I'm. Not I'm just. You know that's it. Christopher! Thank you, it's been enlightening as a high bandwidth our by the way I like a high band discussion as do I. And it's just great to see you. Thank you so much rich. Please come back. Anytime. Let me know. Yeah there is the one man marketing assassin himself Rick Bennett. Now if you want to grow your business, our friends at nets. We want to help you master your growth as a matter of fact, sweet is the number one business management software for handling all aspects of your business, particularly for growth oriented companies, and that's because nets net squeak. If you're going to have a podcast, you should learn how to say the name of your primary sponsor properly. That'd be net sweet. They grow with you from the garage to the IPO and beyond. Nets we'd has powerful capabilities in the area of Omni Channel. Selling to be a lasalle across all digital and physical channels and unify them together. A lot of people don't know nets. We'd has powerful crm. Capabilities Integrated deeply with finance accounting, order management, and even a are over sixteen thousand high businesses, and even nonprofits use net sweet to get on top of their numbers, and to manage their growth, and now net suite is available to you, and it's surprisingly cost effective as listening to this podcast. Net sweet is offering a free one hour growth.

Rick Bennett Gee Omni Channel Christopher
"christopher lochhead" Discussed on Marketing Over Coffee

Marketing Over Coffee

07:49 min | Last month

"christopher lochhead" Discussed on Marketing Over Coffee

"The the client thinks that he's getting robbed. When the Adage bakes commission on ad placements, will I make no commissions I passed everything on my plan. The only commissioner I the only money I. Make my creative fee and the Stock Shan't the other reason. Is that the. The exact accounting team. Protects the creative team from that crazy client. Will I am the creative team and I? AM The account team to that's? That's the thing about being a one man band now. If you hate my ad, you might hurt my feelings, but I'll go out away and come up with something better. So you're not a coward, so you can take it even if you don't like it. That's right. That's right. I happen had I. I haven't had to say if you don't do this. I'll jump out the window. Luckily one storey house so i. Have one other question for you. How do you get a company a client CEO? To be courageous if they're having. Their knees are getting week. How do you support them? How do you nudge that? What is it you do, Rick that says look. This we need to do this. Let's go. You know. They're few and far between. If a guy's coward, he's going to be a coward. He made it. He might have a board of directors than the love of Firem- anyway. I try to get them to cowboy up and be a Larry Ellison remark, Benny off you realize Mark Benny Offset fifty two percent of every every sales dollar on advertising. When he was building that company, he was so far in the hole. And yet he took over the market. He had a niche and he he down yeah. He created the cloud. You know actually this might be an interesting question for you. he did create the cloud I. Think he deserves all the credit in the world for it. And I I think he's unbelievable. Total completely honored that endorsed my my first book I mean he, but I think he is everything. That's great at entrepreneurship. I love what he does on the Philanthropic Front. I mean he's just. He's awesome the conscience. Was So. This is what I wanted to ask you. You've worked with to the most legendary what I would call category designers, certainly innovators, certainly entrepreneurs entrepreneurs is lots of laudatory labels that you could apply to both Alison and Benny off. But how would you compare and contrast sort of the old master in the younger students? I have predicted in fact, I wrote an article I did video senator both Larry and mark. I think Larry has always intended to bring mark in and merged the companies and have mark takeover for him. Marcus the Sun. Larry Ellison spotter. Lucan Darth vader aren't they. Not Really. Would like you to think that the Larry is a very a tender hearted decent guy. and of his PR is. Trying to macho why himself, when in fact, he is just a fairly decent guy in his a shy guy. Yeah. I think I think I think is only a matter of time. I thought it would happen on. on. actually may four. I sent them an ad. With, a a marquee on lake, then with the. May. The fourth be with you may for Oracle and call the new company Oracle Force. And I did the the theater logo and everything on it. They didn't respond and may four came and went and no acquisition, but I think it's only a matter of time. And! You think it might actually be imminent at this is the right. Transition for strategy for Ellison. Well, it is because together. They have The the market cap on the two companies would be nearing half a trillion dollars I mean that's getting up there to to the Google Microsoft rage. Separately? They're still a long distance away, but I think together. Those companies could take over the world. Wow. and. It's interesting. You know you hear the other rumor that at the cocktail party discussion people love to have is Cook should acquire Tesla and musk can be the new jobs inside Apple, right? That's the other cocktail party won the thing that's really different about Your scenario is of course. Mark studied under Larry for your ears at or on. They worked together closely and obviously a lot of people. Forget this if I'm not mistaken, Larry was in the angel. Round and an early board member at salesforce. Was He not yes, and then. mark reluctantly had to kick him off the board because he was competing with him. Not supposed to do that. Can't. Go figure. When Whenever I talk to mark say. So, why is it Larry? Acquired you and he says. Was Twenty dollars a share more than willing to pay. And, they've had that discussion over the years. And I'll bet Larry Star. He didn't do it. It would be fascinating and it would be A. IT would be amazing way to transition leadership at Oracle. Benny Office is a is a very young fifty. Right. Yeah! Howls Larry now is in his mid seventies. I. Was I think he's a couple years older than I am. Yeah. So I think Larry He has other ambitions. I mean eight is. Our, but to be his his son, David, and his daughter. I think Melissa or Melanie. They're both Academy Award winning. Film producers. I think Larry like. Show business, too. That's interesting and I heard I'm just checking. I heard that he did he just by a bunch of Hessler stock. I didn't say that, but I wouldn't be surprised. I heard that he sort of on the Q t was And I could be totally wrong here. Anything. Yeah, there it is. I wasn't that long. It was a while ago now January Larry. Ellison reveals one billion dollar stake in Tesla. Makes Sense Yeah I still waiting for that Tesla roof so I can put the roof on my house to be done. Shingles all to to do the sun and then I'll. Get, an electric cars and never buy. Gas again my life. Human Alluvia. Arek anything else. Now you did it. Count me in if you get bored and WanNa, try something again I always want to have you back rick. I admire you I respect you I. WanNa thank you so much for teaching me so much. Now, it's.

Larry Larry Ellison Larry He Mark Benny Benny Office Tesla Larry Star Oracle Rick commissioner Philanthropic Front salesforce WanNa Academy Award Google CEO Darth vader Firem Marcus
"christopher lochhead" Discussed on Marketing Over Coffee

Marketing Over Coffee

08:10 min | Last month

"christopher lochhead" Discussed on Marketing Over Coffee

"And you can go to dude dot. Org and I think if you promise to abide. You're a dude minister. And they even for a nominal fee, Rick, they'll send you a plaque and a credit card identifier, thing and stuff, so so of course I'm a dude minister and I have now married several people, but I come to find out that there are certain counties in the United States who? Don't recognize Judaism and I didn't know there's this. Yeah really why? Is supposed to be. You know you're supposed to be able to have your own. Believe whatever you want in this country. They're they're they're they're? They're discriminating me based on my religious beliefs. So it turns out. There's a whole number of companies churches. Who Exist. To essentially sell ministerships so that you can. In one case, I was Rhode. Island and one of them's called the Universal Life Church. And so I was on, I was literally on the phone with the guy at the county. Going I said Dude is won't work. He goes now and I'm like I'm googling and I'm going okay. universal life church is out and work. He Goes Oh. Yes, we see that one all the time so I pay. Bucks I have a credit card. Thing that identify I even have a name badge that says clergy on it. Really the man to Man To Man. But I'm more proud of being a dude Est. Minister I think I represent that religion more than probably any other. There you go. And so, what are you most excited about these days, rick? Help I have intergalactic drinks. I wrote a novel called Destroying Angel which I've written a screenplay for. And I'm. Currently writing a musical score I'd love to see it become a broadway musical. How? How's that for a small built wow I? Never thought you would want destroying angel to be, but I guess there's all kinds of things that are unpredictable. Broadway musicals that that sounds like a very cool idea. I you know doing that I I wrote at a children's him. Which I submitted to contest and I'm waiting to see if it gets put in the Mormon Children's hymn book. Because, my wife and I used to teach. A five-year-old's. You realize that a five year old has so little life experience that anything you do with. There's going to be remembered at the register lives. You you can affect an entire life. And you start with when they're five years all over. So that's one of the most enjoyable join. We'll things I've done. Kids love you. They. They treat me like a jungle gym. I wouldn't let the music. On Mother's Day so the the regular movies took leader go to the women's meeting, and these girls were like Pretty Milica Jungle Gym. They were hold my hands, so they had the lead music with their hands, because all I could do is sing. You know I don't what it is. I guess I'm. I guess I'm only five years old in my brain. Yeah, yeah, I relate to that. And I also got to ask you I love this great skull and crossbones behind you. Can you tilt your camera? Maybe so I can see the whole. I've been really admiring it the whole time. Wow that. And you know what I love about that. There's nothing fucking subtle about that at all. Well, this is this is a how. Thing, it's probably only five feet tall I'll tell you the story behind it. How much does it way? Oh, it's made out of fiberglass, and so my wife and I could. House thought it. Like four thousand pounds and he had to have the. Right bikes with Great Miller. His Family owns the Utah Jazz basketball team. They also own the megaplex theaters and pirates of the Caribbean was playing in the theater and I said Greg. What do you do with that spoke when the movie gets done, running says always send it back to the studio and I said could I have. And he said sure, and so when I built this House I built build a Stanford into the wall in the drywall in so. This was my debt and this is called the pirate cottage. I live up here on a mountain. Top I. Ride my bike down the mountain back at every day and That's why can stay young and I don't chronic health problems when I reached my golden years. Is really active I remember. You're always on a bike or you? Back, at night I took it up and ninety five, and we met at ninety eight. Yeah, and so you got that it. It beats the heck out of dieting. Yeah exactly. If you exercise a lot, you can eat way more. Way more except in the winter. You've got cut way back. Now regular anything else you'd like to touch on. Man. Was a wonderful. Wonderful our I'm sorry it's over. I would love to do it again and. I got a million podcasters who would probably love to have you on? Have you done many of these? This one, my one in a row. You're honored to be I I I'm the Virgin yet throwing the volcano man. I don't WanNa die in volcano so maybe I'm King Kong pulling virgin out. Their favorite King Kong. Yeah, exactly I know a bunch of podcasters I don't know if you want to do of these, but. I think you're. I'm just curious I get in touch with her old friend like you as is well worth it. Be Glad to do it again with the idea. I had on my computer, a whole bunch of weird. Wonderful things done over the years, but the most wonderful arm my website anyway and you've seen the website. Yeah, I do love the website I. Love The way you present the ads and I love the way you pop up on the website, and it's very you. Well it is true. And I try to live up this. There is no business problem, but can't be solved with one AD. Run one time in one medium if it's the right ad at the right time in the right media. I have always remembered that you say that and I'm always looking for. What's that one thing? You know and we talk about it a little bit in in both play bigger niche down like what you want. Is this before and after? experience right that once people see it. They can't unseat it. And everything changes, and can you that this notion of lightning strike is when you go to do that. Bad met happens the other thing I always remember you. Saying is I. Spend my clients money for that at like. It's a last doller. The last dime they have like it's got to pay off. Absolute. What? What did tell me remind me what you exactly used to say about other son about that in my mind that I remember. I! I did one speech that I had early on my old website that basically what do you do with the last three thousand dollars has in the world, and if it doesn't make him a return on investment, he's out of business yeah. That's the mindset for everything you do. And I don't make I. Don't make up. One of my buddies. Paul Pierce wrote a he burned out his ad agency and went back to college, and got his masters in advertising, and he said there's just a couple of reasons why AD agencies fired. Number one is the client..

