Christopher Lochhead, Marketing Expert, Entrepreneur and Podcast Host Who Reads and Listens at the Same Time
Christopher Lochhead is a top marketing executive, investor, author and podcast host.
He started his first company when he was 18 and by 30 he was the Chief Marketing Officer at Mercury Interactive, a software company acquired by HP in 2006 for $4.5 billion. Besides his work as a marketing executive, he has also been an investor and advisor in more than 50 Silicon Valley startups.
Considering all these, of course we were curious in finding more about his reading habits, especially since using his experience both in entrepreneurship and marketing, Christopher co-authored Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets, a book about category design. By analyzing giants like Amazon, Uber or IKEA, the book helps to understand how these companies managed to create new demand where none existed.
Starting with 2017, he began hosting the Legends and Losers podcast, where he interviews all sorts of successful people such as Silicon Valley entrepreneurs, marketers, Super Bowl champions or best selling authors. Following the success of this podcast, he also started another one, 6 Minutes of Legendary, which combines real conversations from the Legends and Losers podcast with special effects and music in a way that “moves people”.
So keep reading if you want to learn how Christopher reads and listens at the same time, what books had the biggest impact on him and what books he recommends to people interested especially in marketing and category design.
What’s your favorite book and why? Business and non-business, if possible.
Business: “Ogilvy on Advertising” by David Ogilvy
This is a business classic. Ogilvy lays down principles that are timeless and his no-BS style made a big impact on me as a young man.
Non-Business: “Illusions: The Adventures of a Reluctant Messiah” by Richard Bach
Richard Bach is an American Treasure who dishes out powerful life-changing lessons in the most endearing way.
Was there a moment, specifically, when something you read in a book helped you? Can you tell me about it?
As a young kid coming up in the technology industry, Geoffrey Moore’s “Crossing the Chasm” helped me understand the evolution of market categories. I was able to apply his insights directly in my career and I’m grateful to him for that.
What books had the biggest impact on you? (perhaps changed the way you see things, dramatically changed your career path)
- “Zen and the Art of Making a Living: A Practical Guide to Creative Career Design” by Laurence Boldt
- “Horse Sense: The Key to Success Is Finding a Horse to Ride” by Al Ries and Jack Trout
- “What They Don’t Teach You at Harvard Business School” by Mark McCormack
What five books would you recommend to youngsters interested in your professional path? Why? (no number limit here)
I know this is sounds self-serving but I’d recommended both of my books, the soon to be released,
- “Niche Down: How to Become Legendary by Being Different”
and
- Harper Collins’ “instant classic,” “Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets”
In addition:
- The Effective Executive, by Peter Drucker
- The E-Myth, by Michael Gerber
- Radical Candor: Be a Kickass Boss Without Losing Your Humanity, by Kim Scott
- Back from the Dead, by Bill Walton
- The 22 Immutable Laws of Marketing, by Al Ries and Jack Trout
Tell us more about your reading habits. How often do you read? What format do you prefer? Do you take notes or anything?
I read every day. I like audio books and physical books. Because I’m dyslexic, I often listen and read at the same time. I consume ebooks when traveling.
As for notes, yes, I make notes in the book. I use postedits in the book.
How do you make time for reading?
I just do!
And I listen to books when doing other things like driving, walking, working in the garden.
How do you choose what books to read next?
Mostly recommendations from friends. And I prioritize my author friends. Also, we have many authors on our podcast, so I read their books.
Last question: what book are you currently reading and what are you expecting to gain from it?
- ‘When‘ by Daniel Pink
- “The Miracle Morning for Entrepreneurs: Elevate Your SELF to Elevate Your Business” by Hal Elrod & Cameron Herold
Links where you can follow Christopher Lochhead or find out more about his projects:
- Legends and Losers Podcast
- Read Christoper’s blog on Medium
- Follow him on Quora
- Connect with Christopher on Twitter | LinkedIn
All books mentioned by Christopher Lochhead in this interview:
- Ogilvy on Advertising by David Ogilvy
- Illusions: The Adventures of a Reluctant Messiah by Richard Bach
- Crossing the Chasm by Geoffrey Moore
- Zen and the Art of Making a Living: A Practical Guide to Creative Career Design by Laurence G. Boldt
- Horse Sense: The Key to Success Is Finding a Horse to Ride by Al Ries, Jack Trout
- What They Don’t Teach You at Harvard Business School: Notes from a Street-smart Executive by Mark H. McCormack
- Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets by Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney
- The Effective Executive: The Definitive Guide to Getting the Right Things Done (Harperbusiness Essentials) by Peter F. Drucker
- The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It by Michael E. Gerber
- Radical Candor: Be a Kick-Ass Boss Without Losing Your Humanity by Kim Scott
- Back from the Dead by Bill Walton
- The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! by Al Ries, Jack Trout
- When: The Scientific Secrets of Perfect Timing by Daniel H. Pink
- The Miracle Morning for Entrepreneurs: Elevate Your SELF to Elevate Your BUSINESS by Hal Elrod, Cameron Herold, Honoree Corder
