Christopher Lochhead


Increase the odds.

Design the category.

Save the world from shitty marketing.

Legal statement & warnings.

This information is solely for informational purposes. this does not constitute conveyance of any intellectual property rights. Play Bigger Advisors, LLC has created materials, methodologies, and practices that are proprietary. All intellectual property associated with these works and any derivatives works that come as a result of any client engagement shall remain the property of  Play Bigger. 

This content may not be reproduced or redistributed, in whole or in part, without the prior written consent of Play Bigger.

Additional Warnings (not a complete list):

All products contain nuts. All forward looking statements are stimulative. Skiing is a dangerous sport. Politicians lie. Broken bones hurt.  Not all babies are cute. The beverage you are about to enjoy is extremely hot, so don’t pour it on your crotch. Not to be taken in conjunction with prescription medication. Whisky will make you drunk. Don't forget to have your pet spayed or neutered. Mountain bike crashes suck. It’s true you are only young once, but you can be immature for ever.  Most hair on men is ridiculous. But porn-staches are awesome Shitty marketing is destroying the moral fabric of America. Why are there shopping malls everywhere in the USA? Are you really still reading this crap.

There are stratgic spelling mistakes, grammar errors, formatting problems and general fuck ups placed throughout this site. This is to make sure you are paying attention & to tip our hats to the fellow dyslexics out there. Dog bless you.

Under-educated, boorish heathens unite.

Failure to comply with this notice could result in long, expensive lawsuits, an outbreak of zits, hives and/or, but not limited to venereal warts.

People making financial, business, and/or life decisions based on this content do so at their own risk. Not recommended for people who are politically correct, overly sensitive or considered to be uptight. Or who should otherwise have a cocktail and relax.

George Carlin was right. Listen to Johnny Cash. HEY HO LET's GO!

search engines crawl this:

Category Design, Category Kings, Category Hacking, Positioning, Point of View Marketing, Play Bigger, Category Innovation, Strategic Marketing, Growth Hacking, Startup, Lockhead, Christopher Lockhead, Chris Lockead, Chris Lochhead, Strategy, Marketing, Strategic Marketing, Play Bigger, entrepreneur, founder, Shitty Marketing, Point of View Marketing(tm), Transformational Marketing, Public Speaking, Founder, Naked Ladies, Keynote Speaker, Internet of Things, Big Data, Cloud Software, No Software, CMO, CEO, CDO, CRO, UFO, Marketing Workshops, Sales Training, Internet, Web 2.0, Social Networking, Social Business, Business Technology Optimization, BTO, Skiing, Mercury Interactive, Downturn, Strategy, Vegas, Upturn, Super Models, Customer Relationship Management, CRM, Surfing, Mountain Biking, Retire Early, Scotch, Snow Storms, Social Business, Social Business Software, Social Networking, Collaboration Software, Community Software, Midgets, Scotch, Bourbon, Fire Engines, Van Halen, Foo Fighters, and.....

Disclosure statement.

Tin the spirit of transparency...

i believe that skiing, biking, scuba diving & surfing are great. i have a bias toward single malt scotch. i believe canada is a wonderful country, eh? and America has been very, very good to me. people on the far left and the far right are crazy to me. i believe people should think for themselves.

i believe there are only two kinds of music, good and bad. i believe there are three kinds of people:


people who don’t suck

people who suck

it may sound harsh, but it’s true.

i concur with the teaching of spinal tap, “have a good time, all the time”, bob marley who sang, “emancipate yourselves from mental slavery,”  agree with iggy pop’s “lust for life,” and think REI’s tagline “out is in” is brilliant. george carlin, eddie murphy, louis C.K., ron white, lewis black, chris rock, & jon stewart make me laugh.  when hell freezes over, i’ll ski there too.

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All Rights Reserved

all products contain nuts.

Thanks for stopping by.

This site is purpose built for people interested in technology company success, startup strategies, silicon valley, marketing, entrepreneurship, positioning and the exciting new discipline of category design.

I’m a CEO marketing coach and category designer.  In addition, I’m a former three-time public company CMO, entrepreneur, badass keynote speaker, mediocre blogger, ski and surf bum, and co-founder at Play Bigger Advisors.

Fast Company called me a "Human Exclamation Point" and The Economist said I was "slightly off-putting".

Over 30 years in business, I have served as chief marketing officer of software juggernaut Mercury Interactive which was acquired by Hewlett-Packard in 2006 for $4.5 billion, co-founded marketing consulting firm LOCHHEAD, was the founding CMO of Internet consulting firm Scient, and served as head of marketing at Vantive, an CRM software firm.

I got thrown out of school at 18 for being stupid only to find out later that I am dyslexic. Over time I gained a PhD in strategery from the school of hard knocks, I love my family and friends, enjoy good whiskey, am passionate about outdoor adventure, love ridding the mountains and waves of Northern California, think The Ramones are legendary and that George Carlin was right. Most days I feel like one of the luckiest people alive and I’m living happily ever after with my wife, family, friends and hens in beautiful Santa Cruz, California.

Most importantly, I hope you dig this site,