『Lochhead on Marketing』のカバーアート

Lochhead on Marketing

Lochhead on Marketing

著者： Christopher Lochhead
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概要
 Lochhead on Marketing™ is the award winning, chart topping podcast for entrepreneurs, marketers, and category designers with a different mind. Most people do not like it.Copyright ©2021 マーケティング マーケティング・セールス 経済学
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  • PSJ Special Segment: The First AI-Assisted Election | The Pirate Street Journal

    PSJ Special Segment: The First AI-Assisted Election | The Pirate Street Journal
    2026/11/06
    The midterm elections wrapped up yesterday, and plenty of people are still sorting through the results. But the hosts of the Pirate Street Journal came away with a different kind of takeaway. This may have been the first AI-assisted election at any real scale, and each of them used the technology in a very different way. One built a voting framework with Claude, one cross-checked three chatbots on California propositions, and one skipped AI entirely and tested what campaign marketing does to a voter’s head. What they found was useful, a little uncomfortable, and in one case very funny. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Building a Voting Plan With a Chatbot Eddie went into this cycle with a problem most of us share. Beyond the two or three names at the top of the ballot, he had no idea who half the candidates were. So he gave Claude his address, asked it to pull up his ballot, and had it interview him about what he cares about. The result was a personal framework: a sensible economy, a reflective stance on AI, leaders who look forward, and measurable outcomes over speeches. He voted ahead of time, so the booth held no pressure. The tool had gaps. It missed a few races, and judges and forest preserve candidates were beyond its reach because no information existed. Eddie filled the holes with a loose belief in checks and balances, voting against incumbents in a heavily Democratic Illinois and tossing a few random votes to Republicans for the sake of competition. When he had nothing at all, he confessed he voted for Asian candidates, a bit of what he called positive racism borrowed from a Ronny Chang comedy routine. Cross-Checking Props and Local Races Christopher faced a different headache in California. Many ballot propositions are worded so confusingly that even when you know what you want, you can’t tell whether to vote yes or no. He ran the props through ChatGPT, Perplexity, and Grok, and argued with each of them, since he figures a single chatbot is too eager to please. Gemini, he said, shut down any political conversation almost immediately. About two thirds of his props turned out to involve raising taxes or making it easier to raise them. He was also surprised by how much the models knew about hyper-local races. ChatGPT had details on a city council contest in Capitola, a town of roughly 10,000 people, and even tracked the vote count drops. That raises an opening for entrepreneurs: a nonpartisan voting agent that gives someone in rural Alaska the same depth of information as someone in a California beach town. Bias, Marketing Noise, and a Peaceful Handoff Christopher raised the touchy question of who builds these models. He pointed to a stat that roughly 80% of engineers at the major labs lean left, and argued that bias deserves a public conversation, ideally solved by builders and not by new regulation. He also noted that models are designed to agree with you, so you have to tell them to give you facts and not flattery. Bri ran the opposite experiment. She skipped AI, judged the election by the flyers, texts, and TV ads she saw, then discovered the “vote no on number two” slogans had little to do with what was printed on her ballot. Christopher closed on a note that stuck. He recalled George H.W. Bush saying that watching power change hands without a drop of blood shed is the real marvel. Whatever side you’re on this morning, the peaceful transfer is worth appreciating. To hear more about the topics in this week’s The Pirate Street Journal, download and listen to this episode. You can also read more Pirate Street Journal entries in the Category Pirates newsletter. We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, X (formerly Twitter), LinkedIn, and subscribe on Apple Podcast / Spotify!
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    24 分
  • Anthropic S1: Their biggest customers spend 0.1% of revenue on AI | The Pirate Street Journal

    Anthropic S1: Their biggest customers spend 0.1% of revenue on AI | The Pirate Street Journal
    2026/11/06
    Most people assume Anthropic is bleeding cash. After reading the S-1, the hosts of the Pirate Street Journal came away with a different picture. The company pulled in about $23 billion over the first nine months of the year, compared with roughly $2.5 billion in the same stretch last year. Investors have put in around $140 billion, and about $132 billion is still sitting in the bank. The headline loss of $104 billion looks scary until you see that roughly $94 billion of it is a paper charge on convertible notes that gained value as the company did. Here is what the hosts found when they dug in. This episode of The Pirate Street Journal breaks down three major business topics through that lens. Christopher, Eddie, and Bri take a hard look at the week’s most important business news and share what the Wall Street Journal and the rest of the mainstream press consistently miss. The result is a faster, sharper, and more honest read on how business actually works. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. The Fastest Revenue Ramp Ever Recorded Compare fifth-year revenue. Nvidia did $29.1 million. Google did $439.5 million. Anthropic did $4.59 billion. Nothing in tech history looks like that. Strip out the accounting noise and the business is cash flow positive, with about $6.6 billion in operating cash flow over nine months. The company spent only $9 or $10 billion in net cash to stand up a $65 billion revenue business. Market share tells a similar story. Menlo Ventures reported Anthropic’s share climbing from roughly 40% last year to 55% this year. Even the biggest customers spend only about 0.1% of their revenue on tokens, against technology budgets closer to 4 or 5%, so the room to grow looks enormous. Anthropic: Power, Politics, and the Problem of Messaging Anthropic has a weak spot: it does not control its own infrastructure. Its S-1 names access to data centers, compute, and power as its biggest fear. Elon Musk has said power is now the limit, Microsoft has struck a long deal to revive Three Mile Island, and data center moratoriums are gaining ground in politics. If the U.S. turns hostile to data centers, Musk, with his plans for orbital compute, could end up holding the strongest hand. The hosts also think the company markets itself badly. Its letter leads with abstract benefits and heavy risk language, including a warning that the technology could harm humanity. Simple promises would land better: a doctor or nurse available around the clock, a personal CFO that saves you money, and a software engineer on call. Bree’s own story fits that pitch. AI helped her sort out her acne, then her thyroid problem, and then a skin condition, and her family benefited too. A Knife’s Edge Business With Near Infinite Demand The CFO’s job looks brutal. Slow the spending and revenue cools, which drags down the valuation. Push the spending and you need power that may not exist yet, plus compute bought on the spot market, which can flip the P&L upside down fast. The hosts expect wild swings in year one for anyone buying the stock, and say only an iron stomach will do. Still, the long view is bullish. The category is not really artificial intelligence, it is intelligence, and the collective intelligence of everyone beats the intelligence of a few. Demand for that may have no ceiling. The hosts expect Anthropic to produce a legendary outcome, though they expect the volatility to be just as legendary. To hear more about the topics in this week’s The Pirate Street Journal, download and listen to this episode. You can also read more Pirate Street Journal entries in the Category Pirates newsletter. We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, X (formerly Twitter), LinkedIn, and subscribe on Apple Podcast / Spotify!
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    39 分
  • Paul Maher on Trendjacking Marketing and Public Relations

