Christopher Lochhead Follow Your Different™

On this episode of Christopher Lochhead: Follow Your Different, we engage in a profound conversation with Command Sergeant Major Gretchen Evans, a decorated veteran who served 27 years in the U.S. Army. Gretchen shares her inspiring journey, from her motivations for joining the military to her experiences as one of the few women in a male-dominated environment. She discusses the challenges she faced, including injuries that led to her hearing loss, and her post-military work with Team Unbroken, an adaptive athletic team she founded. Gretchen Evans' story is one of resilience, leadership, and unwavering dedication to service. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go. Honoring Veterans and Their Service: Command Sergeant Major Gretchen Evans Christopher opens the episode by expressing his deep respect for veterans and the critical role they play in society. He then introduces Command Sergeant Major Gretchen Evans, highlighting her remarkable journey and the challenges she faced, including injuries sustained in combat that led to her hearing loss. Christopher emphasizes Gretchen’s role as an inspiration, both during her military career and in her life after service, particularly through her work with Team Unbroken, an adaptive athletic team for veterans and civilians who have faced life-altering injuries or trauma. Early Motivations and Joining the Military Gretchen shares her motivations for joining the military, which were born out of necessity. After losing her parents at a young age, her older brother became her guardian. Struggling to make ends meet while juggling college and work, she was inspired by her father, a World War II veteran, and the values instilled in her. She decided to enlist in the military, finding a welcoming environment in the Army after being turned away by other branches due to her height. Breaking Barriers as a Woman in the Military When Gretchen Evans enlisted in 1979, there were very few women in combat roles. She reflects on the challenges of being one of the few women in a male-dominated environment, particularly during basic training. Despite the tough leadership from Vietnam veterans who were not accustomed to training women, Evans expresses gratitude for the rigorous training she received, which prepared her for the realities of military life. She shares her first experience of being deployed to a combat zone in Grenada in 1983, describing the mix of nerves and excitement she felt. Despite her youth and inexperience, she relied on her training and the guidance of her leaders to navigate the chaotic environment. To hear more from Gretchen Evans and her inspiring story of never giving up, download and listen to this episode. Bio Command Sergeant Major Gretchen Evans is a highly decorated U.S. Army veteran, motivational speaker, and author. With over 27 years of service, she served as a senior intelligence analyst and paratrooper in multiple combat zones, including Afghanistan, where a mortar blast resulted in a traumatic brain injury and hearing loss. Despite her injury, Evans continues to inspire through her resilience, sharing her journey in overcoming adversity. She leads Team UNBROKEN, the first all-disabled team in the “World’s Toughest Race” on Amazon Prime, promoting awareness about disability and perseverance. Links Follow Command Sergeant Major Gretchen Evans! Team UNBROKEN | LinkedIn |  Instagram We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

On this episode of Christopher Lochhead: Follow Your Different, we welcome back marketing leader and author Laura Ries for the conclusion of their two-part conversation. If you haven't listened to part 1 or would like to remind yourself where we left off, you can check it out here for a quick recap (FYD 405).  Laura shares insights from her new book, The Strategic Enemy, emphasizing the importance of defining what your brand stands against. The discussion covers lessons from her father Jack Trout’s legacy, the power of positioning, and the role of visual storytelling in marketing. Laura has been on the frontlines of marketing for decades, carrying on the legacy of her father, Al Ries, and pushing the boundaries of positioning with her own punchy perspective. So what’s the real difference-maker in a market crowding with noise, AI, and everyone vying for a sliver of attention? It’s not merely being seen. It’s being distinct, thanks to the power of strategic opposition. Join us as we get into it and more with Laura Ries. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.   Opposition over Superiority Laura puts it in plain English: “The mind understands opposition faster than superiority.” Translation? If you want people to quickly get why they should care, you have to tell them what you’re not. Chick-fil-A isn’t just for chicken lovers, it’s for people who are tired of burgers. In-N-Out doesn’t bother with chicken or vegan burgers; they double down on a simple, hyper-focused menu that stakes out clear territory against the bells and whistles of modern fast food. When brands define WHO or WHAT they’re battling, it’s easier for us to pick sides. Defining an “enemy” isn’t about trash talk, it’s about clarity. It sharpens what your business stands for, attracts loyal fans, and carves out space the competition can’t touch.   Laura Ries on Finding Your Horse & Riding It This goes deeper than companies. The idea holds for personal brands, careers, even college choices. Laura recalls her father’s (now out-of-print) classic “Horse Sense”: don’t desperately try to do everything yourself; align yourself with the right “horse” (be it a category, a company, a person) and let synergy do the work. In a world of endless new tech and shifting industries, picking the right vehicle can be everything.   Stop Chasing Attention. Start Picking Fights (the Smart Way) At the end of the day, nobody cares about your journey just for the sake of it. They care about how you make THEM matter, how you help them win THEIR battles, or fight an enemy they find worth taking down. So, next time you’re tempted to “go viral,” ask yourself: Are you actually useful, or just noisy? Have you defined your enemy? Because if your brand (or your career) doesn’t stand against something, it’s just floating in the middle… and nobody roots for the middle. Laura’s full-throttle approach: get clear, get focused, and don’t be shy about drawing a line in the sand. To hear more from Laura Ries and her thoughts on Strategic Opposition, download and listen to this episode.    Bio Laura Ries is a leading marketing strategist, best-selling author, and global keynote speaker. She is the co-author of several influential books on branding, including The 22 Immutable Laws of Branding and The Fall of Advertising & the Rise of PR written with her late father and legendary positioning pioneer, Al Ries. Her new book The Strategic Enemy: How to Build & Position a Brand Worth Fighting For will be published in September 2025 by Wiley. As chairwoman of RIES, the consulting firm she founded with Al, Laura has advised Fortune 500 companies and startups alike on building powerful, enduring brands. Her expertise lies in positioning, brand focus, and creating category dominance in competitive markets.   Links Connect with Laura Ries!

