On this episode of Lochhead on Marketing, we engage in a thought-provoking conversation with Fernando Labastida, an innovative thinker in category design and a proponent of businesses creating their own unique markets. The discussion centers on the transformative role of writing a book as a strategy for businesses to carve out their unique markets and establish themselves as category leaders. Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind. Fernando Labastida on the Value of Writing a Book Fernando Labastida begins by discussing the advantages of writing a book, asserting that it can serve as a powerful means to organize and galvanize ideas. He notes that while it’s possible to design a category without writing a book, the process of writing can clarify thoughts and solidify concepts. Fernando likens writing a book to assembling a puzzle or using a paint-by-numbers coloring book, where a detailed outline helps structure the ideas. He also highlights how a book can kickstart marketing efforts, enabling authors to engage in "information wars" and "air wars" to evangelize their categories. A book can open doors to speaking engagements, podcast appearances, and networking opportunities, amplifying the author’s message across various platforms. The Impact of Being an Author Christopher shares a personal anecdote about the impact of being a published author. He recounts a recent experience in Fiji, where a stranger recognized him as one of the authors of "Play Bigger" and expressed how the book had changed his life and business. This moment underscores the profound effect that a book can have on readers, creating a lasting connection that is often more impactful than other forms of media, such as podcasts or blogs. Fernando posits that in an age where attention spans are dwindling, writing a book demonstrates a commitment to deep thinking and sustained effort, which can resonate with audiences. Creating New Language and Thought Leadership The conversation shifts to the importance of language in establishing thought leadership. Christopher points out that those who create new language often dominate their categories. He cites Starbucks as an example, where the company’s unique terminology has shaped customer expectations and industry standards. Similarly, he discusses how ChatGPT has redefined language around artificial intelligence, introducing terms like "large language model" and "prompt engineer," which have become integral to the conversation about AI. Fernando echoes this sentiment, referencing the Eisenberg brothers, who coined terms like "conversion rate optimization" to describe emerging concepts in digital marketing. He emphasizes that new problems arising from technological advancements necessitate new solutions and, consequently, new language to describe them. To hear more from Fernando Labastida and the legendary value of writing a book, download and listen to this episode. Bio Fernando Labastida is a seasoned marketing strategist known for his expertise in content marketing and business growth. He has helped tech companies and startups build brand authority through strategic storytelling, connecting businesses with their target audiences. Passionate about innovative growth, Fernando excels in crafting compelling narratives that drive engagement and customer loyalty, making him a trusted leader in tech marketing who skillfully blends strategy with creativity to achieve impactful results. Links Follow Fernando Labastida! Website | LinkedIn