Rick Universal Life Church United States Rhode Paul Pierce Caribbean King Kong Great Miller House Stanford Greg
"christopher lochhead" Discussed on Marketing Over Coffee

Marketing Over Coffee

06:55 min | Last month

"christopher lochhead" Discussed on Marketing Over Coffee

"The number of deals in the pipeline salesforce. On how to get that done in an enterprise business, easy not. Be The but right, but in in this beat podcast author Guy World. You'd say to me, okay, let's let's double the size of the podcast. I don't know how to do that and no one fucking else does, either. That's the that's. Now there's some things and in many of those things are old school. Things like so rule number one. Building email list. Stop telling people to go and subscribe on Apple and all these things. No, you want a direct relationship with them, so guess what it's direct is direct marketing. Build an email list. You know that's like. It's fucking direct mail on the Internet. So that's that's Shit's the same so you. I guess it's a long answer. I think you have to do it if you're particularly if you're the kind of situation I'm in, but I think almost any kind of company or brand has to do it and I think it's very hard to point to. We did this and it led to this at the cash register. Actually you did a relate. and. You probably don't even know. Ray Lane came up in my house in in in Utah he with mark many office, working for Ray and so they came up in the house and we went out with A. Snowbird a lodge for dinner. and. Ray said I just doubled my revenue from sap. By one signature and I said. What did you do? Ray and he said I raised the prices for Oracle, SAP. And Just one signature that did now. They're not happy with it, but that was the easiest revenue I ever made. You did that and you're doing that with your book when I logged on. To check your two books on. Kindle. stunned teen bucks a piece. You're not selling ninety nine cents book. You're selling a seventeen dollar Brooke on on on on kindle. Look you know? I mean you were one of the guys at top me this? You could take. legendary bottle of wine chateau super ding-dong they cost. You know five grand bottle and you can take two buck chuck, and you can change labels, and a lot of people are going to say that the Super Ding Dong is a piece of shit, and that two buck chuck is awesome right. The the whole idea perceived value is a very very real thing, and there's part of me that wants to make those books available for the cost of production. I don't need to make any money off them. I don't give a Shit I. Want the ideas in the world, but at the same time to your point I know. That if I've more control with niece down on a deal with play bigger because it self published, but you know if if it never and I decided to make niche down ninety nine cents. That would backfire in terms of the objective of getting the ideas to spread powerfully in the world, because people go to ninety nine hundred book, it must be a piece of shit. While you Bruce prevelant. You were. I saw bruce going back to holyoke. Some college to get his master's degree and he's been teaching at Babson but I didn't know you didn't know he i. just I send him congratulations on late then, but if you go to Stanford with a pile of. Books and you give those APP everybody who comes to your speech, and you say by the way these are for sale at seventeen bucks a piece, but that's a perceived value. I'm giving him to you guys because I want you to learn from them. that keeps your perceived value. Yeah, I mean I'm happy to do those sorts of things for sure. And I and I give I. Give this thing away all the time But. I remind you what I paid for my. You want me to send you autograph Ricardo Art Love It because I I bought the kindle version so I can read it anywhere. When we're done or maybe just emailed that way I won't fuck it up. Email me your address. Email and I'm going to send you an autograph copy of. Of! A play bigger and each down. Thank you absolutely that would be my honor? Book on me here and I have one whole section devoted to books from people that I know and love. Will. You're an incredible writer and Wieder, aren't you? Yeah I put away a couple of week couple of novels week. Not much nonfiction because there's not much nonfiction is really worth niche down as an exception that's. Glad with all and. And Oh! Eleven governor there yeah. There are a few there are few. People that really know what's going on and. The rest of them are. had run a more efficient sales organization. The? I had that. I actually threw out of the house. Or potential plant he. He came said he's. The East since that moved. Divorced. And he said. I'm a life coach helped me increase. My business I looked at him and I said. I'll tell you what here's a great ad for a life coach. If you want live coach, go to church. Spoken Legged Rate So. We're we're business coaches? We help people get from point eight point being business, but a life coach. Go to church. We isn't that what a pastor or minister or a rabbi or a priest or that's? A bright. That's what that was for a long time. Right? Absolutely only you had to earn your way to becoming a pastor minister. You can just hang out a shingle and call yourself a life coach and away you go. No, actually you you. You can become a pastor now just on the Internet they stay issue. Your certificate I got a guy down. The street is causing wanted him to marry Mariam to his second wife, and so he said you know. Go get a certificate online so pay twenty bucks now. Minister any actually married them. It's funny that you say that because I should know better on a minister in two different. religious organizations so the first one is It's called, Buddhism it's A. Dude ISM. It's a religion founded on the teachings of.

Ray Lane Bruce prevelant enterprise business Super Ding Dong Apple sap kindle Utah Mariam Brooke Kindle. Babson holyoke writer Wieder Stanford Oracle
"christopher lochhead" Discussed on Marketing Over Coffee

Marketing Over Coffee

01:50 min | Last month

"christopher lochhead" Discussed on Marketing Over Coffee

"Growth hack thing and you do this. Guess what? None of that none of that exists not a fucking none of it. So. Guess what it's all the fucking same now. Our social media channels helpful absolutely do we get new listeners new readers from social media for sure but there is no sort of best I can tell when I sit down with the biggest authors in the biggest podcasters and many of them have come on my podcast. And so I talked to them, but exactly the staff and there's things they do I could have a conversation around okay with these sorts of things tend to work on facebook. In these sorts of things tend to work on linked in you know there are emerging templates and best practices, and and so forth, but here's the piece. I don't think anybody's got. I think even with all this digitisation. We can't say hey. We did all this social media shit and it led to this revenue. And I think that's what people wanted. Was this closed loop thing we can, certainly no-one when they come to our website right and then, and then that starts the whole funnel pros S, and we can track that, but what makes them come to our website. Yes, sure. There's data around Seo unders data around paid search and. There's more data than we used to have for sure, but there's no template for how to make this stuff. Go on social media, and so to answer your question. I think it's something we all feel like we have to do. and yet I can't tell you. Here's what I can't tell you. It, we'd go and do these three things on social media. We don't know that it's going to increase book sales or downloads of the podcast. Whereas if you if you if you said to me, Hey, we need to increase.

facebook
"christopher lochhead" Discussed on Marketing Over Coffee

Marketing Over Coffee

05:13 min | Last month

"christopher lochhead" Discussed on Marketing Over Coffee

"Touch or go kick ass and take names. Well not only that, but I interviewed. One of the guys when I was doing Forte's advertising. He was with Sandy Curtsey when she heard that. Sob Adan is said she got so mad. She cried. Several mistakes I. She decided to buy. informix Yup no, she. Was At ingress English. She decided to buying. And, then she pre-announced products, he couldn't deliver killed her quarter to quarter profitability, and so she went on the block and she was purchased by computer associates. and Larry Ellison, comment was well. Computer associates every every. System needs a bottom feeder. Yeah, the other one I used to love about in the old days it was. It was the retirement home for old software like we're all. Die. I tell. My Star plants and I I really deal exclusively with. Start. Here are a few exceptions. ringcentral KABC comes to me and asks for work and the I tell them I'm the cheapest game in town prior to the IPO or a liquidity event and on newest expensive game in town afterwards. And what that means I don't charge very much my time but I get one percent of the company. With a one year option, they can fire me after eleven, Monson does cost him a single sheriff stock, but if they get acquired or go public suddenly were all laughing our way to the bank and I made a lot of money. And that worked with article at work. SALESFORCE works for. interlinks. We ran a billboard outside Oracle. which was very? Very successful and so my seven seventy cents a share stock. Sold to the. At. He associates in Boston for thirty seven dollars a share. Those terrible day in the Bennett household imagine. I I went out and bought a new Benz, but Boy, what do you do? So if I was a younger guy coming up and I said to master Bennett master since a Bennett. what do I need to learn about writing? Copy and headlines that attack like speed speed crazed will reads. Actually today is easy. I. He has had a product you can sell. Now maybe he's got a brother-in-law invented something or Maybe he's got a friend WHO's an engineer who who has lousy people skills, and so yes, that friend to build something for him, and then he simply goes on social media. You can test everything and it doesn't matter works. You'll eventually converge on something that does work. And so you just convert, and you can do this instantly like you could test twenty ideas in an afternoon and see what response it brings an social media. I don't think people understand the use of social media. They certainly don't understand the use of length in or facebook. They're trying to do too much with them, but if you want to test how an idea flies, that's where to test it and you me feedback, and then you'll become the Howard Hughes of your own of your own Burger. She'll be alleged at your online. And it doesn't cost. which we really really, that's what we aspire to be. Why do you think what what do you mean maybe on Earth a little bit? Rick, what you mean about your feelings about people getting Social Lisa wrong. I have yet to see anybody WHO's making social media getting a return on investment from their social media. And the and in fact. I would say social media is really playing money ball for real. And The movie Monday. Fall If you live on beatty, you live on on on return. Return on your investment. But I can't see people. Coming out with a product on social media and actually selling, nobody's getting a return on investment there. I have yet to see a company that has succeeded getting a return on investment on social media. Now I might be living in a bubble. The that I'm wrong and that's fine. Have you seen anybody. Get a return on investment social media. Best you have a best selling book. You've got the top thirty PODCASTS, but you're working your butt off to make that happen and and getting a return on investment from social media. If is getting you new accounts if it's getting a new how salting gibbs. Selling. So I thought all this show would have been figured out by now, you know. My first book came out three years ago. I started podcast about two.