If you’re fascinated by the intersection of deep human connection and legendary entrepreneurship, this episode of Christopher Lochhead: Follow Your Different with Brad Feld is a masterclass. Brad Feld, co-founder of Techstars and Foundry Group, unpacks the profound philosophy at the heart of his new book, "Give First: The Power of Mentorship," offering both tactical wisdom and hard-won personal perspective. This is not the typical “give-back” story, but a look at how true mentorship and generosity fuel the careers and lives of those willing to embrace a different approach. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.   Brad Feld on Mentorship: More Than the “Guru on the Mountaintop” Myth Brad Feld’s journey with mentorship began in his youth, encountering influential figures before “mentoring” was even part of the social lexicon. Like many from the 1970s and 1980s, he didn’t realize the people shaping his trajectory were mentors, but the relationships he had changed everything. Critically, Feld draws a distinction between mentors and gurus: the former guide, question, and encourage self-discovery; the latter simply impart answers from a higher level. He notes that over time, truly powerful mentorship evolves: “There’s a magic trick where mentors become peers." - Brad Feld Real mentoring relationships become two-way streets—everyone learns, everyone grows.   Give First: Non-Transactional Generosity as a Superpower At the heart of his philosophy is a core principle: "Give First" means putting energy into a system without a required transactional expectation of return. This, Feld insists, is not simple altruism nor traditional “pay it forward,” which often feels obligatory or limited to later stages of a career. Instead, giving first is a chosen mindset, accessible at any stage and open to anyone: students, new grads, and seasoned executives alike. A key insight: “Pay it forward is obligatory," Feld explains, "Give First is non-transactional. There’s no obligation.” This liberation from expectation creates space for unexpected returns in relationships and opportunities, often arriving from unrelated directions and on unpredictable timelines.   Brad Feld on the Art (and Challenge) of Being Accessible: Random Days and “Assignments” As an influential figure in the startup world, Feld faces a deluge of requests from aspiring entrepreneurs and peers alike. Balancing generosity and boundaries is an evolving practice. His solution was to create “Random Day”: a designated day each month packed with 15-minute meetings open to anyone interested. This provided structure, scale, and protection from being overwhelmed, while also ensuring he could still make a meaningful impact and learn from every encounter. Equally important is Feld’s email “assignment” technique. Rather than simply agreeing to every meeting, he requests more specificity from senders, an effortful response that immediately filters for genuine intent. Feld’s data is telling: about 50% of people simply never reply to the assignment, allowing him to focus energy on the truly motivated, engaged few. To hear more from Brad Feld and how Giving First is a Superpower, download and listen to this episode. Bio Brad Feld is a venture capitalist, entrepreneur, and author with more than three decades of experience in investing and building startups. He is a co-founder of Foundry Group, a Boulder-based venture capital firm focused on early-stage technology companies. In addition to his work with Foundry Group, Brad co-founded Techstars, one of the world’s most successful startup accelerators, helping thousands of entrepreneurs launch and scale their businesses. He is also deeply involved in fostering entrepreneurial communities worldwide. An avid writer, Brad has authored several books on startups and venture capital.

On this episode of Christopher Lochhead: Follow Your Different, we sit down with marketing royalty Laura Ries, the daughter of Al Ries and Chairwoman of RIES, to unpack what makes for truly powerful brand building. The discussion, sparked by American Eagle's controversial Sydney Sweeney campaign, offers a masterclass in cutting through the noise and making brands that dominate for decades, not just news cycles. In a world obsessed with fleeting attention spans, viral TikToks, and celebrity partnerships, the rules for building a lasting brand have never been more confusing, or more misunderstood. When “attention” has become the trending currency, too many marketers forget the fundamental principles that separate overnight sensations from category-defining legends. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go. Chasing Attention Versus Owning a Strategic Position Laura Ries doesn’t mince words. Right from the start, she asks, “Are we just going out for attention’s sake?” In the American Eagle campaign, the retailer had Sydney Sweeney, a star adored by a young demographic. front and center with the tagline “Sydney Sweeney has great jeans.” The resulting hullabaloo proved attention-grabbing, but Laura and Christopher quickly zero in on the flaw: it was a win for Sweeney’s personal brand, maybe the category of jeans, but not for American Eagle. Compare this to the iconic Brooke Shields for Calvin Klein moment, seared into pop culture by its taboo-breaking line: “Nothing comes between me and my Calvins.” Everyone still remembers it. And Shields herself, now in her 50s and 60s, gets asked about it to this day. Why did it stick when so many celebrity-driven campaigns fade fast? Laura argues the difference is clear: Calvin Klein tied a provocative moment to a real, ownable positioning idea. It wasn’t just attention; it was differentiation, and it transformed the brand. The Leader, the Challenger, and the Power of Contrasts Christopher then adds, “The category king of jeans is Levi Strauss”. If you’re not the leader, you can’t just market the category; you must establish a well-defined, opposite position. Calvin Klein’s campaign worked because it created a contrast in the market: there’s an implied competitor, a reason to choose Calvin’s over everything else. American Eagle, on the other hand, failed to anchor its campaign in any clear difference or strategic enemy. Christopher asks, “If you’re American Eagle, what the fuck are you doing?” To this, they both agree: at the very least, American Eagle, given its patriotic name, should have leaned into American-made authenticity rather than a generic celebrity endorsement disconnected from any unique brand promise. Category Design: The True Differentiator Brands like Dude Wipes and Liquid Death exemplify the playbook for building new categories, and thus, legendary brands. Dude Wipes didn’t invent wipes, just as Liquid Death didn’t invent water. But they staked out a radically different, memorable position: “Dude” wipes for men, and canned water that resembles a beer or energy drink and brands itself as death to plastics. This isn’t attention for attention’s sake; it’s strategic, memorable, and deeply anchored to a big idea: a core enemy, a new experience, a bold promise. To hear more from Laura Ries and her thoughts on why virality isn't enough to build a legendary brand, download and listen to this episode. Bio Laura Ries is a leading marketing strategist, best-selling author, and global keynote speaker. She is the co-author of several influential books on branding, including The 22 Immutable Laws of Branding and The Fall of Advertising & the Rise of PR written with her late father and legendary positioning pioneer, Al Ries. Her new book The Strategic Enemy: How to Build & Position a Brand Worth Fighting For will be published in S...

In a special episode from the DisrupTV studios, marketing visionaries Christopher Lochhead, Ray Wang, Vala Afshar, and guest Sunil Karkera dive deep into the themes of Christopher Lochhead’s latest book, The Existing Market Trap. The conversation is a masterclass in modern marketing strategy, category design, and the seismic impact of artificial intelligence (AI) on business. If you’re a marketer, entrepreneur, or executive looking to future-proof your company and career, this episode is a must-listen. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go. Understanding the Existing Market Trap Most companies fail not because their products are bad, but because they compare their innovations to old market standards. This “existing market trap” forces them to compete in crowded, established categories, dooming them to incremental improvements and eventual irrelevance. Lochhead warns that trillions in investment will be lost if companies keep chasing existing markets instead of creating new ones, and much of the 90%+ startup failure rate is due to the trap of incrementalism, trying to be “better” rather than “different.” The key is to stop benchmarking new products against legacy solutions and instead ask: What new problem are we solving, and how can we define a new category around it? The Power of Category Design Category design is the discipline of creating and dominating new market categories. It’s not just a marketing tactic, it’s a strategic mindset shift. Markets are groups of people with a shared problem, while categories are defined by what people believe can solve that problem. Companies like OpenAI and Nvidia didn’t chase existing demand, they created it. Legendary category designers start with a vision of a radically different future and work backward, understanding that the language used to describe a product and category shapes what people believe is possible. Ultimately, the most powerful thing you can “ship” is a new belief about what’s possible. Rather than out-featuring competitors, the goal is to redefine the game and build the aisle, not just fight for shelf space. AI as a Co-Founder, Not a Copilot Treating AI as a mere “assistant” or “copilot” is a massive missed opportunity. AI should be the core foundation of your business and career. When AI is just an add-on, it leads to incremental change, but when it is treated as a co-founder, it enables exponential, net-new value creation. The next generation will be “native AI”; they’ll expect AI to be at the center of everything. To take advantage of this, businesses should integrate AI deeply, building processes, products, and even company culture around AI from the ground up, and reimagine roles so that AI is seen as a creative partner, not just a tool. To hear more of this amazing dialogue between marketing geniuses, download and listen to this episode.  Links If you wish to check out more episodes from DisrupTV, you can do so on these links: LinkedIn | X (formerly Twitter) | Youtube | Apple Podcast | Website We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, X (formerly Twitter), Instagram, and subscribe on Apple Podcast / Spotify!

