Digital transformation and marketing expert Tom Goodwin discusses the biggest myths in marketing and the impact of technology on society. They explore the shift in power from traditional advertisers to online platforms, the importance of trust in the digital age, reflections on getting fired and workplace dynamics, and challenge stereotypes about ageism in the marketing industry.
The speaker highlights the value of questioning and expressing opinions in order to learn and understand.
The speaker shares their career journey from failing to get into advertising to focusing on keynotes and consulting.
The speaker emphasizes the need for marketers to make things easier for consumers and avoid distractions in marketing efforts.
Deep dives
The importance of questioning and expressing opinions
The speaker emphasizes the importance of questioning and expressing opinions, highlighting the value of learning and understanding. They share their personal experience of being encouraged to question and express opinions by their father, which has shaped their perspective.
The journey from advertising to consulting
The speaker shares their career journey, starting from failing to get into advertising and ending up in consulting. They discuss their experiences working for different companies, including GlaxoSmithKline and Nokia, and how they became obsessed with understanding how technology would change the world.
The challenges of navigating the industry and maintaining integrity
The speaker discusses the challenges they faced in the advertising industry, including being fired multiple times. They highlight the importance of integrity and being correct over being liked, which often led to conflicts in navigating office politics. Ultimately, they decided to do their own thing and focus on keynotes and consulting.
The dangers of the modern media landscape
The speaker expresses concerns about the divisive nature of the modern media landscape, where important issues are often overlooked or sensationalized. They discuss problems like wealth inequality and opioid abuse, which are not adequately addressed by mainstream media. They also express frustration with the polarization and lack of empathy in society.
Simplifying marketing and making it easier for consumers
The speaker emphasizes the need for marketers to make things easier for consumers. They discuss the importance of clear messaging, simplicity in brand choices, and making it easy for people to make decisions and purchase products. They also highlight the need to focus on the things that won't change and avoid distractions in marketing efforts.
Tom Goodwin is back for our first ever live event in London. As uncensored as ever, we cover all things digital transformation to the biggest myths in marketing, this time with some thought provoking questions from a live studio audience.
Timestamps: 00:00 - Start 01:06 - Tom’s background 03:21 - Why Tom kept getting fired 05:08 - What technology will change our lives? 08:34 - We don’t care about consumers 10:21 - What opportunites are there? 12:45 - Things that aren’t changing 16:52 - Jingles 18:02 - Are brands dead? 20:32 - Questions 20:53 - The online advertising emperor has no clothes 25:38 - Why are brands not calling out social media companies? 28:28 - Biggest barrier to deliver on digital transformation 31:45 - Should marketers be more respected? 37:04 - How important is trust? 42:17 - Why did Tom keep getting fired? 44:49 - Is there ageism in marketing? 49:22 - Does not having kids make Tom more uncensored?
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