So, I’m finally doing it. My long-time friend and legendary CMO Christopher Lochhead (that’s awesome retired marketing guru to you acronym-phobes) has convinced me to help give voice to his second book.
I’m terrified, but also incredibly excited about the subject — an exploration of what turns entrepreneurs into queens or kings of their market category. The working title of our e-book is Niche Down: How to become legendary by being different. (But we reserve the right to change it!)
The thesis is pretty simple: the most successful ventures you know — whether it’s the small biz down the street or a mega-corp with a multi-billion-dollar market capitalization — don’t try to compete on price. They got to where they are by solving a problem in a unique way, and “niching down” to capture the conversation around it.
You hear about the big guys and gals all the time. (That’s the focus of the first book about category design co-authored by Christopher, Play Bigger.) This new tome is dedicated to solo-preneurs and new ventures that fall into the “small e” category of entrepreneurship.
Why I Said ‘Yes’ to This Project
A bit of trivia: the first regular freelance gig that I landed out of university many years ago for a now-defunct trade magazine involved profiling entrepreneurs. It hooked me. That led me to a long-time collaboration with Entrepreneur magazine, and I’ve lived and breathed tech startup-dom for close to three decades. That’s where I met Christopher. YIKES!
I’ve been asked to co-author books before, but nothing has ever caught my heart like this project. No more playing coy. So, here I am, doing something I’ve never done before in my life. You’re never too old!
If all goes well, we should debut said e-book by the end of June. Meanwhile, if you’d like a sneak peek at the arguments, here’s what you should do:
- Take a listen to Christopher’s no-holds-barred podcast, Legends & Losers. (Warning, he swears like a sailor. You can’t deal? Your loss.)
- Tell him what you think, with a review on your fave podcast platform.
- Email a copy of the review to email@example.com. Copy me for good measure at firstname.lastname@example.org. (Sorry, I’m not making these links live/clickable because of spambots.)
- Eh voila! We’ll send you a copy of our book “teaser.”
So easy! Want to start a dialogue in private? Reach out via my contact form.