On this episode of Christopher Lochhead: Follow Your Different, we sit down with Chris Happ, co-founder and CEO of Virtuous AI, to discuss the urgent need for businesses to embrace AI. We explore how companies have a narrow two-year window to integrate AI deeply or risk being left behind. Chris shares real-world insights on closing the “execution gap” with AI, treating AI as a true business partner, and why curiosity is now the top skill for leaders. This episode is essential listening for marketing professionals and executives navigating the AI-driven future. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go. Chris Happ on the AI Tipping Point for Business If you’re a business leader, entrepreneur, or marketer, you’re standing at a crossroads. The AI revolution isn’t coming—it’s already here. Christopher sat down with Chris Happ, CEO of Virtuous AI, to tackle a critical question: Do businesses have just two years to embrace AI, or risk being overtaken by it? This is not just another tech hype cycle. As Chris Happ puts it, companies will either become AI-first or become fossils. The pace of change is relentless, and the window to act is closing fast. The Urgency: Why the Next Two Years Matter Chris Happ and Christopher Lochhead draw a powerful parallel between today’s AI moment and the dawn of the commercial internet in the late 1990s. Back then, the fear was being “Amazoned”—disrupted by a digital-first competitor. Today, the risk is being left behind by AI-native businesses. Chris estimates that businesses have about a two-year window—maybe less—to make AI a core part of their operations before the competitive gap becomes insurmountable. The pace of AI development is exponential. What seemed impossible last year is table stakes today. And this isn’t just a tech problem; it’s a business survival issue. Every industry, from butchers to billion-dollar enterprises, is at risk. The advice is clear: start now. Don’t wait for AI to “mature.” The companies that experiment, learn, and iterate today will dominate tomorrow. Look at how leading companies are using AI—not just in Silicon Valley, but in your own industry. The Execution Gap: The Real Barrier to Growth Most successful companies already have solid strategies. The real challenge is execution. Chris Happ calls this the “execution gap”—the chasm between what you plan and what you actually deliver. As companies grow, executing on strategy becomes exponentially harder. Critical information is often locked away in different departments or systems, and too much time is spent on repetitive, low-value tasks. AI can close this gap by analyzing data and generating insights in seconds, not weeks. AI-driven processes reduce human error and ensure best practices are followed every time, enabling you to do more with less and scale your operations without scaling your headcount. Chris Happ shared a story where Virtuous AI’s “Violet” answered a complex business question in just 26 seconds—a task that would have taken a traditional data team two weeks. The lesson: map out where your strategy breaks down in execution, identify the bottlenecks, and pilot AI solutions in high-impact areas like sales forecasting, customer segmentation, or process automation. To hear more from Chris Happ and how you can turn AI into a valuable business partner, download and listen to this episode. Bio Chris Happ has served as Chief Executive Officer of Virtuous AI since June 1, 2024, leading the company’s move from beta into enterprise-ready deployments of its “AI in a Box” platform. An experienced tech executive and entrepreneur, he previously co‑founded blueSolutions (exiting to Hubwoo), led Goby through growth to exit via Conservice, and scaled MarketTime to 780 % revenue growth and Inc. 5000 recognition. A graduate in Economics from Miami University,

On this episode of Follow Your Different, Christopher Lochhead welcomes “IRON” Mike Steadman, a former Marine officer, national boxing champion, and entrepreneur into another installment of Creator Capitalist Conversations. Together, they explore Mike’s inspiring journey from military service to empowering Black veteran entrepreneurs. The conversation highlights the importance of identity, resilience, and mindset in overcoming challenges and reinventing oneself. This episode is a must-listen for anyone seeking inspiration and actionable advice on personal growth and entrepreneurial success. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.   Embracing Identity Transformation In the world of entrepreneurship, few stories are as compelling as that of “IRON” Mike Steadman: a former Marine officer, three-time national boxing champion, and now a category designer and advocate for Black veteran entrepreneurs. Mike’s identity was deeply rooted in his military service. Transitioning to civilian life, he faced the challenge of being seen as "just a boxing coach" rather than the multifaceted leader he knew himself to be. Working with performance psychologists and entrepreneurial mental health coaches, Mike learned to step back and view himself from a broader perspective, a process he calls "psychological distancing.” By intentionally shaping his identity, Mike was able to move from being defined by his past roles to actively designing his future as an entrepreneur and advocate.   Resilience Through "Time Under Tension" Just as boxers build strength and skill through grueling training, entrepreneurs develop their instincts and capacity by enduring the pressures of business. When COVID-19 shut down Mike’s in-person boxing business, he faced a moment of defeat. Instead of giving up, he used the crisis as a catalyst to pivot—launching a podcast and building a new business model from scratch.   Motivation Beyond Money Financial goals are important, but lasting motivation comes from deeper sources—purpose, impact, and community. Mike found that helping others succeed (as a ghostwriter and editor) was more fulfilling than chasing personal accolades. Inspired by a business coach’s analogy, Mike emphasizes nurturing the "soil" of your life—health, relationships, and mentorship—so your business can thrive. Mike also noticed that as he hit financial milestones, the excitement faded. He began to set new, personal challenges—like running a marathon or reaching Everest Base Camp—to keep himself engaged and fulfilled. To hear more from “IRON” Mike Steadman and his thoughts on reinventing oneself and looking at things from different POVs, download and listen to this episode.   Bio “IRON” Mike Steadman is a Marine Corps Infantry Officer turned entrepreneur, author, and boxing coach. As the founder of IRONBOUND Boxing, he empowers youth in Newark through boxing, mentorship, and enrichment programs. Mike also leads IRONBOUND Media, helping veteran-owned businesses build impactful brands through podcasting. A U.S. Naval Academy graduate and combat veteran, his leadership philosophy integrates discipline, resilience, and service. Mike hosts the “Confessions of a Native Son” podcast, exploring race, business, and personal growth. Passionate about social impact, he continues to create opportunities for underserved communities, embodying his mission to fight for those without champions in their corner.   Links Connect with “IRON” Mike Steadman! Website: IronboundBoxing.org | IronboundMedia.com | DogWhistleBranding.com Linkedin: in/Iron-Mike-Steadman Instagram: @IronMikeSteadman   We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, X (formerly Twitter), Instagram,

