Get the Creators Toolbox: tools and tactics to 10x your creative career, grow your business and improve your life.
The ultimate question for every creator, marketer, and entrepreneur is if you read and consume your content for the first time, would you go and say -that's legendary content! If you're a creator when your shit goes out, do you rush to consume it? Are...
The ultimate question for every creator, marketer, and entrepreneur is if you read and consume your content for the first time, would you go and say -that's legendary content! If you're a creator when your shit goes out, do you rush to consume it? Are you the biggest fan of your content? Because if you're not, it's telling you something. - Chris Lochhead
This week Sachit (@sachitgupta) chats with Christopher Lochhead (@lochhead). Chris is the thirteen-time #1 bestselling CoAuthor of Play Bigger, Snow Leopard, and Category Pirates and #1 charting business dialogue podcaster, who is best known as a "godfather" of Category Design.
He’s been an advisor to over 50 venture-backed startups, is a former three-time Silicon Valley public company CMO (Mercury Interactive, Scient, Vantive), and entrepreneur.
Follow our host, Sachit Gupta on Twitter and sign up for the Creators Collective Newsletter.
Do you want to learn how to make a living as a creator? Check out the CreatorsMBA.
(2:37) - Chris and Sachit’s first conversation
(06:45) - Chris’s content matrix and approach to becoming a great creator
(11:52) - The obvious content and how so many books fall into that category
(22:20) - Live example of how Sachit can take his non-obvious content and reach an audience
(25:17) - How to make a difference at scale
(27:41) - Different types of thinking
(32:24) - Figuring out what your category is, using your existing point of view
(41:24) - How Sachit has helped Chris identify that he has fallen into a trap
(43:27) - Why creators become creators
(46:18) - The only sane reason to use social media platforms
(49:45) - The big creator lie
(51:08) - Chris’s category — science research
(55:10) - The evils of hustle porn culture
(57:27) - How to monetize insight, not envy
(01:10:44) - Deep dive into category design and examples of obvious and non-obvious content
(01:12:04) - Why non-obvious content and ideas are the ones that scale
(01:15:26) - The content trap
(01:17:47) - How niching down super tight can make you more money
(01:22:48) - Category designers that inspire Chris
(01:26:39) - One person he is grateful to
(01:27:46) - Chris’s definition of a conscious creator
(01:31:12) - What he is most excited about in the coming years