Larry Ellison Adan Bennett Monson Sandy Curtsey Forte Howard Hughes facebook KABC Boston computer associates. engineer Boy Oracle. beatty Rick Lisa Bennett.
"christopher lochhead" Discussed on Marketing Over Coffee

Marketing Over Coffee

08:16 min | Last month

"christopher lochhead" Discussed on Marketing Over Coffee

"C. E. O.'s whenever I deal with a lower level Marquan people. They always get jealous relationship with the Yale, and they also had jealous of the ideas I come up with so eventually. It never ends well. and. And and so sometimes when the CEO says well, my marketing team has a little problem with this. I say well. God hates cowards. So your your decision manager company. I just love it and I loved it for so long. You had it on your website. And so. More is my website is more. html five now where I can. Have billboards and stuff. Yeah, I think you. New Websites is cool. I just you know I. Have Your old website from nineteen, ninety-six in my head and I. I wish I had it somewhere because it, it's just it. Your website from that era is just one of the greatest website them all time. The copy on it is just fucking and the way you would. It's brilliant. Turn it into a book because what I loved about. Your old website was for each. Add you really put it into context. This is what was going on. This is the competitive situation whatever whatever it was put into context, and then we did this, and then that happened like what was the one you did I forget the name of the company now or you ran an ad to get a meeting with the CEO of a company. They wanted to either sell two or do an oem deal with or something. It was like a letter to the CEO. The company about why they actually. What, you this, this is a good package and it still works. You go to the Kinko's Fedex in that town on in you. Do you print out an ad on a three foot by four foot foam core? And it's from your clients CEO to the other clients CEO. In fact, I did one to Tom Siebel. From a guy named Steve, Dangelo who had. A particular marketing niche and we headed done in Pleasanton California. They delivered on a Monday morning. Because that's when most of the exacts have their nurse sales meetings are their management meeting. And delivered right to Stiebel. And he had his people get on the phone as they get on an airplane with your emanate people. Come on out here. We ought to buy you. Now the company eventually got acquired by, but not by SIEBEL IT turns out. They didn't quite have technology that linked up with Sibel but I've done that a couple of times in. I had a client and so this is like a protest kind of a billboard. I WANNA. Make sure I understand. That President I- photoshop him shaking hands Tom Siebel saying and this is an ad. We'd like to run a Wall Street Journal and put it in you. Print it out on this big billboard, and you have been off phone court three foot foam core. Now. I recently Redo his office absolutely and I recently. How do you get through to the a surge brandon at Google? I had a guy wanted to be present. The United States in the last And so he he's really a-. Intellect Nance and unfortunately just wasn't in the cards. Nobody consider it, but we did an ad that we run or to run in the Wall Street Journal with him. Being endorsed by Google. As having a way to avoid to eliminate all income taxes and still eliminate the national debt. And so we sent it sure surge in a Google and actually called the guy that. Nobody ever gets through me, but you got through to me. Is. That is that Alexa. is She joining our conversation? I don't know why evidently. Somebody I I must triggered Alexa Hey, Alexa. By a hundred copies of niece town. down. There you go there you go, so I'm very curious. Rick in your initial conversations with a perspective. CEO that you that you guys are looking at work together. because frankly I've had this this whole list problem. The whole time I've been in an advisor or board member type guy. How do you pressure test that CEO to make sure that they have the courage to actually execute on a you know speed craze. Wolverine Marketing Strategy with you. Knock I'm glad well wrote a book. And he refers to this. Is You create a self waiting guard? And, let me explain how a self weeding garden works. If you get an email from Nigeria, saying my husband just died and I've got twenty five million dollars. I've got to get out of the country. And if you don't have to respond to that. The people who get that email back know that you're a likely prospect. because. You're dumb enough to actually respond to that email. And so what I don't pull any punches with self winning garden I refer the executive to my website and go through the ads wanted time and explain what the stakes were. Why was this high risk? Is? It appeared to be but I then ask him Do you have got snap to do this or are you chicken? Shit. You use those words, don't you? Rick well not not not chicken shit, but basically you make your. I got he's scoured. She can't be subtle because the I can't be something. That I'm not. In fact, I saw something on the Internet a Lincoln today is don't try to be anybody else. Somebody else because he's already taken. You've gotta be yourself yeah. Yeah and I want to go back to vetting clients and getting them to do this stuff. Because I think it's a fascinating thing, but but while we're here on that. I've known you a very long time and I've admired you from the first time we ever actually admired. You've before I met you. I saw your website. I fell in love with you, and you are one of the people that I know in the world who is a? Truly at least in everything I've ever seen from you. Hundred Percent Yourself. And be that as a result of that. I've never met anybody like Rick Bennett. People have similar qualities on certain dimensions, or whatever whatever, but so so a you're one hundred percent yourself and be you really are unique. There's no other Rick Bennett. I'm a one trick pony. That's that's that's. That's Mike my strength and my weakness. If somebody wants to do something. Is Boring I kinda check out. I. Don't even don't even approach yeah. But I'm very curious how you came to this place. You become the Rick Bennett the master sense, a attack marketing How did that happen? Again named Tony Schwartz. wrote he created the TV. Commercial the daisy commercial destroy. Barry Goldwater presidential campaign back in nineteen, sixty six. and. I was a manager of special projects at data general time. And? Had DECASTRO. The president's that okay. You're going to be on the committee to pass a tax limitation in Massachusetts. and. You're either GONNA. Get passed, or you're fired. IF YOU'RE A tablet data general, and so I said okay, so I was smart, enough or lucky enough to run into Tony Schwartz who did that commercial. He represented every Democratic presidential candidate per minute. Johnson onward and. Jimmy, Carter and.

CEO Rick Bennett Wall Street Journal Tom Siebel Google president Yale Alexa Tony Schwartz Fedex C. E. O. Barry Goldwater United States Stiebel Sibel California Tony Schwartz. Pleasanton Nance
"christopher lochhead" Discussed on Marketing Over Coffee

Marketing Over Coffee

08:15 min | Last month

"christopher lochhead" Discussed on Marketing Over Coffee

"Minute. They know you're in the deal. Or you have it, 'cause it puts them on the defensive. and Oracle we we ran an ad when. Digital Equipment Corporation was about to give our DB away free with every computer, and that was oracle's bread and butter. We ran an ad saying. You wouldn't let our DB even if even if it were free. And it and digital and completely crazy finally turned turned debate over Oracle the sell. Isn't that incredible? It puts them on the defensive salesperson and not a defendant. Yeah, and the other thing is if you can do marketing and advertising that means that you. Use. This word on purpose disrupt. The Monday morning or Monday afternoon executive staff meeting on a very regular basis. Not to get political, but you know. Our president is a master at this. And the Democrats take the bait every single time, and he's always the subject of the conversation of what it is. And that is work a negative or him. Unfortunately there. They just want him out of there. There's a visceral hatred, and so it can backfire on you. It certainly backfired on me. Has It backfired on you? Like I say I try to run mark. Benny Opera President and he was very unhappy to didn't do well, because mark weeks pissed off at in. In Somalia they never asked me to do anything for them again. On the other hand I had more success than failures doing that. You're familiar with a company called by. Yeah of course. Please! I'm ever if you ever have client that is doing a Miami. Convention. We can hijack that by running to billboards in the Miami Airport Rachel was one hundred percent arriving passengers. And so I ran an ad with. On on the ad, and just said we give ECHINACEA NIGHTMARES DOT com. You can go to that website today or insert logic. and. It was the ACA my annual users meeting. With into that meeting going. Hey, just see this ad and the ACA. My executives completely crazy and be. The. The web traffic to instruct logic just exploded by people going to that say who in the hell would run this guy run at. It will see and I love that and and you know to get back to the the the way funding the BENEF- idea I would've thought. Even doing this a long time. You're a master sense at this That those sort of Mrs or I wouldn't even say was amiss. If Benny off, it had a sense of humor about it would had a completely different outcome, and so I. Guess my point to you just be like you know. Some of years aren't gonNA land. They're not all GonNa I. Mean you're you're you got an atomic weapon? You're blasting it off at people and. Sometimes shrapnel is gonNA. Get in the wrong spot. In one of your Lincoln Post though. I I'm sure it was when I may have commented on it. You learn more from your failures and you do your successes absolutely. I'm I'm not so sure about that I I find my failures. get on my nerves a little bit. I hate to think about them, but you have to do some introspection. You know. That be to try to saying. You know now that you push back on it because I certainly. You know I've learned a lot from failure. I've learned a lot from bad managers and bad leaders, but the truth is you do earn learn a lot from winning and in particular you learn a ton like it's one thing. People say they quit a job or whatever and they go on my bosses, a real asshole. He taught me everything not to. Do you know there's some value in that right? But the truth is when you work for legendary leader and manager, you see them in action all the time and you're on a winning team and that team went big time. You learn a shit ton from winning and in particular from being around the leaders who are architect. Indeed, indeed now there's another saying that I absolutely disagree with and you didn't say it, but I keep hearing it in says if it doesn't kill you, it makes you stronger and no, if it doesn't kill, could cripple you for life could turn you into water. It could give you a brain tumor I you know. That that's another saying that that is simply not buying off on. Yes, he chain smoked for thirty years. It might not kill you, but you might not be able to breathe. Be Able to walk up a flight of stairs. Yeah, yeah, know, there's a lot of those things that are that are. Sort of just stupidity that that we repeat. So I'm curious. Roughly do you know Rick How many companies you've worked with over the years just in around round numbers? Probably. I. I have a copy of every ad. I've ever done for any company. I've ever worked with and I figure. I'm talking. Two hundred companies maybe yeah. I'm not surprised to hear that. Now I'm curious I would assert to you. that it takes. A, tremendous amount of courage for a CEO Cmo an executive team to run rick bended add. Well what I do what I I since I live here on on a mountain in Utah I don't dress up and go to meetings we have a you know. Web webex conversations on the phone on I. DO stuff by the. With email, but my my email said you better be sitting down before you open this Ad. And give them three approaches I. Give them a conservative. Let's be. Let's be nice approach. And it's not a straw man either I mean I really do I really tried hard to to do like Coca Cola does with I'd like to buy the world a coke. You know. Yeah. You actually write a nice ad for somebody. Well I provide three then. The next one I do is a little edgy. And this one. It appears to be high risk, but truly is an and the other one is a tactical nuke. and. In fact, I had a WHO runs the Wendover airport They haven't went wendover airfield in Wendover UTAH. Were they built the atomic bomb. The they loaded the the atomic bomb. NOLA GAY in win over, Utah and so he said we want to do a billboard because win over Utah, it has no gambling. Whereas Wendover Nevada, which is across the state line, but in the same town they have casinos and they got everybody visiting them in. They're making a lot of money pouring some and so I did a billboard. The gobbled fired They didn't run. It scared the living L. OUT OF THEM IF I wrote Stop by window and. Answer the question. Should we nuke Mecca? This was right after the twin towers went down. And They didn't want to do. Really I can't imagine why. Ricardo. At, the question I've been dying to ask you since the last time we talked, so. I have literally waited twenty some years to ask you this question. Rick Bennett. Does God still hate cowards yes. Yes. In fact. Generally that My problem is I. Only Deal With.