On this episode of Christopher Lochhead: Follow Your Different, the script is flipped and we listen to Christopher Lochhead explore the critical theme of customer obsession, especially within startups on the Building with Buyers podcast, hosted by Anna Furmanov. This conversation focuses on the importance of empathy, both for customers and within teams, and advocates for breaking down departmental silos to foster collaboration and drive sustainable growth. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.   Christopher Lochhead on Understanding the "Existing Market Trap" Christopher Lochhead explains that many startups fall into the "existing market trap," where they build something new but compare it to existing products. This approach stifles innovation and fails to create new demand. Instead, startups should focus on understanding their customers deeply and innovating based on their needs. Christopher introduces the concept of "super consumers," who are passionate individuals at the edges of the bell curve. These customers are not just users; they are evangelists who can help shape and define categories. He suggests that you look for customers who are highly engaged with your product and vocal about their experiences. You then create exclusive communities or programs for these super consumers to gather feedback and encourage them to spread the word about your product.   The Importance of Authentic Dialogue Christopher discusses the decay of civil discourse in society and its impact on authentic dialogue. He believes that healthy debate and the exchange of differing viewpoints are essential for a functioning society and fostering innovation in business. Christopher also shares his personal experiences with being de-platformed on social media for promoting free speech. He argues that the ability to engage in civil discourse is crucial for personal expression and fostering innovation.   Challenges in Startups Anna and Christopher discuss the common pitfalls startups face as they grow, such as shifting focus from customer feedback to product development and sales. Christopher shares examples of companies that have thrived by prioritizing customer relationships and adapting their offerings based on customer needs. Some of the things they could do are to analyze how successful companies maintain their customer focus and apply similar strategies to your business. They should also be willing to pivot your strategies based on customer feedback and market changes. To hear more from Christopher Lochhead and Anna Furmanov, download and listen to this episode.   Links Like what you hear? You can check out Anna Furmanov’s podcast, Building with Buyers.   We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, X (formerly Twitter), Instagram, and subscribe on Apple Podcast / Spotify!

On this special 400th episode of Christopher Lochhead: Follow Your Different, Christopher and guest Al Ramadan discuss their new book, "The Existing Market Trap." They explore the pitfalls businesses face when trying to innovate within established market categories, emphasizing that fitting new ideas into old frameworks stifles innovation. They advocate for category design, which involves creating new market categories rather than competing within existing ones. They also introduce the "13 deadly sins" that entrepreneurs often commit, offering insights to help avoid these common mistakes. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.   Al Ramadan on Understanding the Existing Market Trap The "existing market trap" refers to the tendency of businesses to try to fit new ideas into old categories. This approach often stifles innovation and growth, as companies focus on competing for market share rather than creating entirely new markets. Al and Christopher argue that this mindset is fundamentally flawed and that true innovation comes from redefining problems and opportunities rather than fitting new solutions into outdated categories. Some of the consequences of the market trap include financial loses, Constantly competing in saturated markets can lead to exhaustion and disillusionment among founders, and loss of strategic direction by the company.    Al Ramadan on The Power of Category Design Category design is a business strategy that focuses on creating new market categories rather than competing within existing ones. This approach allows businesses to escape the constraints of established market definitions and pursue groundbreaking innovations. Why is Category Design Important? Category design is essential because it empowers companies to reshape the market landscape rather than simply compete within it. Instead of fitting into existing frameworks, successful businesses create entirely new categories that address previously unmet needs, unlocking fresh opportunities for innovation and growth. This strategic approach also plays a critical role in building belief, both internally and externally, in a company’s vision. By shaping perception and defining a unique space, category design helps generate demand, positioning the business as a leader rather than a follower.   The 13 Deadly Sins of Category Design Al and Christopher introduce the concept of the "13 deadly sins" that entrepreneurs often commit when scaling their businesses. These sins serve as cautionary tales for founders who may be tempted to chase after existing market demand rather than focusing on creating new opportunities. Several common pitfalls can hinder a company's success in the market. One is the Engineer’s Dilemma, where teams become overly focused on technical features instead of addressing broader market needs. Another is the Obviously Better Fallacy—the mistaken belief that having a superior product alone guarantees market success. Finally, the Horizontal Tool Illusion occurs when a company tries to serve everyone, rather than honing in on a specific market segment. These missteps can dilute value, confuse customers, and ultimately prevent a product from gaining traction. To hear more from Christopher and Al Ramadan about the existing Market Trap, download and listen to this episode.    Bio Al Ramadan is a co-founding partner of Play Bigger Advisors and coauthor of the book, Play Bigger. He also co-founded Quokka Sports, which revolutionized the way people experience sport online. Al then joined Macromedia and Adobe, where he spent almost ten years changing the way people think about great digital experiences. At Adobe, Al led teams that created the Rich Internet Applications category and helped develop the discipline of experience design. In the early ‘90s he applied data science to Australia’s Americas C...

On this episode of Christopher Lochhead: Follow Your Different, we have a Dude conversation with the chief Dudes of DUDE Wipes to talk about how they wiped their competition and became the leader in their category. This episode is part of the Creator Capitalist Conversations, a mini-series spotlighting real-life legends who have rejected traditional career paths and built lives around what makes them different. These are stories of people who didn’t wait to get picked. They picked themselves—and started building careers that pay them to be radically them. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.   Links Learn more about Dude Wipes! LinkedIn | Dude Wipes   We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on Apple Podcast / Spotify!

