Now with Even More Christopher Lochhead!

John Wall (0:00)

Hello, everybody. This is a great way to wrap up the summer for us. This is the second part of the interview with Christopher Lochhead. He is straight talking and gets right to business. And we are a huge fan of his. We followed him and worked with him for a long time. I've got links in the show notes. The previous interview, we were talking a lot about marketing AI and how AI is going to affect the world, things going on, and basically how marketing and government and everybody should get an F for what they've said and done with AI so far, because it's a huge opportunity and everybody's played it the wrong way.

But we had enough of that just to have a full episode. So here's the second half of that discussion. We talked a lot about creator capitalist, which is where the knowledge worker should transition to going forward to stay ahead of everything that's going on. And he also talks a lot about experiential marketing, some of the stuff that's going on as far as fake brands and fake stories.

I'm talking about Black Rifle Coffee and gray market watches. It's some interesting stuff. And then we did go off on a rant about California. So if you're involved with California and the politics of California, there's a ton of stuff on that. The show will go through and we'll wrap after the Black Market Coffee section. But stay on past the credits if you want to hear about everything going on California as far as taxation and how everything has just become a problem and how most of these additional taxation laws are on track to backfire. And he's also bullish on the Invest America accounts as am I, which is a whole different approach to charity. You know, it's kind of tied up in a bunch of politics right now, which is unfortunate because it could be very positive and have huge impact. But enough with that. Let's get into the stories. And one final last warning, though, he is not safe for work and I did not want to censor him. So make sure you can handle some salty language before we get going.

We hope you've enjoyed our coverage of Connections, all the interviews, and we're not slowing down. We'll be right back rolling into the fall next week. And here we go.

SPEAKER_2 (1:57)

This is Marketing Over Coffee with Christopher Penn and John Wall.

John Wall (2:06)

That's really interesting. So let's say for the next six months or a year now, like what would you throw out there for marketers as far as what should they be doing? And even I would love to hear like, which of your books of the latest round of stuff should somebody check out? Kind of what do people need to know to survive the next year?

Christopher Lochhead (2:22)

Yeah, I think, well, our most recent book, Creator Capitalist, it really lays out this transformation in work from knowledge worker to creator capitalist. And it provides a roadmap for how you make that transition. And it starts with the two things we talked about. Figuring out what your different super power is, and connecting that to making the biggest difference possible, and using AI as leverage. That's one component. And then the other big component is the four capitals. There's a fascinating thing that happens. We get people to inventory their four capitals, like to literally write them down. Financial capital, most people know what their net worth is, what their income is, what their expenses are. But you can get clear about that. However, people say, I don't have much intellectual capital. Well, if you're two steps ahead of somebody on something important, you have intellectual capital that would be valuable to them. And if you've ever made anything of consequence, if you've ever made a PowerPoint, if you've ever made a spreadsheet macro, you've created intellectual capital. And most people, when they begin to look at their career and inventory, what did I personally end or was I a part of on a team that did, that created something that didn't exist before? Well, guess what? You're going to discover a lot more than you thought. You're also just going to discover that what you, the skills you needed to develop to create that value are also valuable intellectual capital. And so as people start to inventory their IC, they have this visceral experience, John, like, wow, I actually have some really valuable shit here. And then when they move to relationships, we say start writing them down. We do this with 18 to 22 year olds. And they go, well, I don't know anybody. I just graduated or I'm just starting out or whatever, whatever. Like, oh, so you don't know anybody, eh? Where do you hang out?