Christopher Lochhead

Because I know what you want to hear the cops say in that situation. Well, at the time, people on the left were saying, oh, we don't mean defund the police. What we mean is we go into all this stuff. Some of the stuff was valuable. Some of the stuff is right. Do we use police for things that we shouldn't maybe use police for? Maybe we do. Is there evidence around that? What are the experts?

Because I know what you want to hear the cops say in that situation. Well, at the time, people on the left were saying, oh, we don't mean defund the police. What we mean is we go into all this stuff. Some of the stuff was valuable. Some of the stuff is right. Do we use police for things that we shouldn't maybe use police for? Maybe we do. Is there evidence around that? What are the experts?

Because I know what you want to hear the cops say in that situation. Well, at the time, people on the left were saying, oh, we don't mean defund the police. What we mean is we go into all this stuff. Some of the stuff was valuable. Some of the stuff is right. Do we use police for things that we shouldn't maybe use police for? Maybe we do. Is there evidence around that? What are the experts?

Okay, do we need more health care workers? Do we need more homeless programs? I'm not an expert. Let's fucking have the conversation called maybe we're asking too much of the police. But listen to the words.

Okay, do we need more health care workers? Do we need more homeless programs? I'm not an expert. Let's fucking have the conversation called maybe we're asking too much of the police. But listen to the words.

Okay, do we need more health care workers? Do we need more homeless programs? I'm not an expert. Let's fucking have the conversation called maybe we're asking too much of the police. But listen to the words.

If you don't mean defund the police, if what you mean is we need more social services or whatever the fuck it was you think you meant, don't fucking say defund the police because I'm going to take you at your word. And so this becomes a stupidity. So one of the keys to thinking is language. Because words create thinking. That's why we invented them, so we could share ideas.

If you don't mean defund the police, if what you mean is we need more social services or whatever the fuck it was you think you meant, don't fucking say defund the police because I'm going to take you at your word. And so this becomes a stupidity. So one of the keys to thinking is language. Because words create thinking. That's why we invented them, so we could share ideas.

If you don't mean defund the police, if what you mean is we need more social services or whatever the fuck it was you think you meant, don't fucking say defund the police because I'm going to take you at your word. And so this becomes a stupidity. So one of the keys to thinking is language. Because words create thinking. That's why we invented them, so we could share ideas.

Because if you and I don't have language, we grunt and point. That's what we got. Yes, yes. Language was literally created as a way of sharing thinking. That's why we invented it as human beings. So listen to the fucking words. If I say to you, hey, Ryan, I'm stoked to be on your podcast. Take me at my word.

Because if you and I don't have language, we grunt and point. That's what we got. Yes, yes. Language was literally created as a way of sharing thinking. That's why we invented it as human beings. So listen to the fucking words. If I say to you, hey, Ryan, I'm stoked to be on your podcast. Take me at my word.

Because if you and I don't have language, we grunt and point. That's what we got. Yes, yes. Language was literally created as a way of sharing thinking. That's why we invented it as human beings. So listen to the fucking words. If I say to you, hey, Ryan, I'm stoked to be on your podcast. Take me at my word.

And if I'm a Democrat who says defund the police, or if I'm a Republican who says I want to outlaw abortion in the country, I take them at their word. Words matter. Words matter, and words in marketing and words in category design change the future.

And if I'm a Democrat who says defund the police, or if I'm a Republican who says I want to outlaw abortion in the country, I take them at their word. Words matter. Words matter, and words in marketing and words in category design change the future.

And if I'm a Democrat who says defund the police, or if I'm a Republican who says I want to outlaw abortion in the country, I take them at their word. Words matter. Words matter, and words in marketing and words in category design change the future.

So a demarcation point. So languaging is the strategic use of language to change thinking. And most people in business, in marketing, are lazy about their language. I'll give you a simple example. How many companies do you know who talk about what they sell and market as a solution or solutions? Too many. Right. Okay, well, here's an aha for you. Just listen to the word, solution.

So a demarcation point. So languaging is the strategic use of language to change thinking. And most people in business, in marketing, are lazy about their language. I'll give you a simple example. How many companies do you know who talk about what they sell and market as a solution or solutions? Too many. Right. Okay, well, here's an aha for you. Just listen to the word, solution.

So a demarcation point. So languaging is the strategic use of language to change thinking. And most people in business, in marketing, are lazy about their language. I'll give you a simple example. How many companies do you know who talk about what they sell and market as a solution or solutions? Too many. Right. Okay, well, here's an aha for you. Just listen to the word, solution.

If somebody's going to buy a solution... They need to have a problem. And one of the biggest unlocks in category design as distinct from idiotic marketing is don't market your product. markets your problem. Because the bigger, more urgent, and more strategic the problem, the more time, money, and energy people will invest in solving the problem. But we don't do that, do we?

If somebody's going to buy a solution... They need to have a problem. And one of the biggest unlocks in category design as distinct from idiotic marketing is don't market your product. markets your problem. Because the bigger, more urgent, and more strategic the problem, the more time, money, and energy people will invest in solving the problem. But we don't do that, do we?