Rick Bennett oracle Utah executive ACA Miami Digital Equipment Corporation Wendover UTAH Somalia Wendover Nevada Coca Cola president President Benny Mrs Ricardo Rachel CEO Cmo NOLA GAY
"christopher lochhead" Discussed on Marketing Over Coffee

Marketing Over Coffee

08:13 min | Last month

"christopher lochhead" Discussed on Marketing Over Coffee

"Just recently. reread your niece down allows Rick I'm honored? You all kinds of I would refer I'd rephrase a lot of your advice. Into other one liners now use with my class, but we're kind of on the same wavelength. there. Well listen. I got to acknowledge you mean you're a master and you taught me. About you know one of my favorite expressions and I probably stole it from you is I like to do marketing that Causes Emergency Board meetings and CEO Firings at my competitors. I. I I like that a lot. In fact. I'm kind of a one trick. Pony all I. Know You're like ACDC? Right. You know hazy ZDC the heavy metal man Yup. Every song is exactly the same. They've never done a ballad. There they do the best. They write a best songs about how awesome rock and roll is right. Lot of their songs are love letters to rock and roll, but they are exactly like Rick Bennett and that it's always the same tars, bass, drums and a heavy vocal. And it's always fast, and it's the same format and it's fucking great every time. We We changed technology though. It used to be that When Alison, say Gee let's write! An ad will run, and if somebody responds to build the product. Now are we can test our messages on a daily basis I've got a couple of stealth. Feinstein under are not in the as on and. I'm running. Some spook websites and we test our messages. I do one message at day in the last ninety one as I've seen what works and what doesn't work and then transmit that to the client. Wow, so I mean you are. One of the. I would call you. Have you know this expression? Oh Jeez the original gangsters of You're you're you're you're you're a modern day technology adman, you know. Fortunately the the. It's politically incorrect what I do so The CEO's that I can finder few and far between. The have the guts enough to really go after the competition. That's not politically correct these days. Yeah, everybody wants to be nice and you you do I. Remember I remember so many of you're saying you had a website back in the day and you. You wrote this copy, and if I remember right, you'll, you'll check behind this, Rick. It said something like my ads will attack your competition like a pack of of of wild crazed all breen's or something along those lines will bead crazed wolverines. Actually, actually actually back from Hundred Thompson. That was gonna his expressions. So. What's let me make sure I? Get it right. What's the expression exactly? My asthma attack like a pack of speed crazed wolverines. Eilat. Ended up the the the other thing that. You emphasizes the need down, but I call on Ellison's law. And Ellison's law states that you are not allowed to say anything when your competitors could say. Any time it any unknown website and email anywhere. And so why insist and unenforced. With my clients, too. So. Let me get this one because this is really good. Ellison's law says you're not allowed to say anything. But one of your competitors could say. Wow! I think a lot of marketing organizations would would have to fire themselves. That's that that's probably why. I've written a few as the got me fired actually yeah. Yeah. You've been fired a bunch I have I. Will. and. Lightning doesn't strike twice. I ran an ad in the Wall Street Journal once for Lennox. CARE. This said Lynch tour balls for President The wall. Street Journal in San Francisco, don't they cost fifteen thousand dollars? And we took over. We hijacked trade. Linda showed up, and he spent all his time at the links booth. Signing copies of the Wall Street Journal ad. So we really project trade show when last time that ever happened where the CEO or founder of a company was signing at a trade show. I hope lightning would strike twice. There's a company called reachable and they. Had A booth at the. Sales Forces Conference and so we ran an ad. The USA Today in San Francisco said Mark Benny for president. And up by reachable and mark got so pissed off at them for a taking. Everybody walked up to market. Hey, are you going to run for President? And so? I didn't do any more work reachable. So mark didn't have a sense of humor about it. No surprise me. I was I was shocked. Shocked I say 'cause. You worked with him in the beginning of salesforce. Am I remembering this right? I did all the pre IPO advertising in fact that finally let me kill. Siebel, we missed doing preventive. But Iran the ADS that Siebel too little too late or and. And then the big one was, I will not give my lunch money to see. I remember that AD F. Bruce Cleveland, I saw him to trade show once, and he said when when Tom saw that ad, he went completely crazy, never recovered. He would call publications. It's say I will not advertise in any publication. That would run that ad I mean. He just went crazy. and. That's what we WANNA do right. We WanNa make the competition crazy. That's that's the point right or at least part of the point were actually yeah. One of the goals of guerrilla warfare is to make the generals. The opposing army make mistakes. Among other things you have a lot and again, Rick. Investors! You know you don't want to have. A Monday morning blues or buyer's remorse on party. Your festers, you your customers. To feel good. You want your salesforce. Forces be able to Strut into the account to say. I'm GonNa, so it just see our ad and they said Yeah I've got nailed my door. What can you say exactly what you said off the top about distracted generals. Okay well there fiber fibers you've got you've you've got to demoralized the generals in the imposing army? Because then I'll make mistakes. you have your investors? Who you want. Them to go. Hey, we got. We got a winner here. You got your your your employees of the company. Who really what to feel like their their their bosses, really kicking ass, you You have the customer so that company. Who? You don't want buyer's remorse. You'll want them to say hey. We got a winner and finally you've got these sales for us. You want them to stretch. into the couch. The, interesting thing about what you're saying you know. Is I learned this early and suddenly from you that. You want to do the kind of marketing. That has they feel generals in particular at a competitor, so the sales organization? Psychologically surrender the.

Ellison president Rick CEO Wall Street Journal Rick I San Francisco Siebel army CEO Firings Rick Bennett Mark Benny asthma Eilat Hundred Thompson Feinstein Alison Sales Forces Conference Street Journal
"christopher lochhead" Discussed on Marketing Over Coffee

Marketing Over Coffee

04:46 min | Last month

"christopher lochhead" Discussed on Marketing Over Coffee

"Hey. Everybody is John here I? Hope you're. Enjoying your summer here in the states, we've got our fourth of July holiday coming up and I know it's just been crazy. I'm you normally Chris and I do the summer break and he gets to go somewhere off the grid for a week and I usually go see some family up in Michigan and get a chance to get away, but with the coronavirus here we're locking down and still looking forward to just hiding in my backyard and enjoying it so. We don't have a show for this week, but what we do have. Is that Christopher? Lockhead came to me a couple of weeks ago and was asking if he could run the Kevin meaney interview that we had just done over in his feed, and he was asking if I would like to swap and of course I I was just thrilled. Because we've had Christopher on the show, he is a mentor of mine has helped me out over the years, and it's just a fantastic storyteller, and as soon as he mentioned this. This I knew that we would want to get his interview with Rick. Manner and use that and so that's what got you here. It's about an hour and fifteen minutes, and he goes to town, but it's just fantastic. Rick is the kind of guy who does ad campaigns that get CEOS fired at the competitors of the clients, so there's just a bunch of fun stuff here that you're gonNA love. I was just blown away by this interview, and so I'm psyched to get a chance to give it to you now. Now just before we get started to a disclaimer, there is some salty language here. If you're afraid of the bomber, it's going to cause a problem. You might want to just skip this episode, but I it's definitely worth it. If you can put up with it, let me tell you that, so thanks to Christopher, and of course his show is also sponsored by net sweet, so if you want to check out and it's we wait till next week when I run my spot, so we've got a marketing over coffee link. But again we want to thank sweet for sponsoring both of our shows, and being a great supporter of podcasting in general and I'm going to go back on vacation. If you've got anything going on feel free to hit me up on twitter at John Jay Wall I, would love to hear from you and see what's going on, but otherwise enjoy this story with Christopher. And Rick and we will catch up with you after the holidays over. Thanks for pressing play. This is Christopher lockhead folly different. And if you're new I wanNA, say thank you for giving us a try. This podcast or should I say odd cast? Where a lot of ways we explore, the road less traveled we examined the different paths that people take to design a legendary business and legendary life. And we're for people with curious minds for people who enjoy fun powerful and saiful, sometimes silly or even per per spurs. Conversation you're going to have a podcast. You should really learn how to talk. Our. Goal is to go far beyond the traditional business podcast We don't specialize quick tips or tricks or soundbite. He Click Beatty things. Our goal is to have real conversations with some legendary people that you already know and some legends. Hopefully you'll love getting to meet for the first time. we do not add it or produce this. PODCAST, that is to say the conversation that you hear with. Our guest is the conversation that happened. And our hope is that you have an eavesdropping experience, and that's different than the traditional interview show and a traditional interview show you know there's a professional host you know. The guest is driving their three media trained talking points, and so you always know you're listening to a show. Our hope is that you forget that here that you have an eavesdropping experience during the conversation an experience that draws you in hopefully inexperience. You WanNA share with others. And what our long-term listeners tell us. Is that if you listened throughout? At some point during the conversation, you'll notice that you shift from having an eavesdropping feeling to actually feeling like you're in conversation. And That's really cool. And I hope that's the experience that you have and as the experience. We. Want you to have now on this episode. This is our fourth in our four part series on marketing. With a man I respect and admire tremendously. He's the GRILLO warfare secret weapon of Silicon Valley Advertising and marketing. He's a master sense as his name is Rick Bennett. And Rick is the his most famous for creating many of the early ads for both Larry Ellison in the early days of work own, and later on Mark Benny off in the early days of silicon. Excuse me, salesforce, and throughout Silicon Valley Rick is really known as the entrepreneurial startups secret weapon and I had an opportunity to work with rick early in my life, as a Silicon Valley CMO and man. He taught me a lot and I think he's going to teach you a lot in this conversation to. We're sponsored by the good folks at Oracle.

