108 - Why Most Business Content Is 100% Content Free And How Non-Obvious Ideas Can Help (Christopher Lochhead, 3X Silicon Valley CMO)

*listeners: please fill out this short 3-min. survey to help me level up the show: https://forms.gle/iporNXSgtfuoHSPJA I asked Christopher Lochhead (3X Silicon Valley public company CMO) to come back and talk with me on the show about the things we did not get to cover last time, so here's round 2! Christopher makes content (podcasts, books, newsletters) for entrepreneurs and marketers with a different mind. He's got a newsletter called "Category Pirates" and podcasts (Follow Your Different, Lochhead On Marketing) and books (Play Bigger, Niche Down). Last time he was on the show was last summer! Episode 44. We talked about “Why 98% Of Startups (And Marketers) Waste Their Time”, how companies that lead with category design are valued at 5x more, what makes a legendary entrepreneur, and how to explain category design to a 7-year old. This is still one of my most popular episodes. In THIS episode we hit on: Given all that's happening in the world, is this still an amazing time to be an entrepreneur;  Some startup marketing leaders that have done it are saying you shouldn't create a category! Why are they saying this, what's your take; What's the best way to scale your business fast (HINT: category design, understand the power of WOM and super consumer and having a strong POV); How does one actually go about creating legendary content; What's the difference between obvious vs. non-obvious content; Why solopreneurs (versus corporate) are actually really good at putting out great content; How to generate non-obvious ideas. You can reach Christopher on LinkedIn: www.linkedin.com/in/christopherlochhead/ Check out the website: www.categorypirates.com/ For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review! People call me (Anna) the Marie Kondo of startup marketing because I help VC backed early stage startups clean up their marketing mess to uncover more joy (and revenue). For those startups that have already built their marketing foundation and have been testing different marketing plays but just aren't satisfied with the traction they're seeing, I created the Marketing Audit + Roadmap offering. At the end of your audit, you’ll get a custom Roadmap with improvement opportunities for the next 3-6 months. So that you can finally put the missing pieces in place to start seeing more traction and stop spending time and money on the wrong things. You can learn more about it by visiting my website: www.furmanovmarketing.com/pricing Don't forget to follow me on LinkedIn: www.linkedin.com/in/annafurmanov

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