    Paul Maher on Trendjacking Marketing and Public Relations
    2026/11/05
    On this episode of Lochhead on Marketing, we are looking back on our greatest hits with Paul Maher, founder of the UK agency Positive Marketing. Most companies chase press coverage by trying to invent news from scratch. Paul thinks that’s backwards. His view is simple: the news happens anyway, so you might as well be in it. Christopher Lochhead sits down with his friend of more than twenty years to talk about the craft Paul Maher has become known for, trendjacking. Paul’s agency has won the Sabre Award for best earned media agency in Europe, the Middle East and Africa, and Lochhead calls him the category king of the practice. Here’s what the two of them cover. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Where Trendjacking Began The idea took shape in a London Starbucks. Paul and Christopher were stewing over a merger in their industry, worried their own company would be out-positioned by a much bigger consultancy. Instead of sulking, they wrote a point of view on the deal and got on the phone with the reporters covering it. They walked those journalists through their category, and soon the coverage was saying the acquisition happened because the big player was afraid of them. That’s trendjacking in a nutshell. You take a story that is already unfolding and turn it to your advantage, the way a hijacker commandeers a vehicle. Paul says it has since spread well beyond that coffee shop. A German colleague recently called it “issues jumping,” which tells you the idea has legs. Be Provocative and Read the News Cycle Paul Maher opens his list with a mindset. If you want to lead a category, you have to be willing to be newsworthy, because every story about you pulls the market toward the future you want. He also leans hard on provocation. Journalists today lean toward conflict and tech backlash, so a bland angle won’t get picked up. When Chegg, the textbook rental company, wanted a back to school splash, the team invented a day called Textbook Tuesday. For a data regulation in Europe, Paul’s team counted back from the deadline and coined “X Day” for the date a company needed to know whether it had been breached. Timing matters just as much as the angle. Paul, a former journalist, explains that the first person to hand a reporter a quotable line wins, and the next person is yesterday’s fish and chip paper. Breaking news produces a quick factual story, then reporters hunt for commentary and background. If your executives are available at that moment, you slot right into what the writer needs. Paul says that often means pulling a CEO out of a meeting on short notice. Paul Maher on How to Prepare, Flex, and Keep Going Paul stresses getting ready in advance. Have quotes written, spokespeople lined up and open letters drafted before the story breaks, and plan for more than one way it might go. He points to Boris Johnson, who once wrote two versions of a newspaper column on Brexit so he’d be ready whichever way the result fell. Lochhead recalled a quote Paul once handed him about a drawn-out acquisition looking like two porcupines mating. It ran in several hundred papers through the wire services, because it was memorable. Flexibility counts too. When the Ashley Madison breach hit, Paul’s client wanted nothing to do with it at first. The team waited, and when the story took a second turn with the stolen database posted online, they came back with an analysis of how such attacks work. Finally, Paul says persistence wins. Your first attempts may miss, and you may land in a small trade blog before the Wall Street Journal ever calls. Journalists at big outlets read those trade titles, so you can even pitch the trend upward once it has been noticed below. Few companies will put in this effort, which is exactly why it gives you an edge. To hear more from Paul Maher and his thoughts about Trendjacking and Marketing, download and listen to this episode. Bio Paul Maher is the founder and CEO of Positive Marketing, a London-based consultancy focused on B2B technology PR. He started the agency in 2009 to help UK tech leaders get noticed by their US counterparts, drawing on his earlier experience at HP and VMware. Under his leadership, Positive has grown into an award-winning firm offering content, digital PR and social media services across the UK and EMEA. It has won a SABRE Award for Best Earned Media Agency in the region. Maher is also a frequent industry speaker, including at Big Data LDN, and a business mentor and board advisor. He is known for championing creative approaches to PR, such as trendjacking, and for building careers for young European talent. Links Linkedin UK | Positive Marketing We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, X, LinkedIn, and ...
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    28 分
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