Rick Bennett Christopher lockhead Silicon Valley Rick John Jay Wall Silicon Valley Advertising Michigan Rick spurs Chris Larry Ellison John Mark Benny twitter Oracle Beatty Christopher Kevin meaney
"christopher lochhead" Discussed on Marketing Over Coffee

Marketing Over Coffee

11:58 min | 5 months ago

"christopher lochhead" Discussed on Marketing Over Coffee

"Now by the way given the way I drive. This is a product I will never be interested in buying because if they know how I can and I drive a Shelby Cobra Mustang John and my rates are going up if they knew but anyways idress and so. I think what we're going to see is more of that. Which is if I give you my data I get you know. It's what my friend J. Larsen calls the give toget- what's the give to get the other thing is you know? I don't know if you WANNA get political or not. I hope we get to a place in America. Where our data we own? And if a company is monitoring us in any way she performed they have to tell us be weakened opt out and see if they're gonNA monetize that data. We need to understand it so in the case of a. State farm your. They're giving us a discount for that. Data I I would like to see us get to a place that says we own our data and I think I think there's a chance we get there over time. Yeah okay well. We might as well as a recording. Here it is Super Tuesday today and so it's just been interesting one thing. That's surprised me. Is Mike Bloomberg just pouring so much money into this? You know just basic adspend because my kids have come out of nowhere and saying Mike gets it done. Who's Mike? What's what's Michael About? And they don't even know that Buddha Geoghegan you know Elizabeth Warren. These people have been working for years and he's just shown up on the scene and in the space of a month made himself visible available. Where are you on all this? What what are you seeing? And what are you thinking about? What's going on with the whole approach? This says you might expect I. You know what? I'm sure you do as well I. I watched the election through Marketing Lens. Not just a political lens I have my political beliefs. I'm I've been a political junkie since I was a kid and sort of half because I care about our world I think I care about our world a lot and I have opinions like many of us do but the other half for me is very much marketing orients. Let me stick on that unless there is a dramatic marketing strategy. Change by the Democrats or unless. There's some very bizarre thing that happens. You know. I don't know how we got the crooner virus right now if that were to get massively out of control and people believe the trump administration really. F- that up you know. Are there outlier? Things that can happen that might affect the election. Yes of course. There are but all that to the side John. Current course and speed my prediction in part because of the Democrats Marketing Stupidity and in part because of the genius of the trump administration's Marketing Savvy I think we're going have A two-term trump presidency and here's why legendary marketers have a point of view. Legendary marketers set an agenda legendary marketers position themselves when my favorite expressions John Position yourself or be positioned and most importantly the greatest category designers entrepreneurs and therefore marketers in the world want others to be compared to them and never them to be compared to others. That's why the distinction between better versus different is so important. If I'm having a better conversation I'm playing. The comparison game and the biggest idiots of this for decades is Pepsi. Here's a simple example. Most Pepsi AD say Kokin Pepsi tastes better than coke. Pepsi Tastes Better Than Cope. Pepsi tastes better than coke. Pepsi tastes better than coke. What's on your mind coke? Let's try coke right. So let's try this again pink Unicorns Pink Unicorns you John. You can think of anything you want. Just don't think about pink UNICORNS. We're not. We don't want four more years to PINK UNICORNS. No More Pink. Unicorns as a matter of fact that Pink Unicorn and the White House tweets too much enough with a pink unicorns no more pink UNICORNS. What are you thinking about? The subliminal has just pink unicorns. Are there over and over again. You can't get rid of it. That's you can't extinguish it so let's look at marketing. Principles trump is setting an agenda. Trump has a provocative and a point of view. Make America great again which is now modified to keep America. Great right and that's been turned into an acronym of course we all know. Maga- right now. Let's look at Hillary her slogan. Do you remember her slogan. I'm with her. That was it. I'm with her now. What's Mike Slogan? Might you said it. Mike will get it done right. So here's the mistake. Legends market their point of view legends are missionaries there evangelists for something greater than themselves in a business context. We call that a category right. So the big insight is had a Gorey's make brands not the other way around. Smith Corona has a great brand. No one gives a shit. You know why. We're not using typewriters for anything anymore. Nobody buys typewriters anymore. That category died categories make brands the reason google is a legendary brand is CA. Search is one of the most important things in our world. That's what makes Google legendary brand. Not that Google did any branding in any traditional sense. It's one of the biggest mental F- ups in the history of marketing people. Spend all this money on. Brand Smith Corona has a great brand xerox has a great brand fell has a great brand. No one cares. And the reason is their categories are irrelevant or dead. So that's point a when you don't understand this you market your product. You have a product conversation because you think the best product wins. I'm with her. The narrative with Hillary was. She's the most qualified person ever to run for the presidency. Let's say that was true again? I'm not having. This is in no way shape or form of political conversation. I'm talking about the marketing pieces of this. Let's say that was a fact. Hillary had a better conversation. Trump has a different conversation predicated on a vision or a mission or in marketing terms. What we call a point of view and we're seeing it all over again today with Joe Biden. We're seeing all over again today with Mike Bloomberg and all they talk about is we. GotTa be trump. We gotTA BE TRUMP TRUMP. And they've fallen into the same trap that entrepreneurs and marketers fall into which is hey if the world could just see how faster better cheaper smaller bigger rounder softer harder. Mike carpeting you later is will win. They're playing the comparison game. That is a reaction to the other side's point of view translation. Every time they say we're going to be trump no more trump no more trump no more trump. They're doing the asinine thing that Pepsi does. When they say taste better than coke taste better than coke taste better than coke and so my point is unless the Democrats whether it's Bloomberg or right. Now it's looking like you know it may very well be Biden's unless they get their own agenda unless they get their own mission and they make it about that. Not Categories are about customers. Brands are about products and companies. That's the here. And what marketers need to understand is no one gives a shit about your brand. No one gives a shit about your service. They give a shit about them. They give a shit about their own problems. They give shit about their own opportunities in life. And so trump made Maga- resonate and if you bought into his category point of view. Then you bought into him that point of view that he had was about the country and therefore about the people in the country. You can think Maga's great you can think it's terrible. Whatever you WANNA think about Maga- that's your opinion. What I'm talking about is from a marketing perspective. He took a category point of view. Approach which is about in this case the country translation the customer in Hillary took a product point of view which was about her Bloomberg and a Biden are making the exact same mistake. They're making the conversation about trump. It's a reaction to him and so far. They just have an argument about their product. They don't have an argument about the country that is to say their customers. Yeah I can totally see that. How about you? What do you think for a category for them and this is obviously just speculation but which David putting forth as their vision? Or what can they put out there? That's compelling here's what I think they should do and they're not GonNa do it. Whoever the nominee is if I were them the slogan would be America for everyone because what it does is it takes. Trump trump is known as the quote. Divider chief right again. I'm not having a political conversation. I'm not trying to bring my views into it. But he has been divisive. We're living at a time of diversity. We're living at a time. Where millennials care about inclusion more than ever before? We're living in a time of METOO. We're living in a time. Where the non white vote matters more than the white vote. We're living at a time of massive and this is a big platform for the Democrats economic disparity between the top and the bottom and the middle class is shrinking in the United States. And that is a real problem right. So those are the sorts of The the Democrats want healthcare for everybody right and the Republicans don't and so if they were smart they would. If was Joe Biden assuming he's the nominee or potentially Bloomberg. I don't know who knows whoever it ends up. Being my slogan would be America for everyone and the Democrats position on healthcare and economic equality and the environment and so forth could fit under that banner. And you'd have to have this debate now. This point of view argument around America for everyone and make America great and you would attack him on ideas and most importantly put him on his heels. Are you a fight fan by any chance? John been known to take the pay per view. Now and then. Yeah you happen to watch. Tyson fury deontay wilder fight recently in the second one. No no I think. Tyson the greatest modern boxer right now and I think he's. He's just incredibly exciting so they had this. I fight two guys and the fight went distance and in the final round of the first fight Wilder who's WHO's the American fury's the the Brit Wilders known as having one of the most terrifying Right hands in in boxing today and maybe even history he hits fury in the final round knocks him out wilder falls to the canvas arms. Down Eyes Roll back in his head. The fight was pretty much even to that point and everybody thinks the fights over the ref starts counting him out. Fury gets up finishes the round. Most people say fury won the round and the fight gets called draw so they just had the second fight now. Fury is known.

Trump trump Mike Bloomberg America Hillary Pepsi Joe Biden Bloomberg John Smith Corona Maga google deontay wilder Mustang J. Larsen Michael About Tyson White House boxing United States
"christopher lochhead" Discussed on Marketing Over Coffee