On this episode of Christopher Lochhead: Follow Your Different, we are treated to an inspiring conversation with Carylyne Chan, a startup founder, investor, and advocate for autonomy and entrepreneurship. This episode is part of the "Creator Capitalist Conversations" miniseries, which emphasizes the importance of taking control of one’s career and life. Carylyne's journey from a challenging upbringing in Singapore to becoming a successful entrepreneur in various sectors, including AI and blockchain, offers valuable lessons for anyone looking to carve their own path. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.   Getting to know Carylyne Chan Carylyne's story is one of choosing herself rather than waiting to be chosen. As we go further into the episode, we dive into the emotional and psychological aspects of making significant life changes, particularly the leap from traditional employment to entrepreneurship. Carylyne begins her story by recounting her upbringing in Singapore, where she faced significant challenges, including a turbulent family life. At the age of 14, she took her first internship at the National Environment Agency, which sparked her interest in understanding how people work and the importance of teamwork. This early experience laid the foundation for her entrepreneurial spirit.   Carylyne Chan and her Leap to Entrepreneurship As Carylyne transitioned from high school to college, she continued to pursue her passion for entrepreneurship. She participated in hackathons and collaborated with friends who shared her interests. This led to the creation of a startup focused on AI chat summarization before it became a mainstream concept. Their journey took them to an accelerator program in Hawaii, where they worked tirelessly to grow their business. Carylyne then discuss the emotional challenges that accompany the entrepreneurial journey. She highlights the importance of recognizing when one has outgrown their current situation and the courage it takes to make a change. She believes that the biggest risk is not quitting a job that no longer serves you but rather staying in a life that feels unfulfilling.   Discovering Her Superpower The conversation shifts to the concept of identifying one’s unique strengths or "superpowers." Carylyne acknowledges that her path to self-discovery has been complex and filled with trial and error. Initially, she viewed herself as an operational person, someone who gets things done. However, as she navigated through her first formal startup, she realized that her skills extended beyond operations to include marketing, design, and leadership. Christopher and Eddie discuss the significance of emotional intelligence in Carylyne's success. They highlight her ability to remain calm amidst chaos, a skill that has been honed through her upbringing and experiences. Carylyne’s capacity for rapid synthesis—quickly learning and distilling complex information into actionable narratives—has been a cornerstone of her work as an advisor and entrepreneur. To hear more about Carylyne Chan and her entrepreneurial journey, download and listen to this episode. Subscribe to Category Pirates today and join the crew in our Category Design journey on the business seas!   Bio Carylyne Chan is a Singapore-based entrepreneur and the Co-Founder and former CEO of CoinGecko, a leading global cryptocurrency data platform. With a background in psychology and marketing from Carnegie Mellon University, she blends analytical thinking with strategic vision to drive innovation in Web3 and fintech. Carylyne is also a startup advisor and frequent speaker on blockchain, digital assets, and entrepreneurship, recognized for her role in advancing transparency in the crypto space.   Links Connect with Carylyne Chan!Website | LinkedIn | X (formerly Twitter)

On this episode of Christopher Lochhead: Follow Your Different, we engage in a riveting conversation with Mike Maples Jr., co-founder of Floodgate and a prominent venture capitalist. This episode, which is a part of the "Creator Capitalist Conversations" miniseries, goes into the themes of entrepreneurship, personal capital, and the transformative power of artificial intelligence (AI) in the ideation process. The dialogue offers a wealth of insights for aspiring entrepreneurs and seasoned business professionals alike. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.   Mike Maples Jr.'s Journey: From Entrepreneur to Venture Capitalist Christopher Lochhead sets the stage by introducing the miniseries "Creator Capitalist Conversations," which celebrates individuals who have carved their own paths in the business world. The episode features Mike Maples Jr., who shares his journey from a successful entrepreneur to a venture capitalist in Silicon Valley. This transition, marked by risk-taking and self-discovery, offers valuable lessons for anyone looking to forge their own path in business. Mike Maples Jr. recounts his significant career shift from being a well-respected founder and head of marketing for a successful software company in Texas to starting anew in Silicon Valley as a venture capitalist. This transition, he notes, is daunting for many, especially for someone who had already achieved a level of success and recognition. Mike's approach to risk-taking involves viewing new ventures as opportunities to explore interesting ideas rather than potential failures. This mindset allows him to gradually escalate his commitment as he gains confidence.   Mike Maples Jr. on the Importance of Self-Awareness Mike shares that the journey to discovering one's superpowers is often a gradual realization rather than a single defining moment. He emphasizes the importance of honoring one's time and using it to share one's unique gifts with the world. This perspective aligns with the Japanese concept of "ikigai," which represents the intersection of what one loves, what the world needs, what one can be paid for, and what one is good at. Mike then discusses the distinction between deep work—discovering new knowledge—and harnessing pre-existing knowledge. He notes that many high-paying jobs rely on established knowledge, which may become commoditized in the age of AI. By integrating the insights of others with his unique perspective, Mike has developed a robust intellectual framework that guides his investment decisions.   Exploring Airbnb's Seed Deck: A Case Study in Innovation Mike Maples Jr. shares an intriguing case study involving Airbnb's original seed deck from 2008. Using a software tool he developed, the "Pattern Breakers Insight Stress Test," he analyzes Airbnb's business model. This analysis reveals that everyday people would rent their private homes to strangers, creating a new category of accommodation that transcends traditional hotels. This insight is underpinned by several inflection points, including the growing comfort with online transactions and the rising consumer preference for authentic experiences. Encouraged by the insights gained from Airbnb's seed deck, Mike explores further possibilities, including creating a business model canvas, potential logo designs, and a narrative framework for Airbnb. This exploration leads him to realize that similar analytical techniques can be applied to various mental models, facilitating ideation and refinement. To hear more from Mike Maples Jr. and his thoughts on careers that withstand the test of time and tech, download and listen to this episode.   Bio Mike Maples Jr. is an entrepreneur turned venture capitalist. He’s co-founder of Silicon Valley based, early-stage VC Floodgate. And the host of the popular “Starting Greatness” podcast.

On this episode of Christopher Lochhead: Follow Your Different, we have a dialogue with Steve Vassallo, a General Partner at Foundation Capital, to celebrate the firm's 30th anniversary and explore the evolution of venture capital (VC) in Silicon Valley. We discuss the shift of many traditional VC firms from early-stage investments to a more asset management-oriented approach. Steve Vassallo talks about the importance of maintaining a craft-oriented, personalized approach to VC, focusing on product excellence and effective distribution. He also highlights the current trends in AI and blockchain, urging founders to prioritize innovation and core product differentiation in a rapidly changing market. With nearly 18 years at Foundation Capital, Steve shares his unique insights into the changing landscape of venture capital, the importance of maintaining a craft-oriented approach, and the challenges faced by early-stage founders. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go. Celebrating 30 Years of Foundation Capital Foundation Capital recently marked its 30th anniversary, a significant milestone in its journey. The firm has launched its 11th fund, a $600 million vehicle aimed at supporting extraordinary founders at the earliest stages of their ventures, particularly in the enterprise sector. Steve Vassallo adds that more than half of their investments focus on early-stage companies, including seed and Series A rounds, with a strong emphasis on technology, particularly in fintech and crypto. Steve Vassallo on the Changing VC Landscape Christopher and Steve Vassallo then discuss the evolution of VC firms, noting that many traditional firms have transformed into asset managers rather than remaining true venture capitalists. Steve points out that the percentage of capital raised by these firms for early-stage investments has dwindled significantly. He estimates that only about 20% of the capital raised by these larger firms is allocated to early-stage investments, with the majority directed towards growth-stage companies. In contrast, Foundation Capital dedicates approximately 70-80% of their recent fund to backing founders at the inception of their ideas. Steve humorously refers to these early-stage entrepreneurs as "pre-founders" or "pre-criminals," highlighting the raw potential and creativity that often characterize this stage of entrepreneurship. The Craft of Venture Capital Their conversation then moves to the notion that venture capital is fundamentally a craft business rather than a scalable factory-like operation. Christopher likens the venture capital process to crafting custom surfboards, where the quality and personal touch of the creator matter significantly. He argues that the best results come from a deep, personalized partnership with founders, rather than a one-size-fits-all approach. Reflecting on his own background in product design, Steve Vassallo adds that he initially believed that the best product would always win in the market. However, he quickly learned that effective distribution often trumps product quality. This realization was humbling for him, as he recognized the critical role that marketing and sales play in a product's success. He stresses that when extraordinary products are paired with exceptional distribution channels, remarkable outcomes can occur. To hear more from Steve Vassallo and the future of Venture Capital, download and listen to this episode. Bio ​Steve Vassallo is a General Partner at Foundation Capital, where he invests at the intersection of design, technology, and business. Since joining the firm in 2007, he has led investments in transformative companies such as Stripe, Sunrun, Cerebras Systems, and Solana. Steve co-leads Foundation's crypto practice and is known for backing product-first founders tackling consequential problems ...

