Christopher Lochhead

And so we need to understand when we do that, we're playing a game called demand capture. And, um, she who creates the demand wins, uh, And so, here's the first aha. Marketing's, the number one form of marketing was, is, and always will be word of mouth. And nobody in marketing talks about it because your brethren in the agency business don't think they can make money on word of mouth.

They make money placing ads and doing all that shit. Well, it turns out marketing can help tremendously with word of mouth. And when you realize that it's all about word of mouth, then you realize a couple things. Marketing's job is to put the right words in the right mouths. Marketing's job is to use marketing campaigns and strategies to create and multiply WOM, word of mouth.

They make money placing ads and doing all that shit. Well, it turns out marketing can help tremendously with word of mouth. And when you realize that it's all about word of mouth, then you realize a couple things. Marketing's job is to put the right words in the right mouths. Marketing's job is to use marketing campaigns and strategies to create and multiply WOM, word of mouth.

They make money placing ads and doing all that shit. Well, it turns out marketing can help tremendously with word of mouth. And when you realize that it's all about word of mouth, then you realize a couple things. Marketing's job is to put the right words in the right mouths. Marketing's job is to use marketing campaigns and strategies to create and multiply WOM, word of mouth.

And here's the beauty. WOM scales in the digital world in a way that it never could scale in the analog world. And so if you understand that what we need to do is find who our ideal customer is, we call them in category design super consumers.

And here's the beauty. WOM scales in the digital world in a way that it never could scale in the analog world. And so if you understand that what we need to do is find who our ideal customer is, we call them in category design super consumers.

And here's the beauty. WOM scales in the digital world in a way that it never could scale in the analog world. And so if you understand that what we need to do is find who our ideal customer is, we call them in category design super consumers.

They're typically 8% to 10% of the category who are most forward-leaning, most progressive in their thinking, most willing to experiment with new ideas and new things. You find who those people are and you deliver them, I'm going to say these words very much on purpose, content that is based on a different point of view

They're typically 8% to 10% of the category who are most forward-leaning, most progressive in their thinking, most willing to experiment with new ideas and new things. You find who those people are and you deliver them, I'm going to say these words very much on purpose, content that is based on a different point of view

They're typically 8% to 10% of the category who are most forward-leaning, most progressive in their thinking, most willing to experiment with new ideas and new things. You find who those people are and you deliver them, I'm going to say these words very much on purpose, content that is based on a different point of view

and you interact with them digitally where they live in the digital world, and you get a small percentage of them talking and buying, you can create radical, rapid, digital warm in digital communities. And then when you get a certain community to tip, Away you go. We're working right now with a company called Lomi.

and you interact with them digitally where they live in the digital world, and you get a small percentage of them talking and buying, you can create radical, rapid, digital warm in digital communities. And then when you get a certain community to tip, Away you go. We're working right now with a company called Lomi.

and you interact with them digitally where they live in the digital world, and you get a small percentage of them talking and buying, you can create radical, rapid, digital warm in digital communities. And then when you get a certain community to tip, Away you go. We're working right now with a company called Lomi.

And Lomi is, in my opinion, the most important new home appliance in more than a decade. It's the first smart home composter. You take your food waste, you put it in this thing, you press a button, and three to four hours later, you get some of the most nutrient-dense dirt on planet Earth, as opposed to creating more waste and more CO2 and more bad shit.

And Lomi is, in my opinion, the most important new home appliance in more than a decade. It's the first smart home composter. You take your food waste, you put it in this thing, you press a button, and three to four hours later, you get some of the most nutrient-dense dirt on planet Earth, as opposed to creating more waste and more CO2 and more bad shit.

And Lomi is, in my opinion, the most important new home appliance in more than a decade. It's the first smart home composter. You take your food waste, you put it in this thing, you press a button, and three to four hours later, you get some of the most nutrient-dense dirt on planet Earth, as opposed to creating more waste and more CO2 and more bad shit.

Well, and the reason I bring them up is because Matt and Brad, the founders of the company, CEO and chairman, are really legendary at direct digital marketing. Mm-hmm. And they are now at a point where their level of precision in being able to measure how much digital WAM they need to create to get it to a certain point that a certain area will tip, they almost have it down to the penny.

Well, and the reason I bring them up is because Matt and Brad, the founders of the company, CEO and chairman, are really legendary at direct digital marketing. Mm-hmm. And they are now at a point where their level of precision in being able to measure how much digital WAM they need to create to get it to a certain point that a certain area will tip, they almost have it down to the penny.

Well, and the reason I bring them up is because Matt and Brad, the founders of the company, CEO and chairman, are really legendary at direct digital marketing. Mm-hmm. And they are now at a point where their level of precision in being able to measure how much digital WAM they need to create to get it to a certain point that a certain area will tip, they almost have it down to the penny.

And so when you know that, when you know who your perfect super consumer is, and you know how to get to them through digital channels and be part of their digital community, and you take an education-oriented approach with a point of view that is thoughtful, and capture their attention and imagination, all of a sudden they will interact with your content and your company.