Marketing Over Coffee

09:52 min | 5 months ago

"christopher lochhead" Discussed on Marketing Over Coffee

"Marketing over coffee with Christopher Penn and John Wall. Good Morning Marketing over coffee. I'm John Wall today. Our guest is Christopher lockhead three time public companies CMO. We've talked many times in the past. And I'll have links to the past interview so you can get caught up. We don't have to rehash the whole story of how we met and he destroyed the marketing department at the company. I was working at Because it's just a fantastic story but Christopher thanks for joining us so stoked to be back with you John. My brother from another mother to catch everybody up. I've just been crazy because last time we talked we were talking about the book niche down. And since then you've got lockhead on marketing which has been on fire. You're totally hitting it there. And then think different. You've pivoted a little bit. I think we talked a bit about the pivot but you recently just had the show with the DEA agents. That's on fire so we. WanNa talk about that too. What's at the top of your list when you get up to face the day? Now what's taken up all your time as you get going. Where do you start well? It is surf season. So that's hugely important. You know so. There's always checking of the forecast and And seeing when and where and the tides and so forth. So the you know. That's always very important but I I think beyond that. Yeah My. It feels like both podcasts of of really Blown up in a very good way in the last three to six months or so so. That's super exciting. This episode we just dropped with the real. Da Narcos the two guys responsible. At least on the American side for partnering with the Colombians to Take Down Pablo. Escobar are incredible guys Steve Murphy and Heavier penna though the basis for the show narcos which is now. I think the number two or number three Netflix ever and so getting to meet those guys getting to hang out with them. And getting new record a special two part podcast series with was an absolute life. Thrill and just you know. There's podcasting thing is I I? It sounds Corny. But it's turned into this massive gift in my life. Get to have these incredible experiences that I wouldn't otherwise yeah well and then opens up because I think you said you've got two hours worth of stuff in the can with these guys so you're getting the whole story out of them. You get this fifteen minute puff piece you you get to dig in and the crazy things I mean. Those are the guys that actually did. They're putting their life on the line to make that come together and to get through. Wrap your mind around this. This is back in the late eighties early nineties. Escobar had a three hundred thousand dollar bounty on their heads and the heads of any agent open season on them. They're having to live that every day as part of their daily life Murph was there for three years and was there for six years and there was a point in time Escobar declared war on Columbia twice and almost a third time and there was a point in time where there were as many as thirty to fifty car bombings a day and so every time they opened the car door and it didn't blow up there like a meeting. Was that kind of situation. I mean he they were he was murdering police officers women and children. He blew up a bookstore full of women and children ahead of the school season one year. The numbers that he murdered are nobody knows for sure. But you know fifteen to fifty thousand people. I mean it's he was the world's first narcoterrorists in you know he was one of the most evil guys In history that's crazy and we'll have a link to that so you can get people can get straight to those shows to check those out to more on that but now and so. This is interesting because this plays into what we're talking about when we talk to you to books back talking about category design and how to put a market together. You are ranking on the dialogue podcast category. Which is actually something that you had. That was originally. What got you into the first podcast. So talk about that and where that came from and and how you've worked back into it it's been it's been amazing and here's the CIA. I've now been podcasting for three years. And how long has it been now for John? Remind me it's been like I don't know I think we're heading up on thirteen because two thousand five was the first stuff we address. Marketing over. Coffee didn't start till two thousand seven so that's only thirteen years. Yeah I knew you were over a decade but So that makes you one of the. Og's for sure old man gangster but you know it. So I got started much later than game of course and I think when I started there. Were six six hundred thousand podcasts. Something like that. I can't remember exactly but at the time what people were saying was. Hey look unless you're like a massive celebrity near incredibly well known which of course I am not or you're part of a major media company you know Fox or NPR or or you're an incredibly well funded startup in the podcast page. Wonder you're one of these types of outfits you can't make it so in other words the days of successful independent podcasters or over here and here. We sit three years in. I have two podcasts. That regularly chart the top two hundred overall. Today there are nine hundred thousand podcast and in the business category. We've hit number one here. Here's the hub. I love music and one of my favorite new artists. Is this Gal Lizardo? In the she was nominated for all these grammys and stuff this year and she's just incredibly creative and I think compelling and the songs are fun my wife got me into her and then you had this other young Gal Billy eyelash who won all the awards this year. And she's got all this great music and stuff and so whether you're liz O or Billy. Eyeless your whoever. Here's what they didn't do. They didn't sit there on. And say you know what? Paul McCartney's the greatest songwriter ever. He's sold more records than anybody will ever sell end so fuck it. I'M NOT GONNA be musician. I'm not gonNA write songs. I'm not gonNA perform because I can never compete with the with Paul McCartney. So there's no point he so when I hear this stupidity about Oh you know or nine hundred thousand podcasts. And it's about to go to a million and podcast is over and this and that I'm like well. They're still writing love songs right right. I think we're in the very beginning and I think the success that we've been able to have our team's been able to have. I'm incredibly proud of but I think it's important as it underscores the fact that a a no name with a great group of people can get together. And if you do something that you're committed to and you get your niece downright And we didn't get it right in the beginning. By the way we had to reese but my point is it's still possible. Of course it's still possible. I encourage anybody. Who's interested in podcasting to get into podcasting? If you got something important you want to contribute something of value on contribute or in the very early days and I think the future of podcasting is barely beginning a podcasting. This year might scratch a billion dollars in AD revenue. It's nothing it's mouse nuts. And it's way more compelling and radio and I think a lot of ways it's way more compelling than audio books and in some ways it's way more compelling than video and so I think we're in the very beginning I think there's been incredibly exciting new podcast that have come out. We can talk about if you like. But I think podcasting as a medium for creative people for entrepreneurs for for anybody who really wants to do something cool is wide open and I think for marketers and looking. I'm biased but listen. I'm a three time. Cmo I think I get to say this. I think you're nuts for not sponsoring podcast for not getting into podcasting and for not exploiting this exciting dynamic high growth super cool super creative New Medium. We have to pause for a moment to Lincoln marketing solutions for their support of marketing over coffee. Time in places everything especially in marketing but in today's age of a million messages per minute and not enough hours in a day. How do you really catch people's attention? Fortunately there's a simple way linked in can help you speak to the professionals at the right time with over sixty two million decision makers on Lincoln you're able to connect with the right business leaders who are relevant to your company and with linked in ads. You can make sure your messages are getting through to these relevant people. Even small and medium-sized businesses are making the most out of Lincoln ads. They're using linked in to get their voices heard and their messages to resonate with the audience is not just about awareness. Either Lincoln driving traffic and engagement whether that's visits to a landing page registrations to an event or downloads of thought leadership content because with precise targeting. Snb's can speak to the people that matter. We're using linked in all the time. Chris you ask. I answer videos. We put stuff up there. We get all kinds of interaction from folks in the industry. There's just no better place to get business related discussions going up to put your content out there. Every other social network is filled with cat videos and a bunch of Baloney Lincoln has got business nail down the place you need to be at the end of the day. Lincoln ads are helping smaller businesses. Get big results. You can try it for yourself. Linked in is offering a free one hundred Darlington add credit to launch your first campaign simply visit Lincoln Dot com slash Mo that's linked in dot com slash embassy. Going over there. Check it out. Get Your ad credit. Use for your main Gig your side projects. Whatever LINCOLN DOT com slash embassy terms and conditions apply and? We thank them for their support of the show. All right so for marketing stuff. You'd send me a link to an HP article about data flywheel flywheel. We hear that thrown around a lot to tell us how we should be thinking about flywheel. What's your approach on this? And and what is paying off. What my Buddy Eddie? Unit I think is the smartest category guy in the world. He's written more for. Hp are on category than anybody. So he and I worked on this and we're talking about is something fairly specific. Which is your ability to capture data.

Baloney Lincoln John Wall Escobar Lincoln Lincoln Dot Paul McCartney Hp Christopher lockhead Christopher Penn Gal Billy Christopher DEA Netflix CIA Snb Og Murph Eddie Steve Murphy Columbia
Christopher Lochhead on The Biggest Mistake Made in Marketing

Marketing Over Coffee

06:53 min | 5 months ago

Christopher Lochhead on The Biggest Mistake Made in Marketing

"What's at the top of your list when you get up to face the day? Now what's taken up all your time as you get going. Where do you start well? It is surf season. So that's hugely important. You know so. There's always checking of the forecast and And seeing when and where and the tides and so forth. So the you know. That's always very important but I I think beyond that. Yeah My. It feels like both podcasts of of really Blown up in a very good way in the last three to six months or so so. That's super exciting. This episode we just dropped with the real. Da Narcos the two guys responsible. At least on the American side for partnering with the Colombians to Take Down Pablo. Escobar are incredible guys Steve Murphy and Heavier penna though the basis for the show narcos which is now. I think the number two or number three Netflix ever and so getting to meet those guys getting to hang out with them. And getting new record a special two part podcast series with was an absolute life. Thrill and just you know. There's podcasting thing is I I? It sounds Corny. But it's turned into this massive gift in my life. Get to have these incredible experiences that I wouldn't otherwise yeah well and then opens up because I think you said you've got two hours worth of stuff in the can with these guys so you're getting the whole story out of them. You get this fifteen minute puff piece you you get to dig in and the crazy things I mean. Those are the guys that actually did. They're putting their life on the line to make that come together and to get through. Wrap your mind around this. This is back in the late eighties early nineties. Escobar had a three hundred thousand dollar bounty on their heads and the heads of any agent open season on them. They're having to live that every day as part of their daily life Murph was there for three years and was there for six years and there was a point in time Escobar declared war on Columbia twice and almost a third time and there was a point in time where there were as many as thirty to fifty car bombings a day and so every time they opened the car door and it didn't blow up there like a meeting. Was that kind of situation. I mean he they were he was murdering police officers women and children. He blew up a bookstore full of women and children ahead of the school season one year. The numbers that he murdered are nobody knows for sure. But you know fifteen to fifty thousand people. I mean it's he was the world's first narcoterrorists in you know he was one of the most evil guys In history that's crazy and we'll have a link to that so you can get people can get straight to those shows to check those out to more on that but now and so. This is interesting because this plays into what we're talking about when we talk to you to books back talking about category design and how to put a market together. You are ranking on the dialogue podcast category. Which is actually something that you had. That was originally. What got you into the first podcast. So talk about that and where that came from and and how you've worked back into it it's been it's been amazing and here's the CIA. I've now been podcasting for three years. And how long has it been now for John? Remind me it's been like I don't know I think we're heading up on thirteen because two thousand five was the first stuff we address. Marketing over. Coffee didn't start till two thousand seven so that's only thirteen years. Yeah I knew you were over a decade but So that makes you one of the. Og's for sure old man gangster but you know it. So I got started much later than game of course and I think when I started there. Were six six hundred thousand podcasts. Something like that. I can't remember exactly but at the time what people were saying was. Hey look unless you're like a massive celebrity near incredibly well known which of course I am not or you're part of a major media company you know Fox or NPR or or you're an incredibly well funded startup in the podcast page. Wonder you're one of these types of outfits you can't make it so in other words the days of successful independent podcasters or over here and here. We sit three years in. I have two podcasts. That regularly chart the top two hundred overall. Today there are nine hundred thousand podcast and in the business category. We've hit number one here. Here's the hub. I love music and one of my favorite new artists. Is this Gal Lizardo? In the she was nominated for all these grammys and stuff this year and she's just incredibly creative and I think compelling and the songs are fun my wife got me into her and then you had this other young Gal Billy eyelash who won all the awards this year. And she's got all this great music and stuff and so whether you're liz O or Billy. Eyeless your whoever. Here's what they didn't do. They didn't sit there on. And say you know what? Paul McCartney's the greatest songwriter ever. He's sold more records than anybody will ever sell end so fuck it. I'M NOT GONNA be musician. I'm not gonNA write songs. I'm not gonNA perform because I can never compete with the with Paul McCartney. So there's no point he so when I hear this stupidity about Oh you know or nine hundred thousand podcasts. And it's about to go to a million and podcast is over and this and that I'm like well. They're still writing love songs right right. I think we're in the very beginning and I think the success that we've been able to have our team's been able to have. I'm incredibly proud of but I think it's important as it underscores the fact that a a no name with a great group of people can get together. And if you do something that you're committed to and you get your niece downright And we didn't get it right in the beginning. By the way we had to reese but my point is it's still possible. Of course it's still possible. I encourage anybody. Who's interested in podcasting to get into podcasting? If you got something important you want to contribute something of value on contribute or in the very early days and I think the future of podcasting is barely beginning a podcasting. This year might scratch a billion dollars in AD revenue. It's nothing it's mouse nuts. And it's way more compelling and radio and I think a lot of ways it's way more compelling than audio books and in some ways it's way more compelling than video and so I think we're in the very beginning I think there's been incredibly exciting new podcast that have come out. We can talk about if you like. But I think podcasting as a medium for creative people for entrepreneurs for for anybody who really wants to do something cool is wide open and I think for marketers and looking. I'm biased but listen. I'm a three time. Cmo I think I get to say this. I think you're nuts for not sponsoring podcast for not getting into podcasting and for not exploiting this exciting dynamic high growth super cool super creative New Medium.