On this episode of  Christopher Lochhead: Follow Your Different, Christopher and his fellow Category Pirates explore the concept of retirement, challenging the traditional notion that it is the ultimate goal of one's career. Instead, they advocate for a paradigm shift, suggesting that work can be a source of meaning, freedom, and joy. They discuss the "big retirement lie," advocating for a life and career one doesn’t want to retire from. Eddie shares his view of retirement as a "runway" for continued growth. The Pirates collectively emphasize the importance of meaningful work and encourage everyone to design careers that align with their passions, making work a rewarding aspect of life. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go. The Concept of Retirement Christopher sets the stage by inviting listeners to explore what he calls the "big retirement lie." He challenges the conventional wisdom that retirement is the golden pot at the end of a long work journey. Instead, he suggests that work can be a source of fulfillment and joy, rather than something to escape from. He cites examples of individuals like Mick Jagger and Dolly Parton, who continue to work and find meaning in their careers well into their later years. The conversation aims to inspire listeners to rethink their relationship with work and consider how they can design a life that integrates work as a rewarding aspect rather than a burdensome obligation. The "Big Retirement Lie" Katrina expands on the idea of the "big retirement lie." She argues that the conventional wisdom of working hard, saving money, and then retiring to enjoy life is flawed. Instead, she encourages listeners to consider how they can design their lives and careers in such a way that they never feel the need to retire. This perspective shifts the focus from a future escape to a present engagement with work that brings joy and satisfaction. Eddie shares his personal journey and insights regarding retirement. He describes retirement not as a final destination but as a "runway" that allows for continued growth and exploration. He reflects on his own experiences, noting that he has retired multiple times, only to find himself drawn back into work that he loves. Eddie emphasizes that the idea of retirement as a permanent stop is misleading; instead, he views it as a layover on a journey filled with opportunities for new adventures. The Importance of Meaningful Work Eddie discusses the significance of meaningful work, arguing that the pursuit of financial freedom should not overshadow the desire for a fulfilling career. He believes that having a financial runway, like sufficient resources to explore new opportunities. can empower individuals to take risks and pursue their passions without the fear of financial instability. Eddie also touches on the idea of serendipity in career paths. He shares how unexpected opportunities can arise when individuals remain open to new experiences and collaborations. This mindset fosters a sense of adventure and exploration, allowing for personal and professional growth. To hear more about the Pirate's Perspectives on Retirement and doing meaningful work, download and listen to this episode. Subscribe to Category Pirates today and join the crew in our Category Design journey on the business seas! Don’t forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer’s Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different  **NEW!

On this episode of Christopher Lochhead: Follow Your Different, we engage with psychologists Dr. Christian van Nieuwerburgh and Dr. Robert Biswas-Diener to explore the concept of radical listening. We discuss why effective listening is challenging in today's fast-paced, technology-driven world and identify cultural and emotional barriers that hinder genuine communication. We’ll also highlight how radical listening can transform personal and professional relationships by making others feel seen, valued, and heard through active curiosity and empathy. This episode serves as a call to action for listeners to cultivate deeper connections through intentional and empathetic listening practices. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.   Introduction to Radical Listening Christopher sets the stage by introducing his esteemed guests, Dr. Christian van Nieuwerburgh and Dr. Robert Biswas-Diener. He poses them a critical question: why do so many people struggle with listening effectively? This question serves as the foundation for a deep dive into the nuances of listening and its impact on human connection. Dr. van Nieuwerburgh begins by highlighting a paradox: despite being born with the ability to hear, many individuals fail to listen well. He attributes this to several factors: our current fast-paced modern lifestyles, technological distractions, and each person’s internal emotional barriers. Dr. Biswas-Diener adds that cultural dynamics play a significant role in shaping our listening habits. In Western societies, individualism often leads to conversations becoming competitions for airtime. People frequently listen with the intent to respond rather than to understand, resulting in superficial interactions. This "waiting to talk" mentality is a significant barrier to genuine listening. The Importance of Curiosity Chistopher shares his personal journey of self-discovery, emphasizing the importance of personal development in improving listening skills. He recalls a coach who taught him that what many people call listening is often just waiting for their turn to speak. This insight underscores the need for a shift in mindset. Dr. van Nieuwerburgh agrees and adds that a key aspect of radical listening is approaching conversations with curiosity. When individuals genuinely seek to understand others, they create a space for deeper connection. This involves asking them open-ended questions, avoiding assumptions, and practicing patience and letting the other person finish their thoughts without interruption. Cultural Influences on Listening The conversation shifts to the impact of technology and social media on listening habits. Christopher points out that many platforms prioritize self-promotion and broadcasting over genuine interaction. This environment fosters a culture of "me first," where individuals are more concerned with sharing their own experiences than engaging with others. Christopher also reflects on the teachings of Stephen Covey, who emphasized the importance of seeking first to understand before being understood. He contrasts this with the current trend of self-centered communication, where individuals prioritize their own narratives over listening to others. Dr. Biswas-Diener acknowledges this shift and highlights the need for a rebranding of listening practices to emphasize connection rather than mere comprehension. To hear more from Dr. Christian van Nieuwerburgh & Dr. Robert Biswas-Diener and how Listening can be a superpower in everyday life, download and listen to this episode. Bio ​Dr. Christian van Nieuwerburgh Dr. Christian van Nieuwerburgh is a distinguished executive coach, academic, and consultant, renowned for his contributions to coaching and positive psychology. He currently serves as Professor of Coaching and Positive Psychology at the Centre for Positive Hea...

