Dave Lukas Chats with Christopher Lochhead
119: How to Play Bigger by Niching Down with the Human Exclamation Point, Christopher Lochhead
This week’s Misfit Entrepreneur is Christopher Lochhead. Chris is a retired, 3-time CMO, entrepreneur, and co-author of Play Bigger and his latest book, Niche Down. He started his first business at 18 and has been called a “Human Exclamation Point” by Fast Company and “Off-putting to some” by The Economist. He is a keynote speaker, a blogger, and is a founding board member of the non-profit, 1 Life Fully Lived. One of the things he is best known for these days is being the host of the highly popular Legends and Losers podcast.
As he says, “I’m a dyslexic paperboy from Montreal with Scottish roots. Over thirty years in business I earned a PhD from the school of hard knocks, drank a lot of whiskey, experienced the bliss of winning, the pain of failure and learned how to laugh about the whole thing.
One thing about Chris is that he doesn’t mince words, he’s direct, and doesn’t put up with any BS, but man can he teach you a lot about how to succeed in business and in life.
Chris grew up in Montreal, Canada in what he calls a “struggling, but loving family.” He got thrown out of school at 18 and found out he is dyslexic as 21. He went on the find out that he has a lot of “learning differences.” At 18 years old, he didn’t have a ton of choices, but one of them was to start his own business – no so much as a way up, but a way out. By the time he 28, he had sold his companies to groups in Silicon Valley and came to live there full time. He went on to become the CMO of 3 publicly traded companies, the last one, Mercury Interactive, which was sold to HP for $4.5 billion.
Since then he has done advisory work for venture back startups, wrote Play Bigger, and for the last few years, he has been focused on the Legends and Losers Podcast and writing his latest book, Niche Down.
Most important lessons about life and business you’ve learned to this point?
How have you learned to unleash your Inner Misfit, your genius, over the years?
“If you can create or design yourself to be the person or entrepreneur you want to be, by definition you are going to be painting your own painting.”
At the 11:40 mark, Chris gives an example of what this means and why niching down is so lucrative in today’s world.
“We become known for the niche that we own…”
At the 19 min mark, Chris answers the question, What are the most important things you have found about how to niche down?
“We are at the beginning of a niche-nado”
Is there a set of steps that someone can take to find their niche?
Points from Play Bigger that are relevant to entrepreneurs?
Can you go deeper on the Magic Triangle?
What else is important from a marketing standpoint to help businesses standout?
You’ve got a keynote on how to create a Legendary Life. Can you give us a little taste of how to do that?
Who has been the most surprising guest on Legends and Losers and why?
Tweet This: “We become known for the niche that we own…”
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