Escobar Paul Mccartney Gal Billy Netflix CIA Murph Steve Murphy OG John Columbia Reese Liz O NPR FOX
"christopher lochhead" Discussed on Christopher Lochhead Follow Your Different™

Christopher Lochhead Follow Your Different™

01:38 min | 6 months ago

"christopher lochhead" Discussed on Christopher Lochhead Follow Your Different™

"We must <Speech_Male> warn you that off <Speech_Male> casts are produced <Speech_Male> and created an in studio <Speech_Male> <Advertisement> that does contain <Speech_Music_Male> <Advertisement> nuts teach <Speech_Music_Male> <Advertisement> listening. Don't Oh <Speech_Male> forget to be nice despise <Speech_Male> in <Speech_Male> the event of business. Bullshit <Speech_Male> take to follow your <Speech_Male> different episodes in <Speech_Male> email us in the morning. <Speech_Male> <Advertisement> Don't <Speech_Music_Male> be lame. Get Out <Speech_Male> of the passing lane. <Speech_Music_Male> Remember listen <Speech_Male> to the tragically <Speech_Male> hip. Thank you so <Speech_Male> much candy. Dandy <Speech_Male> Love Your Mom and Dad <Speech_Music_Male> and Hey Colin <Speech_Male> this odd cast really <Speech_Male> ties the room together. <Speech_Male> Doesn't it today. <Speech_Male> Our deepest apologies. <Speech_Male> Go to Robert <Speech_Male> Hansen former. <Speech_Male> US F. <Speech_Male> B. I.. Agent who <Speech_Male> became a spy for <Speech_Male> Russia. Sauri <Speech_Male> bobby we <Speech_Male> just ran out of time <Speech_Music_Male> for you. That's <Speech_Music_Male> it my friends <Speech_Music_Male> thank you. I deeply deeply <Speech_Male> appreciate you. Investing <Speech_Male> part of your life <Speech_Music_Male> with me and until <Speech_Male> <Advertisement> we are together again. <Speech_Music_Male> <SpeakerChange> Follow <Music> your different <Music> <Music> <Music> <Music> Eh <Music> appreciate you. Investing <Speech_Male> part of your life <Speech_Music_Male> with me and until <Speech_Male> <Advertisement> we are together again. <Speech_Music_Male> <SpeakerChange> Follow <Music> your different <Music> <Music> <Music> <Music> Eh <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> <Music> take <Music> <Music> <Music> <Music> <Music> <Music> <Speech_Music_Male> <Music> <Music> <Music> dared. <Music>

Russia Robert Hansen
"christopher lochhead" Discussed on Christopher Lochhead Follow Your Differentâ„¢

Christopher Lochhead Follow Your Differentâ„¢

11:35 min | 10 months ago

"christopher lochhead" Discussed on Christopher Lochhead Follow Your Differentâ„¢

"Whatever business was in it went out right and he was asking me all this about real estate stuff right. I was like dude. Want you be real estate agent and he's like fifty three years old. Let's say he's like man. I I just don't I had a young man's game. I just don't have that jam. You know he's like I just I have to go at it. In that and I was like that Kinda US sucks. You know what I mean but it's true is one hundred percent true right ain't probably doesn't happen probably get his ass kicked. It's got a business against a bunch of you know guys with a lot more energy so what's what's your advice for that guy. Pat Your other than now. He's depressed listeners crying in the corner. I don't have Ebony Jam. I think I'm just going to go kill myself. I don't I don't I don't think too I think the the actual advice he would have to like get on Testosterone Dostram. He would have to get on you know he would have to like really like an I don't. I don't know what the answer is because it really is as a young man's game right. If you WANNA make the I I gotta jump in is never too late. Man is never too late to start making good decisions. It's never too late to start taking taking whatever you've built. Whatever resources you have and make good decisions. We got guys in the tribe that are older if you just bought one rental property at age fifty two even if it's one hundred in twenty grand in Memphis Tennessee or somewhere around there and you rented it out for let's say twelve hundred a month you put it on a fifteen year note in you did nothing else than your sixty seven retired and you've doubled your social security. If you did nothing else as one little thing that person could do people underestimate what they could do in ten years and overestimate what they can do in one on year they get discouraged because they try to do some big shit in one year and it doesn't work and they fail and then they're like. Oh this sucks. I'm out the reality. Is You take a ten year plan. You put it in place you start taking taking incremental steps towards it and in the end of ten years even fifty two you could make a different life for yourself by sixty two you had fifty two but the key to it is to be around around people that understand that and live that every day and the definition of insanity is to stay in the same environment expecting different results so if a person like that stays in their job stays around on the same people they've been around stains around the same negative. Nellie as they've been around their life won't change. If you want to change things do something crazy like go to Tony Robbins and walk on fire even if you're fifty to who joined go budgets get into tribe of people where you're getting new information and new ways of thinking new ways of being. It's not that hard. It's all like we live in Russia. We don't live in like Croatia. Show where there's no opportunities and you can't make the United States of America. There's opportunities all over the place. You just got to use your brain. Use Your wisdom and then take incremental steps towards that. You don't even even have to do it by working sixty seventy eighty one hundred hours a week like most of us did when we were younger because now we're not. We're making even more money. I make more money today working less than I ever did. When I was younger why awesome waste artery way more strategic so I think that person has to get themselves out of their comfort zone out of a space find a new environment change their way of being thinking and see what happens Amen Hallelujah. I mean Shit. I got divorced thirty eight. WHOA I was in a long term marriage and my ex-wife wife deservedly so say got half our net worth and in a decade that came after that I worked like way less than ever worked in my life and I made back the half that she got and more and I was like how how does this happen. There is a there is a place in your life where you know you feel like you're pushing a boulder up the hill. You're pushing it up the hill and you're like fuck this boulders getting bigger and there's hills getting taller collar and and it just feels like a tremendous amount of work and you want to give up but then there's some some day you wake up and you go. I think that boulder might be rolling rolling down the hill a little now yeah yeah totally. I've noticed the exact same thing like I i. It's so much easier now than it was before and it's I just think of it. Look at it differently but I don't know how I could got this level of thinking without going through all that crap I went through but you know people can short circuit that just hanging out and seeing a different way it just sort of happens. I used to always read that the that the average American male makes the most money in their life between fifty and sixty and I always thought that doesn't make any sense like how does that happen and now that I'm fifty three. It's like it's it's sort of like osmosis but it goes back to what David says. It's just like that much wiser you that much more strategic and I think you're also more entitled to your time so you try to do things as simply as possible and cut to the chase more that's momentum to you have a certain momentum you usually by then have a good reputation tation. You Got People that send you deals a stew. You know people that are successful right. You're doing the deals I did. Twenty years ago compared to the deals on the I'm doing now how the deals. I'm doing our just so much more vetted in the people are so much smarter and and have such a better track record than the randoms I was. I was Dylan deals with twenty years or even fifty and that is an interesting thing. this this business of a tribe you know. I'm an appointment in you know you guys are in real estate obviously and thanks to you and a lot thanks to tim you guys have educated me about some things and and to your point like like when a guy like. Andrew sends an email I like all right well the terms of this one more or less like the terms of the last one we did together and he'll say yeah. He'll say this is is a little different or that's all different. I'll say great now. Say how much money do you want and I'll say great now cinema check in and I don't even think about it and I got to Andrew through. Are you guys in of course through Tampa right and it's the same thing in my core world. If you want to call now Silicon Valley are and I get asked all the time. I don't do anywhere near as much sort of advising vising in investing as I used to but people say well. How do you make a decision what companies involved with US really simple. Somebody I know love trust in admire and have for years emails or calls me and says this is a great company. Great Entrepreneur would love to get you involved. I'm very open to doing that. I've never heard of them. I don't know what's up I I. I'm not going to spend the time to do the deal. I'm just not going to do it. I might miss the next Google or whatever but it doesn't come through quote unquote my hi tribe. That's my filter yeah I. I heard I heard like Pat said you make your most money and fifty six heard. You have your entire network. You need in your forties so somewhere around your mid forties. You know everyone you need to know. You actually don't need to know anybody else but also going back to the younger people. What would the younger people do. I would say to the younger people. Even if your life's a mess how awesome the that is so incredible that you're young and so incredible that you're asking the question what I gotTa do to get out of my mess. As most people just go for messed asked a mess and they never asked the questions so therefore there's really nothing you can do to help him but if you're a young person and you're in a mass and you're asking that question Alleluia and your there's so much stuff out there that you could start finding and it goes back to that same thing. The only thing that matters to your winning as a young person is your mindset you know and getting your mind right. That's it's like airy-fairy. Whatever a theory we talked about it in the tribe but it's all about getting your brain thinking the way it needs to think to make winning inevitable. I talked all brat all black psychological psychological coach ride the all black rugby team in New Zealand they win way more than they should for such a tiny little country and have a site coach and as an example one of the things he teaches them. I said well what do you teach him. He says one of things I teach them is to not let the one bad play screw up the next three plays right. We all have this life. The referee makes a bad call. The government makes a bad call. Your your boss makes a bad call. Allen's it take you to get a fuck it into function and and that's just a that's totally a a product of your training and your mental training right good one out of five thousand one. I said Oh come on really it was it was a bunk into function. Oh boy gang song for the heck out of funk copy. Eh Somebody get working on that song. Yeah that's Christmas New Book David a lake up from out of funk walk into function David. It'll be like millions of it. There's nothing new in the world. I ended up going to sell the Song Jay Z. Me And J. O. B. Hanging. Is that the kind of thing you know that win. You know that thing Chris you know all about it. You've been stopped on before before when it was unjust and then sometimes you feel sorry for yourself for six months and then one day you realize I should have felt sorry for myself for six minutes because I just let the asshole winds Weiss Amen Hallelujah. We get knocked off our true north so fast can we and they get lost in this weird funky thoughts that don't really matter. I try to my funk to function is crazy is to be like my chickens say but those little dinosaurs source first of all they're happiest shit most of the time and but they do get into fights. The pecking order is a real thing and there'll be a nasty fight between the two two of them and we got a break it up or whatever and they're like ready to kill each other and literally literally seconds later once we get them calmed down the two of them will be right next to each other and I'll be sleeping next to each other scratching next to each other and be totally happy like it never happened. They went from trying to kill each other to it. Never happen in thirty seconds. Yeah that's beautiful. That's how my kids are. You know they're irritated as heck with the and then they they're right back into the game two seconds later and yeah. That's the lesson for all of us. So that's the young people. The young people are so lucky 'cause they're young. They got plenty of time to figure it out but they better start trying to figure it out now. Get into it right right now. That would be my advice to both of those people. So why do you think we have such a big problem. In this country you know with with such a bifurcation of wealth where so many people in the middle class can't get off of this slave to a job slave to three jobs you know of course I live in Santa Cruz in this part of the world in northern in California. The Bay area that cost of housing is just an absolute crusher for people you bury very hard to feel like you could ever even solely for my airy a UH rental property and start getting that horizontal income going and so if I'm somebody who sort of you know stock in this sort of middle tier here economically and I'm just having a hard time making ends meet. How do I break free to get a little bit of traction going to begin to do the kinds of things that you guys teach. It'd be the same thing David just said about the young person or the person right. It's just it's the same thing right. You just gotTa do it. You gotta you gotTa start. It's not the doing that's hard is the making the commitment to do that most people if you said. Hey I'm going to be healthy. You would you know you. It'd be very easy to learn how to eat right exercise do that kind of stuff. If you want to be wealthy it starts with a commitment that decision. I'm going to be wealthy and then you just spend less than you earn save capital in the capital capital.