On this episode of  Christopher Lochhead: Follow Your Different, we explore the transformative potential of intellectual capital (IC) with our fellow Pirate Eddie Yoon. Intellectual Capital (IC) is a valuable yet often overlooked asset, which can help you to shift from being knowledge workers to creator capitalists. We also discuss the challenges of making complex ideas accessible and highlights the importance of diagnostics in leveraging IC, and go into the concept of "lenses," or perspectives, that can illuminate new opportunities. This episode serves as a call to action for individuals to recognize and monetize their unique knowledge, fostering innovation and personal growth. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go. The Essence of Intellectual Capital Christopher opens the discussion by talking about how intellectual capital is often an underappreciated asset. Intellectual capital is not just for academics or certified experts; it is an asset that everyone possesses. Many individuals possess a wealth of knowledge accumulated over their careers, yet they fail to recognize its potential value.  The key is understanding how to package and monetize this knowledge effectively. Eddie Yoon elaborates on this point, discussing the transition from being a knowledge worker to becoming a creator capitalist. A knowledge worker typically replicates existing knowledge, while a creator capitalist actively creates new knowledge and value. This shift is crucial in a rapidly changing job market, especially with the rise of artificial intelligence and automation, which threatens many traditional jobs. The Importance of Diagnostics Another key point in their discussion is the role of diagnostics in understanding and leveraging intellectual capital. Eddie Yoon notes that many industries, particularly healthcare and fitness, utilize diagnostic tests to establish baselines and measure progress. He argues that this practice should be more widely adopted in other fields, including consulting and sales. Eddie cites the historical context of management consulting, referencing Marvin Bower and James O. McKinsey, who emphasized the importance of accounting as a diagnostic tool for financial health. Just as doctors assess patients' health through tests, businesses should evaluate their performance through similar diagnostics to identify areas for improvement. The Power of Lenses The conversation then shifts to the concept of "lenses"—the perspectives through which we view our ideas and experiences. Eddie Yoon reflects on how writing and teaching have helped him develop a clearer understanding of category design, a concept he believes is crucial for business success. Christopher adds to this by discussing the various types of lenses we encounter in life, using the metaphor of prescription glasses. Just as different lenses can enhance our vision, new perspectives can illuminate previously unseen opportunities. He likens this to using a microscope or telescope, which allows us to see details or distant objects that are otherwise obscured. To hear more from the Category Pirates and their thoughts on Intellectual Capital, download and listen to this episode. Subscribe to Category Pirates today and join the crew in our Category Design journey on the business seas! Don’t forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer’s Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different  **NEW!

On this episode of Christopher Lochhead: Follow Your Different, we get a fresh Pirates Perspective with our favorite fellow Category Pirates Eddie Yoon and Katrina Kirsch on why Relationship Capital is the most underrated form of wealth. In business, success is often attributed to strategy, skill, and spreadsheets. But the truth is, it's deeply personal. The strongest careers and ventures are built not just on solo efforts but on shared battles, purpose, and risks. This is where Relationship Capital comes into play—an intangible but invaluable form of wealth that defines long-term success. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go. Business is Radically Personal Many people believe that business is purely transactional, but the truth is that all business is personal. The deals you close and the partnerships you build are deeply rooted in human connections. It’s not just about numbers; it’s about trust and loyalty. Legendary careers are built not just on talent or hard work but on meaningful relationships. By investing genuinely in people, you create alliances that stand the test of time and challenges. When people trust you, they are more likely to go to battle with you and for you. Shared Purpose Builds Unbreakable Bonds Relationships that transcend transactions are grounded in shared purpose. When people come together for a common cause, the bonds formed are unbreakable. This shared vision fosters trust, collaboration, and loyalty. Whether you're launching a startup or leading a team, aligning on purpose ensures everyone moves in the same direction. It also brings people of diverse backgrounds together, united by a mission that goes beyond personal gain. This is the foundation of long-lasting, impactful connections. Risk and Reward in Relationship Capital Building deep connections requires vulnerability and risk. Genuine relationships are built when people stand by each other during challenges. This emotional investment may not always yield immediate results, but it leads to exponential rewards over time. Those who take risks in relationships—whether by showing support during failures or celebrating successes—create bonds that are resilient and meaningful. In the end, it’s not the number of LinkedIn connections that matters but the people who stand by you when it counts. To hear more from the Category Pirates and their thoughts on Relationship Capital, download and listen to this episode. Subscribe to Category Pirates today and join the crew in our Category Design journey on the business seas! Don’t forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche  A Marketer’s Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different  **NEW!** The B2B Tech Marketer’s Guide To Category Design: How To Engineer Your Market, Find What Makes You Different, And Become A Category Queen We hope you enjoyed this episode of Christopher Lochhead: Follow Your Different™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!

On this episode of Christopher Lochhead: Follow Your Different, Andrew Gilmour, a visionary entrepreneur, discussed how capital markets can transform the way we approach environmental sustainability. The global carbon market is a trillion-dollar opportunity waiting to be realized, yet it remains inefficient and fragmented. By leveraging financial innovation, Andrew Gilmour believes we can create scalable, investable assets that will not only fight climate change but also generate wealth for developing nations. His insights shed light on the current barriers, the revolutionary potential of financial instruments, and why bold action is necessary to disrupt the status quo. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go. Andrew Gilmour on the Broken State of Carbon Markets Carbon credits were originally designed as a solution to global emissions, allowing companies and governments to offset their carbon footprint by investing in environmental preservation. However, as Gilmour explains, the current system is deeply flawed. The voluntary carbon market, which should be a powerful tool for change, is dramatically undersized. In 2024, it only accounted for about $3 billion in trade volume, a minuscule amount compared to the estimated $4-5 trillion in annual demand​. One key reason for this inefficiency is the absence of liquidity. Unlike traditional stocks or commodities, carbon credits are not structured as financial instruments that can be easily bought, sold, or held as assets. Many companies treat them as a charitable expense rather than a tradable commodity, further limiting the market’s potential. Andrew argues that to unlock real value, we must introduce market structures that allow investors to buy, hold, and even short carbon credits—just as they would with any other financial asset. A Capital Market’s Approach to Environmental Change Andrew Gilmour believes that the only way to make carbon markets work is to integrate them into the global financial system. By structuring carbon credits as assets with clear ownership, transparency, and liquidity, the market can become attractive to a wider range of investors. "The beauty of capital markets is that they harness enlightened self-interest. It’s not for the benevolence of the butcher, the baker, or the brewer that we owe our daily bread, but to their own self-interest." — Andrew Gilmour​ His approach has already yielded groundbreaking results. In a deal with Bolivia, $5 billion worth of carbon assets were structured and made available for trade, equivalent to 11% of the country’s GDP​. This transaction not only helps reduce emissions but also creates an economic lifeline for developing nations. Through financial innovation, Andrew is proving that environmental sustainability and economic growth are not mutually exclusive. Andrew Gilmour on the Path Forward: Disrupting the Status Quo For decades, climate action has been largely dominated by NGOs and government initiatives. Although they are well-intentioned, these efforts have failed to create scalable solutions. Andrew argues that the key to meaningful change lies in disrupting the existing model and adopting a fully market-driven approach. His vision for the future includes turning forests, kelp beds, and other natural carbon sinks into structured financial assets. By leveraging AI, satellite data, and advanced trading mechanisms, he is building a platform that ensures transparency and accountability in carbon trading. This approach not only benefits the environment but also attracts investors who might not have previously considered sustainability as a viable financial opportunity. As the world moves toward a net-zero future, the need for innovative, market-based solutions has never been greater. Andrew Gilmour’s bold vision challenges conventional thinking,

