Shitty/Legendary Marketing, California Middle Class & Minority Problem, Pirate Snacks

Thanks for reading.

Welcome to The Different Newsletter.

Musings for entrepreneurs, marketing leaders, and creators with a different mind.

From Christopher Lochhead.

Sponsored by Bad Tuna Industries.

(If this is your first time here. I hope someone warned you.)

🏴‍☠️

Why Does This Keep Happening?

When I’m Governor of California, blocking the passing lane will be a $100,000 fine and six month hard labor working as a taser test dummy.

This 👇🏻

Shitty/Legendary Marketing

I walked by this.

And almost peed myself.

(No number)

Now.

You might love pickles.

But for some reason, just the smell of pickles makes me want to puke like a frat boy groomsmen at an open bar wedding at a whisky distillery.

If you happen to love them, I still love you…

….just keep your social distance from me.

Yes.

The greatest American lawyer ever.

Most marketing is so forgettable, ineffective or just plainshitty, it makes the little voice in my head pop off like a George Carlin rant.

Legendary marketing (on the other hand) makes me happier than Charles Bukowski at an open bar.

Our buddy Sean Riley & the team at Dude Wipes.

Ha ha ha ha ha….

🏴‍☠️

California Said It Wanted To Grow The Middle Class & Make A Difference For Minorities. So how did…

….this happened?

Between 2000 and 2019, California's middle-income population shrank by 7%, while low-income and high-income groups grew by 37% and 34% respectively.

Now 1/3 of California is at or below poverty line

• California's poverty rate exploded to 18.9% in 2023, from 16.4% in 2022 and 11.0% in 2021.

• In 2023, 31.1% of Californians were poor up from 28.7% in fall 2021.

• Today 7.3 million California’s can not make it.

The $24 Billion Nothing: Housing and Homelessness

The shocking fall of the middle class directly drove California's housing and homelessness crisis.

If you didn’t know better, you’d think this was done on purpose.

• California spent $24 billion on homelessness over the past five years.

• The problem got 40% worse.

• That’s $133,333.33 per 180,000 homeless

• Average renters now spend nearly 37% of their income on rent

• Up from about 20% in 1960.

• Median household rent increased by 16% in the last decade.

• Annual earnings for typical full-time workers grew by only 2%.

• California has 32 affordable housing units for every 100 renter households.

• A shortage of nearly 1 million units.

Devastating on Communities of Color

The degradation of the middle class has driven more radical racial disparities:

• Poverty rates are highest among Latin (25%) and Black (22.3%) Californians.

• For every $1 that white families earn, Black families earn $0.60

• Latino families earn $0.52.

• In California, for every $1 made by a white male, a Black female makes $0.54.

• 60% of middle-income Californians are people of color.

• Nearly one-third of Latin children (31%)

• Over one-quarter of Black children (26%) lived in poverty between 2013 and 2017, compared to 12% of white children.

California the richest, and the poorest state

(Read that three times)

California has the highest Gross Domestic Product (GDP) among all U.S. states. As of 2024:

• California's GDP is approximately $4 trillion.

• It ranks as the 5th largest economy in the world if it were an independent country.

• And, California has held this position as the largest state economy for seven consecutive years.

• California's GDP per capita is $102,527 (2024), making it the second largest economy in the world on a per capita basis among large economies

Making California the riches and the poorest state in the US.

So much for growing the middle class and making a difference for minorities.

🏴‍☠️

Thanks for reading.

Shalom my Pirate friend,

Christopher Lochhead

👊🏴‍☠️🙏

Here come the dis-credits.

Pirate Snacks ☠️

And Legal Warnings…..

You should feel zero obligation to read from this point on.

What follows is non-sense.

Your time would be better spent studying Spinal Tap lyrics.

This Different newsletter really ties the room together.

Data in the document verified with Perplexity, Gemini, ChatGPT, & Google.

There are (random) strategically placed spxlling, grammor and formatting mistakes in this newsletter.

If you think big foot just gave birth to a liter of alien garden gnomes on Elon Musk’s lawn, then consider these strategic mistakes part of a secret code that unlocks Federal Government servers in Bumsquat Youdaho that reveal the open codes to the UFO communication center built under the Statue of Limitations on Ellis Island.

If you’re not an alien garden gnomes person, the errors herein exist because Lochhead is lazy…

…and wants to write in an unfettered, real(ish) time way and an editor would slow the roll.

and an editor would certinaly want to make “improvements”.

"AI is a fundamental technology that will determine the future of society.”

- Vladimir Putin, 2019.

"Sharing this Different newsletter (broadly) will elongate your life by as much as a decade." - US Surgeon General

"Moral courage is the most valuable and usually the most absent characteristic in men"

- George S. Patton

People who subscribe on Substack get this Different newsletter first.

What happens when you hold in a fart?

30 Fascinating Facts About Farts

Reindeer eyeballs turn blue in winter to help them see at lower light levels.

Ford Giving Away One-Off Bronco Sasquatch Inspired By Bigfoot

Don’t compete in other people's markets.

Category design your own.

Take our new Strategy Therapy course today.

“There comes a time in every CEOs life. Where she realizes her greatest barrier to growth is her current category.”

Category Pirates.

This Different Newsletter is intended to be consumed with libations.

The stuff in this Different newsletter that sounds nuts, ill-conceived &/or poorly written… Lochhead wrote alone.

(Probably after an IPA and a bourbon, and a…💨)

That said,

Most of the ideas, research, frameworks (and even big chunks of the writing) are as a direct result of (or completely lifted from) Lochhead’s partnership with Eddie Yoon & Katrina Kirsch 🏴☠️ …aka

Category Pirates 🏴☠️

Penicillin was first called “mold juice.”

(Very bad category design)

Your doctor might not be listening to you. AI can help change that.

For more on Radical Reliance, read this.

If you like podcasts, click here.

Why is he still writing this?

Ya!?

And why are we still reading.

Ya!?

And why does he bring up social and political topics. This is sapossably a business newsletter?

Right!

It’s almost as if he goes out of his way to upset people. On both the right and left.

He should stick to one party and tow the line.

Ya but this newsletter is called “different”.

You’re right, but he’s sapossably a startup, marketing, category design guy.

He should stay in his lane.

Ya.

Hey, who are you voting for?

Same as I voted last time.

Lebowski 2024.

“This aggression will not stand, man.”

This newsletter is moving from radically unprofessional, to totally sophomoric.

How come the bs at the end, is almost as long as this newsletter?

Ya, that makes this newsletter 50% bullshit.

Why does he insist on putting on this junk at the end?

I don’t know.

It’s super unprofessional.

Ya.

Makes him sound super stupid.

Super stupid?

Ya, it’s like stupid with an extra helping of stupid.

You know what’s kinda stupid?

What?

The term “half-ass”.

What makes you say that?

Well, have you ever heard someone say, “ok team, we need to full-ass this!”.

Full-ass.

No one says, “full-ass”.

Well, if you can half-ass something, isn’t it only logical that you can full ass things?

Can a newsletter make you stupid?

This one can.

🏴‍☠️

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