David boulder Ebony Jam Andrew Tony Robbins Croatia Testosterone Google Memphis United States Santa Cruz Tampa Nellie Tennessee Russia California
"christopher lochhead" Discussed on Christopher Lochhead Follow Your Differentâ„¢

Christopher Lochhead Follow Your Differentâ„¢

03:34 min | 1 year ago

"christopher lochhead" Discussed on Christopher Lochhead Follow Your Differentâ„¢

"It. You kind of want to steer me to or any things you wanna tease out that <hes> we haven't touchdown. I mean i. I really loved us. Even in the introduction that talks about you know our expectations of what we think things rush or people should look like our act like you know in the book it talks about example of tangerine. We fight into tangerine in it. Sauer doesn't taste aced the way we expect it to taste and then we bite into it and it does taste what we expect it to taste like and therefore were not impressed so in both situations and were not happy with the tangerine because of our expectations and so i think really sitting with that understanding like where in our life are are. We putting expectations because we're not meeting those or appreciating where we are right now that were disgruntled or it's holding us back. Something meets certifications to <unk> or doesn't meet expectations in either case. It's either uninteresting because it meets our expectations to a tea or it's not good enough because it hasn't been executed. Yeah i mean and we go through our lives. Everything's either you not good enough for us. Sir average right instead of just paying attention to realize that the average times the uninteresting interesting do nothing days downtime is incredible if you're willing brace and leveraging the reminders necessary to make that happen i saw awesome a bumper sticker a little while ago. It said something might be a little offer said if you're not amazed you're not paying attention. Yeah and you know sometimes you just look at the moon and go. That's fucking awesome right there. Yeah definitely we'll even sometimes. Sometimes people get upset. If for wi fis not working on an airplane and it's like you're thirty thousand feet in the air miracle in itself like it's not amazing. It's how you live yeah. We're all guilty guilty of that of course <hes> but <hes> i do find. Maybe it's a reflection of time on earth. I don't know but i do find that. I tend to have more moments of noticing. He not <hes> yesterday morning when i surf with my buddy mike and getting out of the water and there's a lot of people around here that bitch about june they call it june gloom because we tend they get a lot of fog in santa cruz in june. I happen to love the fog. I can happily talk about fog with you for the next two hours so anyway. I don't feel that way and i don't like that expression and so we served earlier getting out of the water was around seven thirty in the morning maybe quarter to eight and it was still overcast but it was low tide so so the reef was exposed and the kelp and there was just this incredible beauty and then of course the waves were breaking being and a seagull flew over and made that sort of classic urge. You know siegel noise that you know instantly is sort of the sound of the beach and i just in my mind's eye. I took a photograph of the scene and i just thought like holy shit this is this is like some kind of an incredible movie set like i didn't even think this existed right right and i'm i'm standing here. Now right and i find out maybe i'm getting. Maybe i'm getting older. Maybe i'm getting corny but i find <hes>. I'm more likely to have of moments like that or i take that snapshot. There's this great song by the counting crows called long december and there's a lyric in the song that that goes..

Sauer wi santa cruz siegel mike thirty thousand feet two hours
"christopher lochhead" Discussed on Christopher Lochhead Follow Your Differentâ„¢

Christopher Lochhead Follow Your Differentâ„¢

03:25 min | 1 year ago

"christopher lochhead" Discussed on Christopher Lochhead Follow Your Differentâ„¢

"You know it's pulling out one unique thing coming together with their own combination of these unique Iceland's and then creating something that's expensive to sell cannabis. The flowers actually oftentimes is the best thing. Can you tale so does that mean that maybe cannabis as it matures as an overall industry and all these sub leashes of various different components of the value chain as well as the products and so forth I mean there's the other fun thing that you know. Dennis shared shared with me that that warm my heart writers explosion of category design in niches taking place in cannabis and you know when he told me that my books are popular in the industry. I thought isn't that fun but anyways <hes> that that said as this thing sort of plays out is is what you're saying. Maybe cody that even with big players coming in. There's a component of this industry over time that will remain more craft like because of that is at what I can take from that or what should I think so you know I never know where idealism meets rationality here because I do think that that would be an industry I would prefer but we actually have seen that. The alcohol industry for instance went through you know massive period of consolidation still has that but then has really a huge nattering of of craft producers across different beverage types so I think we'll have that in cannabis and also the one good thing thing not want and there's a couple of good things about <hes> the fact that it's it's federally legal is that states are protected so you know all of these states have individual companies and brands within the <hes> individual states because they can't cross state lines so that gives them a longer time to incubate and I think prepare for big players coming in yes. That was something that Dennis also mentioned the other analogy is you were talking sort of triggered the ninety and when he had this crafting also of course has gone down in coffee you know like I'm buddies with the verve <hes> founders here in Santa Cruz and they are sort of the last major her independent West Coast craft player <hes> but you know you had that huge explosion and so it's interesting you see this massive thing takeoff with starbucks and you know it's kind of like the for every action there's an equal and opposite reaction reaction right then all of a sudden and same thing to your point on the breweries or the alcohol companies you know we have Budweiser Coors Molson or whatever the fuck they're called and all this stuff and then all of a sudden you know you get arrogant bastard and log Anita's and all these amazing using craft brews show back up again yeah very interesting now. I wanted to switch go ahead now. The only thing I was going to add is that I think humans we always chase novelty. You know you could say that good way or bad ways offer any type of pursuit that we <hes> have interested in. We're always looking for the next new thing so I think inherent in that is is the fact that big huge but he missed businesses. Don't stick around forever. Isn't it or not coming up with the next new thing we get accustomed to them and we get a little bored and we get a little bit a little complacent and on the new guys step said I don't worry as much about all the big guys eviscerating the cannabis small industry interesting and do you think.

cannabis Dennis Iceland Budweiser Coors Molson cody starbucks Santa Cruz West Coast Anita
"christopher lochhead" Discussed on Christopher Lochhead Follow Your Differentâ„¢

Christopher Lochhead Follow Your Differentâ„¢

04:49 min | 1 year ago

"christopher lochhead" Discussed on Christopher Lochhead Follow Your Differentâ„¢

"Here in Santa Cruz. A podcast Radio Show T._v.. Dog Show literally. It was actually just a dog show paddle boards at the harbor. It was very successful. Yeah what was it called the dog jam. The dog jam raised a whole bunch of money for TAT's Aw wins and cats governors either for a homeless guy. You're a giver Yeah Yeah so anyway was was the Mike Guy of my dog jam and then so when I did the Radio Show Good T._C.. Perfect guided me my co-host. You're the dog Jam Guy Yeah Yeah he goes I can't do I got to see I got to kids. It got jobs no way some Mike. I'm fucked so who am I gonNA have is a co host so ago. I need some skateboard helps out talk. Jim Jimbo Phillips you know Jimbo is no sorry. Jimbo is a guy escape. Jimbo is is the son of Jim Phillips. Jim Did the Red Dot and Santa Cruz whole thing yeah yeah the screaming hand yeah son Jimbo's also will famous skate artis but he's very very shy winters house three times times. I sold him on it finally gotten I asked him so many times. He said yes so here. Comes Jimbo and here comes T._C.. Because we had to do a week with rehearsals K. S._E._O.. No one else has ever done rehearsal secondly rehearsals. We had two week they they really paid off those rehearsals so the first the first show the first show no the first hersal T._C._i.. Jack like you and I write Jackie and you say something and he just couldn't write you. Look like somebody with a few by jimbo leaves as Jimbo Jimbo leaves and T._C.'s Neil dues with you. This is going to be so fun. It's going to be great. I hate me while Jimbo is texting me. I can't do this. No there's no tear. This is terrible killing me. I said Jimbo all that you out of your contract yeah. If you draw me a logo and in together logo from Jimbo at least a year year it takes a lot takes village. Lockhart wants a logo. Yeah Lockhart Industry Industry wants a logo. It's a fucking year. Half an hour later Hickam the logo. Wow what did you just roll a fatty and get busy. My my off show Logan half an hour boom done. It's so it's so authentic to Santa Cruz so T._C.'s in Jimbo's out we've been doing ever since so we got a free logo. Yeah here's the Jimbo <hes> Yeah God bless you Jimbo yeah but I'm telling you with no due respect to T._C.. I think his time has come Angela's in now. You need a female co L. Host. I've had a couple of good fame female co-host. It's a disaster why because you're so sexual EST new. I'm not that much of a pig no comment from the last time ahead as a guest female co host it was a disaster my dear friend and you medal your day. She was a former mayor of Santa Cruz. My good friend Ran Hillary Bryant well. That sounds like a responsible choice the former Mary choice until I made a complete fuck up and she quit. She quit run spot she was right. What's the contraceptive the I._U._D.? Sarai I was and hey listen. God help you if you put the I._D.. And your who terrible so had these guys three skateboarders borders for the military from Afghanistan Iraq these veterans and their on my show and they were doing this they were skating from the top of California to the bottom of California as you do right to raise money for the veterans and whatever whatever right for the Buni veterans and so we were talking and I asked him a perfectly legitimate question. I said you know what because these guys have had no legs in this no arm but they were badly injured so I asked him what happened happened. That was perfectly legitimate question what happened when they were hit by E._D.'s yeah right one no I you got hit by take me so hillary was former mayor was laying on the ground dying dying crying crying. These guys got up to the left really they didn't they didn't they gotcha..

Jimbo Jimbo Jim Jimbo Phillips Jimbo Santa Cruz Mike Guy T._C. Hillary Bryant Lockhart Industry Industry Lockhart Sarai I Hickam Afghanistan California Jack Logan Angela Buni Jackie E._D. Mary