On this episode of Christopher Lochhead: Follow Your Different, we get a Pirates Perspective with our favorite fellow Category Pirates Eddie Yoon and Katrina Kirsch on how personal capital—financial resources, reputation, creativity, and relationships—can empower individuals to design a career and life on their own terms. Many people wake up every day working for someone else’s dream, relying on a paycheck while wondering, “Is this all there is?” The truth is, breaking free from this cycle requires more than just ambition—it takes Personal Capital. We hope that this episode helps fellow Pirates see how they can build up their personal capital rather than mindlessly selling their time for money. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go. The Four Types of Personal Capital To build a career that provides true freedom, you need more than just money. The four types of personal capital include: Financial Capital – Savings, investments, and income sources that give you the flexibility to take risks and invest in yourself. Reputation Capital – Your personal brand, expertise, and credibility that open doors to new opportunities. Creator Capital – The ability to generate unique ideas and create scalable value, especially in a digital-first world. Relationship Capital – A strong network of mentors, collaborators, and supporters who propel you forward. The hosts discuss that understanding and investing in these four areas allows individuals to shift from merely selling their time for money to leveraging their skills and resources for long-term independence. The Emotional Journey of Breaking Free Leaving behind a traditional career path is not just a financial challenge—it’s an emotional one. Fear, self-doubt, and the weight of societal expectations can make this transition overwhelming. Each of the hosts then share their journey from restarting again to launching a successful business despite having no money or connections and the uncertainty of success. Entrepreneurs and career changers often grapple with fear of failure and imposter syndrome. However, taking control of one’s career means embracing the discomfort of uncertainty and learning from failures rather than fearing them. The key is to develop radical agency—the mindset that you are the author of your own future. Adapting to the Changing Work Landscape The hosts then get to the topic of AI. The digital revolution, particularly the rise of AI and automation, is reshaping how we work. Traditional knowledge-based careers are being disrupted as AI makes existing information more accessible and commoditized. The new competitive edge lies in creative and entrepreneurial thinking. All three agree that in order to thrive in this evolving landscape, professionals must learn to shift from knowledge work to creator work, producing unique and scalable value. One must also leverage digital tools and platforms to build their brand and reach a global audience. And finally, one must continuously learn and reinvent themselves to stay ahead of industry shifts. The key takeaway? Now is the best time to embrace digital opportunities and take control of your career. Those who do will find greater flexibility, fulfillment, and financial independence. To hear more from the Category Pirates and their thoughts on personal capital, download and listen to this episode. If you wish to listen to the Personal Capital audiobook, subscribe to Category Pirates so you can have access to their multitude of audio books that is available for every pirate to hear. You can also join in the discussions to add your thoughts about Category Design, brands, and sailing the business seas! Don’t forget to grab a copy (or gift!) of one of our best-selling books:  Snow Leopard: How Legendary Writers Create A Category Of One

On this episode of Christopher Lochhead: Follow Your Different, Pastor Evan Mawarire joins us in an insightful conversation about the complexities of faith, the pursuit of happiness, and the importance of re-evaluating our core values. Pastor Evan Mawarire's journey is a testament to the power of courage, faith, and resilience in overcoming adversity. From his humble beginnings to becoming a voice of hope for millions, his story reflects the transformative power of self-belief and the pursuit of a higher purpose. In a candid conversation, Pastor Mawarire shares the lessons he learned during his darkest hours and how they shaped his vision of life and faith. You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go. Pastor Evan Mawarire on the Courage to Defy Social Norms Pastor Evan’s journey highlights the importance of stepping outside the molds imposed by societal norms. Reflecting on how society often dictates expectations, he shares how breaking free from these conventions unlocked opportunities and insights he could never have imagined. “Once I broke that, I started seeing things I could never have seen no matter how much money I had paid." - Pastor Evan Mawarire This defiance wasn't about rebellion for its own sake but rather a quest for authenticity and self-discovery. His story reminds us that courage lies in questioning long-standing beliefs and seeking our own truth, even when it challenges conventional wisdom. The Power of Mental Scaffolding In a powerful metaphor, Pastor Evan compares the structures of our thinking to scaffolding—a temporary framework essential for building something greater. He emphasizes how reshaping our mental scaffolding can transform our relationship with reality. Whether in personal growth or societal movements, the way we perceive and articulate our struggles determines our capacity to overcome them. Pastor Evan's insights serve as a reminder that redefining our mental frameworks is key to achieving greatness. The Unsure Journey Back to Faith For those curious about faith or feeling disconnected, Pastor Evan offers an inclusive perspective. He acknowledges the doubt and uncertainty many feel when exploring spirituality. “Jesus just loves people with doubt,” he affirms. Drawing from his experiences, including moments of despair in maximum-security prison, he highlights how vulnerability and honesty can pave the way to spiritual connection. His message is clear: the journey back to faith doesn’t require perfection or certainty—just a willingness to knock on the door. By embracing doubt and curiosity, anyone can begin to uncover a deeper sense of purpose and belonging. To hear more from Pastor Evan Mawarire and how to lead with love and resistance, download and listen to this episode. Bio Evan Mawarire is a Zimbabwean clergyman who founded #ThisFlag Citizen’s Movement to challenge corruption, injustice, and poverty in Zimbabwe. The movement empowers citizens to hold government to account. Through viral videos, the movement has organized multiple successful non-violent protests in response to unjust government policy. Pastor Evan was imprisoned in 2016, 2017, and 2019 for charges of treason, facing 80 years in prison. His message of inspiring positive social change and national pride has resonated with diverse groups of citizens and attracted international attention. Pastor Evan has addressed audiences around the world, and Foreign Policy magazine named him one of the 100 global thinkers of 2016. The Daily Maverick Newspaper of South Africa named him 2016 African person of the year. Evan is a 2018 Stanford University Fellow of the Centre for Democracy Development and the Rule of Law. Links Connect with Pastor Evan Mawarire! Renew Democracy Initiative | Twitter | Instagram | Facebook More information about Pastor Evan Mawarire